steve madden men`s 11 steve madden women`s fall 2011

THE SIDEW
MY RUNW
ALKS ARE
AYS
STEVE MADDEN
MADDEN
STEVE
TABLE OF CONTENTS
7
STEVE’S STORY
30 E-COMMERCE
8
WHAT MAKES THE BRAND UNIQUE
32 CLASSIC STEVE MADDEN ADVERTISING
10 OWNED BRANDS
34 INNOVATIVE MARKETING AND ADVERTISING
12 BRAND OVERVIEW
42 EVENTS
14 SECRET WEAPON
44 STEVE MADDEN ON TOUR
16 LICENSED BRANDS
46 PRESS AND PR
18 U.S. DISTRIBUTION
52 FUTURE
24 INTERNATIONAL DISTRIBUTION
26 ACHIEVEMENTS
“
“
6
I get my inspiration
from pounding the pavement
all over the world
STEVE’S
STORY
A
man who wears many hats – and shoes, Steve
Madden cannot be described in one word. He is
an entrepreneur, an award winning designer, a
business titan and of course, a family man. He’s
walked the line both there and back without forgetting
his humble beginnings or his core consumer, resulting in
millions of adoring fans worldwide. Considered the fashion
footwear mogul of the 21st century, Madden has an innate
sense of what’s hot, what’s next, what’s exciting and more
importantly, how this will translate to his consumer. Inspired
by rock and roll, fused with a jolt of sex appeal and urban
edge, Madden creates shoes that are innovative, fun, sometimes wild and always spot-on-chic.
In 1990 with a mere $1100 in the bank, Madden swiftly
followed his intuition to create the next big trend, anticipate
consumer needs and subsequently deliver collections
that were both cutting edge and highly saleable. Madden
channeled his creative energy to produce a variety of
silhouettes and vibrant styles in his Queens-based factory.
Quickly his dream became reality and the Steve Madden
brand was born.
Madden’s expertise in trend forecasting has propelled
him to the top of his field. Relying on sheer instinct, he
transformed a footwear relic into a footwear phenomenon
when he introduced a new amped up platform shoe in the
early 1990s. Inspired by his favorite rock stars of the 70s,
Madden’s now famous chunky platform shoes were one
of the biggest success stories of the time and became a
Madden hallmark. Staying on the pulse of youth culture
and ever evolving, Madden says, “What inspires me is what
I see people wearing on the streets of the world from New
York to London and beyond. I get my ideas and inspiration
from pounding the pavement all over the world. Today,
fashion is dictated by individual style. The fashion of the
future is anything that a young guy or girl feels good wearing
as long as it’s put together in the right way.”
The fusion of style and music remains at Madden’s core –
“music is in the DNA of what I do”. As with fashion and
design, Madden has an eye, and ear, for young, emerging
musical talent which lead to the creation of Steve Madden
Music – an integrated marketing platform that promotes
such talent through a multitude of media and consumer
channels, including live performances throughout New
York City and showcases at SXSW. Through this, Madden
has worked with emerging talent before they hit it big
including Lady Gaga, Katy Perry, Ellie Goulding, Jason
Derulo, Katy B and Eliza Doolittle.
Today, the Steve Madden brand has evolved into a lifestyle.
In addition to marketing products under its owned brands
including Steve Madden, Steven by Steve Madden, Madden
Girl, and Stevies, the company also licenses certain of its
brands for the marketing and sale of ready-to-wear, outerwear,
intimate apparel, eyewear, hosiery, jewelry, fragrance and
bedding and bath products. Steve Madden, Ltd. is also the
licensee of various brands, including Elizabeth and James,
Superga, Olsenboye , l.e.i., GLO and Daisy Fuentes and has
private label partnerships with Material Girl and Candies. In
the last 18 months, Steve Madden has expanded his footprint by acquiring top fashion companies Betsey Johnson,
Betseyville, Report, Report Signature, R2 by Report,
Big Buddha and Cejon.
Steve Madden operates 87 retail stores in the US in addition
to an online store, and its wholesale distribution includes
department stores, specialty stores, luxury retailers, national
chains and mass merchants. Its international partners
operate 113 stores and 108 shop-in-shops in 55 countries
outside of the United States.
7
WHAT MAKES THE BRAND
UNIQUE
Steve Madden first made his mark two decades ago with
the now infamous chunky, clunky shoe designed for
young women. His design philosophy has always been
about empowering men and women through confident
and bold footwear – a notion that has been instrumental
in making his shoes a “must have” throughout the country and the world. This is a testament to what makes the
brand unique – Steve is a real designer designing for real
people and the men and women who wear his product
become fans for life.
8
9
OWNED BRANDS
10
BRAND OVERVIEW
Steven by Steve Madden is a
cosmopolitan collection targeted at
sophisticated women between 25
and 45 years old seeking fashion,
quality and uniqueness. In addition to
footwear, the Steven collection
also includes handbags, belts
and hosiery.
WOMEN’S
Our flagship brand is the footwear label of choice for
fashionable women between 16 and 35 years old. The
styling of this brand is fashion-forward, offering the
right look at the right time for trendy young women.
Steve Madden Women’s is a leader in categories
spanning casual to dress shoes and boots to
sandals. As it evolves into a lifestyle brand,
the expanded merchandise offering now
includes handbags, belts, eyewear, hosiery,
outerwear and cold weather accessories.
STEVE MADDEN W
FALL 2011
OMEN’S
W HA T CO M ES AR
O UN D, G O ES
AR O UN D
ST EV E M AD DE
CO LL EC TIO N N’ S FA LL 20 11
What was once
old is now new ag
ain.
Step high this sea
son with the latest
in 70’s
styles. Keep it cla
ssic and fashiona
has something for
bly
groovy with the SA
every woman an
RRINA, a modern
d her
every style. In a cit
twist
on the 70’s inspir
y that holds unlim
ed chunky heel.
ited
possibilities, the Ste
When
day turns in to nig
ve
Madd
ht,
en
ge
Steve
Madden
Men’s
offers
a
compelling
gir
t
lot
l
ca
s
of lovin’
n be
whoever she wa
attention while dis
nts to be, figurative
co dancing the
and and
of ly
stylish
edgy
footwear
literally reaching assortment
night
away
in the
new heights with
AS
HLE
EY
pa
ired with a
daring
trend-focused foo for men between
, and
seq40
20
uinyears
ed mini,old.
twear. From her
the
du
o
is
sur
Park
Avenue office to
statement. Wh
nigThe
line
a full assortment
of erever the nige to make a
hts ou
t onincludes
the
ht may lead,
Bowery, she takes
Steve Madden wil
the
da
y
dress,
dress
casual,
casual
l
in
bri
stri
ng out the Studio
de.
Although one ca
in every groove-l
54
n never know wh
ov
in’
girl who wants to
at’s
around the corne and sport product.
dance the night
r, she can feel co
away looking vib
nfident
while rounding ev
ran
t,
fun, color ful, flashy
ery turn - one of
, and sexy. Nothi
many
reasons why Steve
ng
says bold like the
Madden footwea
GAAYLE when loo
r
continues to be
king to
make that lasting
a staple item for
impression, beca
every
woman’s wardrob
use
when it comes to
e this fall.
fashion, there is no
thing
subtle about the
70’s.
CO UN TR
Madden Girl provides trend-right footwear
targeted at women between 13 and 20 years
old. Launched in late 2005, Madden Girl has
quickly gained a leading market position
with f a s h i o n - fo r w a r d y o u n g w o m e n .
MEN’S
12
Y G IR LS , BI G CI
TY
Yeehaw! Whether
to-e
you are a down-
S’NEM
CI RQ UE DU SU BW
AY
60 ’S A G O -G O
Looking for a po
p of color amidst
all that
black this season
? The 60’s found
its origin
in pop c
Steve Madden Kids offers fun and funky
variations of Steve Madden footwear for kids
between 5 and 10 years old. The trend-right
styles of the Steve Madden Kids line resonate
with fashion-conscious customers.
Steven by Steve Madden is a cosmopolitan
collection targeted at sophisticated women between 25 and 45 years old seeking fashion,
quality and uniqueness. In addition to footwear,
the Steven collection also includes handbags,
belts and hosiery.
Life’s a beach, and we have MadLove for it! The MadLove
customer is a go with the flow individual, riding the
tide and doing it in style! MadLove shoes’ flex soles
are comfortable, fashionable and versatile taking
you from rocking waves to rocking dance
floors. Like the logo, whether you are
“Up or Down”, there is always MadLove.
New York designer Betsey Johnson started her label
1978. Her commitment to remain true to her one-ofa-kind vision has afforded continued success in the
clothing fashion industry for over 30 years. Starting
in 2004, the Betsey Johnson label expanded as
a lifestyle brand with the introduction of intimates, handbags and leather goods, footwear, watches, jewelry, eyewear, swimwear, legwear, and outerwear. Today there
are seventy Betsey Johnson stores worldwide as well as an established wholesale
business throughout the United States and
international markets.
Big Buddha is fun, fast fashion for
women of any age. From polished
and classic styles to playful sassy
shapes, Big Buddha innovates with
Fashion trends. Versatility, quality
and fashion are our specialty for
the woman who wants
to get noticed. The
handbags fit into
your life-and your
life fits into them.
13
SECRET WEAPON
Steve Madden is the only footwear brand of its kind in the United States
with a factory adjacent to its corporate headquarters. This special setup
provides Steve Madden and his design team the unique ability to make
samples, test product and react quickly to trends.
14
15
LICENSED BRANDS
16
LICENSING
EYEWEAR
HOSIERY
OUTWEAR
INTIMATE APPAREL
BEDDING & BATH
JEWELRY
17
U.S. DISTRIBUTION
18
19
CANAL STREET NYC
20
DUBAI UAE
INTERNATIONAL RETAIL LOCATIONS
INTERNATIONAL DISTRIBUTION
22
23
ACHIEVEMENTS
24
Trendiness Quotient: #4 at 2.21%
Percentage of searches based on fashion brands: #9 at 3.5%
AOL search requests - 2004
Number of searches based on fashion brands: #10 at 59,153
Search requests - Month of February 2006
Percentage of searches based on fashion brands: #5 at 228,069
Search requests - Month of October 2007
25
ACHIEVEMENTS
Steve Madden has been the
second most preferred footwear
brand, behind Nike, among
teenagers nationally every year
from 2002-2010.
26
Source: Piper Jaffray Taking Stock With Teens Survey; Fall 2010
Survey Inception: 2002
MARKET SHARE
#4 in Department Store Sales
#1 in Juniors Sales
27
E-COMMERCE
• Largest retail “store”
• Broad online product assortment
• Monthly website visitors = 2.5 million - 1.1mm unique
• Monthly mobile visitors = 280k - 176k unique
• E-mail list = 1.1 Million
• Monthly page views = 10-14 million
28
weekly eblasts
www.stevemadden.com
STEVE MADDEN ADVERTISING
Steve Madden is renowned for his cutting-edge and
innovative advertising campaigns. The most iconic of those
campaigns - Big Head Girl - launched in the late 1990s. The
quirky yet sexy images resonated worldwide resulting in one
of the most memorable campaigns in modern advertising.
Following a brief departure from the big head girl campaign,
the ground breaking images have resurfaced in conjunction
with the 20th anniversary of the Company. These new images, like their predecessors, continue to demonstrate the
dynamic personality of the brand.
30
31
INNOVATIVE MARKETING AND ADVERTISING
ADVERTORIAL
32
ADVERTISEMENT
33
INNOVATIVE MARKETING AND ADVERTISING
PRODUCT PLACEMENT
Sasha Obama in People Magazine
June, 2011
The Steve Madden oxford TROUSER-G in gold glitter, is
photographed on President Obama’s youngest daughter, Sasha
Obama.
INNOVATIVE MARKETING AND ADVERTISING
Steve Madden Music is an integrated
marketing platform that promotes today’s
hottest emerging artists both in-store and
online at Steve Madden. Music has inspired
Steve Madden’s designs since he launched
the brand in 1990. Today, music is still one
of his muses and Steve Madden Music is
a natural extension of this inspiration.
Not only is it personal to Steve but it relates
directly to his consumers. Steve built his
brand around making fashion forward
footwear accessible to all people. By launching a music initiative, Steve takes this design
philosophy to a new realm. His fashion
forward audience wants to go out, listen to
music and be in the know. Steve Madden
Music plays a role in bringing music to
the forefront for consumers – telling
them what’s hot, what’s new and what they
should be listening to now.
36
Katy Perry, in the Ludlow
Steven Store, wearing
Steve Madden.
Lady Gaga, in the Bleecker
Steven store, wearing Steven
by Steve Madden.
www.stevemadden.com/music
Stevemadden.com/music is a music lifestyle site that offers exclusive video and artist content featuring Steve
Madden Music Artists.
Celebrity Following
The Steve Madden brand has always been a favorite among Hollywood.
Celebrities such as Rihanna, Leighton Meester, Heidi Klum. Kate Moss,
Katherine Heigl and Natasha Bedingfield are consistently spotted in
Steve Madden stores and photographed in the product.
37
EVENTS
STEVE MADDEN MUSIC
As a part of the Steve Madden Music platform, Steve
hosts monthly Steve Madden Music events in the
Steven by Steve Madden store in New York City’s
Lower East Side. Featured artists such as Katy Perry,
Little Jackie, Shwayze and Jazmine Sullivan have all
played performances in the store before they were stars.
38
Clockwise from bottom left: Steve with
Katy Perry, Steve with Cisco Adler and
Shwayze, Steve with Little Jackie’s Imani
Coppola and Adam Pallin, Katy Perry
Performs, Jazmine Sullivan performs.
DUBAI FASION SHOW
Steve Madden hosts some of the industry’s
most talked about fashion shows. Featuring
state of the art event production, world
renowned DJ’s and A-list models, Steve’s
events always draw the top tastemakers
in fashion and style.
39
STEVE MADDEN ON TOUR
Steve Madden travels the globe regularly to meet and talk with his fans.
Steve’s belief that the sidewalks are his runways has taken him all over the
world to gather inspiration from the fans who wear his designs daily.
40
41
PRESS AND PR
Footwear News
MILESTONE ISSUE
42
43
PRESS AND PR
44
45
FUTURE
Steve Madden’s footwear vision is continuously
evolving. Steve once said, “What inspires me is
what I see people wearing on the streets of the
world from New York to London and beyond. I
get my ideas and inspiration from pounding the
pavement all over the world. Today, fashion is dictated
by individual style. To me, the fashion of the future
is anything that a young guy or girl feels good
wearing as long as it’s put together in the right way.”
The future holds more exciting opportunities on
the horizon including new brands and aggressive
expansion in global markets.
46
47
BE WHERE
YOUR FEET
48
ARE
STEVE MADDEN
49