chapter 8: segmenting and targeting Markets

Steve Madden has successfully segmented their ideal target market.  Young woman is a large group of potential buyers this segment can be broken down further into Young white woman, but young woman as a whole are accessible through medias like magazines, internet social networks and blogs, and public advertisements like those on buses and trains.  The company uses demographic segmentation and geographic segmentation as well.  Steve madden stores and ads are often found in heavily populated cities. Places where people can afford to spend money on things they want rather than things they need.  Everyone needs shoes.  But women do not need stylish pumps or high heel boots.  They understand that this is a want and not people from all places can afford to fulfill these wants.  Older woman with children that are teens girls are also a big buyer of the product because these women want their daughters to dress fashionably and be comfortable with the way that they dress.   Steve Madden targets mostly young woman but concentrating on white young woman because they are most likely to spend the most money on wants.