The marketing enviornment : chapter 4

Steve Madden understands the values of their target market.  Young woman today care greatly about being fashionable.  They want to wear whats in style but at they same time they also value being individual.  They want to feel that the have their own sense of style even while wearing the things that are in.  They understand that young woman between the ages of 16 and 25 are likely to buy alot of their product they also understand that women this age are likely to be at school and at work during regular television hours so they do not promote their products on television. Their target ethnic market is young white women.  Most of their ads have white women in them.  Ive personally only seen one steve madden ad with an african american women in it.  White america is the largest ethnic market so this may be why they target them.