Week 2 : Strategic Planning

Steve Maddens mission is to deliver fashion forward trends and to keep the costumers style individual.  They started as strictly a shoe company but they later added other fashion accessories and a men line.  But their main target market is young fashionable women.  To reach and make sales to this group of young woman they have created a strategy that seems to be working very well for them.  They increased the product line which will increase sales.  Women who come into the stores to look for shoes can also find a scarf or hand bag that matches that shoes.  Making it seem convenient for the costumer and upping the sales.  All Steve Madden stores are found in the trendiest shopping areas. I have never  seen a Steve madden television ad but most advertising is done in magazines and small fliers.  These are the things that young fashionable woman wear.  There prices are lower than some higher end shoes so that these young working woman can afford them.  They have a competitive advantage over these young woman because they have many similar styles to more expensive shoe brands as well as unique shoe styles.