Developing and Managing Products chapter 11

Being that Steve Madden is a shoe store they cannot vastly change their products.  The products they make are shoes and these shoes are in no way going to provide anymore functions than to wear then and express your fashions.  About 7 years ago Steve Madden added a new product line by introducing a Men and Kids shoe line.  These lines started with a few shoe choices but now there are almost as many styles for men and children as there are kids.  This adds a new target range not only woman will come in the store and of the woman who come they can shop for husbands and children and friends all in the same store.  A few years ago Steve Madden also launched a bedding line.  With there bedroom in a bag sets which are mainly offered online and in select stores like Marshall's they can get costumers to buy more things that are needed, while getting stylish shoes you can get a Steve madden stylish room as well.   Since this is originally a fashion forward shoe company they make additions and revisions to the existing product line.  They must always keep up with the trends so they have to adjust their products accordingly.  New trends means new styles and new seasons means new colors.  Products that have done well have reappeared in different seasons.  Also classic shoes like a classic pump is kept.  They release the same exact style every season but they may release pinks and purples in the summer and brown and red in the winter.  They may also take that same shoe and  make it with different materials like suede, faux snake skin, leather, or glitter.  This is all to attract different types of costumers and make the same good selling product seem a bit different.  The styles of the shoes generally stay similar like the product life cycle chart 11.3 MKTG 4,  Styles come in start to fade then come back once again.