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.
I recently found a Steve Madden Advertisement flier in the street one day. It is a new launch of the Steve Madden big head ad. Its also promoting "Steve Madden Music" the new project that promotes new and upcoming artist. The advertisement is very simple and has nothing to do with shoes whatsoever but by having the steve madden symbol and the big head from the first best known ads it made it show out to me on the ground while walking in the street it also made me think about steve maddens target market. Young white woman are the definite target market because most ads have young white woman on it . The ad with the seemingly mixed girl is the only ad i have seen or found by Steve madden featuring a black or Hispanic woman.
