TABLE OF CONTENTSTable of Contents……………………………………………………………………………………………….2Who We Are…………………………………………………………...………………………….……………...3Customer Interviews……………………………………………………………………….……………...4-8According to Social Networks…………………………………....…………………..……………...9-10Chart 1: Neighborhood Demographics

& Household Demographics………………………………………………………..…………….11Chart 2: Lifestyle……………………………………………………………………………….……………...12Profiles..……………………………………………………………………………………………………...13-15Mental Map……………………………………………………………………………………………………...16Defining Brand Design……………………………………………………………………...………………17Competitive Analysis………………………………………………………………………….……………..18Brand Insistence……………………………………………………………………………….……………...19Promotional Ideas…………………………………………………………………………….……………...20Work Cited……………………………………………………………………………………….……………...21

Who are we? Who is Steve Madden? The answer to that, is anyone you feel like waking up as tomorrow. Steve Madden

is a women focused footwear brand that focuses on every type of girl. Steve Madden was founded in 1990. From the

soccer mom to the grunge styled thirteen year old girl, Steve Madden provides styles for everyone. We strive for style

and crave to help every girl express themselves in life, through shoes. With headquarters based in New York, Steve

Madden has stores nationwide, along inside major department stores making it easy and accessible to grab a

pair. Who are you feeling like today?

WHO WEARE

Female:Why are you shopping at this store today?“Because they have really great shoes. I love them.”Is this retailer/brand one you normally shop at?“No, not normally. But it’s always nice to try something new.”Who do you consider their competition, and do you plan to shop their today as well?“I guess maybe Michael Kors because they’re another high end shoe.”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“Yea, I like to look at everything.”What 3 words would you use to best describe the brand?“Stylish, well-priced, trendy.”What brands are you wearing today?“I don’t know...I think most of this is Forever 21 and the flea market”What is your zip code?“90046”

Customer InterviewsFemale:Why are you shopping at this store today?“Because they have a big sale and it is very good quality.”Is this retailer/brand one you normally shop at?“Here in the US, yes, because it is cheaper.”Who do you consider their competition, and do you plan to shop their today as well?“Maybe Asos”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No”What 3 words would you use to best describe the brand?“Worth-it, modern, unique”What brands are you wearing today?“Nike, H&M”What is your zip code?“Spain”

Female:Why are you shopping at this store today?“I’m just looking for shoes.”Is this retailer/brand one you normally shop at?“No”Who do you consider their competition, and do you plan to shop their today as well?“Aldo and no”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No and I’m not on that stuff”What 3 words would you use to best describe the brand?“Overpriced, in-style, cute”What brands are you wearing today?“Seven, Celine, H&M”What is your zip code?“90048”

Female:Why are you shopping at this store today?“Just to go shopping”Is this retailer/brand one you normally shop at?“Yea I’ve been here a lot of times”Who do you consider their competition, and do you plan to shop their today as well?“Aldo, actually not looking for shoes but maybe I’ll look”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No I haven’t”What 3 words would you use to best describe the brand?“Trendy, affordable, up-to-date”What brands are you wearing today?“Converse, TopShop, Louis Vuitton”What is your zip code?“90046”

Customer InterviewsFemale:Why are you shopping at this store today?“Because they have really cute shoes”Is this retailer/brand one you normally shop at?“This is the only one I know of, so yea”Who do you consider their competition, and do you plan to shop their today as well?“I’d probably say Aldo, I don’t know, not really”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No”What 3 words would you use to best describe the brand?“Cute, Limited sizes, wide variety”What brands are you wearing today?“Ugg, Hollister, Louis Vuitton, H&M”What is your zip code?“90712”

Female:Why are you shopping at this store today?“Just out having a ‘me day’ treating myself to some goodies”Is this retailer/brand one you normally shop at?“Yes, this is probably my favorite shoe place”Who do you consider their competition, and do you plan to shop their today as well?“Probably Aldo and I’m not really sure”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“Sometimes I look online in the sales section”What 3 words would you use to best describe the brand?“Cute, trendy, me”What brands are you wearing today?“PINK, H&M, Zara”What is your zip code?“90047”

Female:Why are you shopping at this store today?“I have a hot date tonight. Just kidding. I just got paid.”Is this retailer/brand one you normally shop at?“Oh yea, I’m in all time. I usually can’t afford it but doesn’t hurt to look”Who do you consider their competition, and do you plan to shop their today as well?“Nordstrom maybe? Or Aldo? Not sure”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“I’m always online shopping but never buy anything”What 3 words would you use to best describe the brand?“Fabulous, on-trend, variety”What brands are you wearing today?“American Apparel, Zara, TopShop, and Ugg”What is your zip code?“90078”

Customer InterviewsFemale:Why are you shopping at this store today?“Just out shopping”Is this retailer/brand one you normally shop at?“Sometimes”Who do you consider their competition, and do you plan to shop their today as well?“Aldo probably. I don’t know is there one here?”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No”What 3 words would you use to best describe the brand?“Cute, in style, young”What brands are you wearing today?“Zara, H&M, Tillies”What is your zip code?“90046”

Female:Why are you shopping at this store today?“Finding shoes for my cousins wedding”Is this retailer/brand one you normally shop at?“Not really, I’m not a big shopper”Who do you consider their competition, and do you plan to shop their today as well?\“I have no idea, maybe Macys”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No never”What 3 words would you use to best describe the brand?“Nice, affordable, trendy”What brands are you wearing today?“Thriftshop and I think H&M”What is your zip code?“90036”

Female:Why are you shopping at this store today?“Just out shopping for fun”Is this retailer/brand one you normally shop at?“Yea sometimes, it isn’t a regular for me but I sometimes come in”Who do you consider their competition, and do you plan to shop their today as well?“Aldo maybe, probably not”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“Yea but I don’t ever really actually order anything”What 3 words would you use to best describe the brand?“Cute, stylish, different”What brands are you wearing today?“Forever 21, Louis Vuitton, H&M, Zara”What is your zip code?“90076”

Customer InterviewsFemale:Why are you shopping at this store today?“I got bored so I decided to go shopping, then I just passed here and it looked cute”Is this retailer/brand one you normally shop at?“Not really”Who do you consider their competition, and do you plan to shop their today as well?“Nordstrom probably because they have a lot of options, no”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No”What 3 words would you use to best describe the brand?“Affordable, cute, trendy”What brands are you wearing today?“Michael Kors, TopShop, Louis Vuitton, and Ugg”What is your zip code?“90212”

Female:Why are you shopping at this store today?“Just looking at some shoes”Is this retailer/brand one you normally shop at?“Sometimes”Who do you consider their competition, and do you plan to shop their today as well?\“Aldo, maybe probably not”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No”What 3 words would you use to best describe the brand?“Different, colorful, nice”What brands are you wearing today?“J. Crew, Zara, H&M”What is your zip code?“90081”

Male:Why are you shopping at this store today?“Picking up my girlfriend’s birthday present.”Is this retailer/brand one you normally shop at?“Only when I am dragged in here with her”Who do you consider their competition, and do you plan to shop their today as well?“No idea, Macys? Whatever it is, no. She had very clear instructions.”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“No never”What 3 words would you use to best describe the brand?“Nice, feminine, reasonable...I guess”What brands are you wearing today?“Diesel, H&M, and converse”What is your zip code?“90209”

Customer InterviewsFemale:Why are you shopping at this store today?“I heard they were having a good sale”Is this retailer/brand one you normally shop at?“Not too often but I like to see what new things they have and what goes on sale”Who do you consider their competition, and do you plan to shop their today as well?“Aldo, they are definitely really similar. No I don’t think so”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“Yes, I get tons of emails. But I am not on their social media”What 3 words would you use to best describe the brand?“Stylish, variety, trendy”What brands are you wearing today?“Zara, Nordstrom, TopShop”What is your zip code?“90074”

Female:Why are you shopping at this store today?“Just looking around”Is this retailer/brand one you normally shop at?“Not really no”Who do you consider their competition, and do you plan to shop their today as well?“Nordstrom maybe”Do you visit the retailer/brand website? Facebook? Blog? Twitter? Which and how often?“I’ve seen their website but I don’t go on it like often”What 3 words would you use to best describe the brand?“On-trend, cute, affordable”What brands are you wearing today?“Forever 21 mostly, and I think H&M”What is your zip code?“90067”

YELP

TWITTERACCORDING TO SOCIAL MEDIA. . .

F A C E B O O K

Chart #1: Neighborhood Demos & Household Demos

Chart #2: Lifestyle & Media Tab

What’s up guys!?! I’m so excited!! I got a call back for my first big film role! Being 18 in this city has been a little scary for me but after hard work and the right people around me, I’m reaching my dream! I guess it helps being trilingual. Lol! Lot’s of us are in my area! I love it :) So many different cultures uniting under one common interest - entertainment!

As exciting as that is, there’s more! Not only will I be in this new movie but I will be on the cover of my favorite magazine...ELLE! They are doing a huge article on me! It’s going to more of a “Get to Know Me” type thing. Spread the word! I talk about everything from online dating to managing my own Twitter account. The fame is coming and I know I won’t get caught up in it! - If I’m stressed or overwhelmed, yoga is always good for me...I highly suggest doing that! Great for the mind, body, and soul!

I have to go practice my lines now...Unless I get distracted staring at the most recent Rolling Stone issue...Adam Levine though… ;)

XOXO,Sammi Jays

This segment is not far behind the American Dream segment residents in the fact of how ethnically diverse they are. Approximately one-third of these young, urban achievers flew to this area from foreign countries. This segment is to thank for the many languages that are heard throughout this area.

URBAN ACHIEVERS

Hi, Everyone!My name is April Michaels! I am a 28 year old woman living in the beautiful West Hollywood, California! Being a girl in my twenties, life is not all fun and games. Living in LA, many people think it’s all about the movie business and such, but me, along with many others, are everyday white collar workers. Don’t get me wrong, we are into entertainment and the arts, but I am more into the whole legal world. I also love health and social sciences.

I may be 28, but I have 3 kids that I love ever so dearly. We live in the upper middle class, so we do okay. You know, we’re financially stable, while being able to have fun by being able to splurge a little on this season’s Steve Madden collection.

All together, I am a Boho Queen of the owned household. The king? Well, that’s my boyfriend. I know what you’re thinking, “Three kids and not married?” We like to think of ourselves like a more chill, less famous version of Brad and Angelina. We think this in more ways that the obvious several children aspect. We are diverse! How many Boho Asians do you know? Not many? Well, take a walk through the Beverly Center and we are everywhere! The diversity in this city is rising and it’s amazing being able to blend all cultures. I have to go make my little ones lunch.. Laters baby.

Love, April Michaels

This segment is most liberal in the nation. The diversity among them all is beneficial for the united workplace. Collaboration and interaction is huge among this segment. There’s a movie coming out this weekend? You can most definitely catch one of these boho mixers sitting front row!

BOHEMIANMIX

Hello Everyone,I just wanted to touch base with all my friends! I also wanted to thank everyone for all the 39th Birthday wishes! Thank you! Karen - I loved the Steve Madden pumps, thanks! Who says 39 is not the new 25? I beg to differ!

Good news everyone! I got another job! In addition to being an author, I’ve decided to take on the role of a health coach at the UCLA Medical Center! The writing was going well, but I wanted to start helping in a more hands-on environment.

Just catching you all up, the Mr. is doing well, also! My wonderful husband I will be celebrating our 11 year anniversary this coming Tuesday...at Disneyland! The little one is doing well, too! Starting kindergarten next August!

Did anyone see the article in the LA Times? Romney announced that he is not running for president next election! Let’s not forget that Tom Bradys GQ Cover and article is coming out this month! Everyone have a smart shopping fiscal year!

Mwah,Samantha Williams

American Dreamers

This segment is the most diverse of them all. Sitting comfortably in the upper-middle class, these residents hold ethnic backgrounds from all over the world, while they continue to bring and expand other cultures into this targeted area.

MENTAL MAP

In-style - Trendy - Well Priced - Cute - Fabulous - Feminine

Trendy, Feminine Footwear

Only Steve Madden promises to deliver quality footwear to women

from ages thirteen to fifty.

Brand Design

Competitive Analysis Chart. . .Intro: Steve Maddenis for trendy,fun, working, feminine, unique shoppers. With a wide variety,

they have a style for any woman. Like any other brand, they have competitors, these would include Aldo and Nine West.

● Chic, trendy shoe store.● No slogan● Thin, black, all caps.● Young, progressive, stylish● Affordable, good quality shoes.

● A shoe store that has an on-trend style for everyone.

● “Never take a day off from being stylish”

● Oval, all caps, black and white● Ethnically diverse, trendy, funky● Celebrity collaboration, customers who

follow celebrities

● Sophisticated, affordable shoe store.● “9W WE DO SHOE”● All caps, black● Classic, feminine, professional● Quality, lifestyle-fitted

● Known for their boots and booties.● Quality vs. Price, being different● Reasonable for okay quality● Sold just beyond shoes into

accessories, using celebrity for promotion

● “Like a Boss Campaign” making each woman feel strong and like an individual

● Too in their niche, not very broad● Reasonable for good quality● New personal campaigns that relate

to the “every day” woman

● Global, expanded into accessories and has separate store for accessories

● Quality vs, Price being different● Reasonable for okay quality● New campaigns relating to current

lifestyle trends such as “#PERFECTPAIR”

Conclusion: In conclusion, all three brands are very similar in who their customers are. They all bring a wide variety of styles at an affordable cost. The difference comes in with their styling and campaigns.

How does it succeed on an emotional level?● Steve Madden carries various styles for every personality which

helps to make its customers feel more comfortable. By having such a wide variety of styles this makes the customers feel like they can

all find something.

How does it represent the customers’ values of self-expression?● By carrying so many styles and trends of shoes, Steve Madden

assists women every day with expressing themselves. Whether they are working, relaxing, preppy, or boho, Steve Madden has something for every woman. Not only do they have such a wide

variety of styles but so many options within the styles giving customers lots of choices.

Analysis: Steve Madden excels in the the industry by following through and keeping up with the latest varying trends while giving their

customers numerous options for new styles. This not only insures customer satisfaction, but also their loyalty to the brand knowing that

Steve Madden will always carry something for their personal style.

Brand Insistence

Promotional IdeaA new promotional idea for Steve Madden could be a new line called “It Girl”. The new line “It Girl” would be sold exclusively at Steve Madden. “It Girl” would be promoted by a celebrity who could succeed in instigating

and inspiring, enlightening and enraging, entertaining and edifying our target consumer.To advertise this new line we will present contests each week for the first 5 weeks of the promotion. The

contest would be promoted on Steve Madden’s official Instagram, and Twitter accounts, plus the week before the new line is introduced, the contest will be endorsed by the characters on Pretty Little Liars and/or

Vampire Diaries with the “It Girl” referenced or seen and the hashtags appearing on every television screen nationwide. To participate in the contest, consumers will need to upload a picture to their Instagram account

wearing their new shoes from the “It Girl” line, remembering to hashtag Steve Madden and It Girl (#stevemadden, #Itgirl). Each week a winner will be chosen and featured on the official Steve Madden

Instagram plus will be given a coupon for 20% off their next purchase from the “It Girl” line, and a swag bag of goodies.

Additionally, Steve Madden consumers love the It Girl herself and what they will love even more is the chance to spend the day with her. For one month whoever purchases something from the “It Girl” line will

also get the opportunity to have their name put into a raffle. At the end of the month 3 girls will be randomly selected and will be flown out to get lunch, go shopping and spend the day in Los Angeles with the It Girl

herself.

Work Citedhttp://galleryhip.com/madden-13-logo-png.html

www.twitter.com/stevemadden

http://www.yelp.com/biz/steve-madden-shoes-glendale

https://www.facebook.com/SteveMaddenShoes

https://bubbl.us/mindmap

http://www.asianfashionisland.com/product/summer-off-shoulder-chiffon-boho-style-long-sleeve-dress/

http://cdn.images.express.co.uk/img/dynamic/1/590x/youthful-449665.jpg

http://i.dailymail.co.uk/i/pix/2013/10/12/article-2455555-18B07E8700000578-554_634x775.jpg

http://www.mediumhairstylespins.net/short-hairstyles-women-40/short-hairstyles-for-over-40-year-old-woman/

https://www.google.com/search?q=aldo+shoes+slogan

http://www.stevemadden.com/

http://www.aldoshoes.com/

http://www.ninewest.com/

https://www.google.com/search?q=steve+madden+campaign&espv=2&biw=1011&bih=560&source=lnms&tbm=isch&sa=X&ei=ydf_VNbTA4ysogSXi4HwBQ&ved=0CAYQ_AUoAQ