Direct Marketing vs. Wholesale Marketing: How Steve Madden organizes and optimizes its $1.4 billion shoe empire
When your business is 80% wholesale like Steve Madden, how do you carve out a unique value proposition for your direct ecommerce business?
Watch the full interview to find out
So said Mark Friedman, President of Ecommerce for Steve Madden, yesterday during a live interview at the MarketingSherpa Media Center at IRCE 2016.
Additionally, Mark mentions the company’s community of rabid Steve Madden fans in social channels and through the SM Mag.
“It’s crazy how people feel about the brand. We incorporate that into the site, and that gives others some perspective of how some people are wearing it. You’re getting to see not only the product that they bought, but their complete look and how they put it together,” Mark said.
Of course, because the business is 80% wholesale, Steve Madden can’t just leave partners out in the cold. To balance its relationship with partners, Mark mentions the team employs a variety of tactics, including:
- Syndicate product photography done in-house
- Syndicate product reviews that were written on SteveMadden.com