Steve Madden
Steve Madden
Steve Madden has famously been the ‘biggest name in women’s shoes’ for over 20 years, being a more affordable luxury designer, and targeting sixteen to twenty-eight year old women. From a slow start, selling shoes out of the trunk of his car, to being desired worldwide, Steve Madden is inspirational to many young designers.
A standout from the company is the innovative and obscure marketing used to attract consumers. Most recently causing a stir was the remake of the ‘big heads’ campaign. Originally released in the late nineties, the ‘big heads’ advert became infamously known due to its uniqueness, and went on to define early 2000’s fashion. The caricature used was a contributing factor to the campaigns success in standing out as it subverted from the normal marketing techniques used of manufacturing jealousy and desire in order to entice a consumer. This campaign was not only influential to the fashion industry but notably influenced the creation of ‘Bratz dolls’. This shows the immense impact Steve Madden had on all types of culture. Due to it’s success in the 2000’s, Madden seized the opportunity to rebirth it when 2000s fashion became increasingly prominent in todays society. This created a sense of nostalgia for loyal consumers of the brand and created a sense of brand loyalty, paying homage to the brands roots. With the relaunch of the campaign in 2021, Madden used well known faces in order to attract the younger generation through celebrity culture. This was also hugely successful and received well by both the younger audience and the loyal brand consumers.
With the increase in global warming many brands are making a move towards sustainable fashion in an attempt to decrease fast fashion. Steve Madden released a sustainability report in 2020 where they proposed their plans to help contribute to the planet. One of their notable contributions was their ‘cool planet’ collection which consisted of total transparency with material usage with the consumer and for every pair purchased a tree was planted. Alongside this collection they’ve vowed to avoid using new materials and instead use environmentally preferred materials which will help to lower toxic chemical pollution. With the increase in recycled materials being used in their shoes Steve Madden has contributed positively to the move to sustainable fashion, however not all their shoes fit this remit meaning they aren’t as sustainable as they could be. Whilst this move towards sustainability is a step in the right direction they need to push this further and ensure all their products are helping to abolish fast fashion.
Steve Madden (2020) ‘Sustainability report 2020’ investor Steve Madden
Erin Schwartz (2018) ‘The Story Behind Those Steve Madden Big-Head Ads’ Garage