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	June 22, 2010 Case Study: Steve Madden Invests In Mobile Fundamentals by Sucharita Mulpuru with Patti Freeman Evans, Julie A. Ask, Brendan McGowan	Average: 10  (3 ratings)

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Executive Summary

Steve Madden is a designer and manufacturer of contemporary women's, men's, and children's shoes and accessories; its products are available through both Steve Madden-branded stores, the company's Web site, and other retail partners, such as department and specialty stores. Because it has a young and technology-savvy core customer base, the company decided that a focused investment in the mobile channel was important to the business overall. The first step was to ensure that the content available to shoppers and browsers on its desktop site rendered easily on the smartphone devices that its customers used most frequently to access the Web. For a low-six-figure investment and with extensive support from key stakeholders, Steve Madden has created a mobile presence that, upon launch, has driven significantly more sales through mobile than it did via its previous mobile Web experience.

TABLE OF CONTENTS

• Situation: A Fashion Manufacturer Finds That It Needs A Mobile Strategy
• Best Practice: Steve Madden Goes Against The Grain On Key Decisions

RECOMMENDATIONS

• Pick The Key Elements Of A Mobile Strategy That Are Right For Your Brand(s)
• Related Research Documents

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