Intermediary Customer Purchasing from the Product Producer

Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.

Experience: Enhance the experience the customer has with the product

1. Add new appeal to the senses


No. SIC Year Note
1 5632 1999 Unlike most rivals, which rely on a year's lead time to bring a line to market, Steven Madden Ltd. tests and launches new styles year-round. The company's flagship Steve Madden brand is for women ages 16 to 25, and sells for $50 to $75 a pair. When it wants to test a design, the company makes limited quantities at a plant near its New York headquarters. It then tests the new design at its stores prior to the season the item would sell. If a style catches on, Madden sends the design to be mass produced in countries like China and Mexico. It then ships it to retail customers for sale within six to 12 weeks. The company annually tests 1,000 patterns, of which 450 go into production. Seventy to 80 are mass produced for sale across all venues. The rest are sold only in its own stores.

<<Return to Sell Steps