Challenge
Steve Madden is an American fashion brand present in over 50 countries. It was one of the first fashion brands to be publicly listed, and in 2020, it reported a global revenue of $1.2 billion.
The brand began its communication efforts in France in 2022, in collaboration with Mars Branding, as it does not currently operate any standalone retail stores in the country.
Steve Madden has entrusted Mars Branding with its public relations, relying on the agency to build brand awareness and visibility across the French market.
Solution
As Steve Madden does not yet have any standalone stores in France, its sales development relies primarily on the brand’s e-commerce platform.
The first weeks of September are a key moment to activate a fashion brand, marked by:
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Back-to-school season
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The launch of the Autumn-Winter collection
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Fashion Week
Mars Branding strategically chose this period to set up a paid partnership with influencer Léna Situations.
Dressed head-to-toe in Steve Madden, Léna promoted a 20% discount code through a series of posts and Instagram Stories.
Impact
Léna Situations’ post received over 238 000 likes and 180 comments, resulting in an engagement rate of approximately 6.5%.
The discount code was used over 70 times, generating direct conversions for the brand.
