Context
Steve Madden is an American fashion brand present in 50 countries. It was one of the first fashion brands to be publicly listed. In 2020, the brand reported a global turnover of $1.2 billion.
Steve Madden began its communications in France in 2022 through the agency Mars Branding and does not operate any physical retail stores on French territory. The brand has entrusted Mars Branding with its public relations and relies on the agency to increase its brand awareness and visibility across the French market.
Solution
The press days take place in November, a warm and festive period that coincides with Thanksgiving in the United States. What better context to host a reception for the most American of shoe brands?
Mars Branding sought out a quintessentially American venue to welcome journalists and influencers. Breakfast In America, the iconic diner in Le Marais, Paris famously featured in an episode of Emily in Paris was the perfect fit for this event.
Mars Branding privatised the space and created a fully American-themed atmosphere to host the press.
Special mention goes to the hot chocolate topped with marshmallows and whipped cream, which was a huge hit with the influencers.
