Steve Madden by Andy Engle

STEVE MADDEN DARBY SIMKINS FAITH DEVLIN ANDY ENGLE

TABLE of CONTENTS 3 7 9 12 15 17 19 21 23 25 27 38 40 42 48 50 52 54

ABOUT STEVE MADDEN COMPETITORS TARGET CONSUMER S/S 2018 THEME PRODUCT CATEGORY INSPIRATION COLLECTION COLOR STORY FABRIC TRIMMINGS LINE LIST SPEC & TECH PACKS KEY ITEM MANUFACTURER COSTS / MARKUP UNIT ASSORTMENT PLAN SALES PLAN BRANDING & PACKAGING ADVERTISING

ABOUT

STEVE MADDEN

Steve Madden began in 1990 with as an $1,100 investment. Steve Madden became a public company in 1993. In 1995, Steve Madden acquired Adesso shoes of Roslyn Heights, Long Island. Madden licenses a variety of women’s wear under the Steve Madden trademark and markets and sells the footwear of other companies. This brand has involved into on of the most iconic brands in footwear. This brand has been inspired by rock and roll and Steve’s New York roots. He like a bold statement for men and women to express their individuality. His daring designs and powerful footwear has resulted in millions of customers worldwide and is the forefront of fashion. Steve Madden has expanded into a lifestyle brand being a destination for footwear, handbags and accessories, sold in over 80 countries. It’s about embracing individuality. It’s Steve Madden.

Our MISSION is to consistently deliver trends and right designs to our customers.

MEN’S WOMEN’S KID’S SHOES HANDBAGS ACCESSORIES

STEVE MADDEN

120 US Stores 250 Stores in 65 Countries $120.9 MILLION (2016 NET INCOME)

COMPETITORS

Same target consumer Same price points Same accessibility Edge products like Steve Madden

Same price point Same target consumer Same accessibility More upscale style

Higher price point Same target consumer Large accessibility

Same price point Same target consumer Larger accessibility Cleaner style

TARGET CONSUMER

Amber Greene: Age: 29 Engaged Salary $46,000 Dance Instructor Believer and Achevers Bold and Unique Travel and Fashion Enthusiast

S/S 2018

THEME

FUROR

noun / fyoo,ror /

AN OUTBREAK OF PUBLIC EXCITEMENT

PRODUCT CATEGORY

INSPIRATION

WE ARE CREATING A HANDBAG LINE FOR THE EXISTING HANDBAGS STEVE MADDEN OFFERS. WE ARE TAKING THESE STYLES AND MAKING THEM FUROR !

COLLECTION

FUROR

COLOR STORY

PANTONE 2040 XGC

PANTONE 2231 CP

PANTONE 2112 C

PANTONE 1655 XGC

PANTONE 9080 C

PANTONE 296 XGC

PANTONE 2062 C

PANTONE 7409 CP

FABRIC

Cotton

Silk

Nylon

TRIMMINGS

LINE LIST

COMMOTION STYLE: 5173 COLOR: Multi RETAIL: $ 58.00

FRENZY STYLE: 5174 COLOR: Multi RETAIL: $ 68.00

HYSTERIA STYLE: 5175 COLOR: Pink RETAIL: $ 78.00

UPROAR STYLE: 5176 COLOR: Purple RETAIL: $ 68.00

MADDNESS STYLE: 5177 COLOR: Multi RETAIL: $ 120.00

BROUHAHA STYLE: 5178 COLOR: Multi RETAIL: $ 68.00

OUTCRY STYLE: 5179 COLOR: Multi RETAIL: $ 78.00

SAVAGE STYLE: 5160 COLOR: Multi RETAIL: $ 88.00

OBSESSION STYLE: 5161 COLOR: Multi RETAIL: $68.00

INSANITY STYLE: 5162 COLOR: Multi RETAIL: $ 88.00

SPEC & TECH PACKS

STYLE: Commotion SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 13,500 TARGET PRICE: $58 ITEM: EXTERIOR FABRIC LINING FABRIC MAGNETIC SNAP CLOSURE LATCH STITCHING METAL RINGS RIVET STRAP FABRIC MAIN LABEL CARE LABEL

FUROR

MEASUREMENTS: 7” HEIGHT 10” WIDTH 1.5” DEPTH 37” WRAP AROUND STRAP 6.5” FLAP

STYLE: Frenzy SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 10,000 TARGET PRICE: $68 ITEM:

MEASUREMENTS:

EXTERIOR FABRIC LINING FABRIC BUTTON STITCHING STRAPS FABRIC HANGING STRAPS FABRIC

18” HEIGHT 12” WIDTH 4.5” DEPTH 2.5” HANDLE LENGTH 0.5” HANDLE WIDTH 1” HANDLE DROP 19” BACK STRAP LENGTH 2.5” BACK STRAP WIDTH

FUROR

STYLE: Hysteria SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 15,000 TARGET PRICE: $78 ITEM:

MEASUREMENTS:

EXTERIOR FABRIC LINING FABRIC ZIPPER CLIP STITCHING METAL RINGS STRAPS

9” HEIGHT 6.5” WIDTH 8” DEPTH 17” CIRCUMFERENCE 25” STRAP LENGTH 7” HANDLES LEGNTH 4.5” HANDLES WIDTH 3” HANDLES DROP 7” ZIPPER LENGTH

FUROR

STYLE: Uproar SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 15,000 TARGET PRICE: $68 ITEM: EXTERIOR FABRIC LINING FABRIC ZIPPER HANDLES STITCHING CLIP STRAP BUCKLE STRAP

FUROR

MEASUREMENTS: 11” HEIGHT 10” WIDTH 6” DEPTH 25” STRAP LENGTH 7” HANDLES LEGNTH 4.5” HANDLES WIDTH 3” HANDLES DROP 14” ZIPPER LENGTH

STYLE: Maddness SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 12,900 TARGET PRICE: $120 ITEM:

MEASUREMENTS:

EXTERIOR FABRIC LINING FABRIC STRAPS ZIPPER STITCHING

13” HEIGHT 18” WIDTH 10” DEPTH 25” STRAP LENGTH 9” HANDLES LEGNTH 4.5” HANDLES WIDTH 4” HANDLES DROP 12” ZIPPER LENGTH

FUROR

STYLE: Brouhaha SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 10,000 TARGET PRICE: $68 ITEM:

MEASUREMENTS:

EXTERIOR FABRIC LINING FABRIC ZIPPERS CLIP STRAP BUCKLES STRAPS POCKET

7” HEIGHT 7.5” WIDTH 4” DEPTH 25” STRAP LENGTH UPPER 25” STRAP LENGTH LOWER 8” ZIPPER UPPER 7.5” ZIPPER LOWER 4” POCKET HEIGHT 7.5” POCKET WIDTH 2” POCKET DEPTH

FUROR

STYLE: Outcry SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 15,000 TARGET PRICE: $78

ITEM: EXTERIOR FABRIC LINING FABRIC LATCH STITCHING STRAP CLIP HOOK

FUROR

MEASUREMENTS: 7” HEIGHT BOTTOM 7” WIDTH BOTTOM 4” DEPTH BOTTOM 17” STRAP 2.5” LID HEIGHT 7” LID WIDTH 0.5” LID DEPTH

STYLE: Savage SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 14,500 TARGET PRICE: $88 ITEM: EXTERIOR FABRIC LINING FABRIC STRAPS ZIPPERS STITCHING HANDLE STRAP

FUROR

MEASUREMENTS: 15” HEIGHT 11” WIDTH 5” DEPTH 28” STRAPS 8.5 HANDLE LENGTH 4 HANDLE WIDTH 2.5 HANDLE DROP 9” ZIPPER UPPER 7.5” ZIPPER LOWER 4” POCKET HEIGHT 8” POCKET WIDTH 2” POCKET DEPTH

STYLE: Obsession SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 10,000 TARGET PRICE: $68 ITEM:

Measurements

EXTERIOR FABRIC LINING FABRIC MAGNETIC SNAP CLOSURE LATCH STITCHING ORNAMENTATION

5.5” HEIGHT 8” WIDTH 3” DEPTH 2.5” FLAP HEIGHT 8” FLAP WIDTH 1.5” FLAP DEPTH

FUROR

STYLE: Insanity SEASON: Summer/Spring 2018 SIZE RANGE: One Size PROJECTED QTY: 14,500 TARGET PRICE: $88 ITEM:

Measurements

EXTERIOR FABRIC LINING FABRIC MAGNETIC SNAP CLOSURE STITCHING LACE FRINGE

5.5” HEIGHT 7.5” WIDTH 3” DEPTH 2.5” FLAP HEIGHT 8” FLAP WIDTH 1.5” FLAP DEPTH .5” FRINGE LENGTH

FUROR

KEY ITEM

FUROR

MANUFACTURER

DONGGUAN JECCY ACCESSORY MANUFACTURER 5 Shipai Rd Dongguan, China

COSTS / MARKUP

COMMOTION

FRENZY

COSTING SHEET: Fabric Cost CMT First Cost Agents Commission Duty Shipping/Freight Miscellaneous TOTAL LANDED COST Wholesaler Markup Wholesaler Price Retailer Markup RETAIL PRICE

$ 3.00 $ 2.50 $ 5.50 $ 0.33 $ 0.80 $ 0.55 $ 7.32 $ 14.50 $ 11.60 $ 26.10 $ 43.50 $ 58.00

6% 14.70%

20% 75%

$ 4.50 $ 3.00 $ 7.50 $ 0.45 $ 1.10 $ 0.55 $ 7.40 $ 17.00 $ 13.60 $ 30.60 $ 51.00 $ 68.00

6% 14.70%

20% 75%

FUROR

HYSTERIA

UPROAR

COSTING SHEET: Fabric Cost CMT First Cost Agents Commission Duty Shipping/Freight Miscellaneous TOTAL LANDED COST Wholesaler Markup Wholesaler Price Retailer Markup RETAIL PRICE

$ 5.50 $ 4.00 $ 9.50 $ 0.57 $ 1.40 $ 0.55 $ 7.48 $ 19.50 $ 15.60 $ 35.10 $ 58.50 $ 78.00

6% 14.70%

20% 75%

$ 3.50 $ 3.00 $ 6.50 $ 0.39 $ 0.96 $ 0.65 $ 8.50 $ 17.00 $ 13.60 $ 30.60 $ 51.00 $ 68.00

6% 14.70%

20% 75%

FUROR

MADDNESS

BROUHAHA

COSTING SHEET: Fabric Cost CMT First Cost Agents Commission Duty Shipping/Freight Miscellaneous TOTAL LANDED COST Wholesaler Markup Wholesaler Price Retailer Markup RETAIL PRICE

$ 6.00 $ 6.00 $ 12.00 $ 0.72 6% $ 1.76 14.70% $ 0.65 $ 14.87 $ 30.00 $ 24.00 20% $ 54.00 $ 90.00 75% $ 120.00

$ 3.00 $ 3.75 $ 6.75 $ 0.41 $ 0.99 $ 0.65 $ 8.20 $ 17.00 $ 13.60 $ 30.60 $ 51.00 $ 68.00

6% 14.70%

20% 75%

FUROR

OUTCRY

SAVAGE

COSTING SHEET: Fabric Cost CMT First Cost Agents Commission Duty Shipping/Freight Miscellaneous TOTAL LANDED COST Wholesaler Markup Wholesaler Price Retailer Markup RETAIL PRICE

$ 5.00 $ 3.75 $ 8.75 $ 0.53 $ 1.29 $ 0.65 $ 8.29 $ 19.50 $ 15.60 $ 35.10 $ 58.50 $ 78.00

6% 14.70%

20% 75%

$ 5.00 $ 3.75 $ 8.75 $ 0.53 $ 1.29 $ 0.65 $ 10.79 $ 22.00 $ 17.60 $ 39.60 $ 66.00 $ 88.00

6% 14.70%

20% 75%

FUROR

OBSESSION

INSANITY

COSTING SHEET: Fabric Cost CMT First Cost Agents Commission Duty Shipping/Freight Miscellaneous TOTAL LANDED COST Wholesaler Markup Wholesaler Price Retailer Markup RETAIL PRICE

$ 3.50 $ 4.00 $ 7.50 $ 0.45 $ 1.10 $ 0.65 $ 7.30 $ 17.00 $ 13.60 $ 30.60 $ 51.00 $ 68.00

6% 14.70%

20% 75%

$ 3.50 $ 3.55 $ 7.05 $ 0.42 $ 1.04 $ 0.65 $ 12.84 $ 22.00 $ 17.60 $ 39.60 $ 66.00 $ 88.00

6% 14.70%

20% 75%

FUROR

UNIT

ASSORTMENT PLAN

FUROR DESCRIPTION: Commotion Frenzy Hystia Uproar Madness Brouhaha Outcry Savage Insanity Obsession

TOTAL UNITS:

AVERAGE MONTHLY UNITS:

81,000 60,000 90,000 90,000 77,400 60,000 90,000 87,000 87,000 60,000

13,500 10,000 15,000 15,000 12,900 10,000 15,000 14,500 14,500 10,000

RETAIL PER UNIT: $ 58.00 $ 68.00 $ 78.00 $ 68.00 $ 120.00 $ 68.00 $ 78.00 $ 88.00 $ 88.00 $ 68.00

TOTAL RETAIL: $ 4,698,000.00 $ 4,080,000.00 $ 7,020,000.00 $ 6,120,000.00 $ 9,288,000.00 $ 4,080,000.00 $ 7,020,000.00 $ 7,656,000.00 $ 7,656,000.00 $ 4,080,000.00

COST PER UNIT: $ 14.50 $ 17.00 $ 19.50 $ 17.00 $ 30.00 $ 17.00 $ 19.50 $ 22.00 $ 22.00 $ 17.00

TOTAL COST:

TOTAL MARGIN $:

MARKUP %:

$ 1,174,500.00 $ 1,020,000.00 $ 1,755,000.00 $ 1,530,000.00 $ 2,322,000.00 $ 1,020,000.00 $ 1,755,000.00 $ 1,914,000.00 $ 1,914,000,00 $ 1,020,000.00

$ 3,523,500.00 $ 3,060,000.00 $ 5,265,000.00 $ 4,590,000.00 $ 6,966,000.00 $ 3,060,000.00 $ 5,265,000.00 $ 5,742,000.00 $ 5,742,000.00 $ 3,060,000.00

75% 75% 75% 75% 75% 75% 75% 75% 75% 75%

UNIT ASSORTMENT PLAN

SALES PLAN

MONTHLY SALES 130,400 Units $ 10,283,000.00 Planned Sales $ 2,570,750.00 Cost

6 MONTH PLAN 782,400 $ 61,698,000.00 $ 15,424,500.00 $ 46,273,500.00

Units Planned Sales Cost Total Margin

FUROR

TOP STYLES Uproar Outcry Insanity Hysteria

BOTTOM STYLES Obsession Frenzy Brouhaha

BRANDING &

PACKAGING

STESVteEve M FurorMADaDdEdNen FUROR

FUROR HA NDBAG DM34521 3 BLUE CLUTCH S TI T C

ADVERTISING

FUROR

PRODUCT LAUNCH BY

STEVE MADDEN

LOCATED AT OUR FLAGSHIP STORE 34TH ST. NEW YORK CITY, NEW YORK FEBUARY 1ST, 2018 @ 6PM FREE SNACKS AND BEVERAGES OFFERED. BRING A FRIEND AND GET A 10% OFF COUPON. RSVP @ STEVEMADDEN.COM/PRODUCTLAUNCH

F U R O R INTRODUCING

FUROR

FUROR SHOP NOW

FUROR

STEVE MADDEN