The revamped website, which was previously renovated back in 2006, now boosts a sleek homepage, showcasing the brand's best sellers, its relaunched blog, newest collections and socially integrated content.
Steve Madden has also teamed up with technology company Olapic to feature consumer-generate Instagram photographs on its site, which allows photographs taken by customers be selected via a hashtag and showcased on its digital product pages. The new digital platform is part of Steve Madden omnichannel overhaul, to ensure its e-commerce and m-commerce continue to grow.
“Overall, the environment got a little tougher, and there’s a lot more competition online,” said the label's founder, Steve Madden, to WWD. “We needed to do something to relaunch the site. We’ve been doing well for a long time, and were far ahead of our competition. Because we experienced the growth a little bit earlier, it caught up with us.”
The brand was an early adopted of the omnichannel mindset, as stores began taking online orders as early as 2006. Online sales grew over 20 percent during 2011 and 2012, however this growth slowed last year as roughly 17 percent of Steve Madden's direct sales came from its e-commerce. Edward Rosenfeld, chief executive officer of the label is aiming to drive that number up to 25 percent within the next three to five years.