Filling Empty Shoes with Spunk and Success

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As crazy as it seems, the moment you get arrested these days it seems like that’s when you start going places. It isn’t very often that you see a celebrity with a clean history, and when a movie is made with your story as its main feature, that’s when you know you’ve made it big time!

Steve Madden made his step up to sketchy stardom by getting arrested for securities fraud and money laundering back in 2002. With these charges, he was ordered to step down as CEO of his own company and serve his time while the Madden employees cleaned up the mess. They weathered the storm as well as it could have though, still standing tall today as a premier footwear brand. When Steve was away, the brand took an interesting approach to their marketing. Rather than completely avoiding the topic that their former CEO was learning to love the color orange and rather simple footwear in prison, they used it in a “wink wink” way, as nytimes.com explains it, to create hype. The clever ads were simple by appearance compared to previous designs, but, the message they sent was what made the statement. The ads read, with a pair of empty shoes above the text, “There’s one pair of shoes that’s been impossible to fill. Steve returns Spring 2005.”

Although it was a controversial move in many marketing professionals’ opinions, the bold move seemed to prove successful. Would you really expect anything else from the brand that brought the attention seeking platform pumps to existence?

Today, Steve has reclaimed his throne as CEO of the Steve Madden brand. His empire is continually growing and his openness of his adventure has definitely helped him gain respect from those in society.

Picture:http://www.nytimes.com/2013/02/14/fashion/steve-madden-is-back.htmlr=0

Sources: http://www.nytimes.com/2013/02/14/fashion/steve-madden-is-back.htmlr=0http://www.nytimes.com/2005/04/05/business/media/05adco.html

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