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Fusion Analysis by V. John Palicka

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17FUSION PROCESS AND STEVE MADDEN CASE STUDY

We can do a Fusion process example on Steven Madden (symbol: SHOO). SHOO makes shoes for tweenies (mostly teenage and twenty-something women). Steve Madden, its designer, successfully developed and expanded this company from one store in New York to over 100 stores nationwide, with some initial distribution overseas. SHOO also does a line of men’s shoes and a line for older women. In addition, he has garnered licensing fees through the development of clothing and accessories.

The shoe business is very competitive, yet he has developed a successful brand with low price points that appeal to students and first-time job holders. In addition, he has a reputation for trendy fashion that makes SHOO a destination ...

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