Exclusive Interview: The Visual Merchandising Transformation at Steve Madden

Steve Madden, the iconic American footwear and fashion accessories brand known for its trendy and bold designs, has embarked on a visual merchandising transformation in its European stores. 
For a brand like Steve Madden, with stores spanning diverse markets, maintaining a consistent and impactful visual identity is paramount.  When Lonne Damsteegt joined as Visual Merchandiser in October 2024, she faced the challenge of unifying in-store execution across multiple countries.  Previously reliant on manual processes, the brand experienced limited visibility and fragmented communication.  Now, a new approach is taking shape, with stores increasingly engaged, processes streamlined, and visual consistency on the rise.

Q: Can you introduce yourself and your role at Steve Madden?

A: “I’m the Visual Merchandiser for Steve Madden Europe. My role focuses on our brand stores across Europe—designing window campaigns, planning in-store VM, and training store teams to follow our VM guidelines.” 

Q: What was life like before you started using IWD tools?

A: “Before the communication with stores was less effective. There weren’t any guidelines send regularly or coordination of VM. When I started working for Steve Madden last year I began to explore the platform and step by step the stores are getting more and more aware and invested.”

Q: How has IWD changed your day-to-day tasks?

A: “For new to open stores I visualize the store and make planograms on where to place which product, so the set up goes smoothly when working in the store.
 
But mostly I use the tool to visualize our campaigns: the window display, the first table and campaign walls. I use the visuals of IWD in the guidelines for the stores, so they know how to execute the campaign. The stores get the guidelines via IWD, and I make a survey for each campaign where they can upload their pictures for us to see. This has been helpful, to have all the executions on one platform.”

Q: How is your relationship with IWD team?

A: “It’s good! They also respond quickly to our questions and are always willing to help, via email or a quick video call.”

Q: 3 words to define the 3 Benefits of the Solution

A: “European alignment – better visualizations - involvement"

By using IWD, Steve Madden has been able to create a more structured and efficient approach to visual merchandising. The ability to align stores across Europe, provide clearer visual guidelines, and involve store teams in the execution process has made a noticeable impact.

With continued adoption of the platform, the goal is to further refine the visual merchandising strategy and ensure all stores operate seamlessly, delivering a consistent brand experience.