The MAD Shoes vs. the customer - an in-depth analysis of our target audience

When I launched MAD Shoes, I often thought about the women who would wear my heels. “Aside from myself, how many MAD women out there would wear a classic stiletto in fuchsia pink?” I kept wondering. Since I was just getting started, I didn’t overthink. We began our research by asking both men and women for their opinions. We asked women what they thought of the idea and men how they perceived women who wear high heels.

The responses I received were varied. Some truly loved the concept: the classic shape of the shoe, the high heel, the color. It was divine, and I was ecstatic. However, along the way, we realized that our target audience is fluid. Yes, we made mistakes, but that’s a story you’ll read at the end of this article.

Let’s just say that the main mistake was to assume that all women want and can wear 10 cm heels. Whereas the shoes look glamorous, they are difficult to manage for more than 2 hours continuously. Basically, I can say that assuming my client IS and thinks like me, we inadvertently eliminated a good chunk of the market. Which, in return, cost us time and money.

When analyzing your ideal customer, the same principles used in marketing apply. Initially, we identified:

• The businesswoman who wears high heels to the office every day
• The modern woman who wears high heels on special occasions (e.g., weddings, black-tie events)

To say the process was challenging is an understatement 

Throughout the process of analyzing our target audience, we had to stay open to receiving and implementing feedback. Negative feedback, in particular, was difficult to digest. Although every single woman we approached agreed that the MAD Shoes are superbly crafted with great attention to detail, many of them pointed out that the heel was too high for everyday wear.

At this point, we started to dig deeper, asking ourselves questions we hadn’t considered before. “I believe the MAD Shoes are comfortable because I’m used to wearing heels. But what if I’m wrong?” “I believe the MAD Shoes in fuchsia pink are divine. But do other women love this shade as much as I do?”

I was wrong about the heel; it was too high. I was also wrong about the color; not all women love fuchsia pink. But all that is just water under the bridge now. In fact, it was an opportunity for us to pivot our approach and change the way we see our customers. So, what did we do?

We immediately started creating MAD Shoes in additional colors—olive green and coral red. It was the best decision because our MAD in Love in olive green became a bestseller.

We listened: A lower heel for extra comfort

If there was one thing all the women mentioned in their feedback, it was that the MAD heel was too high. Yes, it looked amazing, and the custom accessories were absolutely breathtaking. Plus, compared to other brands with the same heel size, these were actually manageable. However, I had to accept that the heel was indeed too high. It was tough, but I knew that if I wanted MAD Shoes to grow, I had to adapt.

In the spring of 2024, we conducted an A/B test by launching a collection of sandals. Half of the collection featured the classic 10 cm heel, while the other half had the new 5 cm heel. As much as it pains me to say this, the 5 cm heel won.

After careful consideration, we decided to lower the heel. And that’s not all. As we were making plans to launch a new collection, we thought that a slingback shoe would be the perfect addition. It combines elegance with comfort, making it versatile.

We aimed to create a design that appeals to both all women, ensuring that it looks and feels good. This new direction aligns with our commitment to listen to our audience and iterate to meet their evolving preferences.

The MAD sparks of eccentricity 

How does MAD Shoes stand out in an ocean of brands selling high heel stiletto shoes at half the price? Why should our target audience choose MAD over other brands? How do we stay eccentric? 

I love this concept: “eccentric” (from the book Marketing Lessons from the Grateful Dead by authors David Meerman Scott and Brian Halligan) as I believe it matches my vision for MAD perfectly. It refers to an approach that deviates from the norm, often characterized by uniqueness, originality, or unconventional thinking. It can involve creative designs, unexpected combinations, or innovative solutions that challenge traditional perspectives.

MAD Shoes challenges traditional perspective through the story it tells, the fabrics used, and the accessories we make by hand. No plastic will ever be placed on a MAD shoe. Our uniqueness is rooted in the craftsmanship of our collaborators; the artisans behind glass hearts and porcelain butterflies. 

Our designs are not just about aesthetics; they embody a unique blend of art and fashion that resonates with women who dare to express themselves. We focus on innovative materials and bold colors that challenge conventional styles, ensuring that every pair of shoes makes a statement.

By listening to our customers and adapting to their needs, we create shoes that empower them to feel confident. Our commitment to quality craftsmanship and attention to detail further solidifies our brand’s unique selling proposition. 

In a market saturated with similar offerings, our eccentricity lies in our dedication to pushing boundaries and embracing the unexpected. MAD Shoes is not just a brand; it’s a celebration of the unique spirit of every woman who wears our shoes.

We’re on a journey to cultivating eccentrics 

The MAD Shoes customer is the authentic,  “eccentric” woman; the muse who confidently expresses her individuality through fashion. She’s unafraid to stand out, blend styles, and break norms. 

Our designs empower her to showcase her personality, whether she’s at the office, attending a glamorous event, or enjoying a casual day out. Each pair of MAD Shoes tells a story: a story of creativity, confidence, and the celebration of diversity in all its forms. Together, we embrace the beauty of being different and inspire others to do the same.

Mistakes & lessons learned 

I don’t even know where to start, but here it goes. The biggest mistake I made was thinking that I was the only MAD customer just because I love high heels. While the shoes look glamorous, they can be difficult to manage for more than two hours continuously. Essentially, by assuming that my clients are like me and think the same way, we inadvertently eliminated a significant portion of the market, which, in turn, cost us time and money.

Although I do fit in the audience, the most important lesson I’ve learned was that understanding the broader spectrum of my customers is essential.  Plus, it translates into a wider revenue stream.

It’s not just about my personal preferences; it’s about recognizing the diverse needs, styles, and lifestyles of all the women who wear MAD Shoes. Each customer has her own story, desires, and motivations. By listening to their feedback and engaging with them, I’ve gained valuable insights that go beyond my own experience.

This journey has taught me the importance of empathy in design and marketing. It’s crucial to create products that resonate with a variety of women, celebrating their individuality while also addressing their specific needs. Embracing this diversity has allowed MAD Shoes to evolve and truly connect with dozens of women whom I consider to be our #MADMuses. 

And now, I would like to take a moment to appreciate the wonderful women who believed in the potential of MAD Shoes from the very beginning: Teodora Tompea, Manuela Manea, Polina Micliuc, Cristina Anty, Alexandra Ungurean, Raluca Harabagiu, Kristina Schroetter, and Madalina Dragoi. Thanks to all of you, we have been able to refine our vision, grow our brand, and create a community that champions authenticity and individuality. Your support and insights have been invaluable in shaping MAD Shoes into what it is today.