UGG Boots: Australian Generic Product to Global Luxury Brand

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG202 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 14 Pages
Period : 1995-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : Deckers Outdoor Corporation
Industry : Footwear
Countries : USA; Europe; Australia


The case discusses how Deckers Outdoor Corporation (Deckers) made Ugg boots a global luxury footwear brand. It also details the promotion and distribution strategies adopted by Deckers to make the Ugg brand popular in the US and Europe. The popularity of Uggs, which were in existence for several years and was a generic term for sheepskin boots in Australia, grew after Deckers acquired Ugg Holdings, Inc. (which was set up in the US by an Australian surfer in the 1990s) in the 1990s. Ugg product line successfully evolved from just being sheepskin boots to a diverse collection of luxury and comfort styles, mainly due to some unique marketing strategies adopted by Deckers to popularize Uggs.

Uggs were patronized by several celebrities, which helped in raising their popularity further. Though some experts had dismissed the success of the brand as a fad that would pass, the brand has experienced steady growth over the years with the introduction of new designs and the luxury/fashion element associated with it. The case also discusses some of the challenges Deckers could face in maintaining the popularity of Uggs.


Study how Deckers made Ugg boots a global luxury brand.

Analyze the marketing strategies Deckers used to popularize Ugg boots in the US and Europe.

Study celebrity seeding as a marketing strategy.

Understand the issues and challenges in growing a luxury brand.

Explore ways in which Deckers can protect the sales of Ugg boots from the onslaught of cheap me-too products.


  Page No.
From Fad to Fashion 1
Background Note 2
Marketing Uggs 3
Results 7
Looking Ahead 8
Exhibits 9


Branding, Luxury brand, Marketing, Promotion, Distribution, Celebrity seeding, Gratis Product Placement, High-end fashion footwear, Ugg Australia, Deckers

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