UGG Boots: Australian Generic Product to Global Luxury Brand

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Case Details:

Case Code : MKTG202
Case Length : 14 Pages
Period : 1995-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Deckers Outdoor Corporation
Industry : Footwear
Countries : USA; Europe; Australia

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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.

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From Fad to Fashion Contd...

Ugg Boots7 (Uggs), which originated in Australia over 200 years ago, were considered to be a generic name for sheepskin boots in Australia. Uggs gained recognition in the US in 1978 when the Californian surfing community began using them as it found them comfortable and warm.

In 1995, Deckers acquired Ugg Holdings Inc, a company that sold Uggs in the US under the Ugg Australia brand.

After the acquisition, Deckers repositioned Uggs as high-end luxury footwear and sold them through premium retail chains.

The positioning benefited the brand as it attracted media attention and celebrity endorsements.

By the mid-2000s, Uggs came to be known as one of the most comfortable and fashionable of footwear worldwide and they were featured in some of the best known fashion magazines across the world.

Deckers undertook several marketing programs and product seeding activities to establish Ugg Australia as a luxury comfort brand.

The product line was expanded to offer consumers different styles and colors to sustain their interest in the Ugg collection...

 Excerpts >>

7] Ugg is also known by its variants - UGG BOOTS, Ug Boots, UGH Boots, Ugh Boots, Ugg Boots, Uggboots, UGGBOOTS, UGGS, UGG-BOOTS, etc.


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