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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"We believe the strong demand for UGG products across a broad assortment of styles is an indication that UGG is becoming a strong brand versus a 'hot' trend in just one boot style."¹

- Jeffrey Klinefelte, Research Analyst at Piper Jaffray² in 2005.

"We have been doing celebrity seeding. What happens is that when you have a good product and people start wearing it, it becomes word-of-mouth and it spreads. It was an undiscovered brand that was a surfer boot. Through a series of product placements, getting in magazines and being featured on shows such as Oprah it has been discovered."³

- Karen Bromley, owner of a New York public relations company representing UGG Australia, in 2003.

From Fad to Fashion

In February 2008, the UGG Australia brand of California-based Deckers Outdoor Corporation⁴ (Deckers) received the Plus Award for Design Excellence in the Brand of the Year category and the Plus Award for Design Excellence in the Boot category⁵. On receiving the award, Angel Martinez, President and CEO, Deckers, stated, "We are extremely honored to receive these awards from Footwear Plus. To be recognized for multiple achievements in several different categories, including Company of the Year is a testament to the strength of our organization and underscores the power of our brands."⁶

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1] Maya Roney, "Deckers Outdoor Set for UGG Boots Boost," www.forbes.com, July 12, 2005.

2] Piper Jaffray is US-based investment banking firm. It focuses on providing financial advice and investment products in the financial services marketplace.

3] Suzanne S. Brown, "Uggs on the A-list," www.theage.com.au, November 25, 2003.

4] Deckers designs, produces, and markets fashion footwear for outdoor activities and everyday casual use in the sports sandal, sheepskin, and sustainable footwear categories.

5] The awards were given by Footwear Plus Magazine, in recognition of design excellence in 20 footwear categories including comfort, boots, dress, athletic, outdoor, children's, streetwear, brand of the year, and company of the year. The awards were determined by the votes of footwear retailers across the US.

6] "USA: Plus Award Honors Deckers as Company of the Year," www.fibre2fashion.com, February 06, 2008.


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