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¡°Burberry¡¯s a really good model for cheap ugg boots online Ugg,¡± said, Barbara Kahn, a marketing professor at The Wharton School, noting the brands¡¯ common trajectory of overexposure and diluted brand equity, which Burberry reversed through a careful brand turnaround. ¡°Burberry did that over several years, through incredible control and through really good management,¡± said Kahn. Of Ugg boots, she added, ¡°It¡¯s like the Burberry trench, there¡¯s something about it¡­ it¡¯s easy to see why people like it, why they go away from it and then come back. But the further you go from that product, the harder that is.¡±

Ugg has also ramped up its marketing, repositioning itself as a premium lifestyle label via grainy black-and-white billboard campaigns starring sketch artist Langley Fox Hemingway and American football quarterback Tom Brady. Its first global brand marketing campaign, launched in August and titled ¡®This is Ugg,¡¯ shows the product worn during outdoor activities or in the home ¡ª more ¡®comfort¡¯ and ¡®practicality¡¯ than ¡®hot trend.¡¯ ¡°In the past, before 2014, we had separate men¡¯s campaigns, kids campaigns and women¡¯s lifestyle,¡± explained Rishwain. ¡°¡®This is Ugg¡¯ was really a way of bringing it all together under one umbrella as a global lifestyle brand.¡±

The fi rst stage of uggie transformation involved my face.See, ugg boots are s Ugg Boots Classic Online o supersnug and cosy, it¡¯s like dipping your feet into a couple of warm, woolly, obliging baby lambs. I fell into a trance-like state of relaxation ¡ª my eyes glazed over, my cheeks sank, and I had a dumb, distant grin on my face, like you get when you pee in a spa.How Ugg Turned a Fashion Trend Into a Staple BoF discovers that behind Ugg Australia¡¯s ubiquitous sheepskin boot lies a billion-dollar business as reliable and resilient as leather.LONDON, United Kingdom ¡ª ¡°Ugg boots are over ¡ª the fashion world rejoices.¡± So read a headline in the Guardian newspaper when California-based Ugg Australia, the brand behind the cosy sheepskin boots that shot to fame as the must-have fashion item of the late 2000s, posted a drop in sales in late 2012.

The story of Ugg began, incongruously, on the beach. The boots emerged in the 1970s amongst Australian surfers, who embraced them as a comfy and warm post-surfing footwear fix. Brian Smith, one Australian surfer living in Santa Monica, California, saw that they were catching on in the US and began importing the boots from Australia, selling them to local surf shops and out of a van at surf competitions. He later set up Ugg Holdings Inc in Southern California, where the company is still based, and registered the Ugg trademark. In 1995, Smith sold the brand to US footwear company Deckers Outdoor Corporation for an estimated $14.6 million.

By the late 2000s, the golden age of Ugg was in full swing, spurred by the growing popularity of Australian products (Uggs are manufactured in China, but made of Australian sheepskin and linked to the country¡¯s lifestyle) and a celebrity following that included Kate Moss, Sarah Jessica Parker and Stella McCartney. By 2010, Deckers¡¯ stock was up 2400 percent since the company first announced its plan to buy Ugg, back in 1995, largely propelled by the success of th ugg boots classic online e brand¡¯s sheepskin boots.

THE Canadian Inuit call them mukluks, the Native American Indians call them moccasins, and here in Australia we just call them uggies ¡ª but no matter what you call them, no matter what part of the world you come from, the fur or wool-lined soft-leather winter boot will always be associated with daggy fashion sense, bogan behaviour, and the outer suburbs.Even the Inuit who wear mukluks live mostly in the west of Canada, drive around in sleds with souped-up huskies, and spend Saturday nights hanging out with thei buy ugg boots outlet r mates, sipping coldies, and doing a bit of seal night-clubbing.