The Ugg Rebrand Pays Off … Massively
Monday, December 21st, 2009The classic Aussie Ugg boot shows no sign of letting up on its massive success in the US market. In the third quarter of 2009 the company sold over $212 million in products. How did this footwear get so deep into the mainstream of the American fashion industry?
Here’s the short of it. In 1978 surfer Brian Smith formed the Ugg Australia footwear company, and helped make Uggies ubiquitous throughout Australia.
In 1995, Smith sold the company to the Deckers Outdoor Corp. They took the Ugg brand with its blue-collar suburban base, and repositioned it as a luxury good. They also expanded their product range to include more than just the ‘heritage’ style. And in the late 1990s, Deckers was ready to focused on the international market …
Read the LA Times profile here.
-
what matters
BrandMatters is a Sydney based strategy and research driven brand and marketing consultancy. What Matters? is where we explore news, ideas, trends and resources relating to all things brand. Got something interesting to tell us? Drop us a line at blog@brandmatters.com.au
-
subscribe
-
All the News That Matters
Sign up for our monthly newsletter
-
Recent posts
- 2 Sep 10
Personal vs Corporate Brand
- 31 Aug 10
Positioning – Don’t Cut and Run
- 26 Aug 10
Coca Cola’s Nerve Centre for Brand
- 24 Aug 10
Gen Y and Gen Z Financial Branding
- 17 Aug 10
Industries to Fly
- 10 Aug 10
Brand Permission
- 4 Aug 10
ASX New Brand Architecture
- 3 Aug 10
Branded House or a House of Brands
- 29 Jul 10
Virgin’s New Credit Card
- 27 Jul 10
Sustainability As Brand
- 22 Jul 10
Lady Gaga Brewing Deal With Tea Brands
- 20 Jul 10
Managing Brand on the Social Web
-
resources
