UGG:1 Millions Of Pounds Bought Hundreds Of Millions Of Legends

Introduction: in recent years, UGG Snow boots Suddenly hit and became a kind of fashion Trend. At Hollywood Star After all, UGG It has reached almost a level of hands. This is probably the most surprising trend of footwear in the past ten years, but no one can deny the glamour of this ugly UGG.

One afternoon in July 1983, an Australian middle-aged man named ShaneSteadman received a mysterious phone call from his home in the surf town of northern Sydney. A few days later, ShaneSteadman's bank card gained 10 thousand pounds, and regularly received 3 pairs of UGG shoes every year.

What is this story? Who is ShaneSteadman? Who is the other side of the phone? What is their relationship with UGG?

　 Surfing industry

Guess you've guessed that ShaneSteadman, one of the protagonists of the story, should be the inventor of UGG, right? But then you may think that he must be a multimillionaire now, and you are wrong.

The 69 year old ShaneSteadman still lives in the three bedroom cottage of "surf town", with no huge fortune and no luxury car house. And now he still works 12 hours a day, but instead of making snow boots, he makes 500 hand surfboards for his small workshops every year.

Recalling the invention process of UGG, ShaneSteadman said he was inspired by the idea of being a customer of a skateboard shop. It turned out that ShaneSteadman was a surfer and was running a skateboard shop. It was in 1973 that a skateboarding boy asked ShaneSteadman to make a pair of shoes that were warm and not easy to fill in the sand. They could solve the trouble of walking feet on the beach in winter.

"Indeed, the seaside of Australia is very cold in June. I wonder why not make a boot for the skateboard athletes?" ShaneSteadman soon thought of the Australian warm keeping Saint goods sheepskin, and he found the master who made hand-made shoes and added sole for his sheepskin boots, so that the first pair of UGG was born.

Since then, ShaneSteadman has applied for the registered trademark "UGH" (the earliest name of UGG) and has started the snowshoe business. UGH first became popular among surfers and soon opened the market.

　 Australian UGH transformed into us UGG

On this day, ShaneSteadman received a call from the Deckers company of the United States. "At that time, it was a lot of money, enough to cover my three children's tuition fees in private schools for 5 years. So I thought, why not? "ShaneSteadman later said.

The US Deckers company is another leading actor in the story, that is, the founder of UGGAustralia myth.

ShaneSteadman said, "a lot of money" is exactly what Deckers paid ten thousand pounds when he bought UGG patents from him that year, plus three pairs of new free UGG each year as his welfare.

What is the reason why ShaneSteadman has been hand in hand after selling 10 years of UGG? And how does Deckers seize the opportunity?

In fact, the original UGH design was not perfect by UGG now. ShaneSteadman and his team constantly improved the design and production process, which was deeply loved by consumers and sales increased explosively.

But it didn't last long. Soon, ShaneSteadman discovered that the Australian supermarket chain giant Coles began selling a UGH like boot and used different trademarks to circumvent patent litigation. Unfortunately, ShaneSteadman's small factories are not competitive with chain supermarkets, and the market is soon dominated by the latter. ShaneSteadman also felt tired and began to miss the carefree days when doing surfboards.

At that time, some Snowboard Boots of small brands were also popular in the US market, which was favored by American surfers. But the varieties and colors are relatively single, and the audiences are small. Therefore, Deckers has taken this opportunity to see that it is planning to pack a snowshoe that can be sold at home and abroad. So when the American company threw olive branches to ShaneSteadman, he accepted the offer from Deckers. Since then, Australia's UGH has become the UGG of the United States.

　　 From UGH to UGG

Gorgeous transformation of Australia

UGG is not a brand concept, but a collectively name of snow boots, so UGG is divided into many brands. At present, the hottest UGG in the world is called "UGGAustralia", which is the brand of Deckers company of the United States.

In fact, the first UGG to take to the United States is not Deckers company. A few years after ShaneSteadman invented UGG, an Australian surfer brought the snow boots to the United States and established UGGHolding company. Later, he sold the shares to Deckers company. Until the 90s of last century, at the same time, with the UGG patent and UGGHolding company's shares, the US Deckers company officially launched the "UGGAustralia" snowshoe brand, which swept the globe.

The pair, once regarded by fashion critics as "the ugliest shoes in history", have created the most irresistible trend of fashion in the world in recent years. The brand UGGAustralia of Deckers company has become the myth of the fashion industry for more than 50% sales growth over the past several years.

Today, ShaneSteadman, the inventor of UGG, will still receive three new UGG from the US Deckers company every year. After fighting away from the noisy shopping malls, ShaneSteadman devoted the rest of his life to his beloved surfing career.

Perhaps many people feel sorry for him, but who would have thought that the UGG bought at that time, 10 thousand pounds, has become the enduring legend of the fashion world.