What UGG Is Doing Is To Make The Brand Stand Up Again.

As one of the most well-known snowshoe brands, Deckers Outdoor, the parent company of UGG Australia, announced its second quarter earnings in 2015 in October 20th.

According to the financial report, the net income of UGG increased by 0.9% to $421 million 100 thousand in the three months ended September 30th, and the growth rate was 5.3% without considering the exchange rate effect.

UGG has been designed in recent years.

The materials and decorations have been innovating, and clothing, ear muffle, handbags and other items have been added. For example, the colorful snow boots with bow ties and the fluffy ear muffle are still very pleasing to the girls.

One of the reasons for expanding the category is that the classic snow boots occupy an excessive proportion in their sales.

Fashion consultant Lockie Andrew has published data that "25% of women's wardrobe will have a pair of UGG snow boots", but most of these consumers will not buy second pairs.

This has forced the company to find new ways to open up new markets, such as the hot men's market in recent years.

This move is also considered by the investment bank Jefferies Group to be the key to "doubling the sales of men's clothing".

"This is what we are doing recently. Our men's shoes sell very well in spring, and the growth rate is very high. We have started deploying the products in the next season."

D.Wellman said.

According to official data of UGG, the sales of men's shoes in spring and summer in UGG2015 accounted for 27%, which increased by more than 50% in 2014.

Although the performance of UGG and its parent companies is higher than analysts' expectations, the fact that group profits fell by 3% is still in sight.

For it, the bottleneck period of development is not so easy to ride through.

The snow boots, which were once very popular, seem to be slowly pulling out of the trend. The performance growth is too small. The advantage lies in the fact that the domestic wholesale channels are better, which makes the negative effects of the decrease in the number of dollars brought about by the dollar stronger, rather than relying on the strength of the brand itself.

UGG, in fact, is the general term for this kind of wool boots originated from Australia. It means "Ugly Boots" (ugly boots). It looks dull but also warm and lovely. The most important thing is that jeans can always be easily pushed in.

Snow boots were popular in Australia until the American Blaine created the UGG Australia brand in California, and sold it to the Dreckers outdoor company for $1 billion 460 million in 1995. UGG began to become popular among outdoor athletes in the form of brand.

After receiving UGG, Deckers will "comfort" as a selling point and push it into the market by packaging the brand into fashion products.

Since then, UGG has been appearing frequently in fashion magazines and shows.

In order to persuade consumers to accept such ugly boots, it is also fashionable. It mainly relies on celebrities and other opinion leaders in the early promotion. Among them, the American talk show queen Oprah, Leonardo, Cameron and so on are their "buyers".

In Asia, if the Korean drama "sorry, I love you" in the classic set of

Wearing a stilt is a start. Snow boots have entered the horizon of Asian consumers since 2004.

But the popularity in China really broke out in 2007. At one time, whether it was Taobao, such as the electronic business platform, network Street photos or all kinds of retail stores under the line, snow boots began to appear in a wide range.

After its Paris fashion Monday, its imitations quickly appeared in stores like cheap water retailers such as Xiushui and Beijing zoo wholesale markets.

It is important to note that the above is snow boots, not UGG.

UGG's rush into the Chinese market at the end of 2008 is not too good timing.

And Internet communication.

And the brand names of snowshoe brands that are similar in design are shortening the life cycle of UGG.

In 2012, the turnover of Deckers Outdoor, the parent company of UGG, began to shrink, and sales dropped by 30%. People began to say that the company was on the verge of collapse. The British Guardian even published "UGG is going to collapse, and fashion circles will be reveling in it."

Speech.

But the positioning of functional high-end fashion brands has saved UGG? Meghan Cleary, author of shoe are You, once said: "UGG is a brand that will never die."

In 2013, its sales have miraculously regained growth.

Even if the tide is out of date, it becomes more like a need for existence. It is a necessity for winter to bring warmth.

It is hard to imagine that if UGG was not placed next to luxury items such as Prada and LV from the beginning, what would it be now? It is easy to fall from the high end to the brand image, but it is too difficult to go from low to high.

When Deckers cooled down in the heat of UGG, it remained undaunted to maintain the high exposure of UGG's luxury image, which enabled the brand to continue to expand its brand around the center of light luxury.

"When women go to work, they do not wear snow boots, but we need to expand their shoes on formal occasions."

UGG Michael D.Wellman, China's president, said in an interview.

Generally speaking, the development of UGG is still under a lot of pressure. In addition to continuing efforts on the road of self-help, as a pillar of Deckers, it is also responsible for the overall performance of the group.

According to the latest financial reports, sales of other brands under Deckers were brutally hit by Waterloo, with a drop of around 10%.

In this story of "one person supports a home", China, as the most important producer of UGG, is also the top priority of its layout.

In order to curry favor with consumers, UGG has started producing specific products for the Chinese market since 2013.

Among them, increasing the number of stores is one of China's strategies. Just in September 2014, 6 entities opened in China, and last year, more than 30 stores opened.