Ugg Launches New Concept Store For The First Time To Lifestyle Brand Pformation

Recently, in order to enhance the brand's position in the fashion retailing industry,

In the first time, the United States launched a new concept store. In order not to be defined as snowshoe brand by consumers, UGG is committed to developing footwear, household casual wear, accessories and household products, and is trying to pform lifestyle brands.

In 1995, the founder, Brian Smith, sold UGG shares to the US Deckers supplies company, which made Hollywood stars popular in the US market wearing UGG snow boots, and the products became popular all over the world.

But in recent years, Deckers and its brand UGG, like Crocs, are in the bottleneck of development. Their position in the fashion industry is beginning to weaken and is regarded as an outdated product.

How to maintain the UGG boom has become an arduous task before Deckers company.

Because products are rejected by the fashion industry, UGG constantly wants to label fashion labels. The brand has been trying to choose high-end shopping malls for many years instead of selling products in ordinary stores to prove that they can be sold.

There is strong competition.

Annders Bergstrom, director of strategy development at Deckers, explains that the brand new concept store is designed behind the brand pragmatic spirit.

He stressed that in 2006, UGG was a very powerful and fast growing footwear company. The brand awareness and internal focus of the company were mainly concentrated on footwear, which was the original category of the brand, but 10 years later, the brand felt behind the times.

In view of the current low fashion retail environment, UGG needs to pform from a footwear company into a large lifestyle brand.

Analysts say this is also a strategy to adapt to the existing customer base and continue to promote growth for the brand to attract potential new customers.

As early as 2009, Deckers launched a special market research, and found that emotion is the key to connect UGG with consumers. The company began to pform to life style.

Brand executives said that the UGG brand will also develop its coat business in 2017.

Some analysts say that UGG's products are too simple, and the trend products must have a life cycle. UGG can not be avoided.

It occupies an excessive proportion in its sales.

According to Deckers company's second quarter earnings report in 2015, its brand UGG continued to promote the entire business, accounting for almost 85% of the company's total revenue.

UGG's second quarter sales increased by only 0.9%, and growth was almost stagnant.

Fashion consultant Lockie Andrews published a data: "25% of ladies' wardrobes have a pair of UGG snow boots, which is an amazing number.

But for those women, most will not buy second pairs.

In order to maintain growth in performance, UGG began its March last year.

Brands also need business support in this field.

According to official data released by UGG, the sales of men's shoes in spring and summer of UGG 2015 accounted for 27%, up by at least 50% from 2014.

In April, as the company innovates its traditional footwear style, the brand has appointed Rosie Huntington-Whiteley as the first brand ambassador of the brand women's wear series.

Deckers Gerard Marceda, vice president of retail in North America, said that with the pfer of corporate strategy in recent years, brands saw consumers interested in the multi-channel shopping experience of stores. The purpose of stores was not only to expand their turnover but to brand direction. The company plans to open more lifestyle shops like the US in the major cities of the world, and China's Shanghai is also included in the expansion list.

For UGG, some people love it and others hate it.

But there are moments when you or someone you know will put on these iconic boots.

However, many fashion critics do not want to see the success of the brand.

In 2012, the turnover of Deckers Outdoor of UGG parent company declined. A special article in that year declared that "UGG boots are going to go bankrupt, and the fashion industry will be reveling in it."

In the same year, Style Blazer wondered why snow boots did not disappear directly.

However, Megan Cleary, a shoe specialist, once said, "UGG is a brand that will never die."

UGG keeps its exposure and is everywhere on the list of its own comfort, rather than the fashion that the fashion industry values.

In the first 12 months to the end of March, UGG's turnover amounted to US $1 billion 490 million, an increase of 12.6%.