UGG Parent Company's Fourth Quarter Performance Is Also Bad.

UGG has always been Tucao's unfashionable appearance to a certain extent, like Crocs, is always black, but can not ignore their comfort.

Recently, the parent company of UGG issued a performance report for the fourth quarter of fiscal year 2016, showing its expected performance.

Group said this, for the fourth quarter beyond expectations.

Expressing satisfaction, but for the present

Still, it is worrying.

And the group will continue to maintain its original prudent plan in order to survive the cold winter of the current retail environment.

It is reported that in the fourth quarter of the 2016 fiscal year ending March 31, 2016, the total sales volume of the Group recorded an increase of 11.2% to $379 million, which is better than the $363 million 400 thousand expected by the market.

In terms of gross margin, it is mainly due to customs shops.

As a result, the gross profit in the four quarter decreased by 40.9%, compared with 44.7% in the same period last fiscal year.

At the same time, the Group recorded a loss of $27 million 880 thousand.

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A killer for fashion is snow boots.

Such a warm single product should be a welfare for the cold star people, but the fashion can never be fashionable. If you want to have a sense of fashion, you will lose warmth.

So, embarrassed, UGG recently announced that it will be pformed into a lifestyle brand.

In order to get rid of the long-standing "no fashion" symbol, UGG recently launched a new Pop UP store in the United States. At the same time, it also developed footwear, household casual wear, accessories and household items, and tried to become "lifestyle brand" from the "snow boots brand".

Last month, UGG even invited supermodel Rosie Hunting as the world's first brand ambassador.

Although the industry is not very optimistic about the future of UGG, the comfort orientation advocated by UGG is in conflict with the fashion industry itself. UGG also brings more possibilities and comfort to the needs of the people and the general public.