"Ugly Fashion" Is Popular. UGG'S Sheepskin Boots Are Coming Back: In 2018, Sales Volume Ran Up To $1 Billion 500 Million.

After seven years of low tide, the sheepskin boots UGG, which has been burning all over the world, seems to be showing signs of making a comeback.

In January 2018, when the boots of Paris fashion brand Y / Project and UGG appeared in the show, many of the stars in American pop star Rihanna and British model Sienna Miller also appeared in the shadow of UGG.

Last week, UGG appeared again in the fashion show of Japanese designer brand Sacai in Paris fashion week (below).

Andrea O 'Donnell, President of UGG brand's parent company and Deckers Outdoor Corp of the US outdoor apparel company (hereinafter referred to as Deckers), responsible for fashion lifestyle business, said that the recent cooperation between UGG and fashion brands is part of promoting the emerging international market sales strategy.

Although the design of UGG looks very "basic" in North American consumers, consumers around the world hold different views.

In addition to the increase in the appearance rate, UGG's market performance has also been greatly improved.

UGG, the e-commerce giant, said that UGG was the most popular brand in the Christmas shopping season in 2018.

The backstage data of shopping search platform Lyst show that in the past six months, the number of users searching for UGG brand has increased by 350%.

UGG's parent company outdoor apparel company Deckers Outdoor Corp (hereinafter referred to as Deckers) has released a financial report showing that in the last six quarters, UGG achieved strong sales growth in the four quarter.

In the fourth quarter of fiscal year 2018, UGG sales increased 6% to 258 million US dollars.

In the 2018 fiscal year, sales of UGG reached US $1 billion 500 million.

Nowadays, the fashion industry is not as well respected as it used to be.

Comfort, practicality and personalization have become popular keywords nowadays, and UGG, which is in line with the current "ugly fashion" trend, is perhaps again gaining attention.

History of UGG

In 1978, Brian Smith, an Australian surfer, introduced UGG to the US market and founded UGG Australia.

At first, UGG was only popular as a functional shoe in a small circle of surfers in southern California.

In 1995, Brian Smith sold the brand to Deckers group because of poor management.

Deckers invited the stars to try on the products, so that UGG appeared in many celebrities' street pictures.

This ingenious way of advertising has attracted the attention of the fashion industry for UGG.

2000 can be regarded as the turning point of brand.

At that time, Deckers gave the American talk show queen Oprah Winfrey (Oprah) some UGG boots.

After trying it on, Oprah fell in love with the comfortable shoes.

Later, she not only bought 350 pairs of UGG to her employees, but also recommended UGG to her audience on the Oprah 's Favorite Things (Oprah's favorite) on her talk show.

From then on, UGG became red.

In the ten years after the popularity, UGG gradually lost its aura and experienced the pition from fashion products to the ugliest shoes.

The warm winter of 2011 and the shortage of Australian Sheepskin raw materials are exacerbated, and the brand has never recovered.

In 2012, sales of UGG fell by 10.5% to 1 billion 184 million dollars.