It’s September again, and the weather in Vancouver is getting chilly. Guess what you will see when it starts to get cold here? The answer is – you will see a lot of UGG on legs everywhere!

People wearing UGG

Back from a few years ago, the brand UGG Australia started to make a buzz in Canada. Because the sheepskin shoes are suitable in any place and situation, whether you are going to school or meet up your friend for dinner, they can be the best choice for your feet and style. Females just like the material, look, popularity, and convenience of the shoes.

Applying what I learned in chapter 1 of the marketing textbook, I think the UGG company did a really good job at building customer relationships, which generates a high customer satisfaction. Based on the company’s website, customers are provided with a two-way communication, both with the firm and other consumers. It included online shopping, live chat, Facebook and Twitter accounts, and a blog for customers to follow the company’s new with whichever ways they prefer. (Canada UGG website: http://www.uggaustralia.ca/) As stated in the textbook, when the customers are satisfied and delighted about the products, they will keep coming back, and also are willing to become marketing partners to spread good word to others.

Different styles of UGG on its website

The UGG brand has a heat-up popularity that has attracted even guys in recent year. The trend for guys to wear a pair of the sheepskin-shoes is becoming common and “not weird.”

Another interesting fact that I heard from my Australian friend is that Australians only wear their UGG in the house. This is a complete contrast to the Canadians. This difference in society preferences clearly proves the part on cultural environment in our textbook, which can affect marketing decision-making.

Photo resources from Google.