UGG Boots —- Trends or Here to Stay?
When it comes to UGG boots you will find there are two fairly solid and distinct groups of people. Either you are a fan of them or you are a harsh opponent of them. But the question remains, what group of people are correct? Are UGGs really the most comfortable footwear? Or are they just a ridiculous fad that most people will look back onto in ten years and wonder what they were thinking?
source:http://jtwoo.blogspot.com/2010/12/finally-cure-for-ugg-boots.html
One thing that can hint at the answer to this question about UGG boots is to look at the history of what we now call UGG boots. It goes back to World War I when aviators wore them, as due to their great insulation properties they were perfect to keep their tootsies warm. Also, in Australia, UGGs have been worn by sheep shears and surfers for many decades. Interestingly, the name comes from “Ugly” boots.
Who would imagine that boots which were never intended to be worn in front of other people for the shear shame of their UGGly appearance would become an item of high fashion amongst people around the world? Well, like anything in our modern society it is all about how people market the product. From my perspective, UGGs’ great success can be attributed to its warmth and effective marketing strategy. After acquired UGG Boots, Deckers Outdoor Corporation established the brand’s positioning and sustained its authenticity as functional footwear, but also a high-end premium, luxury collection. Besides building a carefully-planned brand image, it took effective advantage of celebrity effect. In 2000, Oprah Winfrey, Americas most powerful and popular presenter was sent a pair of UGGs and she loved them so much that she featured the Ultra UGG Boots on her “Oprah’s Favourite Things’ slot, which gave the boots a massive endorsement probably the best that UGG could have gotten and immediately the boots became a “must have item” for Americans. From then on the sheepskin boots were to be found on the runways in Paris, New York and Milan. High fashion and ultra comfort all rolled into one! Once the customer loyalty to UGG’s heritage (functionality, quality& comfort) has established, the brand occupies a meaningful and distinct competitive position in customers’ mind, and therefore prolongs UGG’s popularity.