The UGG Australia Boots is the leading footwear in the industry. They top the entire sheepskin brand with quality, comfort and popularity. The brand re-positioned itself to a high –end fashion luxury footwear after originally targeting surfers from 1978 to 1998. In 1988, UGG Australia was bought by Decker’s Outdoor Corporation, which aided the transformation of the brand. With strong positioning strategies, UGG boots became and still remain hot in the market. Ugg boots was initially predicted to only remain a trend for few seasons, however it surpassed against all odds and continuously enhances their footwear to keep up with consumer needs and also fashion trends. The UGG boots embodies people who embrace a relaxed yet active lifestyle. Even beyond that, consumers showed true love and connected emotionally to these boots to the point where they couldn’t take them off.
The UGG boots initially gained its popularity from celebrities when the boots arrived in the fashion scene. The boots rapidly became the hottest in the market especially when most celebrities were seen wearing the shoes in fashion magazines, TV, etc. Also, Oprah featured the shoe on her talk show as one of her favorites things for Christmas. This boosted the demand for Ugg boots in the market as well as expanded their international market.
A cultural shift occurred as well. Many people started to feel empowered by embracing living a more casual lifestyle and UGG represented this lifestyle.
