UGG® Australia FW’12/13 PRESS DAY

Date: 20th of April, 2012

Time: 11:00 – 18:00

Location: Moscow, UGG® Australia Flagship Store, GUM

Number of media attendees: 51 guests

Number of celebrities: 7 guests

Catering: mini burgers, muffins, popcorn, marshmallow,

Lavazza coffee, Coca-Cola glass bottles, orange juice

Music: New York inspired background music

Gifts: Costa Coffee tumblers, M&M’s

Press Kit: CD with stills and releases FW’12/13

Tasks- To enhance warm relations with target print media

- To present new FW12/13 collection to editors and stylists

- To address the main characteristics of the collection through individual demonstration

- To inform about Fall Winter lines variety – fashion oriented high heel boots, biker boots, classic

boots with exclusive prints by Claudia Gold as well as 1st ever UGG® Collection for Men

- To make press coverage and ensure future publications

- To increase brand awareness and loyalty

- To invite celebrities for the following press publications and personal loyalty

- To present the wide range of ‘non-classic’ styles to journalists and stylists

InspirationTaking into account the FW’12 collection inspirations we made the press day in the atmosphere of

New York streets

Facts sheet

Press kits and Gifts

Each journalist received a Costa Coffee tumbler, three gift cards for free

coffee at Costa Coffee houses, chocolates and UGG® Australia branded CDwith stills and press releases.

Journalists getting their press bags at the leave

Media attended the presentation

1. Afisha Averina Olga

2. Aeroflot STYLE Maltseva Olga

3. CEO Pigarev Alexander

4. Citizen К Mikhaylovskaya Olga

5. Collezioni Trunin Alexey

6. Collezioni Simonov Ivan

7. Conde Nast Traveller Semenova Maria

8. Cosmo Shopping Radlova Alisa

9. Cosmo Shopping Golomazdina Marina

10. Cosmopolitan Rashoyan Lilit11. Cosmopolitan Zolkina Anna

12. Elle Alekseevskaya Alla

13. Elle Tarasova Evgenia

14. Elle Girl Voronchak Veronika

15. Esquire Gusarova Vasilisa

16. Expert Litvinova Natalia

17. Fashion Collection Polosina Anastasia

18. Fashion report Komissarova Anna

19. Fashion Week Smitskiy Sergey

20. Gala Biography Galybina Elena

Media attended the presentation

21. GEOlenok Milyutina Maria

22. Glamour Kirillova Anastasia

23. Glamour Vorobieva Ekaterina

24. GQ Lisakova Natalia

25. Harper`s Bazaar Romanova Ksenia

26. Harper`s Bazaar Arshba Nino

27. InStyle Chemagina Ekaterina

28. InStyle Milkis Marianna

29. InStyle Arzumanova Lada

30. Interview Lebedeva Veronika31. Italia Beloshapkina Svetlana

32. Joy Shaposhnikova Ekaterina

33. Joy Medovaya Olga

34. Mamas&Papas Butuzova Anna

35. Marie Claire Isaeva Alyona

36. Men’s Health Lazareva Larisa

37. Mini Novikova Polina

38. OK! Mikhaylin Boris

39. Playboy Borisova Marusya

40. Rasti, pervoklashka Nizhinskaya Natalia

Media attended the presentation

41. Shopping Guide Teplova Varvara

42. SNC Solodilova Olga

43. Strong Man Krugovova Julia

44. Strong Man Turgeneva Maria

45. Tatler Ziborova Ekaterina

46. TimeOut Gridin Vladimir

47. Vogue Bessonova Elena48. Vogue Marchkova Anna

49. Vogue Sheptovetskaya Yana

50. Women's Health Lygina Julia

51. Yes! Partina Alexandra

Celebrities attendees

Ida Lolo,

It girl

Lyanka Gryu,

actress

Svetlana Ivanova,

actressAnastasia Makeeva,

actress

Irena Ponaroshku

TV presenter

Darya Moroz,

actressOlesya Sudzilovskaya,

actress

Attendee feedback

‘I really liked a new FW collection! These biker boots out of vintage leather are

absolutely amazing!’

‘I’ve been really amazed at how great Men’s Collection is, everything from

New York inspired leather sneakers to 1st UGG® Collection for Men boots’.

‘I’d love to come back to the store and get these Stonemen boots for my

husband. Can’t wait when they are on sale!’

‘That’s incredible what UGG® Australia has made to make all of us wait for not just sheep fur boots!’

‘I loved how clogs have been lengthened to protect women from the Russian

winter’.

‘Before the presentation I did not know that UGG® Australia also has beautiful

accessories line. Handbags are absolutely beautiful not to say about iPad

and iPhone fur bags’.

Identified hero press pieces

The following styles were identified as the strongest pieces in the collection:

ContactsR.S.V.P – PR & Lifestyle Communications

Zubovsky blv 21-23,1st building, office 12

119034 Moscow Russia

Tel.: +7 495 737 6484Fax: +7 495 737 6484

E-mail: info@rsvp-agency.com

www.rsvp-agency.com