UGG Australia

By: Kim Gebken

Thesis:

• Through a textual analysis of the trendy sheepskin boots, most commonly known as Ugg boots, this paper will argue how thee boots were advertised to a demographic of young women and how they became so popular.

Background UGG

• Where did they come from?– Australia and New Zealand

• Who wore them then?– Surfers, Pilots (WWI)

• Where did the name “UGG” come from?• When did UGG Australia come about?

How the company UGG Australia come about…

• This company began in 1978 when Brian Smith, a young surfer from Australia, took a trip to the United States with a bag full of sheepskin boots.

• Smith started the company and then sold the it to Deckers Outdoors in 1995.

• Deckers turned the UGG brand around and advertised it as a high-end luxury footwear brand. It was distributed to the premium retail stores such as Nordstrom and was available only in limited quantities.

• Deckers also invested in fashion advertising and marketing using celebrities as a seed to sell the product.

• This marketing strategy worked wonders and made UGG the best selling boot for women.

Competition

• All forms of trendy shoes• Other real sheepskin brands such as Emu,

Koolaburra and Warmbat?

Physical Setting?

• Who wears them now?– Women between 17-28– Advertised to women through media and other

celebrity women– Oprah even had a show about these shoes and

gave all the women in the audience a pair

Setting

• Where can you get them? (common places)– Nordstrom– Journeys

• How are they set up in the stores?– Nordstrom: open setup by the walkway– Journeys: Located outside the store so it’s the first

thing you see when walking in

Attitude

• How do people feel about them now?• Mostly women wear them according to statistics of

how many people have searched for them and bought them. Women are seen in many places with Ugg boots– Ugg Boots are available for men, women, and even children

yet women are the most common consumers of them. • In 2006 internet searches for UGG boots were up 50%

Implications:• Why is this product such a hit?

– Publicity by celebrities– Marketing– Layout in stores

• These boots have been around for over a century now and were just starting to reach their top popularity a few years ago. Now they are seen everywhere on all different types of people. Not only are they stylish and practical but they are extremely comfortable as well. These boots aren’t going anywhere. Just as always, UGG boots offer comfort, warmth, and protection today. Just as they have for almost two centuries.