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Fashion people have heralded the supposed decline of Ugg plenty of times, but the company is great at hanging in there. Business of Fashion charts how Ugg succeeded in trend-driven fame, fell off for a short time in 2012, and then bounced back under a rebranded lifestyle image. To transition from a trend into a staple, the brand had to navigate through business and marketing obstacles, but what they've landed on is working.
The company confirmed to BoF that the classic Ugg boot now accounts for only 30% of global sales as compared to 65% a few years ago. Analysts predict that Ugg will rely more heavily on direct-to-consumer retail in 2015 instead of wholesaling, which will allow the brand to push the new lifestyle image more effectively. Consumers are buying into the new Ugg, too. BoF notes that the company reported a 23.8% gain in sales at the end of the third quarter, reporting $417.1 million in total sales.
· How Ugg Turned a Fashion Trend Into a Staple [BoF]
· UGH: Stop Trying to Make Ugg Happen [Racked]
· Now Custom Design Your UGG Boots [Racked]