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"Premium lifestyle brand" probably isn't the first thing that comes to mind when UGG is mentioned, but the brand's currently making a valiant effort to try and validate that new tagline. The phrase is part of a complete rebranding effort that the company underwent in order to forever banish the unfortunate image of UGGS paired with denim miniskirts that's dogged them ever since the height of Britney Spears.
The first step? Reminding consumers that Ugg started out as a surfing company by putting a good-looking family on the beach in surf gear and fuzzy boots. Don't think too much into it. Next, they signed up menswear blogger Marcus Troy for a set of ads.
Finally, they got Langley Fox, fashion it-girl, artist, and great-granddaughter of Ernest Hemingway. And, just to remind audiences that boots are not the only thing that UGG produces, they added in some model shots with their woven blankets and pillows.
· Ugg Hopes These Photos Will Change Your Mind About The Brand [Business Insider]
· Now Custom Design Your UGG Boots [Racked]
· UGG Blames Sales Drop on the Weather, Is Still Kicking [Racked]