Within the spirit of bringing folks collectively, Ugg may also host a collection of activations and occasions, together with the subsequent rendition of its Really feel Home—a 10-day neighborhood retail house with art work, reside performances, and different actions that it first hosted in 2022 in Brooklyn, Seoul and Chengdu, China.
A worldwide ‘Uggaissance’
The marketing campaign comes as Ugg, a model as soon as strongly related to the Y2K period, surges again into style.
Influencers, TikTokers, and celebrities together with Bella Hadid and Kendall Jenner have been noticed within the shoe, which additionally appeared on quite a few Trend Week runways this yr. Marie Claire referred to as it the “Uggaissance.”
Ugg’s comeback is paying off with enterprise outcomes. Proprietor Deckers Manufacturers reported a 22.1% enhance to $825.3 million in web gross sales throughout its first quarter this yr, pushed partly by Ugg’s efficiency. Ugg’s gross sales have been up by 14% within the quarter.
Since Ugg’s early 2000s heyday, when Oprah Winfrey included it on her “Favorite Things” listing and celebrities from Paris Hilton to Beyoncé flaunted the boot, the model fell out of style across the 2010s.
However not too long ago—thanks partially to the rise of TikTok, the place customers have fueled a resurgence of nostalgic manufacturers and tradition from the Nineteen Nineties and 2000s—subsequent generations have gone on to embrace the model’s comfy, on a regular basis type. Underscoring its multigenerational enchantment, in 2022 it signed Cher because the face of the model.
By way of social media, Ugg’s workforce has seen shoppers of all backgrounds styling new, in style fashions, such because the mini and platform boots or the sandals, in numerous methods throughout totally different nations, Diarra noticed.
“[Ugg] defies generations. When new people come into the brand, they are able to appropriate it and use it in a way that’s relevant to them,” Diarra stated. “Influence is happening across borders.”
