Within the spirit of bringing folks collectively, Ugg can even host a sequence of activations and occasions, together with the subsequent rendition of its Really feel Home—a 10-day neighborhood retail house with paintings, stay 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 12 months. Marie Claire referred to as it the “Uggaissance.”
Ugg’s comeback is paying off with enterprise outcomes. Proprietor Deckers Manufacturers reported a 22.1% improve to $825.3 million in web gross sales throughout its first quarter this 12 months, pushed partly by Ugg’s efficiency. Ugg’s gross sales had been up by 14% within the quarter.
Since Ugg’s early 2000s heyday, when Oprah Winfrey included it on her “Favourite Issues” 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 partly to the rise of TikTok, the place customers have fueled a resurgence of nostalgic manufacturers and tradition from the Nineties and 2000s—subsequent generations have gone on to embrace the model’s snug, on a regular basis fashion. Underscoring its multigenerational attraction, in 2022 it signed Cher because the face of the model.
By social media, Ugg’s staff has seen customers of all backgrounds styling new, standard fashions, such because the mini and platform boots or the sandals, in varied methods throughout totally different international locations, Diarra noticed.
“[Ugg] defies generations. When new folks come into the model, they’re able to acceptable it and use it in a approach that’s related to them,” Diarra mentioned. “Affect is going on throughout borders.”
