The ugg rebrand pays off ... massively

The ugg rebrand pays off ... massively

Tuesday, 22 December 2009 01:29

The classic Aussie Ugg boot shows no sign of letting up on its massive success in the US market. In the third quarter of 2009 the company sold over $212 million in products. How did this footwear get so deep into the mainstream of the American fashion industry?

Here's the short of it. In 1978 surfer Brian Smith formed the Ugg Australia footwear company, and helped make Uggies ubiquitous throughout Australia.

In 1995, Smith sold the company to the Deckers Outdoor Corp. They took the Ugg brand with its blue-collar suburban base, and rebranded it as a luxury good. They changed their brand strategy and expanded their product range to include more than just the'heritage' style. And in the late 1990s, Deckers was ready to focused on the international market ...

Read the LA Times profile here.