Australian UGG

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UGG is an Australian footwear brand and successful a division of the well known Deckers outdoor corporation. They have started their business by introducing unisex boots but now they are offering some other products like bags, outerwear, clothing, hats, gloves and other goods as well to catch maximum attention of their clients. They are famous all over the world because of their sheepskin boots that are unique and attractive. They offer their classic sheepskin boots both for men and women with synthetic sole and tanned outer surface. Deckers own their registration to open their outlets in various other countries and now UGG have become a registered trademark not only in the US also in 130 countries all over the world for their sheepskin boots brand. Since the beginning UGG has maintained a very good image in the market and has allowed Deckers to acquire the maximum number of customers all over the world.
The aim of this paper is to illuminate the business outcomes of UGG Company. In this context, it will be seen how the company has maintained innovation in its products and what product replacements are offered by the company. It will also be seen that what the company will achieved after reaching the maturity point of its lifecycle. Finally a conclusion will be as to how the company has sustained its sales over the period of a decade.
Innovative categories and their marketing implication:
Innovation is the key to achieving maximum number of customers with changing needs and demands. They involve their designers and product development staff to establish innovative footwear that emerge their standards of quality, functionality and comfort. They utilize outside designers as they are more capable of appraising a variety of new styl...

... middle of paper ...

...lped the company and its administration to retain a good customer base all over the world. The sales and marketing structure of UGG has become an example for the new companies that aim to start up a new business and maintain a good customer base.

Works Cited

Arnold, J. (2004) Aussie boot battle takes an Uggly turn, BBC News.
Conley, L. (2000) Behind the Brand: The Golden Fleece, Wall Street Journal
Needham, K. (2004) Putting the boot in, The Sydney Morning Herald (Sydney, Australia), p: 33
Foster, C. (2003) Ugg's going mainstream with slimmer boots, Footwear News
Thompson, I. (2006) Decision of a Delegate of the Registrar of Trade Marks with Reasons
Terry, A. (2008) Where's the Beef? Why Burger King Is Hungry Jack's in Australia and Other Complications in Building a Global Franchise Brand, Northwestern Journal of International Law and Business, 2008 28 (2): 188

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