Did You Know That Uggs, The Fashion For The New World Has Made A Return?
It was in 2018 that pop singer Rihanna and fashion icon first wore a pair of Uggs at the Coachella music festival. This fashionable pair of shoes similar to the classic was made famous by Lindsay Lohan. It was during the height of her popularity that this pair became a style statement. Furthermore, it was created by Belgian designer Glenn Martens of the avant-garde label Y/Project. Such was the interest this shoe generated that an image of Rihanna in the wader-like footwear amassed more than 3.3 million likes on Instagram. In fact, even Vogue seemed to be impressed by them.
1. The Modest new beginnings of the stylish Ugg boots:
It was in 2016 that the Ugg brand hired Andrea O’Donnell as president to help reposition the brand. The idea was to project an image for this brand in the mind of the consumers, which is very casual in style, and that could be worn on simple yoga pants while running errands. However, according to O’Donnell “The CFO was not super-excited about them”. In other words, he did not wanted it to be unveiled publically. This plan to revamp the brand was mainly being done because Ugg had lost its luster. It had gone from being a part carefree socialites and off-duty starlets fashion to being worn by mobile consumer with bland bourgeoisie taste.
2. The plan to Inject a dose Glamour into the Ugg boots brand:
It was the arrival of O’Donnell, from the luxury department store Lane Crawford to Deckers, the Ugg parent company that things began to change. With a number of high-profile collaborations initiated to pump up the brand with a lot of glitz and glam. The plan was essentially to reengage with the fashion community by showing them what the Ugg shoe brand could be. This included introducing a number of collections that were as eclectic and eccentric as can be. In addition, Ugg also chose designers who could design shoes that were edgier and artier. The reason this was done was simply to show the world that the brand could be aspirational as well accessible.
3. The unique promotional campaign curated by Ugg boots brand:
“Ugg really needed to reinvent itself,” said Ayako Homma an analyst working at the market research firm Euromonitor International. It was with this innovative intention that Ugg kick started their marketing using Los Angeles enfant terrible Jeremy Scott as the model wearing boots having a kitschy flame print. It was followed by New York designer Phillip Lim whose designs comprised of front zippers, pops of orange and rubber guards that resembled duck boots.
4. The rise in Ugg boots demand during COVID-19 filled 2020:
Statistically speaking, recent quarterly sales of Ugg boots this October shows a modest increase of 2.5%. As per Lyst, a fashion search platform this September the demand for Ugg boots was growing at 24% every week. More importantly, during the month more than 41,000 searches have been recorded for the brand. It must be noted that over the years such has been the overall impact of Ugg boots on people’s mind, that once even Oprah Winfrey had included them in her annual “Favorite Things” episodes way back in 2003 to start a trend.
So, whether you love Ugg Boots or hate them, you sure cannot ignore them because they have surely become trending again.