Snow boots for some time are seen as the most ugly shoes, these shoes are like a sheep with a wool wrap his feet after a simple sewing made of thick stupid. However, exactly How does he do–so that the pairs of the look very ugly shoes become people’s favorite?
A few years ago called “UGG” boots suddenly swept Europe and the United States. This pair of fashionable people who have been critical of harsh comments as “the ugliest in the history” of shoes, in the absence of large-scale advertising and strong marketing support of the case, this will create the world’s most irresistible pop culture in recent years, it appears in the streets and The frequency of the high fashion magazines on the original extreme resistance to the top fashion brands have to let it reached a higher level, swagger on the T station on; it the manufacturer of the United States Deckers Outdoor Corporation’s brand UGG Australia, even based on 50% for several consecutive years sales growth of more than become a new fashion legend.
The past two years, UGG are blown off the wave of popularity in China, in Beijing Xidan, Sanlitun and other places where people gathered tide, you can not take a moment met with dozens of pairs of UGG, there are many to mention the UGG bags shuttle and the girls had to continue to participate in the UGG It has been a very huge consumer groups. A pair of “in the history of the most ugly” boots, how can re-energized a wave of people’s love of things, how to market it off to the boiling point of an incredible?
UGG’s intention is Ugly Boots (ugly shoes), which is like snow boots with sheepskin with a wool wrap his feet after a simple sewing made of thick stupid, but it is very light warm. UGG Australia at the Deckers bought the brand before, it is mainly aimed at an aesthetic not so particular about the breakdown of the crowd – surfing enthusiasts. UGG Australia brand’s founder Brian. Surf resort in Australia, Perth, Smith found that many surfers will wear the ground after landing a small factory UGG, not only comfortable warm, which can prompt thick wool feet of water siphoning off gas, and keep dry.
So he created in California UGG Australia brand, as a functional brand surfer small range of popular. In 1998, Smith sold the UGG Australia brand Deckers. The latter took over after that, relying on fancy materials (must be an Australian A-anti-Yangmao Pi), and a comfortable Jiaogan, UGG can break the barriers of the professional market by more consumers of all ages.