8:57 PM - All About Ugg Australia - A Corporate Good results Story
With awards that range from Best New Footwear Brand to Charity
Event of the Year UGG Australia, creators of the wildly popular UGG
boots are a accurate corporate success story. Founded in 1978 by an
Australian surfer who transplanted himself to California, UGG was
originally a brand that featured comfy shoes. For twenty years, UGG
chugged along producing modest but steady sales. In 1998,Shopping
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, under the guidance of its new corporate overseer, Decker Outdoor
Corporation, made a strategic move and positioned itself as a maker
of high-end luxury footwear. In 1998, the UGG footwear line
consisted of two boot styles,
4 slipper styles
along with a few
casual
footwear styles. The new positioning as a high-end luxury and high
fashion footwear supplier proved to be a perfect fit for UGG
Australia. Inside three years, the line was regularly being
featured in high fashion magazines and photo shoots. The business
formed a strategic alliance with Nordstrom and also the brand
really took off. As essential as the new positioning was to UGG's
good results, there was an additional factor that rocketed UGG
Australia's footwear line to international prominence. Within the
year 2000, just two years following the strategic repositioning of
UGG Australia's item line, Oprah Winfrey received a pair of UGG
boots. The charismatic television host and worldwide celebrity
loved the boots so a lot that she ordered 350 pairs as gifts for
her whole staff. She also featured the UGG Ultra Boot on her
well-known Oprah's Preferred Issues show. The response was
electric. The UGG brand had arrived. When Oprah featured an
additional UGG boot in her 2003 Oprah's Preferred Issues show, the
Baby Pink and Baby Blue UGG Classic Boots from UGG became a runaway
holiday bestseller. That year was also the year that UGG
Australia's line was named Footwear News' Brand of the Year. Those
events were not the end of Oprah's association with the footwear
line, though. The tv host featured UGG's Uptown Boot in her 2005
Favorite Things show, and sales of the sophisticated footwear style
skyrocketed overnight. In much less than ten years because shifting
from 'comfortable shoes' to 'the ultimate in footwear luxury', UGG
has become a high-fashion staple, and created an whole new category
of fashion footwear. UGG sheepskin boots, shoes and styles are
regularly seen all more than the world on high fashion runways. UGG
Australia has not rested on its laurels, although. In 2005, the
corporation decided to give back some of its good fortune by
championing an essential trigger. The
company partnered with St.
Jude's Children's Research Hospital in a charity event that they
cleverly named Art and Sole. UGG Australia challenged selected high
profile artists, politicians and celebrities to hand design a pair
of Classic Boots. The finished products are auctioned off on ebay,
and the proceeds donated to St. Jude's. In 2005, the event rose
over $40,000, and attracted the attention of the philanthropy
world. In 2007, Art and Sole was named the best Charity Event of
the Year by Accessories Magazine, a feat usually reserved for
glittery parties and golf tournaments. Celebrities who've
participated since the event's inception consist of Sharon Stone,
John Travolta, Reese Witherspoon and Donald Trump. It's not
surprising that many people have noticed a pair of UGG's; either in
a shop or on the street or featured in a magazine. The well-known
footwear has been photographed on the feet of a few of the world's
most nicely known folks, including Oprah. The newest UGG celebrity
sighting is featured in InSide Style's Where Can I Get…?
feature - on the very lovely feet of actress Jessica Alba. InTouch
Magazine photographers got a shot of the effervescent Gwen Stefani;
toting son Kingston wearing a pair of the company's famed Baby Boo
line of infant boots. US magazine spotted actress Liv Tyler
strutting in a swingy baby doll dress all dressed up with a pair of
UGG Tasmina sandals, and Star paparazzi snapped Carmen Electra on
the street in a stunning pair of women's Classic Tall boots, one of
UGG's signature lines. Clearly,Janene Dalton has a website
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fair to say that the UGG brand has arrived. The UGG brand has
flourished as a high fashion staple. From just a couple of
distinctive styles of boots and casual sandals to dozens of
stunning styles in comfortable,You can buy this
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worldwide name in luxury footwear. It's only taken a couple of
short years - and also the company is set for a good, long run at
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