UGG expand the Chinese market, "ugly" is never consider their problems
2016-01-04 信息來源： 東莞市潤澤紡織品有限公司
Is famous for its fashion illustration and elegant to wear take a French fashion bloggers Garance Dore, once in the face of the reporter's question "you will never never wear what is the item of" the answer "UGG", think these fur one UGG boots like some weird characters in cartoons, let a person look like a monster.
A week ago, however, in her own blog, send an article to admit that you bought a pair of UGG, say its comfortable and warm feeling is difficult to forget. We don't know whether this UGG sponsorship, but the blogger finally wrote: "don't wear out!" .
The debate like this about UGG ugliness no longer fresh, some say it and the hole hole shoes, etc for should disappear, UGG, sales of parent company Deckers, a fall in 2012, the guardian was writing the finished UGG - fashion toasting.
It is not the kind of products - worth on fashion headlines when people mention fashion, mostly refers to wearing UGG is taking snapshots of the star. Racked mentioned in an article, fashion consultant Lockie Andrews surveys show that 25% of women closet at least of a pair of UGG boots, and they won't buy a second pair in a few years. The company's financial situation is still can, in fiscal 2014 sales rose 12.6% to $1.49 billion. Because the purchase frequency is not high, this figure largely driven by developing new market.
UGG accurately UGG Australia, originated in the Australian surfing the use of the common sheep and wool Ugly - UGG boots in Australia is refers to a kind of fashion, read the Ugly "ug - g", by Brian Smith after registered trademark in the United States, sold to Deckers, 1995, in 2003 started to get some Hollywood stars, with 2009 sales surged fire all over world. , according to data from the year UGG are outside the United States, more than half of its stores in Europe and Asia market concentration, and at that time (May 2012) is only 13 stores in China, now has reached 84.
Not long ago, held in Shanghai winter product launches, star couple, please I'm still alive and take emphasis on brand of temperament of warmth and happiness, also said it would expand product lines, into the men's clothing market, transformation into a high-end lifestyle brand.
UGG introduced this year to improve shoe money
Once at the reebok 21 years as chief marketing officer of Angel Martinez 2001 become President and CEO of UGG, he must insist on UGG in high-end shopping malls and high-end brands sell together, also knew the value of sports stars, 2011, has chosen the NFL star Tom Brandy endorsement designed for men's boots, Oxford shoes... And later introduced fabrics such as wool blankets, weaving comfortable household items such as pillow, leisurewear, slippers.
It's just that most people think of UGG associate or those UGG boots. As of September 30 in the second quarter, UGG only 0.9% increase compared to the global sales - and in the last quarter fell 7.2%. You prefer this brand in the winter, it is obvious.
In August of this year, UGG announced a coordinated global prices, autumn series first in China and Europe have each drop of about 10%. An original price 2000 yuan after ankle boots on sale 1480, slightly weakened overseas price advantage. But they need to deal with problems of flood of fake goods on a large scale, especially in all kinds of electrical business channels, less than 200 yuan to buy a pair of shoes to claims is the UGG the original list.
High sales abroad, dark classic UGG, Chinese consumers like to have to stick to drill, spins, bows, and the leakage of wool leather, etc. Various illuminative boot. UGG China marketing director Wu Xiao explained: "not for the Chinese special customization, but choose a goods around the world, every country is selected according to the conditions of different category, Chinese consumers may prefer some more warmth and sunshine". She thinks that consumers buy the main is the old customer, after have the classic models each year to make a new attempt.
Recently, people prefer comfortable clothing and toward, such as elastic leggings and oversized sweater, a soft shoes, sports pants... Some analysts think, comfortable and warm as the main selling point of the UGG boots are benefit from the trend of the preference. But we were agreed to Garance Dore: wear that occupy the home should be more suitable!
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