2. Uggs’ Usp
• Uggs’ Usp is their logo; and their spelling of that logo. There have been
many disputes over their spelling of the word ‘uggs’, a topic which I will be
coming back to later.
3. A timeline of Uggs..
• 1933- Uggs are created as sheepskin boots, but not yet named.
• 1960- The boots are associated with the names ‘UGGS’, ‘ugh’, and ‘ug’.
Brian Smith begins selling the boots in the US.
• 1970- Advertisers begin using the names, the boots become more well
known.
• 1995- The uggs company is sold to Deckers Outdoor Corporation, uggs
begin being shipped into the UK.
• Early 2000s- Uggs become popular thanks to celebrity self advertising,
with Cameron Diaz, Kate Hudson, Sarah Jessica Parker, and Jennifer Lopez
all wearing them. Uggs then become well known and a popular buy for the
public.
4. Uggs Design/material
• Ugg boots are made from sheepskins with fleece attached. The fleece is tanned
into the leather and the boot is assembled with the fleece on the inside. Ugg boots
often have a synthetic sole, commonly made from Ethylene-vinyl acetate (or EVA)
and the stitching is often prominent on the outside of the boot.
• The natural insulative properties of sheepskin gives thermostatic properties to the
boots: the thick fleecy fibres on the inner part of the boots wick moisture and
allow air to circulate, keeping the feet at body temperature.
5. Uggs Disputes
• The UGG trademark has been the subject of dispute in several countries.
The trademark for "Ugh-Boots" has been removed from the trademark
registry in Australia for non-use. Outside Australia and New Zealand, UGG
(written in capital letters) is a registered trademark of Deckers Outdoor
Corporation.
6. Uggs logo disputes..
• In response to these actions by Deckers, some Australian manufacturers
formed the Australian Sheepskin Association to fight the corporation's
claim, arguing that "ugg" is a generic term referring to flat-heeled, pull-on
sheepskin boots. They further argued that Australian manufacturers had been
making and trading this style of boot for decades, including exporting them to
the US. One of these manufacturers, Perth's Uggs-N-Rugs, appealed to
Australian trademark regulators. The officer who heard the case stated that
the "evidence overwhelmingly supports the proposition that the terms
(ugg, ugh and ug boots) are interchangeably used to describe a specific style of
sheepskin boot and are the first and most natural way in which to describe
these goods." In 2006 Uggs-N-Rugs won the right to use the term UGG BOOT/S
and variations such as UGH UGG BOOT/S.
7. Another debate surrounding Uggs is weather or not they should be unisex; they are
indeed unisex, but many people think that they should be for women only, and if
men wear them then they are often ridiculed and called ‘daft’ or ‘gay’. I did
research of my own to discover what people really think about weather they
should be unisex; I asked this question on facebook and my response was that four
people said that they shouldn’t be unisex, and one person said that they should
be. This shows that more people think that they shouldn’t be, which concludes
with my own opinion also, that they should not be unisex.
8. Demographics: Gender breakdown for uggs
ThThis graph from Australia shows which gender has contributed to the uggs sale
profit more. It shows that 60% of the people are female, whilst the other 40% are
female. This concurs with my earlier research, that females are more likely to
wear uggs then men.
9. Secondary Research
• TI done some research on the internet finding out about what the public
think of men wearing uggs; and by typing in ‘can men wear uggs’, I found a
women asking weather she should let her boyfriend wear uggs or not. I
discovered that most of the people who answered the question think that
uggs should be for just women, not men.
10. Uggs advertising..
• Uggs do not need to spend billions on advertising; uggs are sold because of ‘word
of mouth’ advertising; people see uggs on other people and then want them for
themselves; uggs self advertise, and that is why there unique from other brands of
boots.
11. History of Uggs
• Ugg boots (sometimes called uggs), are a unisex style of sheepskin boots, made of twin-
faced sheepskin with fleece on the inside and with a tanned outer surface, often with a
synthetic sole.
• Holdings was sold to Deckers Outdoor Corporation in 1995.
• Deckers' actions to promote their product "led to an exponential growth in the brand's
popularity and recognizability.“ The company reported US$689 million in UGG sales in
2008, almost a 50-fold increase from 1995.
13. Uggs print adverts..
These two uggs print advert
are from 2010.
This print advert
Is from 2011.
This uggs print
Advert is from
2009.
14. A few websites to do with Uggs..
• http://www.uggaustralia.co.uk/
• http://en.wikipedia.org/wiki/Ugg_boots
• http://www.directnewsarticles.com/anyone-buy-uggs-out-of-
this-or-even-one-more-promote-web-site/
• http://www.office.co.uk/ugg
• http://www.cloggs.co.uk/icat/fake_ugg_boots
• http://uk.answers.yahoo.com/question/index?qid=20090909
013202AAf7sH2
16. • This link shows a news article dated in 2009, about the sales of uggs, and how they have gone
up thanks to celebrity self advertising. It states that sales of Uggs have gone up in the last
five years by a significant amount, and sales in the last six months increased by 140%.
• http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/4249091/Sales-of-
Ugg-boots-climb-uphill-as-shoppers-seek-out-wooly-footwear.html
