A Cultural Approach.
From studying Ugg’s relationship with men today its clear that it faces many cultural barriers.
Men only associate the Original Ugg boot with Ugg (they don’t have any real awareness of the Ugg for men footwear range)
To answer this brief one thought is needed that singularly aligns and disarms these
barriers.
Barrier 4) The press has seriously damaged Ugg’s credibility
I delved deep into Ugg’s history to unearth a greater brand story that both unlocks
these barriers and leverages Ugg’s unique assets.
Although it is well known that Ugg originates from Australia, what isn’t known is that Uggs grew out of a specific Australian subculture known as Dag or Daggy culture which still lives today.
Dag is an attitude and way of life.
He thinks and does as he likes…
….regardless of want people think.
He will wear textures that feel nice regardless of how they look.
He will wear something he has grown attached too even if it is worn out.
His style is unconventional – not slovenly.
He is amusing just by being himself.
He doesn’t care about other people’s opinions.
He enjoys activities regardless of his appearance to others.
His music taste is one that his peers feel is dated or uncool.
Dag creates a new, well-defined male identity that genuinely resonates with men today in a way that is true to the Ugg brand and its product range.
This identity acts to revolt against extreme male fashion inspired by Hipster culture and eases the demands made on fashion made on men today.
It deflates the tension surrounding Ugg for men created by the media by presenting an attitude that is completely indifferent and self-assured in relation to it.
It both activates and justifies Ugg’s unique product benefit – luxury sheepskin wool. This is because it supports the dag attitude of comfort over style.