Uggs

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Ugg Boots..

Uggs print adverts..

These two uggs print advert are from 2010.

This uggs print Advert is from 2009.

This print advertIs from 2011.

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-t

his-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=200909090

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Ugg Screen Advert..

• http://youtu.be/jaaZ6E8daVM

• 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

Uggs Logo

• By Lauren Phillips :’)