UGG Turning Into a Luxury Brand

What would you do, if you were the owner of a brand that produced super-comfortable footwear, but thought it’s time to change something? Now, it’s up to you whether the change is going to be an introduction of a new model/style or a complete shift of what your brand has stood for since, I’ll dare to say, unthinkable times. OK, so if you ignored the great popularity that your brand already enjoys and started a “Reconstruction” to take your brand from Informal-Comfortable to Luxury, how would you do it? From a marketing perspective, you’d take every aspect of the luxury industry, including exclusivity, celebrity endorsement, clever geo-targeting, high price, and a nice media campaign to present that new cocktail of yours to the world. But that would be way too obvious.

Have you guessed which brand I am talking about? It’s UGG … reinvented. For some reason, the creative minds at UGG decided that a brand that was already a must-have in every woman’s wardrobe needs some rebranding. And voila! They’ve announced the new collection of UGG boots that are nothing more and nothing less than a luxury line. The UGG fall 2015 campaign, which started on August 6, features the mysterious and elegant model, Carolyn Murphy, posing like a pro (as always) with those still-comfy-looking UGGs. The price for a pair from this new collection will cost you somewhere between $250 and $295 (perfect for those who think that a high price guarantees quality or magical powers of some kind?).

Carolyn Murphy for UGG Boots Fall 2015

The new collection of UGG boots, which has been designed in Italy, includes two styles – “Abree” and “Karissa”. They feature different colors and designs, and some even have leather heels. By the way, the luxury pairs are limited-edition, so go grab yours if you like this new idea.

Wait, don’t go just yet, I still have a few questions in mind. Why would you ever change a super-successful brand at its core? UGG culture was already a worldview and a lifestyle for many women. You either wear UGGs or you don’t. If marketers at UGG think that this move will expand the market and attract the shoppers that usually judge the product by the labels “Luxury” and “Non-Luxury,” I think they might be deadly wrong.

I know a lot of people, who wear UGGs because they also happen to support the idea of having comfort in life, as opposed to painful beauty. This is just a generalization, there are many comfortable Louboutins, but I don’t see the segment previously targeted by UGG wear them. And that’s because Louboutin is a luxury brand.
Let’s suppose that the market does expand without any loss of previous followers, this change seems to be way too drastic and dull. It’s more than clear that the choice of Italy (which often creates association effect with richness, culture, elegance, and fashion, even for a brand founded in California) as the only country where these new “LuxUggs” (here’s a short name for the new invention) were manufactured to show the excellent Italian craftsmanship is the main change.

Although I might try the new luxury UGGs just to be sure that I haven’t missed an important plot-changing factor, I am all for brands that after being successful move forward to become legends, rather than starting all over again and ruining a perfect fashion sub-culture. Let’s see what happens next!

Photo courtesy of UGG

Recent Posts

The 25 Most Iconic Princess Diana Looks

Even 20 years after her death, Princess Diana remains one of the biggest fashion icons in history. The people's favorite Princess had a unique and impeccable style. Her looks still serve as inspiration. She is...

Standout Street Style Looks from SS 2018 MFW

Milan is known as the capital of fashion. Each year we get excited about all the amazing shows we can see during Milan Fashion Week. We are already halfway with the week, and all of...

Prada RTW Spring 2018 Collection at MFW

Miuccia Prada loves making political statements at her fashion shows. Prada is a political activist and supports feminism. The Spring 2018 collection is for all powerful women across the world. Many designers recently decided to...

Moschino RTW Spring 2018 Collection At MFW

Jeremy Scott showed his spring offerings for Moschino yesterday during Milan Fashion Week. The Spring 2018 collection tells a story about biker ballerina. It was the life of a ballerina with every tiny detail included....

Glitter Envy: The Most Glamorous Looks To Flaunt This Fall

Nothing looks more glamorous than a glitter makeup look. Even designers are affected by the glitter obsession. We had a chance to see many dazzling pieces on the runway shows lately. Some brands took the...