UGG's battle to embrace the value of market research

This event report reveals how UGG, the category-defining brand of sheepskin footwear owned by Deckers Brands, learned the value of market research.

UGG's battle to embrace the value of market research

Stephen WhitesideWarc

UGG boots is a billion-dollar brand that effectively created an entire category.

While the sheepskin footwear line, which is owned by Deckers Brands, dates back to the late-1970s, its rise to prominence really gained pace early in the new millennium. Helped – among other things – by the support of entertainment maven Oprah Winfrey, year-on-year growth peaked at more than 200% in 2004.

But as the laws of fashion and competition dictate, that expansion inevitably slowed to a less dramatic (if still robust) figure of 9.7% in the...

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