Ugg Sheepskin Boots, Shoes and Handbags
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Decker’s strategy was to position UGG Australia as a high-end luxury brand. Presence in luxury stores and coverage in high-end magazines increased brand recognition, but nothing helped launch the brand like recognition from Oprah Winfrey. It was in the year 2000 that Oprah was sent a pair of Ultra boots, which she loved. Oprah immediately bought a pair for each of her 350 staff members and featured the product on her “Oprahs Favorite Things” segment. And, to nobody's surprise, UGG sheepskin boots took off.
The same recognition was given by Oprah in 2003 to the Baby Pink and Baby Blue Classic Boots, making those boots the “it” item for that year’s holiday shopping. The Uptown boot then made it to Oprah’s list in 2005. By now, UGG sheepskin boots had become a whole new category of footwear, with presence in Milan, Paris and New York runways. And, we have to mention this, most often paired with denim!
According to the company:
- Fleece breathes, wicks moisture away, and allows air to circulate, keeping feet dry.
- Sheepskin is naturally water resistant & therefore small amounts of moisture will not seep through or damage it.
- The fleece foot-bed will mold to the natural contours of your foot, creating a personalized arch support.
- UGG Australia sheepskin is naturally thermostatic & therefore will keep bare feet cool in temperatures as low as -30F to as high as 80F (Sheepskin will naturally insulate by keeping the feet warm in the winter & cool in the summer)
