Marketing: UGG Boots Admission Essay

Marketing: UGG Boots
An analysis of the factors that have played a part in making UGG boots popular and a global fashion item.
# 153812 | 2,700 words | 6 sources | MLA | 2014 | KE
Published on Feb 03, 2014 in Business (Companies) , Business (Marketing)

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This paper presents an analysis of the factors that have made UGG boots popular and a global fashion item among many people apart from the celebrities. In particular, the paper identifies the issues the Deckers Outdoor Corporation dealt with in order to position the UGG boots in the global market as well as issues that the company might need to face in order to maintain the product's position in the market. The paper begins with a memo from the author of the analysis.

Part 1: Brand Analysis Report
Part 2: Brand Analysis and Comparison with Competitor Brand
Part 3: Brand Recommendations

From the Paper:

"Given the fact that new shoe styles and brands similar to the UGGs are coming up at cheaper prices, the company should aim to position its brand in markets that can sustain this threat. The traditional markets have to be maintained and sales promotions done to keep the markets intact. Also, the company should strive to ensure that consumers get the products when they want them. The company has been criticized in the past for not being able to make available its products when the users need them; this can be explained by the never ending long queues at the premium retail stores.
"Apart from the problems related to the distribution channels and supply chains, the company has been fighting off legal problems related to naming rights but this was resolved. In order to avoid such problems in the future, the company should instead form franchise partnerships with the other companies marketing or selling and distributing UGG boots in different locations of the world."

Sample of Sources Used:

  • Brown, Suzanne S. "UGGs on the A-list." 25 November 2003. The Age. 29 May 2012 <>.
  • Dahlen, Micael, Fredrik Lange and Terry Smith. "UGG Boots: From Farm Footwear to Fashion Icon: How We Have Learned to Love the Uggly Booty." Dahlen, Micael, Fredrik Lange and Terry Smith. Marketing Communications: A Brand Narrative Approach. New York: John Wiley and Sons, 2009. 51-53.
  • Hyde, Owen. Deckers Outdoor Corp. Business. Oregon: University of Oregon Invesment Group, 2010.
  • Mark Monitor Inc. Deckers Outdoor Corporation. Case Study. San Francisco: Mark Monitor, 2009.
  • Roney, Maya. "Deckers Outdoor Set for UGG Boots Boost." 12 July 2005. Forbes. 29 May 2012.

Cite this Admission Essay:

APA Format

Marketing: UGG Boots (2014, February 03) Retrieved March 20, 2023, from

MLA Format

"Marketing: UGG Boots" 03 February 2014. Web. 20 March. 2023. <>