Snow Boots Seem To Be Slowly Pulling Out Of The Trend? UGG Group Profits Fell 3%

As the best known

One of the brands, the American brand.

Australia's parent company Deckers Outdoor announced its second quarter earnings in 2015 on October 20th.

According to the financial report, the net income of UGG increased by 0.9% to $421 million 100 thousand in the three months ended September 30th, and the growth rate was 5.3% without considering the exchange rate effect.

Although the performance of UGG and its parent companies is higher than analysts' expectations, the fact that group profits fell by 3% is still in sight.

For it, the bottleneck period of development is not so easy to ride through.

The snow boots, which were once very popular, seem to be slowly pulling out of the trend. The performance growth is too small. The advantage lies in the fact that the domestic wholesale channels are better, which makes the negative effects of the decrease in the number of dollars brought about by the dollar stronger, rather than relying on the strength of the brand itself.

There are many versions of the popularity of UGG, but it is certain that it must not be the popularity of UGG Australia brand, but the popularity of a whole snowshoe category.

UGG, in fact, is the general term for this kind of wool boots originated from Australia. It means "Ugly Boots" (ugly boots). It looks dull but also warm and lovely. The most important thing is that

It's always easy to plug in. It's very convenient.

Snow boots were popular in Australia until the American Blaine created the UGG Australia brand in California, and sold it to the Dreckers outdoor company for $1 billion 460 million in 1995. UGG began to become popular among outdoor athletes in the form of brand.

After receiving UGG, Deckers will "comfort" as a selling point and push it into the market by packaging the brand into fashion products.

Since then, UGG has been appearing frequently in fashion magazines and shows.

In order to persuade consumers to accept such ugly boots, it is also fashionable. It mainly relies on celebrities and other opinion leaders in the early promotion. Among them, the American talk show queen Oprah, Leonardo, Cameron and so on are their "buyers".

And in Asia, if the Korean drama "sorry, I love you" in the classic UGG wearing a stills is a start, snowshoe boots since 2004 has entered the horizon of Asian consumers.

But the popularity in China really broke out in 2007, for a while, whether it was Taobao or so on.

Platforms, Internet Street Photos, or all kinds of retail stores under the line, snow boots are beginning to appear in a wide range.

After its Paris fashion Monday, its imitations quickly appeared in stores like cheap water retailers such as Xiushui and Beijing zoo wholesale markets.

But tide products have a life cycle, and UGG is not free from vulgarity.

It is important to note that the above is snow boots, not UGG.

UGG's rush into the Chinese market at the end of 2008 is not too good timing.

The brand names of other snow boots, such as Internet communication, imitation and design, are all shortening the life cycle of UGG.

In 2012, the turnover of Deckers Outdoor, the parent company of UGG, began to shrink and sales dropped by 30%. People began to say that the company was on the verge of collapse. The British media even published "UGG is going to go bankrupt, and the fashion circle will be revelling for it."

Speech.

But the positioning of functional high-end fashion brands has saved UGG? Meghan Cleary, author of shoe are You, once said: "UGG is a brand that will never die."

In 2013, its sales have miraculously regained growth.

Even if the tide is out of date, it becomes more like a need for existence. It is a necessity for winter to bring warmth.

It is hard to imagine that if UGG was not placed next to luxury items such as Prada and LV from the beginning, what would it be now? It is easy to fall from the high end to the brand image, but it is too difficult to go from low to high.

When Deckers cooled down in the heat of UGG, it remained undaunted to maintain the high exposure of UGG's luxury image, which enabled the brand to continue to expand its brand around the center of light luxury.

"When women go to work, they do not wear snow boots, but we need to expand their shoes on formal occasions."

UGG Michael D.Wellman, China's president, said in an interview.

In recent years, UGG has made innovations in the design of upper height, materials or decorations, and has also added clothing, ear muffle, handbags and other categories. For example, the colorful snow boots with bow ties and fluffy ear muffin are still very pleasing to girls.

One of the reasons for expanding the category is that the classic snow boots occupy an excessive proportion in their sales.

Fashion consultant Lockie Andrew has published data that "25% of women's wardrobe will have a pair of UGG snow boots", but most of these consumers will not buy second pairs.

This has forced the company to find new ways to open up new markets, such as the hot men's market in recent years.

This move is also considered by the investment bank Jefferies Group to be the key to "doubling the sales of men's clothing".

"This is what we are doing recently. Our men's shoes sell very well in spring, and the growth rate is very high. We have started deploying the products in the next season."

D.Wellman said.

According to official data of UGG, the sales of men's shoes in spring and summer in UGG2015 accounted for 27%, which increased by more than 50% in 2014.

In addition, it is also important to restore the confidence of the market, which requires retailers to cooperate to a certain extent.

From the current situation, the deployment of UGG in Europe and America is still effective. For example, Nordstrom, a high-end chain corporation in the United States, has launched a "restricted purchase" gimmick, claiming that every American family can only buy four pairs of UGG at Nordstrom, resulting in the front end market of UGG being ushered in by customers with long queues.

Generally speaking, the development of UGG is still under a lot of pressure. In addition to continuing efforts on the road of self-help, as a pillar of Deckers, it is also responsible for the overall performance of the group.

According to the latest financial reports, sales of other brands under Deckers were brutally hit by Waterloo, with a drop of around 10%.

In this story of "one person supports a home", China, as the most important producer of UGG, is also the top priority of its layout.

In order to curry favor with consumers, UGG has started producing specific products for the Chinese market since 2013.

Among them, increasing the number of stores is one of China's strategies. Just in September 2014, 6 entities opened in China, and last year, more than 30 stores opened.