Mode & Beauty
alle pijlers
Celebs op UGGS
zondag 28 februari 2010 om 12:59
maandag 1 maart 2010 om 19:26
quote:shoppen schreef op 01 maart 2010 @ 19:22:
Ja zoiets maar dan met meer hersens
misschien loop jij wel op steunzolen? Of teva "'s
who cares?
Nee hoor, ben je gek. Ik heb net een paar hele mooie blauwe Uggs gekocht. Ik loop er zelfs in huis mee.
Zag trouwens Tatjana vorige week nog op tv. Ze heeft dan misschien geen hersens maar ze ziet er wel heel mooi uit.
Ja zoiets maar dan met meer hersens
misschien loop jij wel op steunzolen? Of teva "'s
who cares?
Nee hoor, ben je gek. Ik heb net een paar hele mooie blauwe Uggs gekocht. Ik loop er zelfs in huis mee.
Zag trouwens Tatjana vorige week nog op tv. Ze heeft dan misschien geen hersens maar ze ziet er wel heel mooi uit.
dinsdag 2 maart 2010 om 20:24
quote:Starshine schreef op 28 februari 2010 @ 21:06:
Ja knap, maar komen Uggs van een ontwerper dan? Waren het niet gewoon wat kaplaarzen in Nederland zijn en toen werden ze per ongeluk populair?In beginsel heb je een beetje gelijk. UGGS waren van origine een "authentiek" product. En marketingmensen vinden dat heel prettig werken, maar per ongeluk populair, terwijl een Deckers Outdoor Corporation heel fijn het bedrijf en de rechten van dit product heeft overgenomen?
"The greatest trick the Devil ever pulled was convincing the world he didn't exist."
UGG Boots: Australian Generic Product to Global Luxury Brand
The case discusses how Deckers Outdoor Corporation (Deckers) made Ugg boots a global luxury footwear brand. It also details the promotion and distribution strategies adopted by Deckers to make the Ugg brand popular in the US and Europe. The popularity of Uggs, which were in existence for several years and was a generic term for sheepskin boots in Australia, grew after Deckers acquired Ugg Holdings, Inc. (which was set up in the US by an Australian surfer in the 1990s) in the 1990s. Ugg product line successfully evolved from just being sheepskin boots to a diverse collection of luxury and comfort styles, mainly due to some unique marketing strategies adopted by Deckers to popularize Uggs.
Uggs were patronized by several celebrities, which helped in raising their popularity further. Though some experts had dismissed the success of the brand as a fad that would pass, the brand has experienced steady growth over the years with the introduction of new designs and the luxury/fashion element associated with it. The case also discusses some of the challenges Deckers could face in maintaining the popularity of Uggs.
Issues:
» Study how Deckers made Ugg boots a global luxury brand.
» Analyze the marketing strategies Deckers used to popularize Ugg boots in the US and Europe.
» Study celebrity seeding as a marketing strategy.
» Understand the issues and challenges in growing a luxury brand.
» Explore ways in which Deckers can protect the sales of Ugg boots from the onslaught of cheap me-too products.
Contents:
Page No.
From Fad to Fashion 1
Background Note 2
Marketing Uggs 3
Results 7
Looking Ahead 8
Exhibits 9
Keywords:
Branding, Luxury brand, Marketing, Promotion, Distribution, Celebrity seeding, Gratis Product Placement, High-end fashion footwear, Ugg Australia, Deckers
"We believe the strong demand for UGG products across a broad assortment of styles is an indication that UGG is becoming a strong brand versus a 'hot' trend in just one boot style."1
- Jeffrey Klinefelte, Research Analyst at Piper Jaffray2 in 2005.
"We have been doing celebrity seeding. What happens is that when you have a good product and people start wearing it, it becomes word-of-mouth and it spreads. It was an undiscovered brand that was a surfer boot. Through a series of product placements, getting in magazines and being featured on shows such as Oprah it has been discovered."3
- Karen Bromley, owner of a New York public relations company representing UGG Australia, in 2003.
http://www.icmrindia.org/ ... gue/Marketing/MKTG202.htm
Ja knap, maar komen Uggs van een ontwerper dan? Waren het niet gewoon wat kaplaarzen in Nederland zijn en toen werden ze per ongeluk populair?In beginsel heb je een beetje gelijk. UGGS waren van origine een "authentiek" product. En marketingmensen vinden dat heel prettig werken, maar per ongeluk populair, terwijl een Deckers Outdoor Corporation heel fijn het bedrijf en de rechten van dit product heeft overgenomen?
"The greatest trick the Devil ever pulled was convincing the world he didn't exist."
UGG Boots: Australian Generic Product to Global Luxury Brand
The case discusses how Deckers Outdoor Corporation (Deckers) made Ugg boots a global luxury footwear brand. It also details the promotion and distribution strategies adopted by Deckers to make the Ugg brand popular in the US and Europe. The popularity of Uggs, which were in existence for several years and was a generic term for sheepskin boots in Australia, grew after Deckers acquired Ugg Holdings, Inc. (which was set up in the US by an Australian surfer in the 1990s) in the 1990s. Ugg product line successfully evolved from just being sheepskin boots to a diverse collection of luxury and comfort styles, mainly due to some unique marketing strategies adopted by Deckers to popularize Uggs.
Uggs were patronized by several celebrities, which helped in raising their popularity further. Though some experts had dismissed the success of the brand as a fad that would pass, the brand has experienced steady growth over the years with the introduction of new designs and the luxury/fashion element associated with it. The case also discusses some of the challenges Deckers could face in maintaining the popularity of Uggs.
Issues:
» Study how Deckers made Ugg boots a global luxury brand.
» Analyze the marketing strategies Deckers used to popularize Ugg boots in the US and Europe.
» Study celebrity seeding as a marketing strategy.
» Understand the issues and challenges in growing a luxury brand.
» Explore ways in which Deckers can protect the sales of Ugg boots from the onslaught of cheap me-too products.
Contents:
Page No.
From Fad to Fashion 1
Background Note 2
Marketing Uggs 3
Results 7
Looking Ahead 8
Exhibits 9
Keywords:
Branding, Luxury brand, Marketing, Promotion, Distribution, Celebrity seeding, Gratis Product Placement, High-end fashion footwear, Ugg Australia, Deckers
"We believe the strong demand for UGG products across a broad assortment of styles is an indication that UGG is becoming a strong brand versus a 'hot' trend in just one boot style."1
- Jeffrey Klinefelte, Research Analyst at Piper Jaffray2 in 2005.
"We have been doing celebrity seeding. What happens is that when you have a good product and people start wearing it, it becomes word-of-mouth and it spreads. It was an undiscovered brand that was a surfer boot. Through a series of product placements, getting in magazines and being featured on shows such as Oprah it has been discovered."3
- Karen Bromley, owner of a New York public relations company representing UGG Australia, in 2003.
http://www.icmrindia.org/ ... gue/Marketing/MKTG202.htm
dinsdag 2 maart 2010 om 20:43
quote:Ann Liv schreef op 28 februari 2010 @ 13:13:
Pamela A. is toch zo tegen bont, waarom draagt ze dan wel die schapenschoenen?
Voortschrijdend inzicht:
Ethical issues
At times, the production of ugg boots has been the subject of criticism due to concern about the ethical treatment of animals.
In 2007 Pamela Anderson realized that ugg boots were made of skin, writing on her website: "I thought they were shaved kindly? People like to tell me all the time that I started that trend — yikes! Well let's start a new one — do NOT buy Uggs! Buy Stella McCartney or juicy boots".[22]
In February 2008, the Princeton Animal Welfare Society staged a campus protest against the fur industry, particularly attacking the ugg boot industry, popular amongst male and female college students. "tudents lay in the newly fallen snow on the Frist Campus Center’s North Front Lawn on Friday afternoon, feigning death, wearing coats covered with fake blood and sporting signs that read, 'What if you were killed for your coat?'"[23]
There have also been calls for the boycott of ugg boots and their replacement with viable alternatives.[citation needed]
http://en.wikipedia.org/wiki/Ugg_boots
Pamela A. is toch zo tegen bont, waarom draagt ze dan wel die schapenschoenen?
Voortschrijdend inzicht:
Ethical issues
At times, the production of ugg boots has been the subject of criticism due to concern about the ethical treatment of animals.
In 2007 Pamela Anderson realized that ugg boots were made of skin, writing on her website: "I thought they were shaved kindly? People like to tell me all the time that I started that trend — yikes! Well let's start a new one — do NOT buy Uggs! Buy Stella McCartney or juicy boots".[22]
In February 2008, the Princeton Animal Welfare Society staged a campus protest against the fur industry, particularly attacking the ugg boot industry, popular amongst male and female college students. "tudents lay in the newly fallen snow on the Frist Campus Center’s North Front Lawn on Friday afternoon, feigning death, wearing coats covered with fake blood and sporting signs that read, 'What if you were killed for your coat?'"[23]
There have also been calls for the boycott of ugg boots and their replacement with viable alternatives.[citation needed]
http://en.wikipedia.org/wiki/Ugg_boots
woensdag 3 maart 2010 om 14:40
quote:Sophiepapa schreef op 02 maart 2010 @ 20:43:
[...]
Voortschrijdend inzicht:
Ethical issues
At times, the production of ugg boots has been the subject of criticism due to concern about the ethical treatment of animals.
In 2007 Pamela Anderson realized that ugg boots were made of skin, writing on her website: "I thought they were shaved kindly? People like to tell me all the time that I started that trend — yikes! Well let's start a new one — do NOT buy Uggs! Buy Stella McCartney or juicy boots".[22]
In February 2008, the Princeton Animal Welfare Society staged a campus protest against the fur industry, particularly attacking the ugg boot industry, popular amongst male and female college students. "tudents lay in the newly fallen snow on the Frist Campus Center’s North Front Lawn on Friday afternoon, feigning death, wearing coats covered with fake blood and sporting signs that read, 'What if you were killed for your coat?'"[23]
There have also been calls for the boycott of ugg boots and their replacement with viable alternatives.[citation needed]
http://en.wikipedia.org/wiki/Ugg_boots Kijk, daar was ik al bang voor!
[...]
Voortschrijdend inzicht:
Ethical issues
At times, the production of ugg boots has been the subject of criticism due to concern about the ethical treatment of animals.
In 2007 Pamela Anderson realized that ugg boots were made of skin, writing on her website: "I thought they were shaved kindly? People like to tell me all the time that I started that trend — yikes! Well let's start a new one — do NOT buy Uggs! Buy Stella McCartney or juicy boots".[22]
In February 2008, the Princeton Animal Welfare Society staged a campus protest against the fur industry, particularly attacking the ugg boot industry, popular amongst male and female college students. "tudents lay in the newly fallen snow on the Frist Campus Center’s North Front Lawn on Friday afternoon, feigning death, wearing coats covered with fake blood and sporting signs that read, 'What if you were killed for your coat?'"[23]
There have also been calls for the boycott of ugg boots and their replacement with viable alternatives.[citation needed]
http://en.wikipedia.org/wiki/Ugg_boots Kijk, daar was ik al bang voor!
