UGG Australia Metamorphosis: The most ugly fashion shoes
A few years ago, called “UGG” boots in the snow suddenly swept Europe and the United States. This pair of fashion who have been critical and harsh comments as “the ugliest in the history” of shoes, in the absence of strong large-scale advertising and marketing support of the manufacturing of the world’s most irresistible fad in recent years.
UGG UGG’s intended Metamorphosis Ugly Boots (ugly shoes), this snow boots from the wool of sheep with a foot wrapped up after the simple sewing together, thick awkward, but very warm. It is primarily an aesthetic for the not so particular about the people – surfing enthusiasts.
UGG Australia brand’s founder Brian? Smith surfing resort in Perth, Australia found that surfers will come ashore wearing local small factory produced UGG, not only comfortable and warm, thick wool, feet of water can quickly siphoning gas keep feet dry and. So he created in California UGG Australia brand UGG after the small range in surfers popular.
In 1998, Smith sold the brand UGG Australia Deckers Outdoor Corporation. After the new owners taking over that, relying on the use of fine materials (must be Australian A-anti-Yangmao Pi) and comfortable foot feeling, UGG can break the barriers of the professional market by more consumers.
First “bribe” a handful of stars
Promotion of the traditional model, such as advertising, the fashion magazines and fashion shows for the UGG is clearly not feasible, because the shoes look ugly stupid and difficult to match, impossible to get into this circle of opinion leaders in their discernment.
So the company turned to a more convincing Dirks’s “Lighthouse” – star. They gave a result of starring “beach escort” was crazy chasing paparazzi shot of actress Pamela? Anderson gave a double, while shrewdly accompanied by a pair of UGG shoes to her daughter.
UGG sheepskin from the double-sided with hair made of. Drying process in the processing of wool sheep have been on top of adhesion, which boots with exceptional ventilation performance and thermal performance of boots in the summer is cool to be able to keep warm in winter, combined with a relaxed, so that feet are particularly comfortable feeling.
The kids feel comfortable wearing accepted UGG, and her daughter with a child to wear, Pamela also try to wear a UGG, UGG from becoming new favorites of their feet. Then people will frequently see pictures from the gossip scene Pamela wearing it in the film, and began to wonder why such a popular actress who favored the two-odd boots.
In sensitive people remind me of a handful of popular curiosity, the Dexter company began a planned exposure to the paparazzi who were the stars most frequently presented UGG.
United States, “talk show queen” Oprah. Winfrey as their goal. In 2000, Oprah Winfrey, after receipt of UGG very like it, then bought 350 pairs sent all his staff, and in the program, “Oprah’s favorite” unit introduced to the audience of this grand pair of shoes.
Oprah’s recommendation was for UGG from turning into a fortune. In order to find ways to make Houdekesi always those who like film festivals and various awards in the ceremony wearing a baggy installed budding actress was photographed wearing UGG boots in the picture. This seemingly casual approach but also aroused the enthusiasm of groupies who follow.
As the Pope was the wind, the wind of fashion mix and match the popularity of fads, UGG also blending into the fashion part. Gwyneth? Partlow, Cameron? Diaz, Leonardo? DiCaprio, Steven Spielberg and even family have often appeared in public wearing UGG. As a result, more and more people began to notice the odd shape of many celebrities love not been released, “feet” boots. Massive stars Street shooting pictures also “lead” to affect ordinary people’s everyday wear trend.
The more ugly the more “limited”
UGG craze on the fashion industry finally could no longer dumb. In 2003, one of the shoes with the fur began to appear in Milan and New York fashion show, fashion has been extremely resistant to UGG top of the crowd was finally officially recognized UGG fashion status.
Fall fashion discourse full circle makes the market psychology has accumulated enough heat. More and more of the curious began to search for, where is can buy UGG?
Dirks company then turned to the consumer market manufacturing topics, they and the U.S. department store chain Nordstrom major joint, that allows U.S. households per household in the Nordstrom to buy 4 pairs of UGG. “Limit” the gimmick would be that people had the curiosity to further amplification, a time, the front counter from the queue, which in turn induce more people to enter into one of the best advertising.
Of course, UGG epidemic has also attracted criticism: the famous British stylist Zoe? Lyme said: “They are the ugliest thing I’ve ever seen! Wear them, people of the ankle becomes mast, I do not understand how people think. “
There are a lot of people think that this is merely accidental fashion issued a “fever” will soon subside. Indeed, the spontaneous enthusiasm of fans alone can not continue selling miracle, Deckers company may also do intend to.
Everyone is up to people UGG
In order to continue longer popular, Deckers companies have to develop more new products, the topic will be the focus of attention the past few years, the “who wear UGG”, guide for the past two years, “UGG how to wear” .
From the earliest and Legging (a kind of tight Leggings) with, to Ashley? Tis the first time Intel UGG into the wide leg pants, some actor also joined in, dressed in a suit under the interpretation of the alternative wear the UGG law, not to mention the vast variety of fashion up to the people with a try. UGG able to survive the forefront of fashion.
Influx of people with stars and the prevalence of the phenomenon of street shooting, La. company to create such a climate: Let consumers bored to develop more and more wear UGG new law, and as a leading fashion “level” signs to show their skill and fashion sense with. UGG once considered only a short-lived so far has been hot.
In fact, UGG go exactly “New Yorker” magazine full-time writer Malcolm? Gleville the “tipping point” described in his book The Tipping Point a classic path: from the fashion icon’s own experiences to loyal fans of the portrait elected, and then to follow closely the general public. Just as yawning, as some of the social behavior is highly infectious, group of individual behavior can lead to follow. In real life we often get involved in this or that social epidemics, albeit unknown to most of us never even aware of where.
Links:
UGG are intended to be Ugly Boots (ugly shoes), this snow sheepskin boots from the feet with a hair wrap after the simple sewing together, thick awkward, but very warm. It is primarily an aesthetic for the not so particular about the people – surfing enthusiasts.
UGG Australia brand founder Brian. Smith was found in Perth, Australia, surf spots, surfers will come ashore wearing local small factory produced UGG, not only comfortable and warm, thick wool, feet of water can quickly siphoning gas keep feet dry and. So he created in California UGG Australia brand UGG after the small range in surfers popular.
In 1998, Smith sold the brand UGG Australia Deckers Outdoor Corporation. After the new owners taking over that, relying on the use of fine materials (must be Australian A-anti-Yangmao Pi) and comfortable foot feeling, UGG can break the barriers of the professional market by more consumers.
