UGG Australia brand founder Brian. Smith in the United States to create UGG Australia brand in California, as a functional brand in a small range of surfers popular. In 1995, Smith sold the UGG Australia brand to Deckers Outdoor for $ 14.6 million.
Deckers said after taking over, with sophisticated materials (must be Australian A-level anti-sheep skin) and comfortable foot feeling, UGG can break the barriers of the professional market, by more consumers.
The traditional promotion model – advertising, appeared in fashion magazines and fashion show, to attract consumers to the counter to buy – for UGG is obviously not feasible, this looks ugly and difficult to match the shoes difficult to enter the fashion discourse The eyes of the opinion leaders in the circle. So, Deckers turned to persuade another kind of “lighthouse” in the fashion circle of conversation – the star. They first try to be a pair of UGG as a gift to the starring “beach escort” was paparazzi crazy pursuit of the actress Pamela. Anderson, and at the same time savvy a pair of UGG children’s shoes to Anderson’s little daughter. Comfortable foot feeling so that UGG first wear on the feet of small Anderson, in order to and daughter with parent-child equipment, Anderson also tried to wear a UGG. Its superior warmth and comfort impressed Anderson, people from the gossip picture Anderson was wearing it at the scene and began to wonder why the popular actress favored the odds of this pair of boots.
After recursing a handful of popular sensitive people, Deckers decided to take the next step and start planning to give UGG to the most frequent stars who were most exposed to the paparazzi. In 2000, the United States “talk show queen” Pull. Winfrey is very fond of receiving UGG from the Deckers, and then he bought 350 pairs of all her employees and presented the pair of shoes to the audience in the program “Oprah’s favorite” unit. So, people began to pay more and more attention to this shape is strange but many celebrities love boots, Gwyneth. Patro, Cameron. Diaz, Leonardo. DiCaprio, and even Spielberg family are often wearing UGG Australia appear in public, and their street shooting pictures frequently appear in fashion magazines, “set an example” to influence people’s daily wear trend.
UGG triggered the upsurge finally let the fashion industry can no longer be deaf and dumb, in 2003, with the fur one of the shoes began to appear in Milan and New York fashion show, has been extremely resistant to UGG fashion top crowd finally recognized UGG Fashion status.