SYDNEY: Ugg Australia is shaking up its product offer for winter 2011 in a bid to reposition the perception of the brand.
Known for its sheepskin boot products, the label will boost its collection of classic leather boots, fashion boots and sneakers for the season.
Ugg Australia brand manager Kylie Joyce said the move follows trends in the US and Europe, where its leather products have been distributed for some time.
“It really is the start of replicating our international business, but making it relative to our lifestyle and climate in Australia,” she said. “Because the product range is so diverse and not what people expect from Ugg Australia, we can start to build some brand presence on product not just based around our sheepskin range.”
Joyce said building recognition for the brand beyond its sheepskin boots will involve a fresh marketing strategy.
“The key is to change the perception of the brand from purely sheepskin offerings to a global brand that delivers a wide range of product,” she said. “It is not without its challenges given the reverse seasonality which every global brand experiences in Australia, but the breadth of product now gives us the ability to have more of a balanced offering.”
Key styles for winter include a women’s mid-calf leather boot retailing at $549.95, a perforated ballet flat boot in pop colours at $399.95 and a men’s sneaker retailing at $279.95.
Ugg Australia is distributed locally by True Alliance. It is currently stocked in over 30 stores nationally.
UGG AUSTRALIA: New offer for winter.
