Talk about one of the most successful brands of recent history – in my opinion, the ugly boot brand “UGG” was one of the most brilliantly positioned brands of the last decade. Just recently, I had the chance to visit an outlet center in Palm Springs and was amazed to see these long and never-ending queues outside an UGG store. Unsurprisingly, this is a very familiar picture in most of the UGG stores across the country.
Source: Flickr/thms.nl
This is indeed a marketer’s dream come true. Consumers waiting for hours to get a glimpse of what you have to offer. UGG does not even heavily advertise or use other traditional media channels, that most brands are wastefully spending millions of dollars on. Therefore, this brand represents an ideal example for marketers who are desperately trying to grab market share by running around like headless chickens, and trying out every possible marketing strategy till they get it right (if ever).
But how did UGG achieve this envious success? I think 3 strategies have played a major role:
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