Ugg moccasin

When gambling quarterback Tom Brady began pitching men on Uggs last year, It was an attempt by parent Deckers Outdoor to prolong growth of a brand that been popular with women and accounted in excess of 80 percent of Deckers revenue.

Brady pitch hasn sweated. Neither have got sparkly Uggs nor animalprint Uggs. Sales are sliding off the road, Merchants are fleeing, And Deckers has become an object lesson in luxury crusie ship when a company depends too heavily on a product at the whim of fashion.

Mike Poser, An analyzer at Sterne, Agee Leach, Prophecies Ugg sales will fall 1.8 percent this year after 22plus percent gains in each of the last three years. With a investors and analysts asking if the brand will become the next Heelys or Crocs. The former sold immeasurable sneakerswithwheels before kids lost interest; Perforated resin Crocs clogs are now mostly walking medical wards.

Deckers needs to do certain things to avoid a similar fate, Said retail associate Walter Loeb: It must broaden Ugg beyond boots with more outerwear and belts and buy contributory brands such as a denim label.

They don do may be, It will be harikari for a lot more claims, Considered Loeb. They don improve the momentum of their growth, They have problems sustaining corporation. Company told investors sales were hurt by searching pass on higher sheepskin costs to consumers, As well as by unseasonably the sunshine last winter.

The Ugg juggernaut set about in 2000, When oprah included the boots in the annual listing of her favorite things. Very quickly, The footwear became a musthave for most females. In 2011 shoppers purchased more than $1 billion in UGG Boots Men products.

Then yr after, Women began transitioning from sheepskin looks to leather boots in riding, Off road bike, And combat choices.

Deckers strong a Branding 101 error, Pronounced Barbara Kahn, A marketing professor at University of california Wharton School. And both UGG Boots Women and Teva, The corporation focused too much on the shoes themselves and not enough on creating lifestyle brands that could become an umbrella for a range of goods.