Deckers aims to have 200 stores by the end of 2015 — that’s more than double its current 78 locations. This isn’t the first time Ugg has attempted to distance itself from its signature boots. The retailer hired football player Tom Brady as a celebrity spokesman in an attempt to bring in male customers. But Ugg has struggled to expand product offerings in the past because it couldn’t compete with department stores‘ more-established brands in categories like gloves, heels, coats, or sandles. „Large retailers aren’t going to shelve UGG coats and scarves instead of more established brands,’” Scott Krasik an analyst with of BB&T Capital Markets, told Schectman.
And that’s where Ugg’s plan gets risky. While having more retail stores will allow Ugg to stock anything it wants, the question remains of whether consumers will shell out for items that aren’t boots. But Ugg might be able to pull off the expansion because its brand power is powerful, Randal Konik, an analyst at Jefferies, wrote in November. „Google search trends, Facebook likes and unique visitors to the Ugg website all show that the brand is still healthy and relevant,’’ he wrote.“Large retailers aren’t going to shelve UGG coats and scarves instead of more established brands,’” Scott Krasik an analyst with of BB&T Capital Markets, told Schectman.
UGG is trying to make a name for itself in the luxury market. The footwear and apparel company recently revealed its newest collection. The new boots are described as a, „sleeker, more fashion-forward silhouette, with more refined features and a slimmer, more contoured construction,“ in apress release.Customers can purchase the shoes starting August 6, 2015; different styles retail anywhere from $250 t0 $295.This is a steep hike compared to the most classic UGG style, which retails for $155.“We chose to offer a slimmer fit to our customers to give them more flexibility in their fashion choices – to be able to step into the most chic situations without having to sacrifice UGG comfort,“ said Leah Larson, UGG’s Creative Director, in the release.The brand tapped iconic model Carolyn Murphy as the face of its new collection because she’s ‚elegant and refined‘ like the new boots.