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Team Members:

Anqi Feng
Chuting Wang
Yizhou Luan
Yunshan Wu
Xianzhen Meng
Haoquan Liu

Keywords

• Comfort
• Innovation
• Omnichannel

Summary

UGG is a globally recognized premium comfort footwear brand known for its iconic sheepskin boots and strong brand identity. It has regained popularity among Gen Z through social media. However, it faces challenges including seasonal demand, high pricing, and sustainability concerns. To stay competitive, UGG should diversify its product range, expand year-round offerings, introduce more affordable lines, and invest in sustainable materials and lifestyle collaborations to strengthen market position and reduce dependence on winter sales. Additionally, enhancing digital engagement and global marketing strategies can further attract younger consumers and support long-term growth and brand relevance worldwide in the fashion industry.