FBT Graduate Showcase 2026

Fashion project: UGG

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Emily Anderton
Emily Brocklehurst
Libby Bruce
Sanya Mirza
Krisyanna Yordanova

Keywords

  • Expand
  • Recapture
  • Comfort

Summary

UGG’s success has fluctuated with seasonal and trend influences, impacting their popularity. In 2024, their comeback solidifies a stable financial and reputational position. To address brand issues, UGG must shift focus from footwear associations towards a lifestyle brand aided by the six brand recommendations. Maintaining the comfort connotation is crucial for coherence and a compelling USP. Widening demographic reach to include millennials, an overlooked market, demands a revamp of promotional strategies. UGG aims to transform into a transeasonal brand, aligning with their mission.