{"id":1642,"date":"2023-04-08T23:28:30","date_gmt":"2023-04-08T22:28:30","guid":{"rendered":"https:\/\/www.mub.eps.manchester.ac.uk\/fbt-show-2024\/?page_id=1642"},"modified":"2025-01-02T13:40:35","modified_gmt":"2025-01-02T13:40:35","slug":"under-armours-sustainable-innovation","status":"publish","type":"page","link":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/under-armours-sustainable-innovation\/","title":{"rendered":"Fashion project: UGG"},"content":{"rendered":"
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All information presented here is the students opinions based on answering a particular brief.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Team Members:<\/span><\/h4>\n

Emily Anderton <\/strong>
\nEmily Brocklehurst <\/strong>
\nLibby Bruce <\/strong>
\nSanya Mirza <\/strong>
\nKrisyanna Yordanova<\/strong><\/div>\n<\/div>\n<\/div>\n

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Keywords<\/span><\/h4>\n
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    Expand<\/h5>\n<\/li>\n
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    Recapture<\/h5>\n<\/li>\n
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    Comfort<\/h5>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n
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    Summary<\/span><\/h4>\n

    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.<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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