By Abigail Portwood
Ugg, an Australian boot company, has been popular in the United States for as long as I can remember. What started off as a collection of a handful of different styles of boots has transformed into multiple collections of clothing and outerwear as well numerous styles of boots, slippers, sneakers and more. The growth that the Ugg company has undergone is extraordinary, and the fact that they have continued to remain popular on the market with such specific types of apparel is incredible.
This fall, Ugg released the Ultra Mini Boot, a shorter version of the Mini Ugg boot. With a 3.5″ shaft height and the signature sheepskin material, this boot is not that different than the Mini Ugg boots that have been popular for the last few years, yet people are still buying them, and Ugg is still marketing them–hard. On the Ugg instagram and website there are countless slides and photos of the boots, without much textual context or explanation. Ugg believes that the audience that is viewing their sight already knows about the Mini Ugg boot, therefore an explanation of the even shorter Ultra Mini Ugg is unneeded and probably redundant.
A company with such a worldly and sustained market is able to make these kinds of announcements. The Ugg company is so universally known that they do not need a large campaign for the release where they compare the Ultra Mini to the Mini ugg. Maybe Ugg wants to focus on more important issues like feeling comfortable in your body, and they let the products speak for themselves.
This marketing tactic is clever for a brand that has withstood the test of time. Instead of launching a huge campaign for the Ugg Ultra Mini, Ugg created a simple and classic announcement on their website.
There are so many strategies to market a product, and brands are constantly trying to come up with something different. Ugg Australia is one of the examples of a unique take on a product launch.
Thanks for reading!
