By ZHOU Fangying
During the spring and summer of 2023, US fashion brand UGG didn't release many new products, but in the past three months, more than 10 have been released.
Betting on blockbuster products has given UGG the possibility of breakthroughs and virality, but relying on bestsellers is not enough.
From a fashion perspective, UGG capitalized on the resurgence of retro styles, and vigorously promoted thick-soled boots and slippers.
In the three months from September 1 to November 30, the official UGG online store’s sales increased by nearly 30 percent year-on-year, better than the overall growth of the footwear sector.
The brand recently opened a flagship store in Shanghai, its first in China. Over three floors, the top floor provides offline cleaning services for the first time and displays collaborative products from local designers.
