SLIPPERS: UGG
We were also very excited to continue working with Telfar, with whom we announced our collaboration in 2019, and to launch our collaboration with Denim Tears last month.
Slipper Heights
In addition to great product, what were some other notable brand initiatives introduced in 2021? As a part of our sustainability-focused “Feel Good” platform, we launched our Uggrenew Classic Boot refurbishment program. The brand’s surveys have shown that most of our customers wear their Classic Boots for years, and UGGrenew allows them to love their boots even longer. To make this happen, we have partnered with NuShoe, a premium shoe repair company, to offer three levels of dedicated service costing $40, $60 and $80. Continuing our journey toward a more regenerative world, UGGrenew is dedicated to extending the life of our customers’ favorite boots, restoring them by hand with authentic and unparalleled Ugg materials.
WITH PEOPLE WORKING remotely in droves and generally staying closer to home the last two years, Ugg’s slippers have found their way onto more and more feet. The numbers do not lie: “Based on pre-pandemic global slipper sales in 2019, the category increased by 99 percent in 2021,” notes Carole Diarra, vice president of marketing for Ugg, a division of Deckers Brands. And it wasn’t just slippers. In keeping with the pandemic-era trends toward comfortable, casual clothing and classic brands, the Ugg brand experienced an 18 percent global sales spike across all channels and divisions from 2020 to 2021, according to Diarra, who discussed some Tazz slipper of the banner year’s greatest hits. —B.S. What were some of the key highlights of the year? Our newly launched Tazz platform slipper proved to be a megahit with consumers and celebrities. Seen on Carole Diarra, VP the fashionable feet of “it girls” and models marketing, Ugg like Gigi Hadid and Elsa Hosk, fans have taken to TikTok to showcase how they wear their Tazz mules—a social media sensation Ugg has seen with the iconic Classic Boot in the past. The Lyst even named the Tazz the No. 10 hottest women’s style for Q4. A maximalist take on the timeless Tasman slipper, the Tazz refreshes the familiar silhouette with a 1.5-inch platform sole for boosted cushioning and style. Crafted from the same rich suede as the original, it’s lined in our signature Uggplush wool blend.
What was the biggest surprise of the year? When we announced our collaboration with Telfar in 2019, we knew the brand had an immensely loyal fanbase, but we were pleasantly overwhelmed with the positive consumer response and unwavering fervor for the collection. (As part of the collaboration, Ugg has adapted various products, including several slippers, with the addition of Telfar’s signature “TC” monogram.) How would you grade your team on its overall performance navigating through such unprecedented challenges? A+. We always must remember that there are always going to be hurdles to overcome, but it’s how the team addresses and tackles a challenge that matters.
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