Ms. O’Donnell admits that the brand is “in the early stages” of converting men to Men's/Women/s UGG Sneakers. The goals include persuading more influencers to post photos of themselves wearing the shoes on social media or to venture out in public strategically shod as bait for the paparazzi. Ugg targets everyone from “micro influencers”—those with under 10,000 devoted Instagram followers—to celebrities, including rapper Lil Yachty, whose follower counts are in the millions. In exchange for passively advocating Uggs, these influencers get product, or, if their audience is robust, money.



Powers sees potential for even more robust growth in the next five years. He’s aiming to scale rtw from 10 to 25 percent of the business, and retrofit UGG Sneakers</a 140 stores to better showcase the collection, which is front and center in the 11,000 square-foot Fifth Avenue flagship. He’s also expanding wholesale distribution from rtw launch partner Nordstrom to Saks Fifth Avenue, Dillard’s, Neiman Marcus and Bloomingdale’s this fall.

The story of UGG Sneakers Cheap began, incongruously, on the beach. The boots emerged in the 1970s amongst Australian surfers, who embraced them as a comfy and warm post-surfing footwear fix. Brian Smith, one Australian surfer living in Santa Monica, California, saw that they were catching on in the US and began importing the boots from Australia, selling them to local surf shops and out of a van at surf competitions. He later set up Ugg Holdings Inc in Southern California, where the company is still based, and registered the Ugg trademark.

UGG Sneakers For Sale have cycled in and out of fashion in more than 35 years on the market and slumped a few years ago when the company raised prices. They are Deckers' biggest-selling item by far, and sales are currently on the rise. The company says wholesale Ugg revenue has climbed 11 percent to about $816 million over its last three fiscal quarters. That's more than half its revenue over the same period.

When O’Donnell signed on, Shop UGG Sneakers — which was founded in 1978 by an Australian surfer in California — was stuck in the classics, with an aging fan base. “We had a lot of good intelligence on our customers, and one segment in women’s was saying her primary purchasing decisions were influenced by style.…So I knew we needed to change the way we thought about design,” she said. Although she was an enthusiastic (U.K.-based) early adopter of Uggs in their Us Weekly, “The Simple Life” era, attracted by the starry SoCal associations, O’Donnell still needed a crash course in the actual California lifestyle when she arrived in the Santa Barbara area, where Deckers is based.

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