SUMMARY

QUICK PITCH

UGG has become a household name amongst consumers. However, it has lost its fanatic following and excitement amidst becoming a staple. How do we get UGG back to being a highly sought after cherished commodity?

WHAT I DID

  • Gathered and analyzed primary research through social listening and interviewing UGG consumers

  • Analyzed secondary research that includes studies, articles and statistics

 

REFRESH

Goal Setting, Discovery, + Research

 
Screen Shot 2021-05-26 at 4.29.38 PM.png

New York Times

"UGG lost its luster. The label was hardly the first to experience this trajectory. It’s a common one in fashion: Things that once had an air of exclusivity and mystique are then fully absorbed by the culture. UGGs were beloved but mass market."

 

HOW DOES UGG RESOLVE THIS?

High Profile Collaborations With Luxury Brands

 
 

HOWEVER, COLLABORATIONS ARE SHORT-LIVED

Where is the longevity?

 
luxe.jpg

NEW GENERATION OF LUXURY

Millennials and Gen Z Ages 21-40

 

THE STATS

Sources: 2017 Modern Luxury Survey - Cision

FORBES "NOwnership, No Problem: An Updated Look At Why Millennials Value Experiences Over Owning Things." FORBES "3 Ways Millennials and Gen Z Are Radically Transforming The Luxury Market."

BY 2025 MILLENNIALS ARE EXPECTED TO MAKE UP 50% OF THE LUXURY MARKET. GEN Z REPRESENTS ABOUT 8%. THEY HAVE A POWERFUL INFLUENCE IN THE MARKET.

46% OF LUXURY MILLENNIAL CONSUMERS REPORTED FEELING “SUPERIOR” PURCHASING LUXURY PRODUCTS.

47% SAY THE FEELING THEY GET WHEN BUYING LUXURY PRODUCTS IS BETTER THAN A GREAT FIRST DATE.

HOWEVER, YOUNGER GENERATIONS ARE OPTING OUT OF ACCUMULATING THINGS AND EXPLORING EXPERIENCES INSTEAD.

 

KEY INSIGHT

 

Although younger generations value luxury, they'd choose experiences over it.

 

BIG IDEA

 

Let’s show the future generation of luxury that you don't have to choose between luxury products and experiences. You can have both with UGG.

 

EMBRACING EVERYDAY LUXURIES WITH UGG

 

HYDRATE

Plan Development + Execution

 

THE MINK COLLECTION

A new luxury collection by UGG that includes mink coats and vests. A set of mink throw blankets, rugs and pillows. Along with mink lined UGG boots.

mink.jpg

MINK COATS

Coats + Vest

mink2.jpg

MINK HOME DECOR

Blankets
Pillows
Rugs
Ottomans

Screen Shot 2021-05-26 at 8.21.07 PM.png

MINK UGG BOOTS

Half & Fully Lined

 
 
Screen Shot 2021-05-26 at 8.50.03 PM.png

FASHION SHOW LAUNCH

The new collection will launch during New York Fashion Week. The campaign would run from September 2021-February 2022

 

A LUXE EVENT AT GOTHAM HALL

Screen Shot 2021-05-29 at 8.01.26 PM.png

GOTHAM HALL

Opulent Venue

BLACK TIE

Strict Dress Code

blacktie.png
Screen Shot 2021-05-29 at 8.09.30 PM.png

CELEBRITY GUEST LIST

Star-studded

 

MAKING LUXURY ACCESSIBLE

 

PARTNERSHIP WITH THE REAL REAL

UGG is ultimately making luxury accessible. Therefore, a partnership with The Real Real, a luxury consignment shop, would be ideal to help establish this message.

real.webp
 
furtryon.jpg

THE REAL REAL IMAGE CONSULTATION

Each purchase of The Mink Collection comes with a complimentary styling session with The Real Real to show customers how they can wear their collection pieces. This is meant to elevate the UGG/The Real Real shopping experience to be one that is the epitome of luxury. The styling session would be white glove service to help our customers feel and know they are significant.

 

VIRTUAL TRY ON CAM

 
virtualtryon.png
 

THE STORYTELLERS

 

INFLUENCERS

Screen Shot 2021-05-26 at 8.28.49 PM.png

KRISTEN NOEL CRAWLEY

Kristen Noel Crawley is an entrepreneur, luxury maven and wife to famous streetwear designer Don C. She is known for her fashion forward looks, impressive home decor and being an awesome mom. She can speak to the luxuries of a balanced home life and how she incorporates UGG into her day to day routine.


Kristen averages 7,864 likes per post, 84 comments per post and has an engagement rate of 1.78%. Audience interest include fashion, modeling and cinema.

Kristen will kick off our Instagram live series, showing consumers how she embraces everyday luxuries in her home. She will also post a series of Instagram Reels displaying how she styles her Mink Collection home decor.

Screen Shot 2021-05-26 at 8.30.36 PM.png

DAMSON IDRIS

Damson Idris is an actor. He is known for his role in the hit television show Snowfall. Damson can speak to the suave millennial male consumer with his dapper aesthetic with how luxury is a feeling and mindset.

Damson averages 76,831 likes per post on Instagram, 2172 comments per post, and has an engagement rate of 18%. His audience interest include, cinema, art and music.

Damson will speak to our male audience about the importance of luxury being apart of a man's self care regimen in a series of Youtube clips posted to his Instagram account and UGG's YouTube account.

Screen Shot 2021-05-26 at 8.32.36 PM.png

YARA SHAHIDI

Yara Shahidi is an actress. She is known for her role in Black-ish and Grown-ish. Yara is an activist and uses her voice to create change. She can leverage our Gen Z market.

Yara averages 128,645 likes per Instagram post, 538 comments per post and a 2% engagement rate.

Yara would have a series of Instagram post showing her audience how she's made luxury accessible and introducing The Real Real collaboration. This would be posted to UGG's Facebook and Twitter accounts.

 

BREAKFAST WITH UGG

 

YOUTUBE & INSTAGRAM LIVE SERIES

Weekly live chats hosted by our influencers. It will happen every Sunday straight from their bedsides with the Mink Collection home pieces. Each Sunday they will interview interior designers who will show consumers how to bring the UGG luxury experience to their homes.

knc2.jpg
 

MEDIA

cosmo.png
press to zoom
gq.png
press to zoom
vogue.png
press to zoom
glamour-2.png
press to zoom
nylonguys-3.png
press to zoom
esquire.png
press to zoom
 

RESTORE

Measure + Evaluate

 
Screen%20Shot%202021-05-26%20at%204.40_edited.jpg

KPIS

How Did We Do?

 

NUMBERS

  • Mink Collection sales

  • # of Real Real consultations used

  • # of likes, shares, follows and comments on UGG social media platforms

EARNED

  • What outlets are writing about the collection: the quantity and quality of the reviews

  • Expansiveness across categories of luxury, home and fashion outlets

ENGAGEMENT

  • What is the overall customer sentiment regarding the line via product reviews, social media etc.

  • How many people are using the virtual try on and what they think of it