Chapter 10 - Product Concepts

CHAPTER 10- PRODUCT CONCEPTS

The product concept of UGG Australia is based on them showcasing the best qualities of their product. By knowing their target market they are able to understand what concepts are important to these customers. For example, UGG's are targeted toward middle aged women and men who want comfort as well as style. So UGG's advertising always includes how comfortable the product is being made of sheepskin and fur. While every boot has this concept of comfort, there is then so many different styles to choose from. So customers get comfort while still wearing their own preference of color or style. UGG's product has a reputation that they must maintain. They continue to better the product as they notice what the target market is becoming interested in. For example, UGG's sunburst model started in one color, they were a hit, so UGG made more colors, as well as lengths in this style.

Chapter 17 - Personal Selling

CHAPTER 17 - PERSONAL SELLING 

UGG Australia's relationship selling includes customers as well as retailers who sell the product. These relationships are very important to sales, as the workers in the retail stores become advocates for the product. Employee involvement is important, which is why UGG allows internships to establish an experience the brand. Some UGG retail stores include Nordstrom, Bloomingdales, Lord and Taylor and more. The relationship with these companies allow UGG to sell comfortably and successfully in their stores. If you work at UGG Australia you get your first pair free. This is another way of building inside relationships with those who are assets to the company. Also, using social websites such as twitter, and facebook, this allows UGG to communicate with customers. The personal relationship side of business surely increases UGG's reputation.