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.
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