Purpleuggsonline News

Saturday 06 February, 2010

Ugg boots cause shoes rushes

Just when it seemed the holiday shopping season would be devoid of a must-have item-the kind that builds shopping enthusiasm and drives retail traffic along come UGG boots for women.

The only hitch: By the traditional shopping kickoff, nobody had any of the chic and shaggy sheepskin boots to sell. These UGG boots were made for walking ... along the beach, in this publicity shot.

Retailers didn't see it coming and are sold out nearly everywhere. There won't be more until February at the earliest as late as June for the most popular Ugg style and colors.

While the fleece-lined footwear has been around more than 25 years, Uggs increasingly have been seen this year on famous and fashion-forward feet from Kate Hudson to Oprah Winfrey. Celebrity-driven trends often take off fast, leaving retailers scrambling to exploit them.

There have been shoes rushes before: Timberland (TBL) boots, the yellow, waterproof, ankle-high variety were for hikers and utility workers until rap artists started sporting them and rapping about them.

But the rush for Ugg bailey button, Ugg Classic Cardy along with the Ugg nightfall boots is in a class of its own.

"I can't remember anything quite like this," says Michael Atmore, editorial director at Footwear News. And, he says, "Anything in limited supply has an extra appeal because you feel lucky to get your hands on it, which adds to the frenzy."

Function gave them their start in the USA. They are a common style in Australia and known there generically as "Uggs." Aussie surfer Brian Smith began selling them under the UGG Australia brand on the West Coast in 1978. The boots' fleece lining breathes and wicks away heat and moisture to keep the feet dry and at body temperature. Surfers put them on to warm up from the water.

Now they are showing up on the feet of Sarah Jessica Parker, Hudson, Cameron Diaz and Sandra Bullock. Winfrey listed them among her favorite things, and ads showed up in O magazine. Magazine InStyle declared such Ugg sheepskin boots in style.

http://www.usatoday.com/money/industries/retail/2003-12-10-ugg_x.htm

Editor: michael