4 Reasons Why Ugg Is Hot Right Now

Another Ugg comeback is officially taking hold. After several quarters of lagging sales, Deckers Brands reported on Thursday that the label has returned to gains in the second quarter of fiscal 2024 — and the momentum is expected to continue. In fact, the Goleta, Calif.-based footwear company reported that Ugg saw net sales in the period increase 28.1 percent to $610.5 million, compared to $476.5 million in same time last year. What’s more, global revenue for the brand also increased 18 percent in the first half of fiscal year 2024. Deckers president and CEO Dave Powers told analyst on the company’s earnings call on Thursday that Ugg’s strong first half performance was driven primarily by high levels of brand heat, disciplined marketplace management leading to product scarcity on key styles exiting last fall and an earlier release of the brand’s fall marketing campaign relative to past years. “We currently have the most cohesive, globally aligned product, marketing and consumer targeting strategy I’ve ever seen for Ugg,” Powers said. And as momentum for Ugg’s growth continues to build, here are four reasons the brand is back on top this fall. Improved Inventory On Thursday’s call, Powers acknowledged again that Ugg did not fully capture demand on

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