For the holidays, UGG Australia is hoping to excite the Twinkle Toes among its core audience, with a new video promoting a glittery version of its classic short boot. The Twinkling Lights video, created by M&C Saatchi LA, is part of a larger holiday initiative, and includes such online components as shopping via Instagram, ship to store, and same-day delivery in some markets.
The upbeat video shows elaborately choreographed dancers prancing around a snowy pine tree, as they create an elaborate snowflake out of sparkling lights. The campaign, which includes online videos, social media, out-of-home ads and street-projections, is running in the U.S., Canada, China, France, Hong Kong, Japan, as well as key markets in Europe.
And it looks like Santa may bring Ugg just the sales kick it’s looking for, as a snowy winter sends Americans in search of shorter, more practical boots rather than the over-the-knee fashion looks that many retailers bet on early n the season.
“The boots that are performing well this fall season are those with comfort, waterproof and classic features,” writes Sam Poser, an analyst who follows the footwear industry for Sterne Agee. “Dress and dress/casual boots continue to struggle.”
He says that bodes well for Ugg, owned by Deckers Brands. “Strong results from the Timberland brand (+18%) and the 24% increase for the UGG brand in the second quarter are indicative of where the strength lies.”
He says that the winners so far this season seem to be waterproof dress boots from La Canadienne and Blondo, as well as boots and shoes in the $400-plus range, including Thierry Rabotin and Arche.
“While it's a bit early to judge the season, Ugg boots are said to be performing well by a number of retailers, and certainly the cold weather will not hurt.”
He expects Ugg sales, which climbed 23% in the first half, to increase by 9%.