It's every marketer's dream to have a product that generates so much buzz and free press that it becomes the hottest item on the street. That's what happened last year with Ugg boots, those
fuzzy-on-the-inside but smooth-on-the-outside sheepskin boots that even scored a coveted thumbs-up from Oprah. But as everyone knows, the marketplace is fickle and tastes change rapidly. This year,
Uggs have fallen out of favor among the media and fashionistas, which of course has led to a marketing problem for the company that makes them, Deckers Outdoor Corp. In response, Deckers is
introducing a slew of new Uggs products in hopes of transforming it into a full-fledged brand, not just a super-hot fad. The list includes studded, embroidered, buckled and Gore-Tex-covered Ugg boots
as well as line extensions such as slippers, clogs and moccasins, handbags, coats, vests, hats, gloves and scarves.
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