UGG taking bold steps in new direction

Footwear firm aiming to transform traditionally coldweather brand into one desired year round by consumers globally Being bold and provocative is the theme of this year's autumn and winter campaign for one of the world's bestknown boot brands.

For Andrea O'Donnell, UGG's global president, being bold and provocative is necessary to transform a lifestyle winter brand into one that is desired all year round by consumers globally.

"With fashion, unlike athletic where it's a kind of needsbased consumption, you're basically asking people to connect with you to buy things from you that they don't really need," said O'Donnell, who is also president of fashion lifestyle, Deckers Brands. "You have to have beautiful things, and an interesting story to tell."

Deckers Brands is a California-based global leader in footwear, apparel and accessories including UGG, Koolaburra, Teva and Hoka One One, and their products are sold in more than 50 markets globally. UGG delivers more than $1 billion in annual sales, and owns more than 130 concept and outlet stores worldwide. Its sales for the second quarter increased 2.2pc to $404.9m compared with $396.3m for the same period last year.

In an interview with China Daily, O'Donnell talked about the importance of being an individual, reasons for UGG to become more fashionable, their plans to further accelerate in China and go beyond footwear globally. What's the purpose of shifting your brand image from lifestyle to fashion?

It's a reconnection with our heritage. UGGs were first worn by surfers on the beaches of Southern California as a solution to the cold, and are certainly interesting shoes.