{"id":32449,"date":"2023-04-27T18:05:24","date_gmt":"2023-04-27T18:05:24","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=32449"},"modified":"2023-05-02T17:20:12","modified_gmt":"2023-05-02T17:20:12","slug":"ugg","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/ugg\/","title":{"rendered":"UGG"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/h2>\n\n\n\n

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UGG<\/h1>\n\n\n\n

Building a relentlessly relevant brand<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Challenge<\/strong><\/h2>\n<\/div>\n\n\n\n
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A beloved brand known for its iconic boots, UGG was looking to expand its relevance and connect with Gen-Z<\/a> consumers in an emotive and ownable way. With a mix of established and emerging markets across the globe, UGG wanted to not only identify their target customer but understand where and how to create deeper engagement and drive further growth with them. The brand needed to show up as a more assertive and compelling brand\u2014 inspiring its consumers to join a community that stood for something beyond trendy footwear.  <\/p>\n\n\n\n

But creating a relentlessly relevant brand for UGG meant balancing several key challenges. We had to reach (and win with) Gen-Z<\/a> consumers without alienating UGG\u2019s existing core customers. Which meant managing the tension between making bolder moves to meet the self-expression of younger consumers and maintaining the classic UGG brand for legacy consumers. <\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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