Ugh...UGGS

Perhaps the most popular brand on Notre Dame's campus is UGGs, the sheepskin, fleece lined boots. I don't think there is one undergraduate female on this campus that doesn't own a pair (besides your's truly). As a native northern midwesterner, I am continuously puzzled by these boots. I understand that they are warm and cozy. However, they appear to be the fashion statement of this generation despite the fact that the sheepskin gets horrendously dirty during the winter and make one's feet appear very large. It is also fashionable to wear these warm, cozy boots in the spring and summer...something my mid-20s brain has yet to comprehend. I am, however, interested in delving deeper and trying to understand why these boots are so popular.

After a very quick Google search, I'm directed to a large number of distributors that sell them (most ranging between $120-$250) as well as the company's website. The corporate website indicates that they are indeed meant to be warm and cozy with an explanation of how the fleece and sheepskin work to keep your feet at normal body temperature and wick away moisture. In order to prevent the aforementioned stains and wearing out of the materials, UGGs recommends very detailed care instructions centering on a water & stain repellent product sold separately and also stating that they can't guarantee the boots won't get stained. (http://www.uggaustralia.com/customerService/sheepskin.aspx?p=ex)

When I speak to UGGs wearers about their boots, most comments focus on the warmth and comfort of the boots in cold weather. There are not as many allusions to the "cuteness" of the boots. I am starting to conclude, then, that these are primarily a utilitarian product. Something that provides comfort for students and is still popular. It is even something that they can wear dirty and not feel ashamed. Perhaps it stems from the fact that a lot of young, "cute" clothes are not made to deal with the cold temperatures in this climate and UGGs offer one counter to this reality. Being warm and comfortable but also socially accepted could be tapping into some level of missing the comfort and acceptance they associate with home.

Perhaps I am over thinking this issue a bit, but girls love their UGGs and wear them everywhere. The brand is a significant success considering the fact that this is an Australian brand for which I personally have never seen an ad or free-standing Gigs store (there is a "flagship" store in NYC and apparently plans to open ones in Chicago and Montreal). They are mostly sold online but also in Nordstrom's or Zappo's. This leads me to believe that UGGs do tap into a significant emotional need felt by young women as characterized by Rapailles and Gobe.

Considering this brand has caused me to respect their opinions and consider that perhaps a new "P" should be added to the marketing mix. Traditionally, this could be lumped in with the product part of the mix, but I'm starting to wonder if starting with the emotions or culture codes out there might be beneficial at times in the product development process. Now I just need to come up with a word that starts with "p"...