UGG versus EMU

Deckers has begun legal proceedings against sheepskin footwear brand Emu Australia, claiming infringement of its Ugg trademark. It is seeking a court order to prevent Emu from using its trademarks allegeing that Emu has intentionally misled customers into believing they are buying an Ugg product.

Dave Porter, Emu Australia's CEO played down the lawsuit: "In Australia [...] “Ugg” is a generic word and there are over 70 registered trademarks in Australia and New Zealand that include the word “Ugg”.".

Ugg met with  unexpected success and reinforced their position and cash in on the brand's recognition thanks to an agressive marketing. Emulations - don't see a bad play on word - are of course expected.

However, very much like the Crocs phenomenon, (and it should come as no surprise that Crocs is in financial distress), such products usually have a short lifecycle as their success is based on a popularity finding its roots on their adoption by actresses and celebrities on sets or on the incongruity of their shape. It is totally new, refreshing and the world has a tendency to wildly follow a trend until the leading authorities - never clearly identified to this day - move on to the next product.

Ugg's is arriving to its maturity level and the brand is dealing with high competition; they need to maintain a client loyalty and remind their clients of their legitimity as the original brand if not to simply remind them of the brand. The terrible weather in Europe is the perfect occasion to remind the client of the utility of their products in a time when they have to be in a very agressive promotional period.

In reality, from a practical perspective, UGG boots'style is not recommendable: the boots have very thin soles and the top layer is not waterproof. There is no proper welting and on top of that, the material will keep the feed in humidity which makes people sick and will create a favourable environment for bacterias to develop with the ugg-ly consequences we know.

In the past, legal actions have proven an excellent way of getting good publicity. Not only the filing of a trademark infringement suit is not expensive compared to a marketing campaign but also, the effect on the press provides with tremendous repercussions benefitting brands posionned as leaders. 

Personally, I don't think much of UGG. Those boots are UGG-LY and not built for the cold and snowy weather.Deckers has tried to establish the label as a strong footwear brand but, very much like Crocs, it was a short term phenomenon. The success was meant to be rapidly outlived. People grew tired of the UGG style which will continue to sell in its original habitat, among the surfers as the market is waiting for refreshing new styles to adopt.

As a shoe buyer, I would say we might jump directly from primitive to Barocco. We already see  brands such as EJECT, NEOSENSE, TIGGERS emerging ... Pretty much as the word Barocco, meaning "pearl of irregular shape", the new styles come from Spain and Portugal and the shapes are very unusual and unexpected. I am telling you people, be prepared to be surprised...

Tiggers collection 2011: soon on http://www.spartoo.com/