UGG Recently Launched A Joint Series With The Japanese Fashion Brand Sacai.

According to the world clothing shoes and hats net, in January 17th, to keep warm but not

Featured UGG just in Paris

Zhou had an eye.

Different from common styles, super long.

Lazily hanging on the legs of the models, this breakthrough length makes the folds not bloated, but is interesting.

This is the cooperation style between UGG and French fashion brand Y/Project. The street style trial has made UGG stand in the spotlight again.

The topic has not yet subsided. UGG recently launched a joint series with the Japanese fashion brand Sacai and exhibited at the autumn men's wear conference in Sacai.

The pronunciation of Sacai is "sac", which is the same as the "world" in Japanese, and was founded by founder Chitose Abe in 1999.

Her design reveals a touch of chic, whether it is tailoring or decorating details are very rich.

Actually, Sacai used to love shoes and shoes, such as Nike and Converse.

But cooperation with UGG is still relatively new. One is often criticized as unattractive warm wool boots, the other is known as the "Valentino of the next century" in the Japanese fashion world black horse.

And this marriage has become the beginning of UGG's announcement of pformation. Andrea O'Donnell, the lifestyle brand leader of UGG's parent company, said Andrea is now the right time to relocate its brand and expand overseas.

In the first step of pformation, UGG chose to break through the men's wear line.

"At present, many strategies are at the macro level, for example, in the spring and summer sales, men's clothing is very important."

O'Donnell said.

Men's clothing accounts for 15% of UGG's total sales and will go ahead of 30% in the future.

"And we need to preserve the classic style and give UGG the fashion sense."

However, UGG's classic snow boots only account for 20% of the total sales. The main reason is "too basic money".

Apart from people living in North America, consumers in other parts of the world find it hard to enjoy this style.

In addition, UGG is very dependent on the season because of its product attributes, and the income in the two quarter of autumn and winter is much higher than that of spring and autumn.

And the fluctuation of sheepskin prices can easily lead to a decline in gross margin of UGG, for example, in 2012, the gross profit margin of Deckers fell by 4.61% compared with the same period last year.

This is also a change in the innovation crisis faced by the group last year.

In the first quarter of fiscal year 2017, sales of all brands of Deckers group fell by two digits, and UGG declined by 20% over the same period.

Deckers group was looking for buyers earlier, but it has not been able to make a deal. Private equity fund Marcato Capital acquired 6% of the group's shares and was asked to sell by other shareholders.

Susquehanna group analysts have said that UGG, as the core brand of Deckers, is difficult for buyers to buy because of the lack of innovation, overproduction and low performance.

He suggested that Deckers reform and strategic adjustment of its brand as soon as possible to restore profitability.

Therefore, the pformation of design has become an inevitable move for UGG to expand its overseas market.

Sales of spring shoe sales last year reached 22% of UGG's total sales. This feedback proves the effectiveness of innovation, and O'Donnell hopes to grow 2 times in the next 3 to 5 years.

Next, UGG will cooperate with Phillip Lim and Jeremy Scott in autumn.

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