I have never been a UGG boots fan, thinking it over rated and over priced. Last year when it was on sale due to warm weather, I bought one pair just because it is big sale, I'm surprised to find out when I wore it last month, many of my friends pointed out, ooh, you are wearing ugg boots, nice nice, I was surprised that they are still considered as trendy and cool. Not like the analysis reported. Due to curiosity, I went to Nordstrom store in my area, some of the new arrival sold out. I just checked the weather channel, we will have very cold weather in the next few weeks, as you know, Boston/NYC area is where people are well-heeled who would afford a few pairs of UGG boots. we'll see.
I think the brand carries the idea of luxury with those that hear the name. Instead of the brand simply being a fad, it has turned into more of a lifestyle/luxurious brand with a growing base of satisfied customers. Winning the hearts of consumers through high-quality and great customer service is the route I would take as a business owner. If the customer base is unhappy then the brand will eventually die off. However, if the quality of the boots and the great customer service continue, this company will last a long time.