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.