You have to ask yourself where in the next 7 months are people going to be spending their discretionary income
For 8 years straight now, the women consumer has shown that they love this product. It is not a matter of opinion, meaning whether one believes something is a fad or not. All that matters is that for 8 years now and management is clearly forecasting the 9th this coming year, the consumer will be buying this product. \
From previous years, including last year, despite the rise in sheepskin costs, it is patently obvious that this company makes a lot of cash off the product it sells.
We all have jobs or business's which pay us a wage or produce earnings. We invest in those business's or are paid by the business's we work for our time based on the idea that we are a worthwhile investment for the business to get a return on our effort/work.
So if one has to look out this year, in this economy, and ask themselves where within a reasonable doubt is the consumer going to most likely spend their money again this year, and based on said business's current valuation, which one will give me the best return with the least risk, one would be hard pressed to find a company trading as cheap as Deckers is with the most likely chance of earning the most cash compared to valuation.