Design Thinking: UGG

(Image courtesy of UGG)

In Graduate School, one of the buzzwords professors love to discuss is "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables a company to understand consumer needs to serve their audience better. For this project, I contacted different companies to learn how the organizations apply Design Thinking into their market offerings. I had the opportunity to talk with Lindsey D., Senior Director of Global Brands Comms and PR for UGG, to learn more about the mission and vision of the company.

(Image courtesy of UGG)

1. How is UGG different from other fashion brands?

UGG is an emotional brand because of the way it makes you feel, and not only because of the tactile nature of our products. All our consumers have stories about their first pair of UGG Classic boots, or personal stories about the Brand, and feel as though the UGG products in their closet are like family members! Over 40 years old, UGG is a Brand with a rich heritage, that also evolves with the times. It is exciting to see our consumers grow with our Brand and adapt our newer styles, like the Fluff Yeah, which Hailey Bieber was just spotted wearing out and about in New York City. UGG delivers bold fashion styles through a personal lens that makes you feel confident and your truest self.

(Image courtesy of UGG)

2. How does UGG stay ahead of upcoming fashion trends?

UGG has a core stable of iconic products that we update seasonally based on trends. Our design and marketing teams do market research to understand the newest materials, patterns and designs to tap. My favorite of the season is our Cow Print Ultra Mini boot. We introduced the Ultra Mini last Autumn to rave reviews and have updated it with this season’s “it” print: Cow.

(Image courtesy of UGG)

3. How does UGG incorporate its mission and vision into its product offerings? UGG is a Brand for those who refuse to be defined by convention. We are bold, provocative, free-spirited, optimistic, and real. We use these attributes to build our product offering and marketing communications. This includes introducing bold fashion styles that tie back to our California heritage and key DNA elements like the color chestnut, or sheepskin, for example.

(Image courtesy of UGG)

4. What is the future of the company?

Two exciting initiatives for UGG.

1. Although UGG began as a footwear Brand on the Southern Coast of California, we are on a journey to become a global lifestyle Brand. This includes translating the emotions that our consumers have with UGG footwear to a full body experience, including apparel, accessories, home and more.

2. We are also on a journey towards a more sustainable future. These are critical times when we must all play our part in shaping a better future. FEEL GOOD is a site dedicated to our CSR strategy, communicating our commitments to people and the planet. In addition to introducing season capsules made of carbon-neutral materials, we recently announced a partnership with the CFDA where we are sponsoring their Materials Hub, a site to assist the fashion industry in discovering and connecting with key innovators, vendors and resources across fashion’s material sourcing community. Learn more here.