Shop! Mary Portas Bewertungen Ugg, Ugg boots, Covent Garden, London
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When the American company Deckers Outdoor Ugg Australia, in 1995, probably thought it would be a useful addition to its portfolio of brands shoes using. Ugg was a high-end luxury footwear, best known for his high boots, preferably positioned by California surfers. In 2000, a clever PR person sent some of Oprah Winfrey, aware of the strength of their agreement. She loved them so much that they bought 350 pairs for their employees and the show featured ultra-boat on her Favorite Things for. Ugg mega opened and became the footwear of choice for the A-Listers and tugged.
Today, in Britain, opinions are divided. Together with a bomber jacket, miniskirt and black tights to make the boots. Part of the uniform staple. a generation of young women. Girls Love Sloaney they wear jeans with built in. Some members of the fashion press, they bear for comfort (although they take) to stop the door for performances. But many people hate – we call it the Marmite effect. And if they are not famous for your great legs, not the people happy.
Ugg opened its first UK standalone store in the Westfield Center, London, last autumn. The people in the queue to get in, and the most recent figures show that Ugg sales by 57 percent last year. (Is this brand recession proof?) Shortly after that debut, opened a shop in Covent Garden and the queues formed again. I decided to join them.
The windows of Covent Garden is a great place, but I was surprised, Ugg had for a unit with the movement of Long Acre and brands like M & S and Next for the company, but cool Neal Street decided. A window will appear, three pairs of sandals frumpy, the other three pairs of the new ultra-bright season high boots – striking colors, which let through a dull screen.
Skill Shop The shop is a mix of masonry, wood and bright lights, with minimal product of wood and glass shelves display. It is easy to work your way, Air Jordan shoes, if somewhat narrow – on the left of men, women and children on the right side on the back. In the first place is not surprising, since the brand boots. These days they come in fuchsia, turquoise and lime green (and the original brown, chestnut) brown and black, and you can of ropes, canvas, or choose sheepskin outer edges. It is a classic style. has proved that perseverance. Die Sandale Bereich (in Australien im September letzten Jahres ins Leben gerufen) ist eine andere Sache. I do not understand. And fed at £ 120 a pop for a basic sandal, or £ 35 for a sheepskin flip-flop, felt the new collection too expensive.
I Was Being Served? The store was not exactly on the day of my visit, although I know that it is not the norm here. What was puzzling to me was the number of boxes, the seller seemed to give each customer. I know that “my first Uggs is” probably an early highlight of the fashion life of a girl, and she will probably try on every pair in every design, but I wondered whether this explains the queues. When I arrived there were five employees at work, but three of them disappeared mysteriously. Those who valiantly tried to stayed on with the customers, but some inevitably aborted. A woman I know who have served their daughter got a pair of boots and ballet-style. Pumps, shelving a turnover of £ 200.
What do I buy? In a word, Marmite.
Decker’s ruling was clearly a wise investment: Ugg is now a global phenomenon. It is not a product that I would choose. I do not think it was awfully good brand expanded into new areas, nor is the storefit particularly impressive. But I take my hat off to entrepreneurial flair Ugg skills. She has a great product with a broad appeal and are likely to order for some time.
UGG Long Acre, Covent Garden, London WC2
Visit Wednesday, 10:30
Number Two Stores
What they sell shoes and accessories
Key players Debi Molton, Europe Brand Manager
3.5 stars / 5
Good shoes for a comfortable and warm when you wear slippers outside.
Bad for the diversification and price range.
Ok, everything about this new style UGG boots, see you next time ~