Ugg’s brand health hits 2-year high

Ted MarzilliCEO YouGov Direct
December 04, 2015, 3:20 PM GMT+0

The Australia-based UGG boot shoe line is at its best brand health levels in almost two years.

The once-mocked UGG boots and shoes, nicknamed “UGGly” and “fUGGly” by some, are now worn by Kendall and Kylie Jenner, features a new Rachel Zoe-designed line and has been plugged by Vogue UK as “back in the high-fashion fold."

UGG’s recent success seems to have translated into a considerable boost in potential revenue as well, YouGov BrandIndex data indicates.

YouGov BrandIndex measures overall brand health using its centerpiece Index score, which is an average of the General Impression, Value, Satisfaction, Reputation, Quality and Willingness to Recommend scores. A score can range from 100 to -100 with a zero score equaling a neutral position.

At the start of 2013, UGG’s Index score was tracking around 4. While the brand normally ascends from June though the end of the year, it has since doubled up to its current 8 score, a new Index score high and above its 6 score at the same time last year. UGG’s Index score received its biggest push from rising Quality and Satisfaction scores. Despite this achievement, UGG is still behind the average shoe brand's Index score, which is currently 10 points ahead of UGG at the 18 mark.

The upside to UGG’s success has been a boost in potential revenue, as measured by YouGov BrandIndex’s Purchase Consideration score. At the end of June 2013, 4% of adults and over would consider buying UGG the next time they go shopping for apparel or shoes. Now, that number has nearly tripled to 11%, a two year high and part of the annual upswing that began this past June.

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