Business Accounting - Ugg Australia

UGG Australia began 1978 and is the world's largest purveyor of top grade sheepskin products. It was acquired by Deckers Outdoor Corporation in 1995. It markets the premier brand in luxury and comfort. Also, the company promises which they produces those footwears especially the finest sheepskin boots worldwide. Thus, UGG Australia aims to offer customers high-quality footwears which are fashiobale, comfortable and attainable. The consumer direct business experienced significant growth since 2009. Throughout the year, the company added five more stores in 2009, including concept stores in Hawaii, England and Tokyo, which was previously owned by the brand's former distributor, to end the year with 18 stores already.

The outstanding competitive advantages of UGG Australia are both its high quality of products and successful managements. UGG Australia, the company would select sheepskin which is graded A with a soft, dense and malleable hand. In other words, the sheepskin marks UGG Australia. Moreover, the company also uses the wool made by Australia where is famous by wool throughout the world. Secondly, the company is doing well on the research and development. It launched a complete spring line as growing worldwide by high-end sheepskin boots since 2006. Meantime, UGG Australia decided to evolve the line to include a more diverse offering of boots, casuals, sandlas and slippers. To stimulate the consumers' tastes and preferences, the company works pairing with Jimmy Choo who is well-known internationally. Therefore, the limited product line may effect increasing prodit and broading the product line as well. Last, the company maitains brand authenticity which helps to keep the company at first class in the luxury of sheepskin footwears, because the popularity of UGG products, the company has to face increasing competition from a significant number of competitors selling imitation products.