Whooga Ugg Boots Gaining Ground in an Eccentric Market

TASMANIA, AUSTRALIA, March 15, 2011

Celebrity endorsements, Oprah's Christmas wish list and a product which actually exceeds its hype are just a few of the causes experts have attributed to the unrivalled popularity of sheepskin Ugg boots. There are a few distinct markets for Ugg boots and the exact origins of sheepskin boots are still fiercely debated but all experts agree Australia is the birthplace. The Australian market is quite a different landscape from overseas in that dozens of manufacturers offer sheepskin boot variants. Competition in Australia has kept prices low and consumers are well educated in differences between types and brands of Ugg boots.

Until relatively recently UK and US consumers haven't known of many options when shopping for sheepskin boots. The first challenge for Whooga was to show consumers there were options when choosing a pair of sheepskin Ugg boots. The first goal we set out to achieve was to bring to the immediate of our visitors that Whooga stood out as an alternative. We achieved this with very unique branding and customer education in every point of contact. Today we consider our EU website to be the foremost authority on Ugg boots.

The second challenge we faced was to prove to our customers we were an option worthy of their consideration. To do this we set out challenges to fashion authorities to compare our boots to their existing pairs. It was quite a mammoth task as we were quite particular about whom we worked with and we did not wish to tarnish the opinion of the authority by paying for a review so everything was done voluntarily. This generated the momentum we needed to begin approaching larger and larger fashion authorities on YouTube, Twitter and traditional blogs. We were not alone in our efforts and soon a number of sites began conducting Ugg boot shootouts with rival brands. We were pleased to see this happening not only because Whooga fared well but because it was an indication to us that consumers were beginning to consider alternative brands.

Now we've taken it upon ourselves to get involved in social media. It is part of our identity as a young and vibrant brand but it also provides an 'ear' with which we listen very closely to our customers. Besides being quite a fun way to interact with customers the feedback you gather is almost immediate. Hot ideas typically generate almost immediate buzz while cold ideas will fizzle and fade away just as quickly. We'll continue to use these mediums to build the momentum Whooga is now generating.

Website: http://www.whooga-eu.co.uk