E-commerce has become an essential part of a brand’s China strategy.
With Chinese consumer spending $265 billion online, China is expected to become the world’s largest e-commerce market this year, edging out the US for the first time.
UGG Australia, known for its trademark sheepskin boots, will offer e-commerce in China with the opening of the UGG Australia official flagship store on TMall (Taobao’s B2C Mall) in April and a dedicated China site, uggaustralia.cn, in May.
UGG has two major goals for e-commerce according to marketing news site ClickZ, “First, it wanted to give consumers an online destination to buy genuine UGG Australia product, particularly those in cities where it doesn’t have brick-and-mortar stores. Second, it wanted to provide a digital environment to engage consumers with the full UGG Australia experience to showcase new categories such as its Spring line, men’s products and non-footwear.”
The company underscored that e-commerce is complementary to its brick-and-mortar retail strategy. UGG will continue to invest in new stores in China. It has 20 stores in China and will add 15 more stores this year. A Hong Kong flagship store will open on April 8 at Causeway Bay.
UGG Australia is owned by Deckers Outdoors Corporation, California-based footwear company that also owns Teva, Sanuk, Tsubo, Ahnu, and MOZO.
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