『#280: UGG –』のカバーアート

#280: UGG –

#280: UGG –

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概要
 Snippet Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not so secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I’m Stephen’s sidekick and business partner, Dave Young. Before we get into today’s episode, a word from our sponsor, which is, well, it’s us, but we’re highlighting ads we’ve written and produced for our clients. So here’s one of those. [Wagmore Garage Door Ad] Dave Young: Welcome to the Empire Builders Podcast. Dave Young here, got Steve Semple along here, and Stephen just whispered in my ear, he thought that this would be a brand that I was very familiar with for some reason. And then he said it’s a fashion brand. I’m like, so what about that word makes you think… Are we going to talk about Sears Garanimals or JC Penney? No, we’re going to talk about UGG boots. UGG boots. Stephen Semple: Yes. Yeah. Dave Young: Now, my earliest recollection, I think it might not even be UGG boots, is on a ski area maybe in the ’70s. And there were women walking around in these big furry, furry, furry boots. And I don’t know if those were UGG’s or not, but they were just as ugly as UGG’s. And UGG’s, they’re like a sheepskin boot made in Australia. Stephen Semple: They’re a sheepskin boot. Dave Young: And they’re kind of loose fitting or at least on the ankles and… Yeah. Stephen Semple: They came out of Australia, that’s the origin. And UGG does like $2.7 billion. They’re part of Deckers today. They’re basically sold to Deckers for 14 and a half million dollars. They were in 1995 and Deckers really grew the crap out of them. Dave Young: Okay. I don’t know who Deckers is. Stephen Semple: So Deckers is another shoe brand. Dave Young: Big multi-conglomerate shoe brand or a real shoe company? Stephen Semple: No, they’re a real shoe company, but with a number of different… But put in perspective, UGG is bigger than Hoka. Dave Young: Okay. Stephen Semple: Right just to put- Dave Young: Hoka. I don’t know a whole lot about Hoka. We should do an episode because I wear almost exclusively Hoka’s these days. Stephen Semple: But we see Hoka all over the place. UGG is actually- Dave Young: But UGG is bigger. Stephen Semple: … bigger which surprised me. Dave Young: So people are wearing them undercover. Stephen Semple: This is what surprised me. Dave Young: Yeah. Stephen Semple: So today the company’s like, it’s a big global brand, but as you were talking about, the idea came out of Australia. And actually the idea came from an Australian accountant who was a surfer and basically was living in America. Dave Young: Okay. When was this? Stephen Semple: 1979 is when the business started. Dave Young: Okay. So the boots I was seeing weren’t UGG’s. They were just these way too fashionable for me- Stephen Semple: Right. Dave Young: … to even understand them. Stephen Semple: Yeah. Dave Young: Okay. Stephen Semple: So the business was started by Brian Smith and he built it to the point where he was doing 18 to $20 million worth of sales. So it gives you an idea that when he sold it at $20 million of sales, Deckers really blew the business up. But through the growth, it actually created a whole pile of challenges for him because he was having a hard time financing for orders and things along that line. So here’s where he starts. So Brian Smith is an Australian accountant and a lifelong surfer, and he came to California in the late ’70s because what he wanted to do was he wanted to find something in California that he could take to Australia because California was where all the cool things were happening. And what made him want to do that is one day he was listening to a Pink Floyd song, ‘Time’, right? Dave Young: Okay. Stephen Semple: And he basically, he had been doing accounting and had this safe career and been doing all this stuff for 10 years and he kind of felt stuck and he went, “You know what? I’m going to leave Australia. I’m going to head to LA and I’m going to hang out because LA’s cool and I’m going to find something in LA that I can bring back to Australia and that’s what I’m going to do.” Dave Young: Nice. And he didn’t realize that ...
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