Publications
Publications
- November 2022 (Revised June 2023)
- HBS Case Collection
UGG Steps into the Metaverse
By: Shunyuan Zhang, Sharon Joseph, Sunil Gupta and Julia Kelley
Abstract
In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized, as a range of brands started offering digital products for sale to users. Given the importance of how physical UGGs felt on wearers feet, how should the company think about its metaverse operations?
Keywords
Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States
Citation
Zhang, Shunyuan, Sharon Joseph, Sunil Gupta, and Julia Kelley. "UGG Steps into the Metaverse." Harvard Business School Case 523-013, November 2022. (Revised June 2023.)