UGG Steps into the Metaverse

Name: UGG Steps into the Metaverse (English version)
SKU: 523013

Zhang, Shunyuan; Joseph, Sharon; Gupta, Sunil; Kelley, Julia

Product #:523013

Supplier:Harvard Business School

Discipline:Marketing

Setting:United States, 2022

Details:Case (PDF) • 36 pages • 2022-11-18 (Rev: 2023-06-01)

Subjects:

Information systems Innovation Internet Inventions Marketing channels Marketing strategy Social marketing Technology and analytics Web-based technologies Marketing Sales and marketing Marketing

Geography:

United States North America

Your Price:

$12.40

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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?