The Aword

During her tenure she has transformed Men's/Women/s UGG Classic Boots from a sleepy cold weather boot business into a fashion player through buzzy designer collaborations and influencer campaigns (featuring from DJ Peggy Gou to fashion editor André Leon Talley). O’Donnell and her team have built on the Classic sheepskin boots to create several innovative (and Instagrammable) footwear franchises, like the Fluff Yeah slipper sandals in raver colors, the Fluffita in a collage textile inspired by the California super bloom, and the Neumel chukka.

Powers sees potential for even more robust growth in the next five years. UGG Classic Boots Sneakers He’s aiming to scale rtw from 10 to 25 percent of the business, and retrofit Ugg’s 140 stores to better showcase the collection, which is front and center in the 11,000 square-foot Fifth Avenue flagship. He’s also expanding wholesale distribution from rtw launch partner Nordstrom to Saks Fifth Avenue, Dillard’s, Neiman Marcus and Bloomingdale’s this fall.

Ugg sheepskin boots have cycled in and out of fashion in more than 35 years on the market and slumped a few years ago when the company raised prices. UGG Classic Boots Cheap They are Deckers' biggest-selling item by far, and sales are currently on the rise. The company says wholesale Ugg revenue has climbed 11 percent to about $816 million over its last three fiscal quarters. That's more than half its revenue over the same period.

Andra Day wore UGG Classic Boots For Sale with her gold mesh gown to an Oscars after party. Addison Rae, Selena Gomez, Kylie Jenner and Kaia Gerber have been snapped wearing theirs on the sidewalk, on set and running to get coffee. For spring, London designer Molly Goddard gave Uggs a high-fashion spin, creating flatforms to pair with her feminine tulles, and come June, New York designer Telfar Clemens will release an Ugg sheepskin version of his famed Bushwick Birkin.

The Southern Californa brand is poised to compete globally with its own head-to-toe ambitions. That’s due in large part to Andrea O’Donnell, president of fashion lifestyle at Shop parent company Deckers Brands, a cool Brit who arrived five years ago at the Goleta, Calif., headquarters with experience at DFS Group, Lane Crawford and John Lewis department stores in the U.K.

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