Ugg boots have developed from Australian generic products to global luxury footwear, and UGG Australia has become a worldwide famous brand through the marketing strategy of celebrity seeding. The strengths of UGG Australia are strict quality control, constant innovation and strict material selection. At first, Ugg was only a pair of ugly boots which looked like using sheepskin with wool to wrap feet. This kind of boots was thick and stupid, but quite light and warm. By the end of the 1990s, more and more people wanted to enjoy a more casual lifestyle and Ugg became the symbol of this lifestyle. UGG Australia tries best to provide consumers with not only a pair of comfortable boots, but also a relaxed, casual and luxurious lifestyle (News, 2008). The fashion industry is hypercompetitive and constantly changing. That is to say, UGG Australia should try its best to be different from its rivals to satisfy customers' changing needs or unique preferences. For this reason, differentiation is the optimal generic strategy for UGG Australia's business in the US. Carrying out differentiation strategy means that value is provided to UGG Australia's customers through the unique features and characteristics of Uggs (Roney, 2005). As a result, superior quality, fantastic design and an image of prestige or status are the bases of UGG Australia's uniqueness.。
