Ugg Australia shoppers can enjoy the best of both the digital and physical world with the brand’s new concept store. The company, part of the Deckers Brands family, opened its first ever Ugg Australia technology-driven store located in the Washington, D.C. metropolitan area Thursday. The store serves as an “innovation lab” to test Deckers’ latest omnichannel efforts, merchandising approaches and other enhancements that can be rolled out across the brand’s other retail locations.
The store’s digital centerpieces, four 65-inch HD touch screens, can pull product information, styling tips and related marketing campaigns based on the products customers are trying on, thanks to the radio-frequency identification (RFID) technology each product is equipped with. Through the screens, shoppers are able to view what Ugg describes as an “endless aisle” of nearly 230 SKUs, including items not available in stores, while other sleek interactive features, including tablet check-outs and minimal cash wrap areas, complement the 2,110-square-foot store, lush with natural fixtures and flooring that reverberate Ugg’s comfort and cozy aesthetic.
Ugg president Connie Rishwain said, “Ugg has successfully evolved into a year-round lifestyle brand with strong equity among consumers. We’ve been able to drive loyalty and engage with new consumers due in part to the emphasis we’ve placed on omnichannel as it provides new opportunities for us to serve them through their multi-platform shopping journey.”
Part of that journey includes in-store opportunities to customize products. Shoppers can try their hand at design by personalizing five classic Ugg styles—the Classic Mini, Classic Short, Bailey Bow, Bailey Button and the Fluff Flip-Flop—through the brand’s “Ugg By You” program. In its “Bling It On” service, consumers can add a touch of glamour to their favorite Uggs through a selection of Swarovski crystal patterns. And with free Wi-Fi throughout the store, shoppers can share those designs and their shopping experience on social media.