The first UGG craze (2002-2006)
UGG's sheepskin boots exploded into a status symbol after celebrities like Kate Hudson and Sarah Jessica Parker were photographed wearing them. By 2005 the boots were ubiquitous, with knockoffs sold everywhere.
Demand collapsed as the trend soured; UGG sales fell sharply and the brand went quiet.
Deckers learned to manage seasonality with marketing and later collaborations to avoid repeating the boom-bust cycle.
Shows why Deckers now manufactures seasonal retail moments like UGG Season to steady demand for a boot whose popularity has always cycled.
