The Ugg Boot Controversy in Australia



Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

Abstract

This case is about the trademark controversy surrounding Ugg Boots. Ugg Boots or Uggs is a generic term for sheep skin boots that are widely used in Australia for over 200 years. The controversy arose after US-based Deckers Outdoor Corporation (Deckers) issued notices to Australian sheep skin shoe manufacturers to stop using the word 'Ugg'to market their products.

Deckers claimed that it acquired the trademark for Uggs from Australian surfer Brian Smith, through the acquisition of Ugg Holdings Inc in 1995. By early 2000s Deckers positioned Uggs as a high-end luxury product and its popularity grew manifold particularly in the US and Europe.....

Business Environment Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
or
Business Environment Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
or
PayPal (7 USD)

Issues

The case is structured to achieve the following teaching objectives:

  • Study the origin of Ugg Boots.
  • Understand the controversy related to Ugg trademark.
  • Evaluate the claims made by Deckers and Australian sheepskin manufacturers.
  • Analyze the outcome of the controversy and how it would affect the market for sheep skin boots in Australia.
Contents
Introduction
Background Note
Ugg Travels to America
The Controversy
Deckers' Claim
The Aussie Claim
The Legal Battle and Aftermath
Exhibits

Keywords

trademark ,Australian sheep ,Ugg trademark,Deckers,sheepskin,Boot Manufacturers,Laws in Australia,Business environment, Legal environment, Trademarks, Luxury fashion footwear, Sheepskin boots, Australia, Ugg Boots, Decker

Introduction - Next Page>>