UGG Customer Segmentation

UGG aspired to shift into a DTC-first, lifestyle brand and win with Gen-Z without alienating their core consumer.

• Led the strategic rebrand and customer segmentation of a $1B footwear brand, increasing DTC-sales 50% and a 21% jump in acquired consumers.

• Project Lead: Guided a robust research process inclusive of 5 global markets across internal leader interviews, customer focus groups, and quantitative validation.