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The Marketing Decision That Helped Land UGG Boots in Teens' Closets All Across America

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If you want your product to take off, first you need an audience, of course. But it's also crucial to speak directly to them using a language they understand, and conjure images of a lifestyle to which they can relate.

This is what UGG founder Brian Smith learned while first trying to sell sheepskin boots--his company's signature product and an iconic staple that would find its way into millions of American teenagers' closets. Smith was surfing in Malibu when he realized no one had sheepskin boots in the U.S., unlike Australia where, he says, "one in two people had them." The boots were comfortable, and surfers liked them because they kept their feet........

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