Context
UGG spent decades building one of the strongest women's franchises in footwear. Men were a large adjacent opportunity, and the leadership team wanted a data-driven strategy to understand how to increase engagement and association with men.
Approach
We combined qualitative and quantitative research to build a playbook for attracting men:
1. Built out case studies on SKIMS, Lululemon, and Dove+for Men to identify the strategies that worked when expanding from female-first to men's and build out a common roadmap
2. Segmented male audience bases of Ugg and leading competitors, mapping their interests, influences, preferred brands, and purchase drivers
3. Benchmarked Ugg's share of each segment against top competitors, and diagnosed why share was high or low based on customer online discussion
Result
We delivered a segment-by-segment growth strategy showing where the brand could win and how across product, collaborations, content, and campaigns.
Every recommendation was rooted in observed customer behaviour and in what comparable brands had done to break through, rather than in assumptions about what men want. The work gave the marketing leadership a shared view of which male segments to prioritise and what it would take to earn them.
