Posted on: Sunday, December 14, 2003

Retailers run out of must-have boots

By Lorrie Grant
USA Today

Just when it seemed the holiday shopping season would be devoid of a must-have item — the kind that builds shopping enthusiasm and drives retail traffic — along came UGG Australia boots for women.

The only hitch: By the traditional shopping kickoff, nobody had any of the chic and shaggy sheepskin boots to sell.

Retailers didn't see it coming and are sold out nearly everywhere. There won't be more until February at the earliest — as late as June for the most popular styles and colors.

While the fleece-lined footwear has been around more than 25 years, UGGs increasingly have been seen this year on famous and fashion-forward feet — from Kate Hudson to Oprah Winfrey. Celebrity-driven trends often take off fast, leaving retailers scrambling to exploit them, but about the only place you'll find these $90-to-$185 boots is the gotta-have-it last resort: eBay (though bids for the popular pink have approached $400 in some cases).

There have been shoe rushes before: Timberland boots — the yellow, waterproof, ankle-high variety — were for hikers and utility workers until rap artists started sporting them and rapping about them.

But the rush for UGGs is in a class of its own. "I can't remember anything quite like this," says Michael Atmore, editorial director at Footwear News. And, he says, "Anything in limited supply has an extra appeal because you feel lucky to get your hands on it, which adds to the frenzy."

UGG Australia — a division of Goleta, Calif.-based Deckers Outdoor — was named brand of the year by Atmore's trade publication for its retail success.