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Case
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Reference no. 9-523-013
Subject category: Marketing
Authors: Shunyuan Zhang (Harvard Business School); Sharon Joseph (CREWASIS); Sunil Gupta (Harvard Business School); Julia Kelley (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2022
Version: 1 June 2023
Length: 36 pages
Data source: Published sources
Topics: Digital marketing; Innovation; Internet; Inventions; Marketing channels; Marketing strategy; Social marketing
Share a link: https://casecent.re/p/192169
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Abstract

In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized, as a range of brands started offering digital products for sale to users. Given the importance of how physical UGGs felt on wearers feet, how should the company think about its metaverse operations?
Location:
United States
Industries:
Apparel accessories; Information technology industry
Size:
Fortune 500
Other setting(s):
2022
Teaching note
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Reference no. 5-524-075
Subject category: Marketing
Authors: Shunyuan Zhang (Harvard Business School); Sunil Gupta (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2024
Version: 29 February 2024
Length: 16 pages
Data source: Published sources
View full details

About

Abstract

In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized, as a range of brands started offering digital products for sale to users. Given the importance of how physical UGGs felt on wearers feet, how should the company think about its metaverse operations?

Settings

Location:
United States
Industries:
Apparel accessories; Information technology industry
Size:
Fortune 500
Other setting(s):
2022

Related

Teaching note
-
Reference no. 5-524-075
Subject category: Marketing
Authors: Shunyuan Zhang (Harvard Business School); Sunil Gupta (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2024
Version: 29 February 2024
Length: 16 pages
Data source: Published sources
View full details