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UGGs Season is Here, but Hoka is the Brand to Watch (DECK)

September 24, 2021

UGGs Season is Here, but Hoka is the Brand to Watch (DECK)

The leaves are turning, the air is getting colder, and consumers are talking about fuzzy boots -- UGGs Season is upon us.

As a result, Purchase Intent and Total Mentions for UGGs' parent company, Deckers Corp. (DECK), are showing seasonal strength, trending +112% QoQ on a 30-day moving average.

Although the UGG brand accounts for ~42% of DECK’s total sales, it’s overrepresented in Mention volume due to the iconic nature of the shoes; Mention volume in 2020 was further inflated by the premium placed on “comfy” clothing during the lockdown.

UGGs may occupy a larger space in the consciousness of the American public, but the "Hoka" brand (HOKA ONE ONE) has become the key growth driver for Deckers.

Over the past 2 years, Hoka's underlying consumer Demand growth and Happiness have vastly outperformed UGG and other peers in the footwear space, a phenomenon which has become apparent from DECK's earnings reports. Last quarterthe Hoka officially passed UGG as Deckers’ top-earning brand, with revenues up +95% YoY.
DECK also opened its first dedicated Hoka stores last month.
We featured DECK in a bullish alert sent to members in February of 2021, citing strong underlying data across the entire brand portfolio and its proven track record of revenue growth.

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