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Buyers still gripped by the power of Ugg

Jan Shutt

Ugg is still huge business. Will we all get caught out when the bubble bursts?

We have had to write several letters of support to help customers try to reclaim their money for Ugg boots purchased online that were fake. Our advice to the customer was that they could also make a claim to their credit card provider, citing Section 75 of the Consumer Credit Act - if the goods cost more than £100 and were bought with a credit card. The card provider is jointly liable with the retailer, including for overseas purchases.

Each pair of Ugg boots purchased should contain a certificate of authenticity: the sole is imprinted with the Ugg logo and the logo on the boot has a large G in the middle of the word Ugg. In some cases the art to deceive has been to put the fake boots into an authentic Ugg box.

Ugg is still huge business, with customers on waiting lists for deliveries. Will we all get caught out when the bubble bursts?

Each season I feel nervous about increasing the order and each season I wish I’d tripled it. Some clever - or you could say greedy - retailers sell their knitted Cardy boots, which have a recommended retail price of £110, for £149. When challenged that the price is inflated, the reply is: “Take it or leave it. If you don’t buy them someone else will”.

For autumn 10, each store has been given an allocation of how many of Ugg’s Classic style it can have. I can only assume this is to restrict availability and make the product even more desirable.

When the bottom dropped out of the hot pants craze in 1972, I was left with stock I could only use for zips and buttons, so I don’t want to repeat this mistake.

I admire the retailers that believe in any product so much that they, financially, stick their neck on the line and make a killing. Perhaps I’ll never make as much money but I hope to be a survivor.

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