The Interview: UGG, VP of Global Marketing Carole Diarra

29 Sept

29 September 2022
The Interview
25 MINS LISTEN

Presented by

In this episode, host Karl McKeever is joined by the Vice President of Global Marketing for global lifestyle brand UGG, Carole Diarra.

UGG boots are back. But in truth, they never really went away. The brand has enjoyed several ‘fashion moments’ since it first rose to popularity back in the 1970s, and once again became one of the hottest (and the warmest) footwear trends of 2022.

Today, UGG is a two-billion-dollar company with numerous sales outlets worldwide. Building a modern brand means constantly evolving. For UGG that’s meant both a constant and progressive focus on cultivating a community, inclusivity, and brand delivery with authenticity – central tenets of UGG’s continuing success story.

Diarra reflects on how a brand can stay relevant in today’s uncertain times, and the enduring principles that make great brands stand out. She also shares the story of her own personal career journey that saw her spend 15 years in New York honing her skills at L’Oreal, before eventually settling in her current role (and into a new life) in Paris.

Recorded at Shoptalk Europe 2022

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