Ugg to Ego - The Trickle-Down Theory

#fashion #ugg #ego #shoes #boots #fashiontheory #theory #platform #ultraminiugg #influencers #bellahadid

The trickle-down effect is a fashion theory that follows the distribution of fashion, and how higher-income societal groups influence lower-income groups to purchase garments or follow general trends.

It is important to note that this theory is used a lot throughout advertising on social media by influencers or celebrities, to promote certain products such as trending clothing items. A perfect example of this is Bella Hadid wearing the ultra mini platform Ugg boots.

Image from byrdie.com

Bella Hadid is a great example of the trickle-down theory in motion. Although this was not used as an advertisement tactic, the viral images of her were posted amongst many online magazine platforms as well as spreading hugely across TikTok and Pinterest.

The specific colour of Hadid’s Ugg boots are still very difficult to find and usually out of stock after the initial images were taken in October, other than on re-seller sites where the prices are higher than retail.

Chestnut Ultra Mini Platform Ugg Ugg Website Link - https://www.ugg.com/uk/classic-ultra-mini-platform-boot/1135092.html

Chestnut Ultra Mini Platform Ugg StockX Link - https://stockx.com/en-gb/ugg-classic-ultra-mini-platform-chestnut-w

After this picture of Hadid went viral, and Ugg’s immediately sold out the highly sought-after boots, different companies decided to create their own version but cheaper. This idea completely follows the trickle-down theory, as brands created their own version of a popular item that was being worn by a high-income influencer, to allow lower-income consumers to purchase their items at a lower price point.

Ego Shoes created their own version of the ultra mini platform Ugg’s, with very similar colours, specifically the chestnut option Hadid wore. Ego’s shoes are faux fur and faux suede, making them a vegan alternative to the Ugg boot as they still use sheepskin.

Ego Pumpkin Platform Sole Faux Fur Lining Ultra Ankle Boot (Chestnut) Link - Link - https://ego.co.uk/aah105-pumpkin-platform-sole-faux-fur-lining-ultra-mini-ankle-boot-in-chestnut-faux-suede.html?gclid=CjwKCAjwiOCgBhAgEiwAjv5whM2HqFJ7Toi4PCN83V85-yyr3xIuYVyuDK0s8GxqzuXfZWFixuI7OBoCAMcQAvD_BwE

However, although Ego is now regarded as a vegan, cheap alternative to Ugg, they are not a more sustainable or long-lasting option. Ego is known to focus on creating and distributing online fast-fashion trends that grow in popularity through social media. As mentioned in the Daily Mail, cousins Adeel Fiaz and Usman Riaz, have created this Manchester-based empire by specialising in ‘quality trend-led footwear at an affordable price.’ The company has been established within celebrity and influencer circles across the globe, including Kendall Jenner, Little Mix, Khloe Kardashian, and many others.

Due to Ego being an established and ever-growing brand, the company will continue to supply shoes and clothing to influencers and celebrities, feeding into the trickle-down theory. In March 2023, @egooffical currently have 3 million followers on Instagram, and are always adding to the brand’s huge list of ambassadors, influencers, and celebrity supporters. The company has also been known to replicate or take influence from luxury brands, such as the iconic Hermès Birkin. The Birkin usually retails for £7,000-£9,500, and buyers cannot purchase straight from Hermès boutiques but instead must follow the company’s long set of strict rules, which includes waiting lists (that can stretch up to six years!) Ego instead have created their ‘Oak’ Bag, which is £30, and to the naked eye could pass as a ‘dupe’ for the Birkin.

Ego Post Via Instgram @egooffical

Screenshotted Image from Hermes.com

The trickle-down theory is hugely evident within today’s society, and will only continue to grow in the next few years with the improve of influencer marketing.