Like eating too much ice cream on a hot day, or listening to your favorite song too many times in a row, sometimes it's a brand's gotta-have-it-now factor that ends up halting its growth.
It's a problem that's all too common in the retail industry.
After driving years of strength at Abercrombie & Fitch, the teen retailer said last week that its U.S. clothing will no longer bear the logos that once gave it a leg up over competitors. Once renowned for bringing a sense of luxury to the masses, overdistribution at Coach has caused sales at the leather goods company to plummet. Meanwhile Crocs, famous for its amphibious footwear, is strategizing ways to get the business back on track after seeing its stock price slashed.
So how has UGG—once regarded by Wall Street as just another fad—managed to keep its brand relevant among a fickle consumer base? Angel Martinez, CEO of UGG's parent company Deckers, told CNBC it doesn't come down to chasing the latest trend. Instead, it's about focusing on comfort.
"We're not in the fashion business, per se," Martinez said in UGG's backstage lounge at New York Fashion Week. "Fashion's a component of our business but in this show here, people live and die by fashion… All of our brands deliver a functional benefit and that makes a huge difference."