Ugg, a division of Deckers Brands, is increasing its efforts to aid customers in identifying counterfeit products and recognize misleading marketing and call-out online websites during the particularly popular buying season by sharing a list of tips ahead of the holiday.

“With nearly 50 percent of purchases this season being made online, counterfeiters have taken notice and have adjusted their approach in the hopes of misguiding consumers,” said Lisa Bereda, assistant general counsel, Deckers Brands. “As a customer-centric brand it is our responsibility to safeguard the loyalty of our community. We are committed to exposing counterfeit tricks, educating our customers and taking swift legal action when and how we can.”

When shopping on or offline Ugg urges customers to follow these guidelines to help ensure authentic purchases:

  • If the prices seem too good to be true, they probably are.
  • The website contains spelling errors or suspicious contact information.
  • The quality of the product is low, such as synthetic linings, stiff outsoles or sloppy stitching.
  • Buy from trusted sources only, and pay close attention to URLs throughout browsing.

Photo courtesy Ugg