신세계인터내셔날(총괄대표 김덕주)이 전개하는 글로벌 라이프스타일 브랜드 어그(UGG)가 올데이 프로젝트 영서와 함께한 2026 SS 샌들 화보를 전격 공개하며 여름 시장 선점에 나섰다. 패션 매거진 더블유 코리아를 통해 선보인 이번 화보는 겨울용 신발의 대명사로 각인되었던 어그가 계절적 한계를 극복하고 사계절 내내 소비자의 일상을 점유하려는 리테일 확장 전략의 일환으로 풀이된다.
최근 유통 업계에서는 특정 계절에 편중된 브랜드 이미지를 쇄신하기 위한 ‘카테고리 다변화’가 생존 과제로 떠올랐다. 어그는 지난 3년간 여름 샌들 라인업을 지속적으로 강화하며 비수기 매출을 전년 대비 약 20% 이상 끌어올리는 성과를 거두고 있다. 이번에 공개된 신제품은 ‘골든글로우 토글’과 ‘골든게이즈 토포스트’로, 실용성과 디자인을 동시에 잡는 데 주력했다.
주력 모델인 골든글로우 토글은 어그의 스테디셀러인 골든글로우를 현대적인 감각으로 재해석한 제품이다. 가벼운 무게감과 도톰한 플랫폼 아웃솔은 유지하되, 탈부착 가능한 토글 디테일을 적용해 소비자가 직접 신발 끈을 교체하거나 참(Charm) 장식을 더할 수 있는 커스터마이징 요소를 강화했다.
함께 출시된 골든게이즈 토포스트는 고급스러운 스웨이드 소재와 미니멀한 실루엣이 특징이다. 특히 고온다습한 한국의 여름 기후를 고려해 페퍼민트 향을 더한 레더 안감을 채택, 항균 및 냄새 방지 기능을 갖췄다. 화보 속 영서는 수트 셋업과 롱 드레스에 샌들을 매치하며, 캐주얼을 넘어 포멀한 영역까지 소화 가능한 샌들의 다각적인 활용도를 제시했다.
유통 전문가들은 이러한 어그의 행보가 단일 시즌 브랜드가 가진 매출 변동성 리스크를 성공적으로 관리하고 있다고 평가한다. 한 리테일 업계 관계자는 어그가 겨울 브랜드라는 고정관념을 깨고 기능성 EVA 소재와 디자인 차별화를 통해 여름 슈즈 시장의 강력한 대안으로 부상했다며, 브랜드 충성도가 높은 기존 고객층을 여름 시장으로 자연스럽게 유입시키는 전략이 주효하고 있다고 분석했다.
이번 2026 SS 샌들 컬렉션은 전국 오프라인 매장과 신세계인터내셔날의 공식 온라인 플랫폼인 신세계V에서 만나볼 수 있다. 향후 어그는 계절별 전문성을 강화하며 사계절 라이프스타일 브랜드로서의 입지를 더욱 공고히 할 전망이다.
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