Deckers needs to do something fast to prevent confusion in the market place thus ensuring that the name UGGS is associated with quality products and not controversy.
Just because Deckers has had their trademark revoked in Australia doesn't mean that they shouldn't be as persistent in policing their marks in the EU and the US. One of the major problems for them is going to be with selling on the internet. As we have recently discovered, one of their competitors will sell to the EU from a confusingly similar website in Australia. Although there is not much they can do about the domain name: UGGBOOTSFORALL.COM.AU because of the status of UGG as a trademark in Australia, but they can get them to stop selling to the European and American markets. Just because the website and the boots are not an infringement in Australia doesn't mean that they are not in other jurisdictions where Deckers still owns the trade marks for UGG.
Many consumers in these markets have probably bought the boots thinking that they were buying boots from Deckers and not from some random Australian boot company which is producing a lower quality boot.In the past decade there has been a lot of controversy over whether UGG is a brand name or a geographical indicator for a type of boot.
