Juicy Couture is a contemporary line of both casual and dressy apparel based in Arleta,
Los AngelesLos Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...
,
CaliforniaCalifornia is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
founded by Pamela Skaist-Levy and Gela Nash-Taylor in 1996. It was later purchased by the
Liz ClaiborneAnne Elisabeth Jane "Liz" Claiborne was a Belgian-born American fashion designer and entrepreneur. Claiborne is best known for founding Liz Claiborne Inc. which in 1986 became the first company founded by a woman to make the Fortune 500...
fashion company, Juicy Couture is known for their signature
velourVelour or velours is a plush, knitted fabric or textile. It is usually made from cotton but can also be made from synthetic materials such as polyester. Velour is used in a wide variety of applications, including clothing and upholstery....
tracksuits as well as other clothing and accessories.
The line is sold in upscale department stores (
Bloomingdale'sBloomingdale's is an American department store owned by Macy's, Inc. .Bloomingdale's started in 1861 when brothers Joseph and Lyman G. Bloomingdale started selling hoop-skirts in their Ladies Notions' Shop on Manhattan's Lower East Side...
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Gus MayerGus Mayer is a Birmingham, Alabama based, family-owned, upscale specialty department store that caters to upper-end clientele and is known for its high-end fashions. The two-store chain is owned by the Pizitz Management Group...
,
Lord & TaylorLord & Taylor, colloquially known as L&T, or LT, based in New York City, is the oldest upscale, specialty-retail department store chain in the United States. Concentrated in the eastern U.S., the retailer operated independently for nearly a century prior to joining American Dry Goods...
,
Bergdorf GoodmanBergdorf Goodman is a luxury goods department store based on Fifth Avenue in Midtown Manhattan in New York City. The company was founded in 1899 by Herman Bergdorf and was later owned and managed by Edwin Goodman, and later his son Andrew Goodman....
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NordstromNordstrom, Inc. is an upscale department store chain in the United States, founded by John W. Nordstrom and Carl F. Wallin. Initially a shoe retailer, the company today also sells clothing, accessories, handbags, jewelry, cosmetics, fragrances, and in some locations, home furnishings...
, Nordstrom Rack,
Neiman MarcusNeiman Marcus, formerly Neiman-Marcus, is a luxury specialty retail department store operated by the Neiman Marcus Group in the United States. The company is headquartered in the One Marcus Square building in Downtown Dallas, Texas, and competes with other department stores such as Saks Fifth...
, Cusp, Last Call Neiman Marcus, and
Saks Fifth AvenueSaks Fifth Avenue is a luxury American specialty store owned and operated by Saks Fifth Avenue Enterprises , a subsidiary of Saks Incorporated. It competes in the high-end specialty store market in the Upper East Side of Manhattan, i.e. 'the 3 B's' Bergdorf, Barneys, Bloomingdale's and Lord & Taylor...
), as well as Juicy Couture flagship stores and boutiques. Juicy Couture is marketed as a high-end clothing line at an affordable price, and is aimed at women and girls aged 10–26. Juicy Couture also has a line of men's clothing and accessories. Since Spring 2009 (southern hemisphere), Juicy Couture has discontinued its Men's Line "Dirty English". Juicy Couture also has clothes and accessories for children, babies and pets.
Products
The founders of Juicy Couture (Pamela Skaist-Levy and Gela Nash-Taylor) have slowly introduced new merchandise lineup. In 1999, they introduced jeans to their product line called Juicy Jeans. In 2001, they introduced track suits, the item that the company is most famous for. These tracksuits come in a variety of colors made of velour, terry cloth, fleece, or cashmere, and consist of low riding draw string pants and a zip-up hoodie. In 2002, Juicy Couture added collections for men and children. In 2004, bathing suits and accessories for women, including shoes and jewelry, were also added to the Juicy line. Today, Juicy’s offerings range from perfume, socks, and handbags to toiletries, diaper bags, and dog accessories.
All of the Juicy Couture items are manufactured with the company signature logo, two highland terriers holding a shield bearing three hearts and Love G&P (for Gela and Pamela). A crown lies overhead, while a Juicy Couture banner flutters above the slogan, "Made in the Glamorous USA."
Background
In 1995, Gela Nash (before marrying
Duran DuranDuran Duran are an English band, formed in Birmingham in 1978. They were one of the most successful bands of the 1980s and a leading band in the MTV-driven "Second British Invasion" of the United States...
's John Taylor) and Pamela Skaist-Levy, both residing in Pacoima, California, decided to create their own fashion label, Travis Jeans, selling maternity pants. In 1996 the girls changed the name to Juicy Couture, the aim was to create girly apparel and a label equal to that of other major labels, but to be more affordable to the general public (although this is no longer the case, as most of their apparel is priced at more than $100 USD). Their line, which they called "Juicy Couture," was to include a variety of athletic and casual wear, most notably the velour tracksuit that won Juicy Couture a great deal of popularity. Taylor and Levy did not have much money with which to start their label, thus leading to a slow start-up of the company. In 1996, after establishing their company and needing to get the brand in the public eye, the women sent their completed designs to celebrities.
MadonnaMadonna is an American singer-songwriter, actress and entrepreneur. Born in Bay City, Michigan, she moved to New York City in 1977 to pursue a career in modern dance. After performing in the music groups Breakfast Club and Emmy, she released her debut album in 1983...
, credited with turning the velour tracksuit into a trend, was sent a track suit with "Madge" embroidered on it (Juicy Couture rarely uses "Madge" on their clothing anymore). Madonna was seen wearing the tracksuit, and the company became a success almost instantly. Juicy Couture was a very limited brand, being available at very few locations such as Neiman Marcus; the company did not establish exclusive boutiques and flagship stores until the late 2000s. Around 2004, the velour tracksuit once again became very popular, and Juicy Couture then became a worldwide known brand.
In 2006, Taylor and Levy introduced a new line called "Couture Couture" consisting of 20 pieces and higher prices. This line reflects the new lifestyles of the two fashion designers, only carried in high ended stores. The first collection of loungewear and sleepwear by Choose Sleep by Juicy Couture Intimate Apparel was introduced in 2008.
Today, Juicy Couture's women's clothing remains generally the same, although the company has expanded to include cosmetics, jewellery, handbags, and children's clothing. In 2008, the company added a plus-size line called "Extra Juicy". It was originally exclusive to Nordstrom stores, but is now widely available. The company also produced a men's line, but halted production in June 2009 when the menswear designer left the company. The company's only mens offering is now Dirty English by Juicy Couture fragrances which have been bought by Maria and shave lotion.
Liz ClaiborneAnne Elisabeth Jane "Liz" Claiborne was a Belgian-born American fashion designer and entrepreneur. Claiborne is best known for founding Liz Claiborne Inc. which in 1986 became the first company founded by a woman to make the Fortune 500...
is reported to have sold $258 million worth of Juicy Couture merchandise in the first six months of 2008 despite the almost worldwide recession.
In addition to the fashion line, Juicy's freshman fragrance, Juicy Couture Eau de Parfum and Parfum, created by perfumer Harry Fremont, launched in August 2007. The designers describe the fragrance as "like something Barbie might wear," personifying youth and vitality.
Slogans and symbols
Juicy Couture is known for its large number of slogans and symbols. The company has never used one single slogan at any particular time, except for slogans that are attached to a certain product, such as "Viva La Juicy," and the Viva La Juicy perfume.
Their other slogans include "For Nice Girls Who Like Stuff", "Eat Candy", "Smells Like Couture", "Be Juicy",
"Cupid Couture", "Viva la Juicy", "Juicy is Forever",
"Her Royal Juicyness", "Wake Up And Smell the Couture", "Go Couture Yourself", "Cupcake Couture", "Juicy, Love to Love",
"Bundle Up, Wear Juicy", "The Joy Only Bling Can Bring", "Peace, Love, and Couture", "Let Them Eat Couture", "Have a Juicy Day", "Some Girls Have All the Juicy", "Blame It On Juicy", "Dude, Where's My Couture?", "If you can read this, you're too close Juicy Couture", "Choose Juicy", "My dog is better than your dog",
"Queen of Couture", "Prep It Up Juicy Couture",
"Couture is Here", "Kiss My Couture", "I just want Couture", "Crimes of Couture",
"Tastes Like Couture", "It's Exhausting Being This Juicy", "Do the Don't", "Will Work for Juicy",
"You Outta Be Juicy", "My Juicy brings all the boys to the yard!", "Fly me to Couture", "Juicy Made Me Do It", "Juicy Royalty"
Their signature Juicy crest, as well as the phrases "Love, G&P" (formerly "Love P&G") are stitched on the inside tag of each item of Juicy apparel, as well as the shopping bags used at the boutiques and flagship stores. The order of the initials changed in early 2006 after a lawsuit by the
Procter & GambleProcter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
corporation.
Headquarters
The headquarters of Juicy Couture are located in an industrial area in Arleta,
Los AngelesLos Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...
,
CaliforniaCalifornia is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
.
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