Juicy Couture

Juicy Couture
Subsidiary
Industry Fashion
Founded Pacoima, Los Angeles, California (1997)
Founder Pamela Skaist-Levy and Gela Nash-Taylor
Headquarters Arleta, Los Angeles, California, United States
Products Clothing
accessories
perfumes
Revenue $19.50M[1]
Number of employees
 160[1]
Parent Authentic Brands Group
Website www.juicycouture.com

Juicy Couture is an American contemporary casualwear and dress clothing brand based in Arleta, Los Angeles, California. It was founded by Pamela Skaist-Levy and Gela Nash-Taylor in 1997[2] and was purchased by the Liz Claiborne fashion company. Juicy Couture has turned into a global seller with their signature velour tracksuits and other fashions that span clothing, handbags, shoes, intimates, swimwear, fragrance, accessories, sunglasses, yoga and babywear.[3]

History

Juicy Couture was started by two friends in 1995. Gela Nash (before marrying Duran Duran'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 they changed the name to Juicy Couture.

All Juicy Couture items are manufactured with the company signature logo: two highland terriers holding a shield bearing three hearts and Love P&G (for Pamela and Gela). A crown lies on top along with a Juicy Couture flowing banner.

From 1996, after establishing their company and needing to get public attention for the brand, Nash and Levy started to send their completed designs to celebrities. In 2001, the famous Juicy tracksuit was introduced and custom designed for Madonna;[4] and Madonna turned the velour tracksuit into a trend. The public appearance of clothes by celebrities made the brand famous almost instantly. Madonna was the first big break through celebrity endorsement for the company. Later, in 2004, the velour tracksuit once again became very popular among celebrities such as Jennifer Lopez, Britney Spears, and Paris Hilton.[5] Juicy Couture then became a brand known around the world for the image of being the outfit of the "new money".[6] Juicy Couture, which was a very limited brand being available at very few locations until the late 2000s.

In 2003 Fifth & Pacific Companies, Inc. (Formerly Liz Claiborne Inc.) acquired the company. In 2010, Juicy Couture tapped LeAnn Nealz as Chief Creative Officer and President to guide the brand into its next phase of growth, while preserving the style. Best known for their tracksuits to its status as a luxury icon.[7][8]

An informed "guesstimate" put Juicy sales at about $200 million in one year. Vogue noted the company's growing – even exploding – popularity, saying, "The time may have come when Seventh Avenue's lofty vantage point suddenly seems less relevant than the ground-level perspective of the designer as consumer."[9]

Although the company hired consultant Erin Fetherston to design a new collection of dresses to launch the holiday season, retailers alleged that the designs were stale, on top of the fit issues noted in October 2010. Many major retailers have either dropped Juicy Couture clothing or cut back on orders for the fall season. WWD breaks down the losses: "A spot check of stores revealed that Saks Fifth Avenue dropped the Juicy Couture line at the New York flagship for fall; Lord & Taylor dropped the brand from all of its doors; Bloomingdale's flagship cut way back on its Juicy department on the contemporary floor; Nordstrom passed on the clothing line for fall; Bergdorf Goodman no longer carries the line, and Neiman Marcus has dropped the line in several stores, such as White Plains, N.Y. and Beverly Hills."[10]

On November 1, 2010, LeAnn Nealz was named President and Chief Creative Officer. In this position, she would be responsible for all creative elements of the business including product design, marketing and store design and will report to Edgar Huber, chief executive officer of Juicy Couture.[11] Former Vogue accessories director Michelle Sanders was also hired to handle new licenses for jewelry, handbags and swimwear.[12]

Sale

On October 7, 2013, Fifth & Pacific, Inc. announced that they would sell Juicy Couture to Authentic Brands Group for $195 million.[13] In June 2014 the company was reported to be closing all its stores in the United States, with the closure expected by the end of June 2015. The company's 60 international stores would remain operating. In September 2014 Juicy Couture began being sold in Kohl's in the United States.[14]

References

  1. 1 2 Profile: Juicy Coulture - Hoover's
  2. ↑ "The History". Juicycouture.com. Retrieved 2012-05-24.
  3. ↑ "About". Juicy Couture. Retrieved 2012-05-24.
  4. ↑ "Juicy Couture: A Fairy Tale for Every Age" (PDF). Retrieved 2012-07-11.
  5. ↑ "How to Bottle a Generation" (PDF). Retrieved 2012-07-11.
  6. ↑ "Old Nantucket Warily Meets the New" (PDF). Retrieved 2012-07-11.
  7. ↑ "Juicy Couture". Retrieved July 10, 2012.
  8. ↑ "History of Juicy Couture". The Young Creator. 2012-01-24. Retrieved 2014-08-02.
  9. ↑ "Living in a Juicy World". Carnegie Mellon Today. Retrieved 2012-05-24.
  10. ↑ Odell, Amy (2011-04-19). "Department Stores Are Dropping Juicy Couture Clothing for Fall - The Cut". New York. Retrieved 2012-05-24.
  11. ↑ "Juicy Couture Names Leann Nealz President and Chief Creative Officer - NEW YORK, Sept. 29 /PRNewswire/". New York. PR Newswire. Retrieved 2012-05-24.
  12. ↑ Moore, Booth (2004-11-23). "Juicy Couture Success | The taste of success". Los Angeles Times. Retrieved 2012-05-24.
  13. ↑ "UPDATE 1-Fifth & Pacific sells Juicy Couture brand for $195 million". Reuters. October 7, 2013.
  14. ↑ Juicy Couture at Kohl's
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