The Juicy Couture clothing line is aimed at young women looking for fashionable clothes at reasonable prices. Juicy's offerings range from sportswear to casual clothing, and all have a fresh and modern twist. The line is sold at department stores, upscale clothing boutiques and at the company's own stores, which are quickly expanding around the globe.
Juicy Couture was founded in 1994 by two women from Pacoima, California, named Gela Nash-Taylor and Pamela Skaist-Levy. Both loved fashionable clothing but like many young women, they were unable to afford the major brands. They founded Juicy Couture with the intent to sell casual and athletic clothing that was comparable in quality to the couture brands but was affordable to the average woman. The 2 women started the line with a shoestring budget and, as a result, it took 2 years to get the company off the ground. By 1996, they had produced a line of clothing and were ready to start selling.
Spreading the Word
To help market their new line, Nash-Taylor and Skaist-Levy decided to first make the brand a success with celebrities. They created a velour tracksuit, which would become a popular Juicy trademark, and embroidered it with the word "Madge." This tracksuit was sent to Madonna in 1996, who was photographed wearing it soon after. The public took notice and began to seek out Juicy's products. Using an exclusive deal with Neiman Marcus, Juicy Couture's clothing line became available to the public. Product quickly sold out across the country.
Through the 1990s and the early 21st century, Juicy Couture's founders focused on building the brand. The company's products, including the ever-popular tracksuits, continued to be sold exclusively through Neiman Marcus. In 2003, Juicy was sold to Liz Claiborne, a company specialising in women's clothing. Though Nash-Taylor and Skaist-Levy stayed on as company presidents, the sale brought about a major expansion in the brand. That same year, the first Juicy Couture store was opened at Caesars Palace in Las Vegas. By 2006, the company had opened 16 more stores across the United States. Since that time, Juicy Couture stores have opened in Asia, Europe and the Middle East. In 2007 and 2008, the company launched 2 flagship stores in New York City and Beverly Hills.
Every Juicy Couture item is stitched with the company logo, which features 2 Scottish terriers and the words "Love P and G," which represents the founder's first names. In 2006, Procter & Gamble threatened a lawsuit against Juicy Couture over the use of the "P and G" in the company's logo. Rather than fight a court battle, Juicy's founders decided to change the logo a bit, so that it now reads "Love, G and P." This satisfied Procter & Gamble, who dropped the threat of legal action.
The purchase of Juicy Couture by Liz Claiborne in 2003 led to a major expansion of the line. In 2004, a series of fragrances and accessories were added. In 2005, Juicy added a line of designer shoes and handbags, which quickly became a celebrity phenomenon, much like the company's tracksuits. The next few years brought a men's and children's line, as well as a range of Juicy cosmetics. In response to critics who point out the small range of sizes offered by the company, Juicy released a plus size line in 2008, which they called "Extra Juicy." The Extra Juicy line is being sold exclusively at Nordstrom.