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Juicy Couture - putting fun into fashion
Sassy, flirty and a bit tongue-in-cheek, Juicy Couture is the
ultimate girlie girl brand. Made famous when Madonna was photographed in a Juicy
velour tracksuit with “Madge” emblazoned across the back, the brand has become a
multi-million dollar success. Created by dynamic duo Gela Nash-Taylor and Pamela
Skaist-Levy, the Juicy Couture brand features a collection of products including
women’s casual wear, men’s wear, a high end couture line, computer accessories,
handbags, fashion for pets, and Juicy Couture perfume.
Nash-Taylor and Skaist-Levy were working as an actress and
costume designer, respectively, before they joined forces to create a fun and
whimsical brand. After dabbling in maternity wear, they turned to designing
casual wear that was comfortable yet still sexy. After a relatively slow start
to their business, things picked up after they sent their designs to celebrities
in hope of attracting some press. The PR move turned out to be a huge success,
and with Madonna leading the Juicy bandwagon, celebrities and the public went
crazy for Juicy Couture.
Consisting of athletic wear and casual wear (including the
signature velour tracksuits), Juicy Couture built a strong base marketing to
young women aged 14-26. The brand used coy phrases on their garments, along with
the signature “Juicy” emblazoned on the back of their track suit bottoms to
create a distinguishable brand image. While the teenage market bought into this
identity with great enthusiasm, there were some who felt that the phrases were
too suggestive, especially for a market aimed at young girls. Parents and well
as conservative groups such as Pure Fashion have attacked Juicy’s slogans such
as “Kiss My Couture”.
Juicy boutiques have expanded from the flagship Rodeo Drive
shop to outlets all over the world including Dubai, Australia, and the Far East.
Despite the criticisms, the brand has continued to develop, adding a menswear
line (Dirty English), a women’s couture line which features high end evening
wear, baby wear, clothing for pets, intimates, handbags, accessories, computer
gadgets and fragrances.
Juicy Couture perfume for women is a soft oriental scent that
featuring watermelon, passion fruit, apple, rose and lily along with caramel,
vanilla and patchouli. Described as a romantic and precious scent, Juicy Couture
EDP will please the girlie girl who loves sweet fragrances. Dirty English, the
men’s fragrance, is filled with notes of peppered mandarin, leather, wood and
musk. Aimed at the ‘bad boy’, this enticing scent is complete with a bottle that
features a leather cord and chain that doubles as a bracelet. Along with the
fragrance line, Juicy Couture is venturing into cosmetic products with its
collection for beauty giant Sephora “Juicy Loves Sephora”. A full range of
travel accessories in the signature Juicy style is available, along with various
body creams, shimmer powders, candles and rings and pendants.
From its beginnings as an athletic line aimed at teenagers to
a full collection of clothing and accessories that appeals to women of all ages,
Juicy Couture is defying the economic slowdown by continuing to enjoy success
and growth. Kitschy, fun and whimsical, the Juicy brand is creating fashion
history with its charming approach to clothing and accessories.
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