Juicy Couture

Juicy Couture is a contemporary line of both casual and dressy apparel based in Arleta, California, founded by Pamela Skaist-Levy. Now owned by the Liz Claiborne fashion company, Juicy is known for their terrycloth and velour tracksuits as well as other clothing and accessories.

The line is sold in upscale department stores (Bloomingdale's, Lord & Taylor, Nordstrom, Neiman Marcus, and Saks Fifth Avenue), 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 ages 14–26. Juicy Couture also has a line of men's clothing and accessories.

Background

In 1994, Gela Nash-Taylor (née Gela Jacobson) and Pamela Skaist-Levy, both residing in Pacoima, California, decided to create their own fashion label. Their aim was to create 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. Madonna, 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 00's). 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.

Today, Juicy Couture's women's clothing remains generally the same, although the company now carries men's clothing, cosmetics, jewelery, handbags, and children's clothing. Liz Claiborne 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 2008, Juicy Couture released a plus-size line called "Extra Juicy". It was originally a Nordstrom exclusive, but is now widely available.

In June 2009, the menswear designer left Juicy Couture, thus the company halted production on their men's line.

Slogans & Symbols

Juicy Couture is known for its large amount 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", "Bundle Up, Wear Juicy", "The Joy Only Bling Can Bring", "Peace, Love, and Juicy", "Let Them Eat Couture", "Have a Juicy Day", "Some Girls Have All the Juicy", "Dude, Where's My Couture?", "Choose Juicy", "Queen Couture", "Prep It Up Juicy Couture", "Couture is Here", "Kiss My Couture", "I just want Couture", "Crimes of Couture" and "It's Exhausting Being This Juicy".

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 & Gamble corporation.

The company has received a lot of negative criticism for its slogans from several organizations and parents. Juicy Couture is known for having their slogans, as well as the single word "Juicy" across the back of their tracksuit pants, which has been deemed as sexually provocative by many.