Once upon a time, two women created the cutest velour hoodies and matching drawstring pants. The line was called Juicy Couture and every starlet in Tinseltown had to have one. Soon after, so did the rest of the world. Now the once little brand has blossomed into a fashion empire, complete with clothing, shoes, jewelry, handbags, and most recently, fragrance. Adopting the whimsical, feminine charm that makes the label`s clothing and accessories so irresistible, the signature fragrance offers brand loyalists and newcomers alike another way to dress in Juicy Couture.
Sure to be as popular as their fashion line, Juicy’s freshman fragrance, Juicy Couture Eau de Parfum and Parfum, created by perfumer Harry Fremont, just recently launched (August, 2007). The scent features such olfactory goodies as watermelon, mandarin, pink passion fruit, marigold, green apple, water hyacinth, tuberose absolute, wild rose, princess lily, caramel crème brulée, vanilla and patchouli aromas. The designers describe the fragrance as "like something Barbie might wear," personifying youth and vitality.
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 the girls 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; 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. Juicy Couture then became a brand known around the world for the image of being the outfit of the "new money".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.
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."
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."
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. Former Vogue accessories director Michelle Sanders was also hired to handle new licenses for jewelry, handbags and swimwear.
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