Juicy couture

By Adrian Adamson, Jenn Thach, Ivie Enoma

• Quiz

• Video

• Did You Know…

• Timeline

• PADR

• Marketing Mix

• Perceptual Map

• Brand Prism

• Financials

• 5 Problem Definition

• Social Media Strategy

• Attack Strategy

• Recommendations

• Sources

What state was Juicy Couture founded?

A. New York

B. Ohio

C. Texas

D. California

Which one of these celebrities was NOT seen in Juicy Couture?

http://www.youtube.com/watch?v=JBEX_uXFMn8

Was founded by

Pamela Skaist-Levy (left) and Gela

Nash-Taylor (right)

Started their partnership with

Tarvis Jeans, a maternity wear.Founders of Juicy Couture started a new line call ‘Pam & Gela’ that was launched in

March 2014

Pamela Skaist-Levy

and Gela Nash-

Taylor met in

1988 at Diane

Merrick boutique in

Los Angeles

Juicy Couture was

founded in 1995

In November 2000, their

colorful and fitted T-

Shirts were featured in

People’s magazine.

The partner sold Juicy to Fifth

& Pacific Company Inc.

(formally known as Liz

Claiborne) in April 2003 for

$23.1 million.

Launched their

famous

tracksuit in

2001

In November 2003, Juicy released their line of handbags and accessories.

Spring/Summer

2003 Juicy

included new

lines such as:

Down Dog

Couture Yoga,

Menswear,

Swim, Baby,

and Sleepwear

In April 2006, they

opened stores in

Japan with Tokyo as

their flagship.

In February 2007,

Juicy Couture opens

their first European

flagship in Milan, Italy.

Juicy left Kate Spade Inc.

(Formally known as Fifth &

Pacific Company Inc.) in

2010

Juicy hired

Erin

Fetherston

to create a

dress

collection

for the 2010

Holiday

Season.

Juicy announced that

they will close all their

stores in USA by the

end of Summer 2014

Pam and

Gela

released their

novel in May

2014In September 2014,

Juicy Couture launched

their line in Khol’s

Juicy

Couture

was sold for

Authentic

Brands

Group for

$195 million

in Fall 2013

PRICE

• Clothing: $40-$500

• Handbags: $98-$330

• Accessories: $$28-$500

• Accessories:$20-$135

PRICE• JuicyCouture.com

• Khol’s Retail Outlets

PRODUCT

• Women’s clothing

• Girl’s Clothing

• Sports Clothing

• Velour Track Suits

• Handbags & accessories

• Fragrances

• Jewelry & Watches

PROMOTION• Holiday Promotions

• Email Promotions

• Sales on casual clothing

(graphic tees, etc.)

More Conservative

More Sexy

High EndLow End

What• Girly and glamourous

• Pamela Skaist and a Gela

Nash

• Pacoima, Los Angeles,

California

• Bright and eye-catching

clothing

• To dress the world in the

casual, easy California lifestyle

• Started as a boutique for

maternity pants

When• Fun nights out (with friends,

family or significant other)

• Relaxing at home

• Casual exercise (going to

classes or running errands)

• Bought during specified

shopping trips

For Whom• Young women ages 10-26

• Women that want to look

feminine/bold/sexy

• Women with confidence &

style

Against Whom• Conservative, middle aged

and elder women

• Self conscious women with no

fashion sense

Started with

$200

Sold for

$23.1 million

Sold for

$195 million

http://vimeo.com/57656427

1

2

3

Didn’t adopt to new fashion trends but opt to sticking

with the same old styles that succeeded during its

heyday.

Juicy opened over 100 store outlets in the course of a few

years. With the decline of the brand, the company had no

choice but to close all of the stores in USA

By launching their line and partnership with Khol’starnished the brand, cheapened the look, and hurt the

image and demand eroded.

4

5

Erin Fetherston was hired to design a new collection of

dressed for the holiday season in 2010, however “retailers

alleged that the designs were stale.”

Juicy Couture did not successfully utilize the social media

and has been M.I.A for the past year or two.

94K

39K

419K

Stylist Magazine

33K

1.7M

40K

1.1M

1M

58K

Sincerely Jules Steve Madden

2,650,700 likes 158,000 followers

4,089 subscribers

1,571,420 followers 29,345 followers

1,400,000 followers

Use the Bypass Attack Strategy

• Expand on Emerging Markets

• Further Develop Accessories Line

Cancel operations

within Kohl's 1

1. Kohl's

2. Design

3. Products

4. Foreign Markets

5. Demographic

Improve Velour Track

Suit Designs 2

Promote and

highlight other

popular products 3

Dominate Asian

Market 4

http://youtu.be/bRn0esEX5iw

Narrow demographic

4• Sexy, Bold and Confident

Brand

• Should be for women ages

16-26

Ariana Grande

• Embodies the Juicy Couture image:

young, feminine, confident and sexy

• Large fan base with women of various

demographics

• Well known pop star

• Stylish and likeable

• Relatable

Over 23K likes

20.4 million followers

Over 21K followers

• http://nymag.com/thecut/2010/09/department_stores_are_dropping.html• http://www.fashionunited.co.uk/news/juicy_couture.htm• http://www.businesswire.com/news/home/20140910005217/en/Juicy-Couture-Nationwide-Kohl%E2%80%99s-Department-

Stores#.VH0trqTF-lJ• http://www.glamour.com/fashion/blogs/dressed/2014/03/meet-pam-and-gela-a-new-line-f• http://www.style.com/fashion-shows/spring-2015-ready-to-wear/pam-gela• http://www.referenceforbusiness.com/history2/43/Juicy-Couture-Inc.html• http://www.vogue.co.uk/brand/juicy-couture• http://www.huffingtonpost.com/2014/06/27/juicy-couture-founders_n_5534758.html• http://www.forbes.com/sites/walterloeb/2014/07/03/juice-couture-shutters-its-doors-can-it-be-reinvented/• http://www.philly.com/philly/blogs/style/Juicy-Couture-taps-Steve-Madden-for-shoe-collaboration.html?c=r• http://www.businessoffashion.com/2013/12/the-rise-fall-and-future-of-juicy-couture.html• http://www.zacks.com/stock/news/111167/fifth-amp-pacific-to-sell-juicy-couture• http://www.marketwired.com/press-release/imaginex-authentic-brands-group-create-long-term-partnership-accelerate-

growth-juicy-1927392.htm• http://red-luxury.com/brands-retail/juicy-couture-to-accelerate-china-growth-as-lifestyle-brand-24049• http://jingdaily.com/juicy-couture-seeks-greener-pastures-in-asia/• http://www.scmp.com/business/companies/article/1551765/china-market-play-big-role-revival-juicy-couture• http://fortune.com/2014/07/08/juicy-couture-china/• http://sincerelyjules.com/travel