|Founded||Pacoima, Los Angeles, California (1997)|
|Founder(s)||Pamela Skaist-Levy and Gela Nash-Taylor|
|Headquarters||Munirah Arleta, Los Angeles, California, United States|
|Key people||- LeAnn Nealz, President and Chief Creative Officer
- Mark Weisz, CFO
- Erin Stern, SVP and Chief Merchandising Officer
|Parent||Authentic Brands Group|
Juicy Couture is a contemporary casual wear and dress clothing seller based in Arleta, Los Angeles, California founded by Pamela Skaist-Levy and Gela Nash-Taylor in 1997. It was later purchased by the Liz Claiborne fashion company, and Juicy Couture has turned into a global seller with their signature velour tracksuits and other fashions that span everything from clothing, handbags, shoes, intimates, swimwear, fragrance, accessories, sunglasses, yoga and babywear.
The line is sold in department stores (Bloomingdale's, Gus Mayer, Lord & Taylor, Bergdorf Goodman, Nordstrom, Neiman Marcus, and Saks Fifth Avenue), as well as Juicy Couture "flagship" stores and boutiques. Currently, there are over 100 Juicy Couture and Juicy Couture Outlet Stores in North America. Juicy Couture is marketed as a high-end clothing line and is aimed at females aged 10–26.
Juicy Couture and Munirah 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. 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.
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.
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.
All of the 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, while a Juicy Couture banner flutters above the slogan, "Made in the Glamorous USA". The logo was invented after a few years before they invented Juicy Couture.
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