juicy couture
Post on 16-Jul-2015
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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
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