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Juicy Couture is a contemporary line of both casual and dressy apparel based in Arleta, Los Angeles, California founded by Pamela Skaist-Levy and Gela Nash-Taylor in
1996. It was later purchased by the Liz Claiborne fashion company, Juicy Couture is known for their signature velour tracksuits as well as other clothing and
accessories.
The line is sold in upscale department stores (Bloomingdale's, Gus Mayer, Lord & Taylor, Bergdorf Goodman, Nordstrom, Nordstrom Rack, Neiman Marcus, Cusp, Last Call
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 and girls aged 10–26. Juicy Couture also has a line of men's clothing and accessories. Since Spring 2009 (southern hemisphere), Juicy
Couture has discontinued its Men's Line "Dirty English".[2] Juicy Couture also has clothes and accessories for children, babies and pets.
The founders of Juicy Couture (Pamela Skaist-Levy and Gela Nash-Taylor) have slowly introduced new merchandise lineup. In 1999, they introduced jeans to their product
line called Juicy Jeans. In 2001, they introduced track suits, the item that the company is most famous for. These tracksuits come in a variety of colors made of
velour, terry cloth, fleece, or cashmere, and consist of low riding draw string pants and a zip-up hoodie. In 2002, Juicy Couture added collections for men and
children. In 2004, bathing suits and accessories for women, including shoes and jewelry, were also added to the Juicy line. Today, Juicy’s offerings range from
perfume, socks, and handbags to toiletries, diaper bags, and dog accessories.
All of the Juicy Couture items are manufactured with the company signature logo, two highland terriers holding a shield bearing three hearts and Love G&P (for Gela and
Pamela). A crown lies overhead, while a Juicy Couture banner flutters above the slogan, "Made in the Glamorous USA."
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, the aim was to create girly apparel and 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 2000s. 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.[3] The first collection of loungewear and sleepwear by Choose Sleep by Juicy Couture Intimate Apparel was
introduced in 2008.
Today, Juicy Couture's women's clothing remains generally the same, although the company has expanded to include cosmetics, jewellery, handbags, and children's
clothing. In 2008, the company added a plus-size line called "Extra Juicy". It was originally exclusive to Nordstrom stores, but is now widely available. The company
also produced a men's line, but halted production in June 2009 when the menswear designer left the company.[citation needed] The company's only mens offering is now
Dirty English by Juicy Couture fragrances which have been bought by Maria and shave lotion.
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.[citation
needed]
In addition to the fashion line, Juicy's freshman fragrance, Juicy Couture Eau de Parfum and Parfum, created by perfumer Harry Fremont, launched in August 2007. The
designers describe the fragrance as "like something Barbie might wear," personifying youth and vitality.
Juicy Couture is known for its large number 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", "Juicy, Love to Love", "Bundle Up, Wear Juicy", "The Joy Only Bling Can
Bring", "Peace, Love, and Couture", "Let Them Eat Couture", "Have a Juicy Day", "Some Girls Have All the Juicy", "Blame It On Juicy", "Dude, Where's My Couture?", "If
you can read this, you're too close Juicy Couture", "Choose Juicy", "My dog is better than your dog", "Queen of Couture", "Prep It Up Juicy Couture", "Couture is
Here", "Kiss My Couture", "I just want Couture", "Crimes of Couture", "Tastes Like Couture", "It's Exhausting Being This Juicy", "Do the Don't", "Will Work for Juicy",
"You Outta Be Juicy", "My Juicy brings all the boys to the yard!", "Fly me to Couture", "Juicy Made Me Do It", "Juicy Royalty"
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.
