That slogan and several others, along with an eccentric trademark, launched Juicy Couture and co-founders, Gela Nash-Taylor and Pamela Skaist-Levy into super success. While most retailers are struggling, Juicy and “The Juicy Girls” are dripping with retail victory, USA Today reports.
Sales are up 52% from the same period last year. This year the company already has $288 million in sales, a long way from the $50 million in annual sales only five years ago.
But, why? The core audience is young, teens, but the brand has benefitted from middle-aged women dressing younger, USA Today says. The distinctive personality that Juicy offers makes the brand innovative and whimsical with groundbreaking marketing and imagery.
Skaist-Levy and Nash-Taylor started Juicy Couture in 1996 with little money selling fashionable tracksuits, USA Today says. The former Hollywood costume designer and actress founded Juicy because selling maternity clothes was “too boring.” The business only took off after a childhood friend sent a tracksuit to Madonna with “Madge” embroidered on it. Twelve years later, the brand has developed an actual couture luxury line, Intimates and an expanded menswear collection.
In June the two best friends gave up their co-president titles to become co-creative directors and get back to what they love most- fashion.
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