The site had , active users as of December 2, said Taylor. In the pandemic, consumers are finding comfort in athleisure, as well as nostalgic styles. Select sizes are now sold out in all but two styles. Images promoting the collection featured Paris Hiton, who drove the popularity of Juicy Couture in the s.
Fast-fashion brands including Shein, Fashion Nova and Pretty Little Thing are also selling takes on the style, which regularly appears in viral TikTok videos. Out of the gate, 17 styles were offered on the new site, including tracksuit pieces with high waistlines and cropped jackets.
A second drop of 51 styles was released on December Partners included headless commerce platform Fabric, which took a mobile-first approach and prioritized simplicity, speed and seamlessness, especially for those being redirected from Instagram, said Faisal Masud, CEO of Fabric.
Kim: Net sales nearly doubled from to The brand also expanded to include jewelry and a successful fragrance line with Elizabeth Arden. But then the recession hit. While most brands struggled following the recession, Juicy Couture's flashy branding particularly stopped resonating with customers.
DiNardo: So, during the recession, fashion was at a point where the "it" bag was really not an "it" thing anymore. It felt a little bit too gregarious, over the top, and proud in the wrong way, so things started to recede; not that people weren't shopping, but they weren't buying things that were so blatant as to what they were and how much they cost. Kim: The recession inspired a movement towards minimalism, which was pretty much the opposite of what Juicy Couture embodied.
DiNardo: Juicy as a label was all about that flashiness and that fun. And so, there was a somberness to fashion, a seriousness, after , and it really wasn't on-brand for Juicy.
In , founders Skaist-Levy and Nash-Taylor left the company, citing a loss of ability to help their brand evolve. Sale numbers continued to drop as Juicy failed to keep up with the growing contemporary fashion market. While labels like Alexander Wang and Theory quickly pivoted to add more pieces to their collections, Juicy didn't. The company has an eclectic portfolio, including the licensing rights for the estates of Elvis Presley and Marilyn Monroe. The group announced plans to close all of Juicy Couture's US stores but said it would reopen five to 10 as it rebuilds the brand.
ABG later made a deal with discount retailer Kohl's to sell Juicy-branded products, effectively abandoning the brand's veneer of luxury for many loyal fans. Despite its fall from department store to discount bin, Juicy Couture has been angling for a comeback for years. A collaboration with cult fashion brand Vetements re-sparked interested and lent Juicy some street cred.
Kylie Jenner even posted a picture wearing a pricey tracksuit from the collection. No matter who tries to make a tracksuit, it will never emulate the Juicy feel. I love how glamorous it makes me feel. The s fashion is my personal style, so the Juicy girl aesthetic is something that will forever be relevant to me.
It is instantly recognizable anytime you see it. I have a cute Juicy collection. Most of my pieces are thrifted, but I have one pink velvet purse that was gifted to me, which is hands down my most-worn and favorite item. It was I was a high school freshman in Los Angeles, and Paris Hilton was the queen of everything. The Simple Life had just debuted and I was still tirelessly trying to convince people that I was straight.
She was also blonde, and the closest thing we probably had to a Paris in high school. Maybe that's why I thought I had a crush on Lisa, even though I probably just wanted to be her.
One thing I did notice, however, of all the Juicy girls at school, is that they never had backpacks on. It's as if they couldn't be bothered to be at school—a notebook and small bag would suffice. I didn't buy any Juicy back then. I wasn't that gay yet. It was so perfect. To me, it embodied what sexy and laid back should be. I still think about that set. Juicy Couture tracksuits were all the rage in the s. I remember high-wattage celebrities like J.
Shortly, the demand for bright gem-encrusted apparel decreased and by Juicy Couture appeared to have fallen off the fashion zeitgeist. The new owners closed all existing locations and opened a hundred-odd stores and in-store shops over the next five years, in the United States, New York, Los Angeles and Vancouver to reposition the brand.
Since, things have been looking up. Four years later, I turned entrepreneur and launched my luxury portal www. My editorial is of a storyteller, the story of the person behind the brand. If you are interested about more information contact us by email fashionabc ztudium.
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