Juicy Couture is one of the world’s famous international fashion brands for personal wear and perfumes; the company manufactures its products for the men, women and children categories and the product line focus is on casual and wear as well as identity creation and enhancement. Juicy Couture’s products include such items as sunglasses, bags, purses, casual readymade clothing and perfumes. The products are retailed in all major metropolitan outlets across the USA. Such as Lord & Taylor, Neiman Marcus, Bloomingdales, Nordstrom’s and Saks Fifth Avenue as well as other specialty stores.
Juicy Couture was founded in 1994 at Arleta California by Gela Nash Taylor and Pamela Skaist-Levy; the company was later bought over by Liz Claiborne. Today the company is a USD $288 million behemoth and is noted for its terrycloth and velour tracksuits and velour handbags, apart from its apparel and perfume categories.
Juicy Couture’s advertising budget covers a wide range of press, audio-video and mega-poster releases. However, on analysis, one finds that the company has fine-tuned a string of captive slogans that have proved instrumentally penetrative to an audience whose socio-intellectual orientation is towards casualness and identity creation. To do this, Juicy Couture annually invests substantially on marketing and publicity research bringing in its wake enormous amounts of feedback informational inputs for the future refinement of its publicity messaging. This result if this feedback is the originality, manufacture and development of a novel and creative product line. To protect this originality and authenticity, JC label tags its products with certain predefined colors and metal engravings, depending on the type of manufactured product.
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