Juicy Couture

The infamous brand ‘Juicy Couture’ launched in 1997 by two friends Gela Nash and Pamela Skaist-Levy with a vision to deliver comfort to the post recession consumer market where consumers were eager to and could afford to buy expensive products. This then led to the deliberate choice of the brand name as it conveys luxury.

The brand quickly became synonymous with their iconic velour tracksuits which were first created for Madonna in 2001. The velour tracksuit quickly became popular amongst Hollywood celebrities and was worn by Jennifer Lopez, Paris Hilton, Lindsay Lohan and Vanessa Hudgens -becoming a ‘must have’ amongst women in the 00s.

Juicy’s pricing strategy included a price point of $155 which was considered a ‘high end’ accessible price making it accessible for many customers who desired to get the “off duty” look that many of the celebrities pictured wearing the tracksuit had.

The brand started to see an exponential fall in sales and popularity after the 2008 recession as trends started shifting away from flashy and over the top to more minimalist trends -marking the end of an era for Juicy. The rise of the y2k trend over recent years has allowed Juicy to resurface again making it popular within Gen-Z. Juicy’s marketing strategy still seems to be gifting the tracksuit to celebrities, however, the new tracksuits are now being gifted to Gen-Z celebrities such as TikTok star Addision Rae and Chloe Cherry from ‘Euphoria’.