Once upon a time in a land far, far away called Pacoima there were two nice girls, Pam and Gela, who set out to create the perfect girlie collection. Pam and Gela really, really loved to shop, so they new that the collection had to be all about shopping for the perfect thing to wear. They also new that if something made them happy, it would make other girls happy too!! Juicy is all about feeling happy and comfy and gorgeous. "Be happy, wear Juicy" is the Juicy philosophy and Juicy girls love to laugh!
Juicy Couture expansion
In another move to expand its offerings, Juicy Couture has signed a licensing agreement with Movado Group Inc. to design, produce and distribute a collection of watches. It is the fourth deal in recent months for contemporary brand Juicy Couture, including the launch of footwear licensed to Schwartz & Benjamin, the debut of sunglasses under a license with Safilo Group and the introduction of the Couture Couture 20-piece designer-price collection.
The footwear, sunglasses and designer range will begin retailing in spring, while the watch assortment under the Juicy Couture name will hit select high-end retailers and Juicy Couture boutiques in the U.S. next fall, with distribution in Europe and Asia to follow. Watches under the Couture Couture name might come down the road.
Juicy Couture also plans to launch a fragrance late next year and intends to open 10 to 12 freestanding boutiques around the world over the next 12 months. "Juicy Couture is a great lifestyle brand that has remained fresh," said Efraim Grinberg, president and chief executive officer of Movado Group. "It's growing very quickly at retail in some of the best stores in the world, and we believe it has a tremendous opportunity."
Juicy Couture To Expand Collection
American brand Juicy Couture usually conjures up thoughts of tracksuits, tee-shirts and of comfortable clothing. The range, however has been broadened into a much wider collection by its designers and will be more high-end from fall 2005. Next season we'll see Juicy Couture wovens, tweeds and wools and Prince of Wales checks." The collection will also feature tailoring and fur-accented outerwear. This fall the brand is also offering a more high-end selection of accessories. It will be the first season the firm uses real exotic skins like Louisiana alligator for handbags whereas the rest of its leathers are sourced from Italy.
In terms of jewellery, Juicy is expanding its collection beyond the signature charm bracelet. Big statement necklaces, hoop earrings and layered, busy-looking bracelets wholesale from $20 to $100. Semiprecious stones will be introduced for holiday. Last November, Michelle Sanders was brought in as vice president and fashion director. Sanders, the former accessories director at Vogue, focuses primarily on accessories for the company, but will act the 'eyes' of the company from New York, whereas the design team is based in Los Angeles.
Rebecca Blair, the company's vice president and general manager of merchandise and sales stated: "To me, Juicy is the Chanel of the contemporary world," Blair said. "If you stand on the floor of Bergdorf Goodman on a Saturday, you'll see women with their daughters and granddaughters buying Juicy. It's similar to the Chanel experience." Juicy is currently trying to lease showroom space in an historic building in the Mayfair section of London. And a handful of freestanding Juicy Couture stores are in the planning, of which the locations are yet to be decided.