Juicy Couture

History/Background of the Brand/Property: 1. Juicy Couture is perceived as a luxurious, exciting and fun brand that is designed with a strong sense of whimsy. It is a brand that produces collections of clothing, accessories, jewelry and fragrances created for women, men, children, and dogs. The current guest creative director for Juicy Couture, Erin Fetherston, describes the brand as ‘totally free-spirited and fun-loving.’ Juicy Couture is marketed as a high-end clothing line at an affordable price, and is aimed at women ages 15–45. Out of this range, teens are their core clientele. They also have clothes and accessories for children, babies, and pets. Juicy Couture products are carried in a variety of venues but were at first only
I believe that Juicy Couture monitors the quality and look of every category of products that they license in order for them to fit within the brand image. When Juicy Couture started out as a very small and privately owned company, the designers had a very clear vision built for the company. They had always been very fun and cheeky with their designs and business approach. When Liz Claiborne bought the company, the founders and designers, Gela Nash-Taylor and Pamela Skaist Levy, stayed with the company as co-creative directors to make sure that the company’s vision wouldn’t get lost while the company was expanding. This gave the designers the opportunity to expand their line into a complete lifestyle brand with the help of Liz Claiborne in the financial, manufacturing, and distributing aspects of the business. All of the licensees for the Juicy brand understand that it has a certain image to withhold and this, along with the quality products that they produce to be sold under the Juicy name, are the reason why Juicy has licensed out the right for them to produce their products. If the purpose of good licensing is for all of the product categories to merge together seamlessly under one brand name, Juicy Couture has accomplished this