This company is a perfect example of The American Dream coming true. Two Californian girls just felt a flair to fashion and in 1994 decided to create their own clothes line – with no proper money support, but with lots of enthusiasm. The names of the girls are Gela Nash-Taylor and Pamela Skaist-Levy. And the name of the company is Juicy Couture.
At first Gela and Pamela aimed to create relatively cheap fashionable casual clothes for the girls and young women of their age – from 14 to 26. However, today the initial aim has experienced some changes – no item by Juicy Couture is today cheaper than $100, the company has a line for men, named "Juicy Men.", and, finally, it produces not only clothes, but also accessories, handbags, jewelry and perfume. Still we can say, that the girls were a success in their business. Their terrycloth and velour tracksuits became extremely popular due to a clever marketing gimmick – to make their line popular, Gela and Pamela sent the examples of their clothes to various celebrities and Madonna appeared in the public, wearing their tracksuit. This was an immediate success.
Before 2000s the company was presented in several American boutiques, but in 2004 (to celebrate the anniversary of the company) their first store was opened. Today Juicy Couture have their stores on almost all continents in big shopping cities, such as Jakarta, Kuwait, New York City, Washington, DC, Milan, Tokyo, Beijing, Shanghai, Hong Kong, Kuala Lumpur. Because of its extreme popularity, Juicy Couture managed to earn $258 million in 2008 – and this in the terms of recession!
Funny slogans and company symbols have gained Juicy Couture extreme popularity and recognition. Every item produced by Juicy Couture is labeled with the Juicy crest and the line "Love, G&P". The company’s logos have been changing constantly. There were, for example, such logos, as Let Them Eat Couture", "Have a Juicy Day", "Some Girls Have All the Juicy", "Dude, Where's My Couture?", "Choose Juicy", "Viva la Juicy", "Juicy is Forever", "Her Royal Juicyness" and so on.
