How Juicy Couture Reclaimed The Style Scene 

The noughties are regarded again upon for a lot of issues. The notorious “millennium bug” didn’t really chew, new pop artists dominated the charts and everybody and their grandmother had been taking part in the most recent model of Snake on their Nokia cell phones.

However other than the world not ending, many additionally reminisce in regards to the 2000s due to its trend. From low-rise denims and denim skirts to platform flip-flops and rhinestone jewelry, it was definitely a novel period for mainstream trend.

A serious staple for Y2K trend is Juicy Couture – a model that started off sturdy, fell off after which got here again to life because of the facility of social media and nostalgia advertising and marketing. 

We’ll discover how Juicy Couture went from dominating the style scene to disappearing from it, and the way it got here roaring again.

From desires to designer: the start of Juicy’s journey

Based by Gela Nash and Pamela Skaist-Levy, Juicy Couture began out as Travis Denims in 1989, which targeted on ladies’s maternity put on. The title was modified to Juicy Couture in 1996, and the founders redirected their focus to addressing a spot available in the market, which was luxurious informal attire.

The model’s core values round high quality and luxury laid the muse for its iconic velour tracksuit line. Launched in 2001, the tracksuit was initially custom-designed for the well-known pop singer Madonna, and shortly gained reputation after she wore it out in public.

Different celebrities hopped onto the bandwagon afterwards, together with the likes of Lindsey Lohan, Paris Hilton, Britney Spears and Jennifer Lopez – sporting its well-known vivid colors and rhinestone logos. It additionally appeared in popular culture classics like Imply Women and Legally Blonde, solely additional making its mark as a 2000s trend staple.

New look: Juicy’s acquisition and hovering gross sales

Juicy Couture was acquired by Liz Claibone Inc. (now Kate Spade & Firm) in 2003 and Juicy’s reputation solely skyrocketed all through the last decade. Its gross sales figures had been estimated to be round $200 million (roughly £160 million).

Even throughout The Nice Recession period of 2008, the model hit a peak of $605 million (roughly £483 million) in gross sales – a 22.4% enhance from the earlier yr. It additionally began to develop its product line round this time, together with new equipment and fragrances, reminiscent of its fashionable “Viva La Juicy” fragrance.

Going out of trend: how Juicy fell from grace

Like with many different companies, the post-recession period was a troublesome time for Juicy Couture – dealing with an 11% decline in gross sales only a yr after its peak.

However other than plummeting gross sales and post-recession uncertainty, the corporate’s founders stepped again in 2010 amid management disagreements and dissatisfaction over the model’s route. 

Modifications in buyer wants, preferences and behavior additionally meant that Juicy Couture’s flashy branding and vivid colors turned outdated by the point the 2010s rolled round, notably as extra customers began to gravitate in the direction of a minimalist aesthetic. 

Gross sales continued to say no after the founders’ departure and the corporate finally closed all of its US shops by June 2015. Its UK shops, together with Regent Avenue, Bluewater and Westfield White Metropolis, had been additionally closed by this time.

“It’s been painful to look at the model fall down after we left,” Skaist-Levy informed The Huffington Publish in 2014. “We needed Juicy to be the nice American girly model. It was our legacy.”

Revived by nostalgia: Juicy’s return to the style scene

Years after its post-recession struggles, the Juicy Couture model was out of the limelight, and the as soon as enjoyable and flashy velour tracksuits had been now pushed to the again of client wardrobes and accumulating mud.

That’s, till 2020 when the COVID-19 pandemic hit. Throughout this troublesome interval, individuals would flip to nostalgia for consolation and escape. The return of Y2K trend was an enormous a part of this, together with these once-beloved velour tracksuits that everybody wore again within the day.

Whereas it already began to make a gradual comeback two years earlier with its runway present for New York Style Week, throwback posts on Instagram and TikTok had been what actually set its return in stone, and the model relaunched its on-line retailer in December 2020.

Since then, the Y2K nostalgia prepare has continued to run, and Juicy Couture has seen spectacular web gross sales because of the brand new technology of fashionistas. The corporate’s annual income for 2024 was estimated to be $324 million (roughly £250 million), a outstanding comeback after years of slumped gross sales and declining figures.

What else introduced Juicy Couture again to life?

Nostalgia performed a serious half in Juicy Couture’s return, however what else contributed to its resurrection?

New movie star endorsements

Very like within the 2000s, which helped set up the model within the first place, new endorsements from A-list celebrities and TikTok influencers helped revive curiosity. Huge names like Bella Hadid, Kylie Jenner and Saweetie had been sporting new tracksuits, additional popularising the Y2K aesthetic.

In the meantime, hashtags like #JuicyBack and #JuicyForever additionally helped it develop organically on-line, sparking a renewed cultural relevance with the Millennial and Gen Z target market. The corporate itself tapped into the facility of nostalgia by that includes influencers who grew up through the 2000s or had been impressed by the period. For instance, its Instagram web page consists of fashions sporting their traditional tracksuits – full with rhinestones and pastel colors – to recreate the Y2K vibe.

The rise of second-hand procuring apps

As second-hand market platforms like Depop and Vinted gained reputation, so did Juicy Couture’s relevancy.

As second-hand customers hunted for genuine early 2000s items, the model gained publicity amongst a youthful viewers embracing Y2K trend traits. The rising demand for classic Juicy Couture objects on resale platforms created an ideal backdrop for its official comeback, because the renewed curiosity in its iconic items translated into pleasure for its new collections.

Product line revitalisation

Alongside its classics, Juicy Couture has additionally refreshed its product choices to align with up to date trend traits, whereas nonetheless sustaining its iconic look. This included introducing up to date velour tracksuits with fashionable gildings, reminiscent of crystal particulars and satin fishes, interesting to each nostalgic and new trend lovers.

This included the discharge of its Heritage assortment in November 2023, paying homage to the model’s origins and that includes traditional designs with environmentally pleasant supplies to attraction to eco-conscious customers.

Conclusion

It’s honest to say that Juicy Couture’s story has a cheerful ending.

The model’s comeback exhibits simply how highly effective nostalgia and social media could be. The model has managed to mix its iconic 2000s vibe with fashionable traits, drawing in each outdated followers and new ones. Influencer hype, second-hand procuring and new collections have additionally helped to drive its return.

Plus, with its Westfield White Metropolis retailer now open as soon as once more, Juicy is making a daring assertion that it’s right here to remain.