The noughties are looked back upon for many things. The infamous “millennium bug” didn’t actually bite, new pop artists dominated the charts and everyone and their grandmother were playing the latest version of Snake on their Nokia mobile phones.
But aside from the world not ending, many also reminisce about the s because of its fashion. From low-rise jeans and denim skirts to platform flip-flops and rhinestone jewellery, it was certainly a unique era for mainstream fashion.
A major staple for Y2K fashion is Juicy Couture – a brand that started out strong, fell off and then came back to life thanks to the power of social media and nostalgia marketing.
We’ll explore how Juicy Couture went from dominating the fashion scene to disappearing from it, and how it came roaring back.
From dreams to designer: the beginning of Juicy’s journey
Founded by Gela Nash and Pamela Skaist-Levy, Juicy Couture started out as Travis Jeans in , which focused on women’s maternity wear. The name was changed to Juicy Couture in , and the founders redirected their focus to addressing a gap in the market, which was luxury casual apparel.
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How Juicy Couture&#;s founders built a fashion empire with $
Back in Juicy Couture’s mids heyday — when everyone from A-list celebrities to suburban moms was clamoring for the label’s trademark velour tracksuit — co-founders Gela Nash-Taylor and Pamela Skaist-Levy were often seen in identical furs and outlandish baubles. They might have looked like fashion eccentrics to some, but the pair were the brains and brawn behind the global brand.
In “The Glitter Plan,” their tell-all business tome out May 29, the duo hope to clarify “just how involved we really were,” says Skaist-Levy,
The self-taught moguls met while working in a Los Angeles clothing boutique in and launched a self-financed maternity line — each partner contributed $ — later that same year.
In , they parlayed their success into a range of luxury cotton shirts under their new Juicy Couture label — and in , they sold their company to Liz Claiborne for $56 million, with a $ million earn-out.
These days, the pair is working on Pam & Gela, a contemporary label they just launched.
“When we started, we didn’t know what we were doing, but we were fearless,” says Nash-Taylor,
Here, the loungewear tycoons, wh
How Juicy Couture went from a million-dollar empire to the sale rack
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Following is a transcription of the video.
Irene Kim: Juicy Couture was an iconic part of early s fashion. Its velour tracksuits and matching oversized bags were everything and everywhere. But Juicy went from making $ million in sales at its peak in to being sold for less than a third of that five years later. So, what happened?
Juicy's story begins with these two ladies, Gela Nash-Taylor and Pamela Skaist-Levy. They met while working at a Los Angeles boutique in When Nash-Taylor became pregnant, she couldn't find any fashionable maternity clothing. As a solution, she started making maternity pants out of her husband's jeans, which inspired her and Skaist-Levy to start a maternity clothing line, Travis Jeans for the Baby in You. The pair's stylish maternity jeans took off, despite their $89 price tag.
By the early s, it expanded into a full maternity line. But around , after feeling like they lost touch with the maternity market, the pair decided to pivot to something new: developing the perfect luxury V-neck shirt. Nash-Taylor and Skaist-Levy focused on four things: fit, fa
LeAnn Nealz was appointed as president and chief creative officer of Juicy Couture on November 1, Nealz will be responsible for all creative elements of the business, including product design, marketing, and store design. Juicy Couture, founded in by Pamela Skaist-Levy and Gela Nash-Taylor, is an LA lifestyle brand infused with casual glamor and an irreverent attitude, designed for girls worldwide. The brand was initially founded under the name Travis Jeans in , selling maternity pants. In , they changed the name to Juicy Couture.
The founders, Pamela Skaist-Levy and Gela Nash-Taylor, met while working at a Los Angeles boutique in They decided to create their own fashion label, Travis Jeans, in , selling maternity pants. In , they changed the name to Juicy Couture. The company was owned by Authentic Brands Group (ABG) for $ million in Amy Gibson, Head of Design for Juicy Couture under the Batra Group, acquired the Licence for Juicy Couture in Europe in
Gela Nash-Taylor, an American fashion designer and former actress, co-founded the American brand Juicy Couture in with Skaist-Levy and Skaist-Levy. They transformed and developed the brand with just $ The brand has since grown
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