JUICY COUTURE
Ask: As a brand that is reestablishing into today’s market, how can we bring Juicy Couture into the present?
REBRAND STRATEGY
BACKGROUND: THE CULTURE OF JUICY COUTURE
TIME CAPSULE: Juicy Couture's fashion has always been based on taking fashion trends from the past and making them applicable in the present. Now, they are known as a 2000s brand.
CELEBRITY CULTURE: A large part of Juicy Couture's branding exists through celebrity culture. Thus, making the brand feel luxurious and glamorous for consumers.
EXCLUSIVITY: Living a Juicy life was exclusive to those who could get ahold of Juicy's products, as Juicy Couture was only available in extremely select locations.
THE PROBLEM:
Juicy Couture’s new direction misses a major opportunity, isolating itself from its origins and entering an already oversaturated market.
ADVANTAGE: JUICY COUTURE IS A CATEGORY OF ONE
Juicy Couture is selling a lifestyle.
"We didn't just create a brand, we created a whole rainbow-hued Fluffian universe complete with a visual vocabulary and our very own pink Latin, a language we call Juicy Speak."
-Juicy Founders
BRAND TRUTH: JUICY IS AN ASPIRATIONAL BRAND
AUDIENCE: Juicy shoppers strive to live life like a celebrity. They enjoy dressing glamorously at all times and strive to stand out in public. Because Juicy was lives in celebrity culture, shoppers feel like a celebrity in our clothes.
CATEGORY TRUTH: Fast fashion brands may be able to replicate Juicy's clothes, but no one cannot replicate the experience of Juicy Couture. No brand has been able to compete with Juicy’s distinct style, brand, and identity.
JUICY COUTURE BELIEVES IN A GLAMOROUS LIFE.
LIVE IN LUXURY, CHOOSE JUICY
A NEW DIRECTION…
BUT LET’S TAKE IT FURTHER…
A CATALOG
WHY: A catalog merges all aspects of Juicy’s original branding together into a simple package, creating a sense of exclusivity, brand loyalty, and luxury.
Juicy was built on fashion during the 2000s, why wouldn't we bring other aspects of the 2000s back?
WHAT DOES THIS LOOK LIKE?
WHAT: The catalog is a physical fashion catalog that is released in limited quantity and features new collections of limited stock pieces.
WHEN: The catalogs will follow tradition fashion seasons, featuring four catalogs a year. A few weeks after catalog release, the clothing will become available online in limited stock.
HOW: To keep things exclusive, those who have access to the physical catalogs will be able to purchase the clothing FIRST before it goes online.
Taking this idea even further, I planned and managed multiple photoshoots to bring some of my ideas to life.
SECRET JUICY SOCIETY
But who are the designers?
WHAT: To add to the glamorous feeling of the brand, there will be a physical location for Juicy Couture. This experience will be an occasional pop up store, with an exclusive celebrity country club style house as the major portion of this building. Those who are subscribed to the Juicy catalogs will become members of the Secret Juicy Society and are members of this club.
THE STRATEGY: The house will also be the location of a short YouTube series where up and coming Instagram & Tik Tok fashion designers will compete in being a designer for one of Juicy's catalogs sets.
Our members can get involved! Those who are members of the Secret Juicy Society will be eligible to vote on things during this competition.
WHY: Inviting content creators will boost the series' popularity and those who are watching the series would feel encouraged to buy the catalog. This would boost sales for the catalog and the brand as a whole. This would also continue to build a reputation of luxury and exclusivity, all while bringing it into the modern day.
The bottom line,
LUXURY MUST STEM FROM EVERY ASPECT OF THE BRAND
Packaging
Brand Tags
Catalog
Secret Juicy Society
Retailers
Clothing
Socials
Packaging Brand Tags Catalog Secret Juicy Society Retailers Clothing Socials
ONLINE
Online pieces will be available all year round. New pieces will be added at random intervals throughout the year. These will be basics pieces only, such as tank tops, comfortable shoes, and basic tracksuits.
This is for consumers who are not as invested in Juicy Couture, who may want to shop for basics or essentials and will be available throughout the year. These pieces will be true to the Juicy name, but will essentially be comfort-wear.
