This sample essay on Juicy Couture Europe provides important aspects of the issue and arguments for and against as well as the needed facts. Read on this essay’s introduction, body paragraphs, and conclusion.
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 carried in very few locations such as Neiman Marcus. The company didn’t establish exclusive boutiques and flagship stores until 2006.
Juicy Couture also has a plus-size line called ‘Extra Juicy’, which was exclusive to Nordstrom but is now widely available. There are 62 full-price retail stores in the United States and 18 more internationally throughout Europe and Asia.
The clothes are also carried by high-end department stores and specialty boutiques. The company also operates more than 30 outlet stores in the United States and has products for sale through their website, which was previously operated by Neiman Marcus but Juicy Couture is taking its e-commerce business in-house.
2. The current product categories available under the Juicy Couture name are women’s clothes, including everything from dresses to tracksuits to sleepwear and accessories, handbags, shoes, and jewelry. They have also expanded into swimwear and watches.
They offer a young girls line and some dog accessories. Juicy Couture also produces a separate, higher-priced line of clothes called Bird. Juicy Couture also has eyewear and fragrances that they produce, both men’s and women’s. Other interesting product categories that Juicy distributes are cosmetics, Barbie dolls, and computer accessories. Juicy Couture’s top competitors are The Gap, Guess? , and H&M. Juicy Couture’s price points are quite higher than those of the top competitors but they do, however, deliver a higher quality product to their customers along with a more exclusive brand image. 3.
According to Women’s Wear Daily, Juicy Couture launched a new fragrance for women in September with Elizabeth Arden called Peace, Love, and Juicy Couture. Elizabeth Arden also produces all of the other Juicy Couture fragrances. Juicy Couture and Movado Group have a long-term, worldwide licensing agreement to design, produce, and market a collection of watches under the Juicy Couture and Couture Couture brand names. The collections launched in fall 2006 and are sold throughout the United States, Europe, and Asia. Juicy Couture also licenses their eyewear with Safilo Group, a leader in the premium eyewear sector.
They have the right to design, manufacture, and distribute optical frames, sunglasses, and related eyewear products for the Juicy Couture brand. This partnership was formed in 2005. Schwartz and Benjamin Incorporated own the Juicy Couture footwear licenses. Juicy Couture also licenses their swimwear business. The licensee for this is Swimwear Anywhere, Incorporated. In 2008, Juicy also signed a license agreement with Maclaren Strollers. 4. Although Juicy Couture is owned by Liz Claiborne Incorporated, the former co-creative directors and current creative director have always had control over the design and marketing of the company.
A signature advertising technique used by Juicy Couture is to send thousands of free outfits to celebrities, fashion editors, and stylists every year. Prior to Juicy Couture being bought by Liz Claiborne, this was the only way they advertised. Juicy began their widespread advertising program with the launch of their first women’s fragrance. Advertisements ran in magazines have always been very fun and exaggerated. For the first fragrance advertisements, a woman with an oversized red bow in her hair and a tattooed man are drinking from straws out of a perfume bottle that says ‘Juicy Couture’.
Their advertisements are always light hearted and entertaining, something that is attractive to consumers who are tired of hearing about the recession and hard times that have been had. After this, Juicy advertised for their total lifestyle collections as well as their growing line of perfumes. The Juicy Couture brand is known for its whimsical styles and this idea is carried all the way through to the retail stores. Store displays include big vases filled with candy and faux mounted wildlife, like a moose, decorated with Juicy Couture jewelry.
Some would even consider the fact that the designers of Juicy produced a handbag that read ‘Choose Juicy’ across the front in large block letters advertising. And this doesn’t just hold true for this one particular bag, Juicy Couture is known for splashing their name across articles of their clothing and on nameplates on many of their jewelry pieces. This is easy way for the company to advertise makes their products well known and sought-after. 5. The Juicy Couture retail stores are the epitome of the Juicy look and attitude. They are over the top and totally glamorous. The decor within the stores are unique and pleases the senses.
As mentioned above, there are vases of candy scattered around the stores, along with other unexpected touches. There is no comparison when viewing the Juicy Couture website and thinking of the store that you just shopped in, the two fuses together perfectly. Colors that pop and draw the customer’s attention are a must. As well as unusual displays, which make one feel that they are not shopping at a regular store. They are shopping in a ‘Juicy’ world and that is precisely the impression that the company wishes to bring to their customers. Suggestion and opinion on licensing efforts: 1.
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 task. 2. Juicy Couture has a pretty extensive distribution channel. Being that they are a large company, this is definitely a necessity. However, some people may argue that Juicy Couture has lost its exclusivity because their distribution is too wide spread. Juicy Couture seemed to have realized this a few years ago when they realized that their men’s business wasn’t working very well.
They discontinued manufacturing and distributing clothes for men but still, however, produce a men’s fragrance. Right now, I think that Juicy Couture is permeating the exact market that they wish to be. They are an extremely well known company, their claim to fame being their unforgettable velour and terry cloth tracksuits, and popular companies should have widespread distribution to be made available to their large target market. In the case of them losing exclusivity, I don’t think that that’s something to be worried about.
The Juicy Couture label has always been positioned at a better price point and not all consumers who want to be proud owners of Juicy Couture products can be. Also, the brand has created a separate line called Bird, which is a higher priced collection with a not so widespread distribution. By extending their brand to contain a higher priced line, they are increasing the exclusivity for that collection and allowing the regular Juicy Couture line to seem in reach to many consumers.
The brand has over 80 stores within the United States, as well as stores overseas in Asia and Europe, they also operate about 30 retail outlets within the United States. The line is also distributed in a number of department and specialty stores and is also available on their e-commerce website. 3. I would say that all of the marketing efforts made on Juicy Couture’s behalf, including their advertising, web site, and store displays, are consistent with the brand. The people who operate all divisions of marketing and visual merchandising make sure that a clear and distinct brand image is seen throughout their company.
Due to this seamless marketing strategy, Juicy Couture has secured a large loyal customer base. They also attract new consumers by adding product lines, such as watches and fragrance, while sticking to their signature over the top and interesting advertising program. Although Juicy Couture has been ever expanding since being sold to Liz Claiborne, their advertisements are cohesive throughout all product categories. 4. Juicy Couture has their toes in many product categories, ranging from women’s and children’s collection to computer accessories.
Although I’m sure that there are some products that Juicy Couture could introduce to their plethora of already existing lines, the failure of their men’s clothing line could be a tell tale sign that there’s no need for them to over saturate their markets. Juicy Couture has been around long enough for the company to know what works with their target customer. To continue to grow and evolve within their current markets would be the best strategy for them in my eyes and maybe down the road try to introduce a new product category or line.