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Juicy Couture is a contemporary line of both casual and dressy apparel based in Arleta, California, founded by Pamela Skaist-Levy. Now owned by the Liz Claiborne fashion company, Juicy is known for their terrycloth and velour tracksuits as well as other clothing and accessories. The line is sold in upscale department stores (Bloomingdales, Lord & Taylor, Nordstrom, Neiman Marcus, and Saks Fifth Avenue), as well as Juicy Couture flagship stores and boutiques. Juicy Couture is marketed as a high-end clothing line at an affordable price, and is aimed at women ages 14?C26. Juicy Couture also has a line of mens clothing and accessories. In 1994, Gela Nash-Taylor (n??e Gela Jacobson) and Pamela Skaist-Levy, both residing in Pacoima, California, decided to create their own fashion label, Travis Jeans, selling maternity pants . In 1996 the girls changed the name to Juicy Couture, the aim was to create sexy girly apparel and a label equal to that of other major labels, but to be more affordable to the general public (although this is no longer the case, as most of their apparel is priced at more than $100 USD). Their line, which they called "Juicy Couture," was to include a variety of athletic and casual wear, most notably the velour tracksuit that won Juicy Couture a great deal of popularity. Taylor and Levy did not have much money with which to start their label, thus leading to a slow start-up of the company. In 1996, after establishing their company and needing to get the brand in the public eye, the women sent their completed designs to celebrities. Madonna, credited with turning the velour tracksuit into a trend, was sent a track suit with "Madge" embroidered on it (Juicy Couture rarely uses "Madge" on their clothing anymore). Madonna was seen wearing the tracksuit, and the company became a success almost instantly. Juicy Couture was a very limited brand, being available at very few locations such as Neiman Marcus; the company did not establish exclusive boutiques and flagship stores until the late 00s. Around 2004, the velour tracksuit once again became very popular, and Juicy Couture then became a worldwide known brand. In 2006, Taylor and Levy introduced a new line called Couture Couture consisting of 20 pieces and higher prices. This line reflects the new lifestyles of the two fashion designers, only carried in high ended stores.[1] Today, Juicy Coutures womens clothing remains generally the same, although the company now carries mens clothing, cosmetics, jewelery, handbags, and childrens clothing. Liz Claiborne is reported to have sold $258 million worth of Juicy Couture merchandise in the first six months of 2008 despite the almost worldwide recession. In 2008, Juicy Couture released a plus-size line called "Extra Juicy". It was originally a Nordstrom exclusive, but is now widely available. In June 2009, the menswear designer left Juicy Couture, thus the company halted production on their mens line |
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