When you think about Juicy Couture, what are the first things you visualize? Is it the infamous over-glamorized loungewear known as the “Juicy Suit”? Perhaps an accessory adorned with oversized charms and stamped with classic English lettering? The brand created its image with distinctive products. Although the popular “Juicy Suit” did not appeal to me when it first arrived in my local department store, I did like the recent “bird” line, which is more sophisticated and acknowledges that less can me more.
Juicy Couture is likely to see significant changes in the coming year. Founders Gela Nash-Taylor and Pamela Skaist-Levy have grown unhappy with the direction of the brand, which was acquired by Liz Claiborne some time ago, and to pursue new endeavors (they will remain “consultants” to Juicy, of course). Since the brand has seen better days and hopes to recapture them, maybe this is a chance for LIM students or alumni to contribute to the rebranding of a great company?