Juicy Couture Resurfaces Rivers And Lakes

Demna Gvasalia in

There is no way to make the world red. Let's take a look at that DHL sky high price.

And all kinds of whimsical fashion shows.

But this time, when you see Juicy Couture in his show, will you really want to applaud it?

Long before the Vetements 2017 spring summer series opened,

Demna Gvasalia has invited 18 cooperative brands, such as Comme des Gar, ons, Reebok, Levi, s, Canada Goose.

It also includes the long-awaited Juicy Couture.

It is not expected that velvet fabric and the word "juicy", which was spelled out by a diamond, will shine again after many years.

"I like its comfort and cheapness," explains Demna Gvasalia in an interview with The Cut. "But we want to be more elegant, so we design it as an evening dress."

It used to be a street patten, and the West Coast star was one.

For most people who know Juicy Couture, it has been remembered for at least ten years.

In 1995, a pair of girlfriends Pamela Skaist-Levy and Gela Nash-Taylor, who lived in California, jointly launched the brand.

It has been estimated that the initial capital of Juicy Couture was only 200 US dollars (about 1332.8 yuan). In just six years, it turned into a business of 51 million yuan (about 340 million yuan).

In terms of material or tailoring, Juicy Couture has no special features, except that the big "Juicy" (the juicy) character is printed in the middle of the buttocks, which makes people think deeply, and the color is full of pink, water blue, bright yellow and other candy colors.

In order to promote clothes, the founder is clever enough to try to draw close to the actress, and make customized clothes with name for them.

Soon, sweet and sexy Juicy Couture attracted the first group of celebrities: Madonna Ciccone, Britney Spears, Paris Hilton, Victoria Beckham.

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In the days when Hollywood's entertainment paparazzi became popular, female stars were always photographed dressed in Juicy Couture for coffee, dog walking and daily groceries.

You may not be able to imagine that now, but their standard match was Juicy Couture and UGG.

If you want to eat at Beverly Hills, change to a pair of Manolo Blahniks.

The women's wear brand, which had been heard by a very few people, has been booming since then.

The price of each sweater is around 200 dollars (about 1332.82 yuan), not to the people, nor to luxury.

"It is very important in the era of light luxury," fashion commentator Booth Moore analysis: "even for Alexander Wang, Philip Lim, Tory Burch and other brands paved the way."

The top of the Juicy Couture was the Kardashian family, but the peak began to fall quickly.

In 2003, Pamela Skaist-Levy and Gela Nash-Taylor sold the brand to fashion company Liz Claiborne for 53 million 100 thousand US dollars (about 354 million yuan).

Backed by the mountain, two people have opened more stores around the world, and the fragrance line has also been released in high profile.

A year later, when Juicy Couture's die hard powder Britney Spears was married, the "dress" made for the bridesmaid group was Peach Pink Velvet sweater.

Kardashian reality show

In 2007, the Kardashian family reality show was launched, and Juicy Couture appeared as a brand in several Kardashian.

That year, the net revenue of the brand increased by 49% compared to the same period last year, reaching 494 million US dollars (about 3 billion 290 million yuan).

Its product range has gradually extended to handbags, shoes, jeans, jewelry and so on.

What the founders and investors did not expect was that the front was the highest point. The global financial crisis followed. They soon realized that their customers' abandonment of their old love broke down. Net revenue in 2009 dropped 10.7% compared to the same period last year.

More than Juicy Couture, most fashion brands are forced to tighten their belts - shelving shop plans, finding cheap places to run shows, and eliminating post show parties.

Nevertheless, the consumer desire for a sharp downward spiral is still hard to recover, and they are focused on the more luxurious market.

After 10 years of brewing, Alexander Wang, Phillip Lim, Theory, Kate Spade and other designer brands launched a strong attack.

The space left for Juicy Couture is getting smaller and smaller.

The house leak was caught in the night rain, and the original partner Pamela Skaist-Levy and Gela Nash-Taylor left the company in 2010 because they were different from the company's philosophy.

Three years later, the brand was pferred to the Authentic Brands Group group at a price of 195 million yuan (1 billion 299 million yuan).

Although the price has risen considerably compared with the $about 50000000 sold to Liz Claiborne 10 years ago, it can be considered that Juicy Couture has been as high as $500 million in net revenue, which is hardly a good deal.

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Since then, Juicy Couture has entered the withering stage.

In the past few years, the sportswear that had not been able to breathe more and more failed to save the brand of the pure sportswear shirt. It had changed from the original rainbow candy color to the leopard print, and the soft fitting fabric was hard to catch up with.

In June 2014, the operator announced that it would close all stores in the United States within a year.

"It is not just celebrities that can reproduce the great red of the year," Lisa Shaller-Goldberg said. "Today, we must be able to make some voices with the combination of Instagram, the three masters and celebrities."

She excavated it at showroom before Juicy Couture became famous, and later made a brand of East Coast sales agent.

Fashion pet Vetements can help Juicy Couture get cool again?

Back to its latest performance, Vetements 2017 spring and summer series, for designer Demna Gvasalia, Juicy Couture is a western culture that he received after his youth and moved to Dusseldorf, Germany, and became part of today's design inspiration as hip hop, metal music and Manifesto T-shirt.

Can these velvet fashion really be able to re promote the red Juicy Couture? His gold spot is placed there: the DHL T-shirt and the brand logo raincoat are sold at a high price, but still can't supply enough.

Good taste seems to be less important today when designer stars and fashionable trendy children are in charge.