American brand Juicy Couture usually conjures up thoughts of tracksuits, tee-shirts and of comfortable clothing. The range, however has been broadened into a much wider collection by its designers and will be more high-end from fall 2005. Next season we’ll see Juicy Couture wovens, tweeds and wools and Prince of Wales checks.” The collection will also feature tailoring and fur-accented outerwear. This fall the brand is also offering a more high-end selection of accessories. It will be the first season the firm uses real exotic skins like Louisiana alligator for handbags whereas the rest of its leathers are sourced from Italy.
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In terms of jewellery, Juicy is expanding its collection beyond the signature charm bracelet. Big statement necklaces, hoop earrings and layered, busy-looking bracelets wholesale from $20 to $100. Semiprecious stones will be introduced for holiday. Last November, Michelle Sanders was brought in as vice president and fashion director. Sanders, the former accessories director at Vogue, focuses primarily on accessories for the company, but will act the ‘eyes’ of the company from New York, whereas the design team is based in Los Angeles.
Rebecca Blair, the company’s vice president and general manager of merchandise and sales stated: “To me, Juicy is the Chanel of the contemporary world,” Blair said. “If you stand on the floor of Bergdorf Goodman on a Saturday, you’ll see women with their daughters and granddaughters buying Juicy. It’s similar to the Chanel experience.” Juicy is currently trying to lease showroom space in an historic building in the Mayfair section of London. And a handful of freestanding Juicy Couture stores are in the planning, of which the locations are yet to be decided.