Juicy Couture is one of the biggest brand names when it comes to the female world. Everyone loves the ultra feminine brand that is best known for their super soft velour and terrycoth tracksuits, glimmering charms, and over-the-top luxury goods. So what makes them so success? I mean, to be honest, those tracksuits really are not the greatest fashion statement ever made, but yet girls and women of all ages continue to buy everything Juicy. Juicy Couture is selling a lifestyle, not just products.
When you walk into a Juicy Couture store, you are quickly emerged in all things girly. Everything is pink, there are jars filled with candy and bows, their infamous terry and velour walls, and much, much more! The overwhelming feminine feelings leave most customers feeling the need to never leave empty handed because “everything is too cute!”.
In my opinion, the best part of Jucy’s marketing plan is their efforts to Juicy-fy everything… Literally EVERYTHING! Baby carriages, laptop cases, limited edition Monopoly, dog leashes, pink keyboard cases, gloves for texting, Juicy Sidekicks, dog clothes, Barbie dolls and the list goes on. Girls fall for how cute everything looks, so they are willing to pay more for it! An example of this is the 1G Juicy USB stick they sell for $50! It is heart shaped and pink… how could you not get it right!? It is ridiculously expensive but girls cave because it’s so cute.
Juicy does a great job with their advertising and slogans as a way to attract girls to their brand. Their advertising is delicate, feminine, light, and elegant. The epitome of girl. Overconsumption and outrageous — very Marie Antoinette like. Not to mention that they are also notorious for the taglines. “Buy Me Stuff”, “For Nice Girls Who Like Stuff”, “Viva Juicy”, “Go Couture Yourself”, “Smells Like Couture”, “Peace, Love, and Couture”, “Some Girls Have all the Juicy” — you get the point. Cute, catchy, and effective.
The women behind Juicy have definitely created the ultimate girl’s brand that caters to all women, except those who can’t afford it. They have noticed this niche market, a huge one might I add, and have created the “it” product that all women and girls must have. Juicy has turned into a lifestyle — a tactic that will keep the customers coming, making it sustainable throughout the years.