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.

“Soon, they are going to be paying me to shop here!”  This a a regular comment my mother makes when we shop at Kohl’s.  She makes this joke because we “save” so much that maybe one day Kohl’s will owe us money.  Obviously this will never happen, but Kohl’s want their customers to feel like they save more money when they shop there rather then other stores.  I can’t remember the last time we walked into that store without a coupon in hand.  Kohl’s sends catalogs to our house at least once a month, if not twice.  On the cover of this catalog is a sticker that we peel back to discover if it is a 10%, 20%, or 30% off coupon.  After discovering how lucky she was with the coupon, my mother calls her girl friends to see what they percentage off they got.  Whoever has the best coupon is the one they all use.

Not only do we ALWAYS have a coupon, but the merchandise is always on sale.  So, for example, a shirt that was originally $29.99 is advertised as 25% off, bringing the price down to $22.50 and with our handy-dandy 20% off coupon we received in the mail, Deb, my mom, is now only paying roughly $18!  Kohl’s makes sure that the customer can see all the savings on the screen as they check out.  This reinsures shoppers like my mom that she is getting a great deal!  Sure we spent $550 in one shopping trip, but look at the savings, a whooping $675 we saved.

This is a prime example of one of Kohl’s biggest marketing strategies.  Kohl’s wants to have an image of being affordable and providing the customer huge savings.  Just looking at their home webpage, the first words you see are “Save” “Free” “Bonus”.  They accomplish this image by advertising and marketing all the potential savings you can receive by shopping in their store and sending additional coupons to make the savings even greater.

 

Welcome to The NMDL Blog Network. I am a student of the New Media Drivers License at Michigan State University. I will be blogging here soon, please check back.