Is It Feasible For Juicy Couture To Pform The High-End Route?

Juicy Couture was originally built by a velvet suit. The velvet Jersey at that time was very fashionable and obvious, and it spread unknowingly from the west coast of the United States to China's Alibaba.

For a time, the half wall of the sports wind street is the velvet dress of the female star. At the other end of the earth, there are countless Shanzhai.

Overexposure is not only a taboo for luxury brands, but also a fashionable throat.

The next Juicy Couture didn't spend much time in designing, but on the road of expansion.

The American fashion brand Juicy Couture recently released 2015 autumn and winter series of advertising blockbusters. Not only did we invite supermodel Romee Strijd to speak with Taylor Hill's two long legged girls, but also put a puppy in the mirror.

This blockbuster is called "Couture Nouveau". It is operated by Mert Alas & MarcusPiggott, a famous combination of international fashion photography circles. Juicy Couture's parent Authentic Brands Group (hereinafter referred to as ABG) refused to disclose the budget of the film.

However, according to the poster content, this is the main product of Juicy's new high-end product line, Juicy Couture BlackLabel, which is a new abacus for the declining sales of Juicy Couture.

Is there any way to raise the tone?

From the styling point of view, it is still the same exercise style, cowboy and artificial fur, and the fabric can not avoid the cheap feeling of a diamond drill on a velvet sweater.

It all makes it hard to imagine how high and hot this brand has been, like writing a worrying sales prospect on LOGO.

Pamela Levy and Gila Naish jointly founded Juicy Couture in 1994. If we can take mathematical knowledge as an example, the brand development has already passed the peak of parabola for twenty years, and sales decline has not been one or two years.

From 2002 onwards,

Began expanding the product line, extending to men's clothing.

It also sells bags, shoes and jewellery accessories. In more than 60 countries, there are Oswalt discount stores and boutiques, but sales are not ideal.

In October 2013, Authentic Brands Group, a brand management company, acquired the stagnant Juicy Couture from Fifth & PacificCos. (now KateSpade & Company) for $195 million, and began to close its direct stores in North America.

In the past two years, Juicy Couture has begun to concentrate on the development of light luxury and Asian markets.

It is understood that the total retail sales in the Greater China region, including Hong Kong, Macao and Taiwan, account for the world's total retail sales.

10%-15%.

However, sales in Greater China are also not optimistic.

Juicy Couture is represented by Imagine X in mainland China and Hongkong.

Since 2014, a large clearance clearance has been launched in Direct stores in China.

Perhaps in order to pform, the brand will sacrifice the price to empty the old clothes and turn back the cost.

ABG chairman and CEO Jamie Salter said it is "promoting the global development retail strategy of Juicy Couture at high speed with the new and long-term partners", and disclosed that Juicy Couture will expect to open 133 new stores through authorized partners in the next 5 year.

At this rate, the number of Juicy Couture stores will rise to 335 in less than 2020.

But unlike before, the newly opened independent stores will sell products of high-end product line Juicy Couture Black Label.