Friday, February 27, 2009

The Staying Power of Juicy Couture

It is hard to argue against the staying power of Juicy Couture. Just when you think what could possibly be done to update the styling; the new line proves hotter than the last. Shows like Entertainment Tonight, Access Hollywood and Desperate Housewives are walking advertisements for Juicy. The dangling "J" on the zipper is one of the most recognized fashion statements. It's one of the few, if any, lines where lines that can be worn by mom and daughter.

Since being acquired by Liz Claiborne a few years back, the line has branched out in all directions and offers some of the most unique and sought after fashions and accessories. Quite the American success story for a designer of track suits, "Juicy Loves Martha" T-shirts and ruffled tube dresses. The signature logo boasts their two terriers holding a shield with three hearts and the "Love P&G" for the two creators, Pam and Gela. The classic Juicy banner, crown and the slogan "Made in the Glamorous U.S.A" and stands as one of the most recognizable in the fashion industry. Juicy Couture's success in the fashion industry has been largely due to their relationship with the Hollywood crowd. Juicy made a strategic move when they invited Madonna, Jennifer Lopez, Cameron Diaz and now Eva Longoria to don the Juicy Couture designs.

What is overlooked with Juicy tracksuits is just how good they are made. Many other fad lines are made overseas and rely solely on the label to sell it. Not Juicy, made in the USA, and made well. Maybe even too well. They are almost indestructible, and wash after wash has no effect on color or fit. The stitching is perfect and the fabric maintains that snug fit and looks just as great as the first time worn. The imported velour, terry cloth and cashmere fabrics are second to none. The new dazzling colors and updated style changes are the main reason women return to add more, and more. I'm hard pressed to conjure up any casual clothing line that has stood this test of time while providing the same high quality and stand-out style. Each season the classic velour hoody gets redone into bold new colors and styling features such as puffed shoulders, rib-knit sleeves, satin ribbons and crinkled silk ruffles. The variety of sumptuous colors such as English Rose, Lady (Periwinkle), Plonk (Burgundy) and Top Hat (Charcoal) each have a distinctive hue which separates them from the bland colors of other lines.

In addition to the women's line, Juicy has branched out into children's and men's clothing as well. The Juicy accessory line now includes handbags, duffel bags, jewelry, gloves and scarves. How can the true Juicy addict resist the Juicy pet coat? The handbag line has been a huge success. Priced more in the Coach range, then the upper Louie and Gucci bags, the bags are more oversized and boldly don the classic logo. Most of the smaller accessories such as wallets, scarves, jewelry and gloves come Juicy boxed and make great gift giving. After all my skepticism, Juicy is here to stay and re-does itself each and every season without compromising the quality and chic style women have come to love.


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