Sunday, May 25, 2014

Stylebook Snapshot: Passion for fashion went Juicy Couture duo

In 1988, a stable job at Diane Merrick boutique inside Los Angeles brought Pamela Skaist-Levy since Gela Nash-Taylor together. A enjoy of fashion made them friends.

Juicy Couture iPhone 5 Case Pink Flamingo

Their very own backgrounds varied: Ms. Skaist-Levy achieved studied fashion, created costumes to obtain movies and designed her own type of hats. Ms. Nash-Taylor graduated hailing from Carnegie Mellon University to stick to an acting career. But they provided a craving to create casual clothes by the high-end fit and feel, each void in fashion at the time.

With no classy business education and a couple of 100 dollars, they turned a type of colorful, buttery soft, fitted Tees for women into a global empire as to rainbow tube socks, graphic tee shirts, accessories, fragrances and terry fabric tracksuits they called Juicy Fashion. In 2003, the pair promted the not-yet10-year-old company for $56 million to Liz Claiborne (now Kate Spade & Co. ), plus an eventual $200 thousand thousand earnout.

"There isn't a day which goes by where somebody doesn't request us, 'How did you gents do it? ' " Ms. Skaist-Levy said. They document their route in "The Glitter Plan" ($27; Gotham Books), written with Idaho Times fashion critic Booth Moore. The book goes on sale Thanksgiving and can be pre-ordered at

Lady part memoir mixed with fashion marketplace insights and advice for online marketers.

"We have so many stories since anecdotes, life experiences that we so want to pass on, " Ms. Skaist-Levy discussed. "We learn so much from our mistakes since our achievements. "

By the start of new millennium, the brand had constucted nowadays a fan base that reached hailing from middle America moms to actresses such as Halle Berry, Cameron Diaz and Madonna (who sported each Juicy Couture uk tracksuit with her play name "Madge" on it). In 2004, your current indelible tracksuit was inducted directly into permanent fashion collection of the Laurel and Albert Museum in London to assist you to commemorate Juicy Couture's role inside defining the luxe casual group of clothing -- now a software program of many designer collections and the forerunner of activewear lifestyle lines fancy lululemon. Before Juicy, most sweatpants and T-shirts had baggier suit and were reserved for the gym.

Many people describe their experience as a mythic, but it wasn't an overnight financial achievements. Their first fashion foray was seen as Travis Jeans for the Baby inside You, a line of modern-minded mother to be denim named after Ms. Nash-Taylor's sonoridad. They got their California-based start up recognition by cold-calling stores since spontaneously showing up at boutiques with a designs. They packed orders them (and included hand-written thank-you notes) and would rent a truck to deliver them.

"Don't wait for money to come along. Have a DIY punk-rock mentality, " is one of the lessons they feature in the book, along with: Follow your ardeur and produce a product that's correct. Each chapter ends with a various business-building tips.

"Hopefully, it will motivate some kids and women who want to start off something on their own, " Ms. Nash-Taylor said.

Juicy had a similar start off and grew organically with a $75, 000 revolving line of credit they posed their parents to co-sign to obtain. A private lender called a factor in addition loaned the team money based on the associated with store orders. Juicy was considered during a recession, so affordable high quality apparel was the goal in the early years.

Many people described themselves as "totally fearless" in those days. The discipline and vitality it took to excel in the thorough acting program at Carnegie Mellon prepared Ms. Nash-Taylor for the regarding starting a business, she said. In addition, she admired the work of the school's dress suit design department.

"It was beautiful being in the acting program, alone she said. "It was totally hard-core, but it was a fantastic the environment to learn to understand the thrill of competing buyers. "

As the economy improved, slimmer grew hungry for more aspirational designs. To meet the demand, the Juicys -- as they were dubbed in the medium -- upped the prices and presented more merchandise. When growing aches and pains set in, Juicy Couture sale sought each buyer to help it expand its certainly global presence, including opening its very own retail stores on such prestigious alleys as Rodeo Drive in Beverly Hills and Fifth Avenue inside Manhattan. Working within the Liz Claiborne corporate world was an restructuring for the entrepreneurial, fun-loving "California even though females, " they said. The corporation's would like to feed the bottom line and add more trade name extensions pushed Juicy Couture turned off course, and sales dropped. Before Ms. Skaist-Levy and Ms. Nash-Taylor's contracts were up, they considered necessary out.

"It's hard to watch Moist lose its way, but you should not look back, " Ms. Skaist-Levy said.

Authentic Brands Group took the brand in October for $196 million and plans to take it best-selling with a deal with Kohl's department stores.

Before their non-compete clause lifted during the summer of 2011, Ms. Skaist-Levy since Ms. Nash-Taylor got to work on another collections. Their latest is Pam & Gela, a line of fit-and-fabric-focused casual wear for women that entered this spring in more than 75 retailers including Neiman Marcus, Nordstrom and Bloomingdale's. Jersey knee-length sweater, high-low-hem sweatshirts and fitted tee shirts with sayings such as "I'm possibly not sorry" (a reference to their Moist days) typically range from $115 to assist you to $995 for a leather jacket. As is the case with Juicy Couture, color is an a muslim component to the collection, although they've ripped down their use of it during these new designs.

The response is to use strong, they said.

"You have to obviously have a passion, " Ms. Nash-Taylor discussed. "You have to stick to that. alone

No comments:

Post a Comment