The Glitter Plan: How We Started Juicy Couture for $200 and Turned It into a Global Brand by Pamela Skaist-LevyPart memoir, part business manual, and 100% juicy—the inside story of Juicy Couture, one of the most iconic brands of our times
While working together at a Los Angeles boutique, Pamela Skaist-Levy and Gela Nash-Taylor became fast and furious friends over the impossibility of finding the perfect T-shirt. Following their vision of comfortable, fitted T-shirts, they set up shop in Gela’s one-bedroom Hollywood apartment with $200 and one rule: Whatever they did, they both had to be obsessed by it. The best friends’ project became Juicy Couture. Pam and Gela eventually sold their company to Liz Claiborne for $50 million, but not before they created a whole new genre of casual clothing that came to define California cool.
Pamela and Gela built an empire from the ground up, using themselves as models to build their patterns and placing their merchandise by storming into stores and handing out samples. They balanced careful growth with innovative tactics—sending Madonna a tracksuit with her nickname, Madge, embroidered on it—and created a unique, bold, and unconventional business plan that was all their own: the Glitter Plan.
Now, Pam and Gela reveal the secrets of Juicy’s success: how they learned to find and stick with the right colleagues and trust their instincts when it became time to move on to their next project. They also share their missteps and hilarious lessons learned—like the time robbers stole one thousand pairs of maternity shortalls, which the partners took as the first sign to get out of the maternity clothing business.
Told in the bright, cheery voice that defines Juicy style even today, The Glitter Plan shows readers how to transform passion and ideas into business success. Aspiring designers, Juicy fans, and business readers of all stripes will be enthralled by the story of spirit and savvy behind Pam and Gela’s multimillion-dollar fashion empire.
How Juicy Couture Went From Celebrity Darling To Discount Label
J uicy Couture — the American brand famous for its tight-fitting velour tracksuits — could be heading for a zip-up of production. A year after its parent company Kate Spade sold the brand off, sales have continued to plummet and plans to close all its US stores have been announced. Though Juicy is still alive — it recently publicised collaborations with Steve Madden shoes and Kohl's department stores — it is much diminished. According to the US fashion website Racked, new items will only be available internationally. While Juicy tracksuits now seem to be sealed in the same noughties time capsule as sex tapes and The Osbournes reality show, it was once a very different story. Just a few years ago having "JUICY" splashed across your derriere was percieved not only as a bit of Katharine Hamnett-style fun, — it was also big business. The peak of the company's popularity coincided with the rise of gossip magazines such as Heat , which specialised in stories that consisted of multiple pap shots of celebrities.
If you say you've never owned a Juicy Couture tracksuit, you're almost certainly lying. It was athleisure before athleisure was a thing, and before designers like Alexander Wang took the theme to more minimalist, luxe territory. And literally every female in America had at least one set in her closet, whether she was a Hollywood celeb or a middle school queen bee. Since then, we've said goodbye to the regrettable, albeit fondly nostalgic trend. The tracksuits that once topped our holiday wish lists and symbolized our cool girl status now clutter the sale racks at Kohl's , marked with those glaring red stickers that might as well read R. And if that weren't enough to make it an official relic of the past, this certainly is.
"Juicy Couture stores will be changed to Kate Spade! bring back @skaisttaylor please! "End of an era," remarked @sonja . dresses, contemporary customers were looking for high fashion design at made-in-Asia prices.
making of walking with monsters
Juicy Couture, all but dead as its last U. The label, best known in the earlys for rhinestone-bedazzled tracksuits, is shifting from shopping malls to high-end fashion districts with a new product line. Now under the stewardship of the same company that owns the rights to the brands of dead celebrities such as Marilyn Monroe and Elvis Presley , an international push to revive Juicy is underway.
There is no doubt that many of us like luxury and designer labels. Here are ten luxury labels that no one seems to want anymore. Some of these labels are no longer on the market, while others went mass market and stayed there. Either way, you probably fawned over most of them at some point and then probably forgot they even existed, until now. Juicy Couture boutiques began to pop up in exclusive shopping districts from Rodeo Drive to Madison Avenue. Now, all of the Juicy Boutiques are closing. But fear not fashionistas, Juicy will soon be re-launching its concept and opening up new stores, which will sell only their high end luxury black label line.