Hello, jaime511-ga!
I poured through article after article about Juicy Couture, going
through several databases and finding virtually nothing about the
early business financing of Juicy (formerly Travis Jeans) until I
finally hit upon one article from the The Times in London.
Unfortunately, it is in the Proquest Database (which you may have
access to in your local library) and copyright restrictions prevent me
from copying the article here. Therefore, I have provided a summary of
the article below, along with other relevant articles and information
about the origins of Juicy Couture:
An Overview of the Company, it's origins and early financing
=============================================================
From Proquest: The women who made velour cool; [Final 1 Edition] Grace
Bradberry. The Times. London (UK): Apr 11, 2003. pg. 6
Summary:
Gela Taylor and Pam Skaist-Levy launched their business from home,
starting off with $200. Though friends urged them to formulate a
business plan and take out an $80,000 loan, the two women were
rejected both suggestions. They were adamantly against borrowing
money, noting that an $80,000 debt would not have allowed them to
sleep at night. Instead, they had a revolving line of credit which
permitted them to borrow and pay back their credit lines to zero so
they did not assume outstanding debt. The women took their profits and
continuously put them back into the business. Neither woman took a
salary for the first two years.
Starting in the niche maternity jean market gave them the opportunity
to start with an item of apparel that was neither seasonal or likely
to falter due to decreased need. The market was narrow enough that
they were permitted to learn from their mistakes on a small scale.
When the women launched Juicy Couture, they also started with another
basic staple - the t-shirt - which they cut to fit a women's figure in
a flattering and sexy manner.
One of the keys to their success, they believe, is designing clothing
lines that do not fall out of fashion. They keep their brand strong by
limiting sales to a select group of stores. While celebrity customers
have certainly helped to drive the brand, the pair note that their
items were selling out before the big names sported their label.
While the velour tracksuit is a huge success, they are quick to point
out that it is not a new concept. The materials and cut of their
designs are different, but it is simply their own spin on an item that
has always been popular due to the comfort and functionality. Noting
that most every person would love to be able to step out in their
pajamas, the Juicy brand reconfigured the tracksuit with cut and color
to make the item of sportswear more presentable.
Liz Claiborne is the current owner of Juicy Couture, having recently
bought out 100% of the stock in Travis Jeans, which owns the assets to
Juicy.
==
From "Juicy Couture: packed with Vitamin See," by Caitlin Ingrassia.
The TimesHerald-Record.
http://www.recordonline.com/archive/2002/09/15/bz15.htm
"Juicy Couture began in 1994 after friends Gela Taylor and Pamela
Skaist-Levy shared their desire for the perfect T-shirt - a modernized
version of a man's V-neck, with a better fit. Sensing a need in the
market, the two took to their sketch pads and sewing machines and
designed a dozen tight little tank tops."
==
The following articles are available on the Highbeam Research site.
You may access the article if you want by taking out a "free, 7-day
trial" at http://www.highbeam.com/library/index.asp
Since no portions of the articles can be copied I have summarized them below:
From "They've got the juice. (Pamela Skaist and Gela Nash and their
women's apparel business, Juicy) Los Angeles Business Journal;
1/27/1997; Kanter, Larry.
Summary:
At the time the article was written, the business was located in an
industrial business park in the northeast section of the San Fernando
Valley. Large bolts of fabric and boxes of t-shirts awaiting shipment
cluttered the office, according to the writer.
Skaist and Nash originally started their business designing maternity
jeans under the Travis label. The simple design consisted of an
oversized pair of jeans with the waist replaced by an expandable
cotton panel. The two followed up with a line of lace nursing bras.
The duo then shifted their talents to re-designing the basic v-neck
t-shirt under the label Juicy, using various fabrics and restyling the
cut so it was more form-fitting to a women's body. The t-shirts sold
in the range of $21-$30, with sales reaching approximately 1 million
at the end of the first year.
At the time of writing, all of Juicy's clothes were, according to the
label, "made in the glamorous USA". According to Nash, the two wanted
to keep manufacturing within the country. Rather than employing teams
of market researchers, the women prefer to operate on their own
instincts, creating comfortable clothes they would wear themselves.
Some facts about Juicy:
Year Founded: 1994
Employees in 1994: 2
Employees in 1997: 8
Sales in 1994: $1 million
Sales in 1996: $5 million
==
From "Tee for Two: Designers Gela Nash-Taylor and Pamela Skaist-Levy
hit it big with their colorful, form-fitting Juicy
T-shirts.(Style)(Brief Article) People Weekly; 11/6/2000
Summary:
In order to create their curve-hugging t-shirts,($30 to $60), the two
took a Hanes T-shirt and cut it to fit in sexy manner.
==
The following summary is from a 2003 interview in Women's Wear Daily,
one month after Juicy was bought by Liz Claiborne Inc. The article is
also available on Highbeam.
From "Juicy's New Squeeze: Claiborne."(Interview). WWD; 4/17/2003;
Jones, Rose Apodaca
Summary:
Pam Skaist-Levy and Gela Taylor currently remain co-presidents while
Claiborne's owns 100 percent of Juicy Couture. The buyout is allowing
them to finance additional product lines, from flip-flops to fur
parkas. (For in-depth information on buyout figures, you will need to
access the article)
Store owners are also looking forward to a more timely flow of Juicy
goods to fulfill the frenzied demand. Juicy products are currently
sold in over 840 specialty stores in the US and 280 department stores.
Eight-percent of the company's sales are in Europe, 5% in Canada and
2% in Japan.
The simple ability to fulfill the current demand for Juicy products
has some speculating that the business will double in growth within a
year. A steady supply of existing and new product lines has retailers
anticipating the plus side of the buyout.
New product lines are expected to include cosmetics, fragrance,
footwear, handbags as well as the first namesake Juicy boutique. All
of this is expected to take a good portion of the production out of
the United States - a difference in the original company vision of
keeping all production within the country.
At the time of writing, the Juicy staff numbered 200. The two women
have already begun to envision a home collection, including designer
furniture.
Recounting the beginnings of the company, the pair tell how they met
at a friend's shop in 1994, soon hooking up to launch Travis Jeans. In
1996, their t-shirt business took off under the brand, Juicy Couture.
Juicy Jeans followed in 1999, with a launch party headlined by
Taylor's husband and his band, Duran Duran. The party attracted a
celebrity A-list who have helped to boost the brand's image.
In 2001, the Juicy Couture tracksuit became a hit with its form
fitting cut and wonderful array of colors. A men's line of clothing, a
baby business, and the new house party launch of Down Dog Couture Yoga
apparel has added to the Juicy line.
Skaist-Levy and Taylor speculate that they will be able to keep up
with the increased pace now that Liz Claiborne has taken over, but
they don't want to see the Juicy line flood every department store in
the country. They still want to retain their specialty niche.
Moreover, they are avoiding the calling to produce their tracksuits in
sizes for larger women, only recently adding a size 8, and
contemplating a size 10 to quiet the retailers.
Nor do they want to enter the teen or tween market. They figure that
young girls can wait until they grow up to be fit into or afford the
Juicy label. However, they are already aware that many teens are
already buying the clothing intended for their mothers.
To sum it up, Skaist-Levy and Gela Taylor are hoping that, with the
aid of Liz Claiborne as their parent, they will be able to make Juicy
into the next American brand.
==
A freely accessible article from "Juicy Couture meets their match." PR
Newswire; 3/20/2003 http://www.prnewswire.co.uk/cgi/news/release?id=99753
Some excerpts follow:
"Liz Claiborne Inc. purchase 100% of Juicy Couture on the same day the
US edition of Vogue Magazine declares 'Juicy Couture just may be The
Future of Fashion."
"In 1996, with a pair of scissors, a bag of T-shirts and $200 between
them, Juicy Couture co-designers, Pamela Skaist-Levy and Gela Taylor
created the Juicy phenomenon. "We had originally intended to make sexy
basics for our friends as presents" claims The Juicy's (as Vogue
Magazine's April 2003 issue refers to them), however they soon
realised how contagious Juicy fever would become. "Juicy Couture has
completely revolutionised fashion," says Skaist -Levy. Not only did
the world take notice of the tracksuits, but Liz Claiborne Inc.
quickly recognised Juicy's appeal and the talented women behind the
influential label."
"It's amazing because while we remain in 100% control of the vision of
the company and the product, Juicy's design concept and quality will
not change at all. It's the best feeling to have the financial freedom
and the uninhibited creative control all at once - It will be 'Juicy
Mania' like no one has seen before", states Skaist-Levy. "Liz
Claiborne Inc.'s financial backing will allow us to go leaps and
bounds over anything that we have ever done in the past. We are
ecstatic", claims Taylor. "Finally with our new partnership we can add
a great dimension to this Juicy world!"
"Having been introduced by mutual friends in 1994, P&G's first project
was producing a line of maternity jeans called Travis Jeans, what
would soon become Juicy Couture. Pam, previously a milliner, had a
strong background in fashion, having studied at the Fashion Institute
of Design and Merchandising; while Gela was an actress who had held
numerous roles in films, on television and on the stage. Their common
bond? "We could never find fashionable basics that were girly,
flattering and sexy!", expressed P&G in unison. The Juicys launched
their line of T-shirts that immediately flew out of every store that
carried them. Based on this success, P&G applied their designs to
revolutionising denim wear. Juicy expanded into the jean market with
the launch of Juicy Jeans in 1999. For the actual launch, Duran Duran
reunited for the evening and performed at an exclusive venue for a
high profile guest list. This natural progression, led the duo to
later introduce a line of cashmere sweaters and scarves inspired by
the styles and trends of the 80's London punk rock scene and such
icons as Johnny Rotten and the Sex Pistols. Building on this momentum,
in Spring 2001, P&G created a new Juicy twist to affordable fashion by
designing the Juicy Tracksuit. "Why can't women be comfortable while
still feeling sexy and chic?" asks Taylor. "As I travelled across the
country last year, speaking with women about fashion, the only thing
united was an obsessive interest in Juicy velours - should the
tracksuit go to a dinner party? The dog run? The school cafeteria? A
date? The in-laws? A cocktail? (Answer: Yes to all of the above.)",
asks Sally Singer, Fashion Features Director at Vogue Magazine."
"Juicy Couture's retail success has been reinforced by the immense
celebrity appeal. "We have been very fortunate by our celebrity
support. All of these celebrities really get it - while they are sent
the best in fashion whether from Gucci, Versace, or Dior, they still
choose Juicy!", claims Skaist-Levy....
For Spring/ Summer 2003, P&G launched Juicy Couture's largest and most
elaborate collection ever. With five new line extensions, Juicy has
rounded out the collection, creating a 'Juicy lifestyle'. New
introductions include:
Down Dog Couture Yoga, Menswear, Swim, Baby, Sleepwear and Accessories:
While Juicy's national appeal is growing by the day, Juicy
international recognition is mirroring that growth and in instances
surpasses it. In October 2002, a Juicy promotion in Harvey Nichols in
London broke a store sales record! That evening The Juicy's hosted a
party at 'Home House' (where Madonna used to stay in London). Guests
included: Matthew Williamson, Yasmin & Simon Le Bon, Jodie & Jemma
Kidd, Kate Driver, Alison Loehman, Debbie Harry, John Taylor, and Nick
Rhodes from Duran Duran. For their Milan launch, Juicy took out their
first advertisement ever. The ad not only generated such a high level
of interest, but drove their retailers to see additional record
breaking sales in first day alone!
Read more....
More about Pamela Skaist
=========================
Pamela Skaist is not as complete a novice in the fashion industry as
you might think. She is a graduate of The Fashion Institute of Design
& Merchandising. The following excerpt is from a "cached" web page. If
you want to view the page, please paste the URL into your browser)
"Throughout the apparel world, FIDM alumni are in top positions in
their specialty fields. Notable graduates include fashion designers
Pamela Skaist-Levy (owner of Juicy Couture),.."
"Designs on the Future - FIDM Prepares Students for Cutting-Edge
Careers." Downtown News.com
http://66.102.7.104/search?q=cache:EeKKKinyuGMJ:www.downtownnews.com/articles/2004/03/29/landmarks/land04.txt+pamela+skaist&hl=en
==
From the Proquest Database - "Designer Friends Stumble Onto Success;
[Home Edition] ROSE-MARIE TURK. Los Angeles Times (pre-1997 Fulltext).
Los Angeles, Calif.: Oct 9, 1987. pg. 20
Summary:
The article highlights the start of Skaist's earlier career as a
milliner while working her way through the Fashion Institute of Design
and Merchandising. Skaist was prompted to make her own hats when an
ailment caused temporary baldness. Unable to buy expensive hats, she
was forced to buy cheaper versions and add her own trimmings. Urged by
an instructor to make millinery her career, she started a business
called "Helmet," designing one-of-a kind hats which she sold in a
friend's boutique.
The hats took off from the start, with the first store ordering two
dozen. Expecting only 5 hats per order, original orders were on the
number of 15.
Skaist, who believes she was destined to be a designer, imagines her
next venture to be a line of clothing called "Uniforms."
(Little did she know what the future would hold :)
Additional References
=======================
"Juicy/couture. Style.com
http://www.style.com/vogue/feature/040703/
"Juicy Couture Dives Into Swimwear." For Release.com
http://www.forrelease.com/D20040317/nyw132.P2.03172004134955.19076.html
===
I hope these articles provide a bit more enlightenment into how the
Juicy Label got off the ground. Don't forget, the connections these
women have to the LA scene certainly did not hurt, I'm sure, when it
came to finding buyers for their sample products, especially since
much of the interest was generated in celebrity launches wihin a home
setting or invitation-only party.
However it is still an interesting success story and these two women
are to be admired, don't you think???
Sincerely,
umiat
Search Stratey on Goolge, Highbeam, Proquest and Ebsco for the terms;
Juicy Couture
Juicy Clothing
Travis jeans
Pamela Skaist
Gela Taylor |
