Nothing evokes a particular sort of early 2000s style like Juicy Couture‘s signature velour tracksuit. We can’t recall precisely why everyone suddenly wanted to wear velvety sweatpants that said “Juicy” across the butt, but those outfits were everywhere. The brand’s domination of the streets of America has waned in recent years, however, and its owners have an eye to divest the property, and the Juicy Couture founders are rumored to want their company back.
Pamela Skaist-Levy and Gela Nash-Taylor created Juicy Couture in 1997 and sold it in 2003 to Fifth & Pacific Cos. for $230 million. They left in 2010 over a conflict with the company’s CEO and have since founded another label, Skaist-Taylor.
According to Fashionista, retail experts think Skaist-Levy and Nash-Taylor could be the key to revitalizing the brand. Gary Wassner, co-CEO of factoring and financial services company Hilldun Corp., says Juicy Couture’s product had stagnated since the pair left in 2010.
“The product never evolved once they left the company,” he said in an interview with WWD.
While it would seem that Juicy Couture’s embellished velour stylings had just gone out of style, retail consultant Mary Epner said the brand’s original customer still exists, and that market is going strong. It’s just that other brands have taken up Juicy Couture’s mantle in recent years.
“Consumers are interested in athletic apparel,” she said. “What they want is nice-looking, comfortable apparel. They run around all day long in Lululemon. That’s what Juicy used to be. Can someone stay in the same vein and update the look for 2014? That’s the question.”
But even if Skaist-Levy and Nash-Taylor could somehow manage to make Juicy Couture relevant again, it could be moot by now. Vogue UK says final bids for the Juicy Couture label were due this week, and it could well be too late for the two to find an investor and make a go for the label.
Via Fashionista/Photo: Facebook/JuicyCouture