Juicy Couture Headed to Kohl’s for Fall 2014
Juicy Couture, once the hot fashion label of the ’90s founded by Pamela Skaist-Levy and Gela Nash-Taylor is switching gears to mass retail via Kohl’s. It was reported back in 2013 by the Business of Fashion that Juicy Couture had been sold once and then sold again, finally finding a soft landing at Kohl’s. “Fifth and Pacific Companies (the public company formerly known as Liz Claiborne Inc) sold Juicy Couture to Authentic Brands Group (ABG), a licensing company, in a cash deal worth $195 million.” Now Kohl’s has their webpage page, lookbook and advertising for Juicy Couture officially up on Kohls.com. Can the Juicy Couture global brand reestablish itself at Kohl’s or is the era of the velour sweatsuit over? Stay tuned. See the full Juicy Couture lookbook from Kohl’s over at our friend The Budget Babe’s blog.
Once you look at the images of the clothes, if you were a Juicy Couture fan, you’re in for a shock. I agree with my fellow blogger The Budget Babe on this collection. As she says, “Juicy Couture for Kohl’s looks like a mash-up of styles from other Kohl’s lines – think Princess Vera meets Rock & Republic (another once-cool brand that now calls Kohl’s it’s sole retail home). Make no mistake: These velour tracksuits and graphic tees are not the Juicy Couture you once knew (and maybe even were a fan of). But Kohl’s is banking on plenty of consumers not really knowing or caring. “
Maybe the license Kohl’s bought was really to the Juicy Couture name, but not the original designs? Maybe they want to make the originals more mainstream aka affordable? I don’t know, but its not what it once was. With so many other good looking budget collabs around, I’ll be surprised if this sells like hotcakes , won’t you?
Maybe new customers won’t care, but the original fans most likely won’t be shopping at Kohl’s. They may have to go shopping at TJ Maxx and Marshalls for the old stuff (apparel and jewelry.)
Look for Juicy Couture fragrances on sale now at Kohls.com.