JUICY COUTURE OPENS A MANHATTAN RETAIL STORE

The mercilessly hip casual wear line Juicy Couture just opened a 2,400-square-foot retail store at 103 Fifth Avenue in NYC. The line, founded by Pamela Skaist-Levy and Gela Taylor (and hyped by Oprah) has the same cult-like status as Ed Hardy. Women of all ages are buying (and coveting) jogging suits, sweats, T-shirts, hats and bags with the Juicy logo and a kitchy component that makes its wearers feel cool.

The Manhattan store has dark wood floors and dark gray and purple painted walls. Kitschy T-shirts have sayings like “My dog is cuter than your dog” and “Go Couture Yourself.”

“This store is our evolution in motion. We are trying new things and having fun with it,” said Taylor. “It’s that whole English manor-house feeling mixed with a California lifestyle and our sense of humor.”

The Fifth Avenue store carries women’s apparel and accessories. As a way of standing out from the competition the Juicy team has used girlie touches like bright pink dressing rooms, feminine pink and white wallpaper and furniture, and rock ’n’ roll album covers on the walls.

“Everyone wants a slightly different experience when they shop, so we plan on making different unique elements in our stores,” added Taylor.

If you think the Juicy label is everywhere - you are right. They are not only in most major department stores, but there will be three more NYC stores. Another NYC store will open on Bleecker Street and will house the Juicy collection of men’s, women’s, children’s wear and accessories.

In addition, the brand will add 14 more locations around the world. Liz Claiborne Inc. acquired the Los Angeles-based tracksuit company in March 2003 for $47 million. Today, Juicy Couture has become a $300 million brand.

* This is a great brand to watch for fashion direction. Their customer’s thrives on being hip and comfortable - and so do many other consumers today. Check out their vivid colors and unusual detail on hats and bags.

Also, their idea to make each store different is a good one. I don’t’ know about you, but I am real tired of walking into a store and having it be a clone of the one I just walked out of. Young People abhor this sameness mentality - It is boring and not conducive to spending money. If stores and merchandise are exciting people will part with their money with more ease.