As the athleisure market is booming and its similar brands are enjoying success, Juicy Couture relaunched its e-commerce site on November 24. So far, its features include new styles and improved user experience. By the first quarter of next year, it will also host a marketplace offering parts meant to complete the Juicy look.
Updates to the site hint at the future of e-commerce. Many of these will also be incorporated into the websites of brands in the Juicy parent Authentic Brands Group portfolio – there are over 50 of them. Additionally, the overall site redesign was driven by the idea of nurturing a community.
“We have a historic customer base that is a millennia old. She will always come to us, whether it’s for her scent or for a very specific tracksuit with bling, ”said Alexandra Taylor, SVP Marketing at Authentic Brands Group. “And now we have a [in] with the young TikTok generation starting to connect with the brand through trends; things are coming back.
The brand closed its site two weeks before the relaunch to implement new technology and introduce its new style direction with big impact. An email capture of the site promising a relaunch notification drew 55,000 contacts, with buyers finding out largely through the brand’s organic social posts. The site had 150,000 active users as of Dec. 2, Taylor said.
“The demand has been there since the start of the year,” she said.
During the pandemic, consumers find solace in sport, as well as in nostalgic styles. In mid-October, Kim Kardashian’s Skims brand released a velvet collection focused on tracksuits. Some sizes are now sold out in all but two styles. Images promoting the collection featured Paris Hiton, which contributed to the popularity of Juicy Couture in the 2000s. Fast fashion brands such as Shein, Fashion Nova and Pretty Little Thing also sell versions of the style, which are regularly appears in viral TikTok videos.
“Over the past 10 years we’ve seen the rise of the updated sports package,” Taylor said. “It is generally a [seasonal] trendy for brands, while we offer the assortment all year round. According to Taylor, Juicy Couture sees an increase in engagement, press impressions and public interest when a competitor or competitive product hits the market, “because everyone associates traditional velor tracksuit with Juicy “.
Right off the bat, 17 styles were offered on the new site, including high-waisted tracksuit pieces and cropped jackets. Taylor said the launch with a limited selection was necessary to ensure the site was live before the holidays and at some point aligned with the brand’s 25th anniversary. A second drop of 51 styles was released on December 11.
Development of the website was also ramped up, within weeks to reach the target launch date. Partners included the Fabric headless commerce platform, which took a mobile-centric approach and prioritized simplicity, speed and transparency, especially for those redirected from Instagram, said Faisal Masud, CEO. by Fabric. For Juicy’s internal team, Fabric allowed easy access to site performance analysis and “rock-solid” updating capabilities for all pages. RevCascade has supplied the dropship compatible market.
“The design is meant to ‘get out of the way’, so that customers can focus on product selection,” Masud said..
Increasing direct sales and control is a goal. In February, Juicy Couture entered into a licensing deal with the United States-based NYC Alliance, replacing its partnership with Hong Kong-based Global Brands Group, which “over-assortment” the brand’s selection, Taylor said. The vertically integrated NYC Alliance now manages the design, production and distribution of the brand to sales channels, which currently include Nordstrom and Macy’s. In addition, a small capsule collection is being sold at Los Angeles-based Fred Segal, who was the brand’s launch partner in 1995. This partnership will expand in 2021, Taylor said, and the brand is expected to enter channels of additional sales early next year.
“We’re really trying to curb our distribution in the United States,” Taylor said. “We want to take ownership of it and focus on how we can reach our customers in a way that is authentic to the brand. “
As such, business partners will be limited to those who “adopt the brand,” she said. And the product selection will consist of key heritage pieces and a selected “novelty” that is ready to sell. “We’re not going to end up with extra inventory,” she said.
The paid marketing around the relaunch has focused on Instagram and TikTok, reaching “the younger generation,” and Facebook, for the “historical customer,” Taylor said. Juicy Couture also tapped in paid and talented influencers from ABG’s exclusive 3,000 designer network to increase awareness, as well as traffic and conversion. The brand will invest in retargeting campaigns as the site is refined and stocked with more products.
Collaborations should remain a key strategy to reach new audiences. Among ABG’s brands, Juicy Couture is the most requested collaboration partner after Judith Leiber, Taylor said. In early September, she launched a collaboration with Italian sportswear brand Kappa, with Sofia Richie as a campaign model. In late October, he followed that up with vegan clothing brand Apparis on a collaboration that included a faux fur tracksuit. And on December 7, he launched an underwear line with sustainable underwear brand Parade.
The site will soon feature a marketplace selling its collaborations, as well as its licensed products – like its fragrances, managed by Revlon, which are currently sold on juicycouturebeauty.com. It will also house products from “like-minded brands in all categories” that the brand has not yet entered. These brands will include certain ABG brands, among others, Taylor said. Juicy Couture plans to launch new categories in the United States in 2021. Juicy Couture Luggage is expected to launch in the coming weeks.
“[The site] is an opportunity for us to bring the whole world of Juicy – that whole way of life – to our client, ”Taylor said.
She said Juicy Couture’s licensed partners, which operate its international markets, including China and Europe, have expanded the brand locally to include popular categories, from footwear to denim. All of them reflect the brand’s signature “style, glamor and LA heritage,” she said, hinting at plans to follow suit.
ABG will deploy market capabilities in many of its brands over the next year, Taylor said. In addition, ABG has a portfolio Loyalty program in the works, as reported by Glossy in November.
Juicy Couture was acquired by Authentic Brands Group in 2013 for $ 195 million, after the founders Gela Nash-Taylor and Pamela Skaist-Levy sold the business in 2003 to Liz Claiborne Inc. At its peak, in the mid-1950s, it was the unofficial outfitter of Hilton and Nicole Richie’s “The Simple Life”, had more of 100 store brands and achieved annual sales of $ 605 million. Along with the closure of its stores, the brand started selling at Kohl’s in 2014. But it got new life in 2016 after partnering with Vetements on a collaboration that was featured on the catwalk.
Taylor, who joined ABG with the acquisition of Juicy Couture, said the idea of the tracksuit, launched in 2001, was all about comfort, in a glamorous way. “It was ironic at the time,” she said. “But that makes a lot of sense now.”