US Brand Juicy Couture Is Now Trying To Return To The US Market.

May 2014 Juicy Couture

Overseas, especially in the US and Canada, shops are closed.

The once popular American

Juicy Couture is now trying to return to the US market after shutting down all the shops in North America in 2014.

According to WWD's latest news, the Juicy Couture logo package is coming to Bloomingdale department store in America.

Some analysts believe that the prevalence of sports is prevalent.

In the retail market, the velvet sportswear package that pulled Juicy Couture out of the market will be the key to its return to the North American market.

Brooke Jaffe, vice president of fashion department at Bloomingdale department store, said in an interview: "the prevailing trend is the trend of leisure sports. The classic velvet suit of Juicy Couture just fits the trend."

During the heyday of Juicy Couture, many celebrities such as Paris Hilton and Britney Spears were photographed in classic suits.

In the past few years, the brand did not adjust product strategy in a timely manner, coupled with the vulgar trademark, consumers gradually lost their attraction to Juicy Couture. Juicy Couture downgraded from light luxury brand to a permanent brand in the discount store, and finally had to withdraw from the North American market in 2014.

Juicy Couture achieved its annual sales of US $605 million at its peak in 2008, mainly for sale in the US.

Juicy Couture has absorbed a lot of painful lessons in the US in developing the Chinese market, avoiding the failure of decision making, resulting in the rapid loss of fashion.

In 2014, Juicy Couture parent company Authentic Brands Group group and Hongkong Junsi group reached a long-term cooperation agreement, layout Juicy Couture in Greater China and Southeast Asian market development. Juicy Couture has more than 70 shops in mainland China, 6 in Taiwan, 12 in Hongkong and 4 in Macao. Obviously, the Chinese market has become the most potential and important market of Juicy Couture.

Today, apart from keeping Juicy Couture's classic suit, brands are also starting to focus on their casual clothing and accessories categories, hoping to expand their market potential.

In the US market, Juicy Couture's main competitors, lululemon and Under Amour, are in time to adapt to market changes, adjust product strategies, launch trends and comfortable functional sports products. Analysts say that although the classic sports suit of Juicy Couture is no longer the range of teenage consumers, it is likely to return to the North American market under the revival trend of the retro movement.

In April this year, private equity fund Lion Capital acquired the shares of Authentic Brands Group 20% of Juicy Couture parent company. The analysis indicated that the move would promote the development trend of Authentic Brands Group.

In 2014, Authentic Brands Group bought Kate Juicy from the Kate Spade & Co. (formerly Fifth & Pacific Cos. Inc.) at the price of $196 million, and owned the intellectual property rights of the brand. After experiencing the collapse of the brand North American store, she insisted that the brand was not dead.