It would seem hard to make a sweatsuit ill-fitting (isn’t that the point sometimes?), but those are among the complaints retailers had at the beginning of the year about Juicy Couture. Retailers alleged that the designs were also stale, on top of the fit issues. In the spring, the company hired Erin Fetherston to consult and design a capsule collection of dresses launching this holiday season, but it may have been too little too late, now that many major retailers have either dropped Juicy Couture clothing or cut back on orders for the fall season. WWD breaks down the losses:
A spot check of stores revealed that Saks Fifth Avenue dropped the Juicy Couture line at the New York flagship for fall; Bloomingdale’s flagship cut way back on its Juicy department on the contemporary floor; Nordstrom passed on the apparel line for fall; Bergdorf Goodman no longer carries the line, and Neiman Marcus has dropped the line in several stores, such as White Plains, N.Y. and Beverly Hills.
Many of the stores that dropped plain Juicy clothing still carry Bird by Juicy Couture, the higher-end line, and Juicy accessories like handbags. Juicy Couture founders Gela Nash-Taylor and Pamela Skaist-Levy left the company’s day-to-day operations behind at the beginning of the year, and plan to launch their own brand next year. The company president said that his goal is just to keep the label profitable, so only about ten to twenty new stores will open each year, while the men’s, yoga, and maternity categories are eliminated, along with 70 stores. So that’s a start. Can you think of a man, woman, or yoga person who wants “JUICY” across their butts? Actually, maybe that would be popular somewhere like Miami or the David Barton gym.