Juicy Couture Rebrand
“Retapping into the Vintage and Iconic Juicy”

Background (ooo get all the deets!)
A brand originally established by two friends that wanted an “elevated but comfy” feel launched their brand featuring the popular “Juicy Tracksuit” during the conservative George W. Bush era.

Their success is attributed to making sweats and casual clothes luxury before anyone else. Their strategy of gifting their tracksuits to celebs allowed their brand to eventually dominate the media sphere.

The problem (hmm?)
The Juicy we know today exists far from the Paris Hilton, Britney Spears, and Jennifer Lopez era that made it iconic. True low-rise, quality, and luxury are gone!

Butttt
Y2K is trending, so it’s Juicy’s chance to make a comeback to their orginal consumer market (30s-40s) and tap in to new GenZ audience to appeal to current trends and Y2K aesthetic


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Mockups



Strategy (contributed to ideation)
  • Launch “Juicy Archives” product line. A capsule collection line mirroring “old juicy” with genuine velour, J zipper, rhinestone embellishments, low-rise cuts. We wanted to feature BTS on major platforms like Instagram, TikTok,  and YouTube to document the process. 

  •  “Camcorder chronicles”  (#camchronicles) revives that Y2K iconic feel through camcorder-styled social media videos featuring artists that align with the brand like Tate Mcrae or Aaliyah’s interlude.  

  • Roll out a new campaign launch of limited drop of a three-piece collection like “Animal Instict” (cheetah-print tracksuits due to popular demand within comments) where each drop will only be avaliable through juicycoutoure.com. Drops plan to be announced via Instagram Stories and TikTok

Group members: Corinne Markus,  Kira Harmon,  and Ariel  Eisen