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Is Juicy Couture a luxury?
While most brands struggled after the recession, Juicy Couture’s eye-catching branding no longer resonated with customers. While Poznan’s couture line continues to flourish, all efforts Posen has made to move away from the high-end sector have failed. The new collection has a much more modern touch with asymmetrical pieces, a touch of tailoring and a sense of street style. “Juicy Couture is known as the brand that invented the velour tracksuit. For me, it was about bringing in their athleisure DNA and reinventing it for today’s market,” explains head of design Gibson: “Although the foundation Juicy Couture was built on was retained, it was inevitable that Velour would still be heavily represented, now in a newer day-night capacity.” From celebrities to high society, Juicy Couture became a status symbol and a uniform for “new money.”
