The Glitter Plan: How We Started Juicy Couture for $200 and Turned It Into A Global Brand aka my bible.
The newest addition to the once iconic brand, is a tell all from the entrepreneurs of our Juicy lifestyles.
I was Juicy obsessed for a time in my life, as most of us probably were.
I remember taking the first $350 I earned at the ripe age of 14, and throwing it at the cashier for a Juicy bag. I slept with the bag every night. Today, It still hangs in my closet.
Embarrassingly enough, my group of friends in middle school even referred to ourselves as “The Juicy’s” (I know).
Pamela Skaist-Levy and Gela Nash-Taylor created the brand in 1994 with $200 in a California apartment:
The didn’t go to Harvard Business School– or any business school– and rather than coming up with a complicated business plan, they had what they called the Glitter Plan: using their instincts and being very hands-on to come up with clothing they knew women would want to wear and finding ways to reach their market.- The Glitter Plan
Levy and Taylor’s story is one that I envy.
They took their dreams and found a way to make a living off of them. The women stayed true to their brand throughout the whole process, down to their fun office atmosphere, title-less employees and of course, “fit, fabric, and color.”
The brand thrived for years. Every celebrity and every one of our neighbors was wearing Juicy in the early 2000s’. Sadly, the brand became too big and, in my opinion, was a victim to corporate America. The market was oversaturated with juicy sayings, colors and tracksuits. When Levy and Taylor had instincts to change a line in the brand, the suits at Liz Claiborne shot down their suggestions with market research; this led to its eventual failure.
The women are careful to note that as entrepreneurs you must rely on instinct and not market research, as the general public doesn’t know what’s going to be hot next. The book is full of their real story of creating a brand, its ultimate downfall and the lessons they learned. It’s the text for the millennial generation of entrepreneurs– those who don’t really care about rules or extensive plans.
The story has a sad ending: Juicy will be hitting Khols this fall.
Juicy Couture wasn’t the end for Levy and Taylor. They’ve recently launched their new brand, Pam & Gela.
I’ll forever keep my velvet black bag. I’ll never forget the brand that influenced my awkward years and helped me find a love for fashion.
Love you, G&P.
Oh, and pick up your copy of The Glitter Plan, you won’t regret it.