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Juicy Couture Sold for $195 Million

15 October 2013

Juicy Couture company has been sold to Authentic Brands Group by it's previous owner Fifth Pacific for reported $195 million. According to Authentic Brands company was put up for sale due to decling popularity of it's main product - colorful velour track suits. Authentic Brands Group also owns Kate Spade and executive decision was strategized around putting efforts on Kate Spade.

Many quesitons can be asked about why Juicy Couture lost popularity. Perhaps a real reason is that fashion has a cycle and Juicy Couture reached the top of popularity and can't grow any more. This is typical and expected with any brand that has a signature product. Juicy Couture signature track suits are owned by every American celebrity we know and in addition by half of fashionable Americans. Once market is saturated it can't grow any more. Realistically if you are looking to change your home track suit for another new one, you would be doing it every few years, may be even less often.

Juicy Couture sunglasses are in the similar position. They are targeted for sweet little girls that have that image of sexy and young. It is hard to imagine a woman in her 50s wearing Juicy Couture sunglasses. They are very cute, many have a little heart or signature Juicy Couture writing. But once you have a pair, you more likely to change for some other brand a few years later. So, with sunglasses market also has a cycle. There is less concern with sunglasses product at top management of Juicy Couture because sunglasses are licensed to another distributor to sell. Clothing and purses is a different story. Every season company is expected to deliver increased sales. Without new lines of business this is just impossible. The new owner of the brand must have some very good plans for it to spend close to $200 million.