How Juicy Couture and True Religion made a comeback


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In the early 2000s, America’s True Religion was one of the coolest denim brands in international fashion. However, when Michael Buckley returned to the company as chief executive in 2019, he was tasked with rebuilding the brand after bankruptcy along with creative director Zihaad Wells, who joined True Religion in 2006 with Buckley.

The impact was impressive. True Religion will have sales of over $ 235 million this year, making it “the most profitable business the business has been in the last eight or nine years,” says Buckley. In the coming years he wants to turn it into a billion dollar business.

Brands from the noughties – or Y2K brands – are making a comeback after years of struggling to stay competitive in a saturated market. In addition to True Religion, Juicy Couture and Ed Hardy are also picking up speed again. Your business strategies? Cooperations, a broader product mix and increased acceptance of e-commerce and social media.

Ed Hardy, an American brand best known for their trucker hats and T-shirt-inspired graphic tees, has expanded its product categories to become a full-fledged lifestyle fashion brand. “In the past nine to 18 months we’ve started to integrate into new categories – shoes, accessories, outerwear – and just let them unfold organically without trying to integrate into people’s lives and cultures,” says Andie Lipton, SVP Marketing, Creative and Public Relations at Iconix Brand Group (IBG), who first invested in Ed Hardy in 2009 and paid an additional $ 55 million in 2011 to build a majority stake.

Redefine the brand

Juicy Couture, now part of the Authentic Brands Group (ABG), took advantage of the legacy of its long-standing bestseller, a velor tracksuit. The nostalgia for Juicy Couture is used as a springboard to develop further, to expand into new categories such as nightwear and to develop offshoots of its velor tracksuits. “The signature of the brand is this velor track. We learned, don’t walk away from it, ”says Natasha Fishman, CCO and EVP of Authentic Brands Group. “[But] As much as the velor tracksuit is a core line of Juicy, there are other lines that are constantly being developed. “

Shinsegae, the Korean partner of Juicy Couture.

Juicy Couture / Shinsegae / Authentic Brands Group


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