Beginning with a bang in the last quarter of the 20th century and inexorably extending well into the first decade of the 21st century, the unremitting societal emphasis on personal identity and its accompanying personal wear has undoubtedly taken the hot seat in the area of personal purchases. Juicy Couture has been one of the grand pioneers of the personal wear market and has since the years of its inception, that is way back in the year 1994, successfully showcased and marked a highly appealing range of such personal items as sun glares, ladies handbags, men’s and women’s purses, costume jewelry, perfumes and kids wear items.

The focused themes that runs through the entire range of personal wear items which are manufactured, showcased and marketed by Juicy Couture is Casualness and Personal Identity. Juicy Couture was one of the first companies to have understood the connection between these two evolving human traits and accordingly seized the initiative through a brilliant team of artists and marketing planners, thereby meeting the personal demands of an evolving society of personal consciousness. Along with this unmistakable trend towards personal identity

Juicy Couture made its commercial debut in 1994 at Arleta, California under the leadership and ownership of Gela Nash-Taylor and Pamela Skaist-Levy. The company’s personal wear products retail through mega store chains throughout North America as well the overseas. The company is now owned by the fashion giant Liz Claiborne with a market net worth of USD $288 million and continues to expand the range of its many personal wear products. In the course of its new ownership and management, Juicy Couture has been popularized by its trademark terrycloth and velour tracksuits.

In tracking the success history of Juicy Couture, it is now obvious that campaign slogans have been one of the main mind pullers of a captive buying audience. Slogans such as "Go Couture Yourself", and "Smells like Couture" reflect the mental preference of a contemporary society which is personal human identity. JC merchandise is authenticated through its genuine labels lie tags of various colors or metal engravings, etc.