Juicy Couture is known for its bold and feminine clothing. The document proposes a digital strategy for Juicy Couture focusing on influencer marketing through social media like Instagram and Snapchat. Influencers would share pictures and videos promoting Juicy Couture's clothes. The strategy also includes creating competitions on social media, adding influencer content and hashtags to the website, optimizing SEO, and developing a mobile app to provide discounts and notifications. Performance will be measured using key performance indicators reviewed quarterly. Influencer marketing is suggested as an effective way to reach customers.

1. JUICY COUTURE
DIGITAL
STRATEGY
BY : Z I Y U G O N G

2. BRAND BACKGROUND
Juicy Couture is an iconic brand
that offers an alluring mix of bold,
feminine, and completely
unapologetic attire for the truly
devoted and confident fashion
lover.

3. THE KEY OF DIGITAL
STRATEGY
• Influencer Marketing
–Social Media
–Official Website
–SEO
–Mobile App

4. ON SOCIAL MEDIA
Pictures, videos and short stories
shared by influencers
– Instagram
– YouTube
– Snapchat
More suitable and more effective for
promoting fashion and designers’ clothes

5. ON SOCIAL
MEDIA
• Creating competition
– “most beautiful buyers”
• Creating hashtag
– #LookGoodInJuicy
– on each popular social
media

6. ON OFFICIAL
WEBSITE
There is a picture wall
media influencer
wearing Juicy Couture.
The new picture wall
of “most beautiful
buyers” and “Look
Good In Juicy” will be
added.

7. ON SEO
• Finding common
KEYWORDS
• Add related KEYWORDS on
Juicy Couture’s websites
• Using Google AdWords
– Ages
– Locations
– Demographics

8. ON MOBIL APP
• Recommend a friends for 10% off discount
• Download the App and show it on your
Timeline for Gift Samples
• Send notifications and coupons
• Help you find a nearest store

9. CONCLUSIONS
• For monitoring the performance of this
digital strategy, three main KPIs, will be
used to measure the performance.
• KPIs will be reviewed each quarter.
• Because people are saturated with all
kinds of ads and information, Influencer
marketing is a more effective and more
welcome way to reach customers and
deliver messages to customers.

10. REFERENCES
1. “Media Kit” (2016), “The 10 Most Significant Influencer Marketing Strategies For 2016”.
Mediakit.com, retrieved from http://mediakix.com/2016/09/10-top-influencer-
marketing-statistics-for-2016-infographic/#gs.qkLnFT0
2. Ward, Tom (2017), “5 Influencer Marketing Trends That Will Dominate 2017”. Forbes.com.
Retrieved from https://www.forbes.com/sites/tomward/2017/02/13/5-influencer-
marketing-trends-that-will-dominate-2017/#57f21406293a
3. Brand Background, retrieved from
http://www.juicycouture.com/?utm_source=google&utm_medium=cpc&utm_term=juic
y%20couture|425|177129580763&utm_content=177129580763&utm_campaign=Brande
d%20-%20Trademark%20-%20RLSA
4. All Pictures from Juicy Couture Instagram