Company Background
GUESS, the iconic fashion brand that seamlessly blends Hollywood glamour with French chic, was founded over 40 years ago by the visionary Marciano brothers. Inspired by the allure of Los Angeles and driven by a passion for American style, the brothers set out to redefine denim fashion. Their journey began with the legendary Marilyn Jean, a slim-fitting, stonewashed masterpiece that captured the hearts of fashion enthusiasts worldwide. GUESS transformed denim into a symbol of high fashion, offering an array of cuts and washes that exuded a uniquely French flair.
Today, GUESS stands as a global lifestyle brand, with over 1,500 retail stores worldwide offering collections for men, women, and children, alongside a range of accessories. From jewelry and fragrances to eyewear and footwear, each GUESS creation embodies the brand's ethos of fearless glamour and effortless sophistication. With a rich heritage rooted in innovation and a commitment to inclusivity, GUESS continues to inspire fashion enthusiasts around the globe, inviting them to embrace their individuality and express their style with confidence.
A large part of GUESS's success was its groundbreaking advertising, masterminded by the creative genius of Paul Marciano. GUESS campaigns introduced the world to a roster of iconic "Guess Girls," from Naomi Campbell to Claudia Schiffer, and worked with photographers like Ellen Von Unwerth and Herb Ritts. GUESS crafted imagery that captivated audiences with its seductive allure and cinematic quality. The brand shattered conventional beauty standards by featuring women of diverse shapes and sizes, challenging industry norms, and celebrating the beauty of curves.
Our Strategy:
Diversification
NEW MARKET | POP-UP | NEW TARGET MARKET
GUESS RETRO REWIND
New RTW Capsule Collection that is inspired by the iconic vintage styles of GUESS. This extension also includes a sustainable sector that allows customers to donate old GUESS clothing. Lastly, it is intended to tap into the audience of Gen-Z and “ex-Guess” fans who crave vintage and nostalgia.
POP-UP EXPERIENCE
An in-person experience based in LA that will radiate a classic vintage GUESS feeling. Activities will be included that involve a photo booth green screen that edits you into an Old GUESS campaign as you try on clothes.
The Collection
Mens
Womens
SOCIAL MEDIA
Old GUESS models such as Gigi Hadid and Naomi Campbell will be the face of the campaign. A launch party will be held that displays the campaign and collection where influencers will create content that will essentially create buzz around the collection. Social feeds will have captivating content that keep up to trend to draw in Gen-Z
