Guess Casestudy
1
55 featuring sultry models previ- ously unknown in the industry and turned them overnight into superstars. Models such as Claudia Schiffer, Carrè Otis, Laetitia Casta, Eva Herzigova, and Naomi Campbell launched their careers in the original GUESS? campaigns. Directed by the keen eye of Paul Marciano and shot by then-unfamiliar pho- tographers such as Wayne Maser, Ellen Von Unwerth, Neil Kirk, and Raphael Mazzucco, the GUESS? brand was brought to life from the deserts of the American West, to the beaches of Rio and in the streets of Paris. With striking images and fresh new product, the brand began gaining momentum and nationwide recognition. In the 1980s, GUESS? product expanded beyond jeans to include Baby GUESS?, GUESS? Watches, GUESS? Footwear, GUESS? Eyewear, and GUESS? Parfum. The 1990s saw rapid international expansion that brought the GUESS? American tradition to Europe, Asia, South America, Africa, Australia, and the Middle East. The second decade of GUESS? also brought the introduction of GUESS? Collection, GUESS? Handbags, Activewear, Jewelry, Swimwear, Golf, Home, Innerwear, Leather, Athletic, Belts, Neckwear, and Men’s Classics. Some of these businesses have come and gone as GUESS? continually refines its business in reaction to the marketplace. In the mid-1990s, GUESS? became a public company and launched its Web site, www.guess.com. Prior to the new millennium, www.guess.com became an e-com- merce site offering men’s and women’s apparel and accessories. THE PRODUCT GUESS?’spirited philosophy is conveyed through its design sensibility. GUESS? style celebrates the human form, demonstrated not only by the truly spectacular faces who grace GUESS? signature photos, but more importantly by the very real customers who are the true inspiration. With a touch of international flair, the all-American style of GUESS? has always been original. GUESS? fashions feature great attention to detail and a European passion for cut and fit. Quality and atti- tude set GUESS? apart, running the gamut from casual hip to downtown chic. The look of GUESS? is classic yet stylish and modern in every sense. The GUESS? customer has devel- oped his or her own personal fashion identity, finding a bal- ance between the fantasy of fashion and the reality of life. Known for quality, trend set- ting, and marketing creativity, the company designs and mar- kets a leading lifestyle collection of casual apparel and acces- sories for men, women, children, and babies. GUESS? licensed products now includes footwear, eyewear, belts, jewelry, leather, swimwear, watches, handbags, and fragrance. RECENT DEVELOPMENTS Two decades after the birth of the first GUESS? jean, the Marciano brothers — Maurice and Paul — continue to guide the company. Co-Chairman and Co–Chief Executive Officer Maurice Marciano has overseen the company’s design direc- tion and led its unwavering and extraordinary expansion since 1982. Co-Chairman and Co–Chief Executive Officer Paul Marciano is credited with the vision behind the GUESS? image and is responsible for creating some of the most innova- tive images in advertising; he also oversees licens- ing, e-commerce, and the retail business. Moving through the 21st century, GUESS? con- tinues to challenge its already high standards to remain a driving force in the world of fashion. With a total volume of $1.2 billion in 2003, GUESS? sells clothing and accessories to enhance the casual lifestyle of people with a flair for individualism. In fall of 2003, GUESS? Inc. announced the develop- ment and distribution of a GUESS? fragrance col- lection. The collection will reflect the GUESS? image and complement its customers’relaxed, sexy lifestyle. The fragrance line is a welcome addition to the fashion giant’s licensed product family, and it will work to uphold GUESS? as a complete lifestyle brand. More recently, in fall 2004 GUESS? is introducing Marciano, a com- plete, upscale line of women’s apparel with a dressy yet sexy edge. Made from high-quality fabrics, these garments still embody a sense of American fashion and the European flare for which GUESS? is famous. Marciano stores carry exclu- sively the Marciano line, which is also available in select GUESS? retail stores nationwide. PROMOTION The image of the GUESS? model has become a pop cul- ture icon in fashion advertising. Accessible yet mysterious, the GUESS? Girl is portrayed as confident, spirited, and sensuous. The captivating images enable the viewer to act as voyeur, glimpsing what is simul- taneously public and private. The GUESS? image is defined by its simplicity, proving that great design and creativity need not be overly complex. GUESS? images have been showcased in interna- tional print campaigns in virtually all major mag- azines, and on television, billboards, bus shelters, and telephone kiosks throughout the world. BRAND VALUES GUESS?, Inc., is one of the most recognized and influential brand names in the fashion world today. The label stands for quality and an innovative, dis- tinctive product design that con- sistently satisfies its customers. For two decades, GUESS? has been on the cutting edge of fashion and style with industry-leading designs and unparalleled cre- ativity in its advertising and marketing. GUESS? incorporates a timeless quality into every product it creates for men, women, and children. As it expands to fulfill every aspect of its customers’ lifestyles, the company remains true to its origi- nal inspiration. 54 THE MARKET Denim wear has evolved drastically in past years from its origin as basic work attire to a highly fashionable and profitable busi- ness that is now a $10 billion industry in the United States. From high-end haute couture designers to mass-market retailers, everyone in the fashion industry wants a piece of this lucrative business. In the pre- vailing denim war, GUESS? has come out on top with innovative designs, original washes, and stylish trends. ACHIEVEMENTS GUESS? has grown from a small California jeans company in 1981 into GUESS?, Inc., a global lifestyle brand. While jeans form the foundation of the company’s history and success, GUESS? designs, markets, and dis- tributes full collections of women’s, men’s, and children’s apparel, as well as acces- sories. In August 1996 GUESS? became a public company, with two of the Marciano brothers still leading the business. GUESS? has successfully granted licenses for the manufacture and distribution of many of its prod- uct categories. Additionally, GUESS? has licensees and distributors worldwide. The GUESS? retail environment encompasses freestanding stores and in-store shops in some of the world’s most prestigious malls and department stores. The GUESS? wholesale business is repre- sented in approximately 1,450 department store and specialty store loca- tions. Approximately 600 in-store GUESS? shops are available to young men and women throughout the United States. Domest- ically, GUESS? has over 200 retail stores, including outlet stores and GUESS? Kids stores. Through licensee and distributor arrangements and its store network, the company has attained a worldwide presence with over 450 stores in 37 countries now featuring the GUESS? brand. GUESS? derives its net revenue from the sale of GUESS? men’s and women’s apparel and licensed products through its network of retail and factory outlets primarily in the United States and Canada and on their on-line store www.guess.com; from worldwide sale to wholesale customers and distributors; and from net royalties from world- wide licensing activities. Reaching out to the community is an essential aspect of the GUESS? mission. The GUESS? Foundation was established in 1994 as an exten- sion of the company’s view of the need for phi- lanthropy and its sense of corporate responsibility. The scope of the nonprofit organizations it supports grows each year. The foun- dation devotes careful attention to requests for financial assistance and is a benefactor to organizations that work in many areas, including improving public education, assisting the homeless, and preserving and protect- ing the environment. The GUESS? Founda- tion has supported can- cer and AIDS research and treatment, disaster relief, and many others. GUESS? Commu- nity Outreach donates time, money, food, and GUESS? mer- chandise to help organizations that reach the needy in many communities. Paul Marciano is a true visionary who has shaped the direction and look of GUESS? advertising from its inception. Recognized by its industry peers, GUESS? advertising has won every prestigious design award including the coveted CLIO Award, the Belding Award, the One Show, the London National Advertising Award, the P.I.A. Award, the Mobius Award, and the Benny Award, among many others. The Metropolitan Museum of Art selected the GUESS? Press Book and Nashville catalogue for the museum’s Permanent Library Collection. HISTORY In the early 1980s, fashion jeans had little direction. People felt denim was dated, and jeans were not considered a fashion state- ment. Combining a love of the American West with European sensibility, the Marciano brothers, creators of GUESS? Inc., would change that perception forever. Raised in Marseilles, France — a region that culti- vated a passionate understanding of French design and the essence of style — the Marcianos developed designs that were timeless, sensuous, strong, and chic. The GUESS? approach was fresh and set the standard for the future of denim. Initially, retailers greeted GUESS? with skep- ticism. Buyers weren’t interested in denim, but the brother’s infallible instincts and persistence pre- vailed. Their three-zip stone-washed Marilyn jean was sexy, with a unique style and attitude. Bloomingdale’s finally agreed to sell two dozen pairs of the three-zip Marilyn jean as a favor to the Marciano brothers. The entire stock sold out within hours, and the rest became history with a careful blend of product and image. GUESS? quickly infiltrated popular culture and emerged as a late-twentieth-century icon. GUESS? created groundbreaking advertising campaigns ❍ The numbers inside the triangle logo represent the suite numbers of the first GUESS? offices. ❍ The name GUESS? was inspired by a bill- board spotted by Georges Marciano that read, “Guess what’s in a Big Mac?” ❍ Approximately 30 people are involved in producing one pair of GUESS? jeans. ❍ GUESS? advertising campaigns have jumpstarted 85 percent of their models to become household names. ❍ Juliette Lewis, Drew Barrymore, Mila Kunis, and Tom Skerritt were all GUESS? models. THINGS YOU DIDN’T KNOW ABOUT GUESS?
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Transcript of Guess Casestudy
55
featuring sultry models previ-ously unknown in the industryand turned them overnight intosuperstars. Models such asClaudia Schiffer, Carrè Otis,Laetitia Casta, Eva Herzigova,and Naomi Campbell launchedtheir careers in the originalGUESS? campaigns. Directed bythe keen eye of Paul Marcianoand shot by then-unfamiliar pho-tographers such as Wayne Maser,Ellen Von Unwerth, Neil Kirk,and Raphael Mazzucco, theGUESS? brand was brought tolife from the deserts of theAmerican West, to the beaches ofRio and in the streets of Paris.
With striking images andfresh new product, the brandbegan gaining momentum andnationwide recognition. In the 1980s, GUESS?product expanded beyond jeans to include BabyGUESS?, GUESS? Watches, GUESS? Footwear,GUESS? Eyewear, and GUESS? Parfum. The1990s saw rapid international expansion thatbrought the GUESS? American tradition toEurope, Asia, South America, Africa, Australia,and the Middle East. The second decade ofGUESS? also brought the introduction of GUESS?Collection, GUESS? Handbags, Activewear,Jewelry, Swimwear, Golf, Home, Innerwear,Leather, Athletic, Belts, Neckwear, and Men’sClassics. Some of these businesses have come andgone as GUESS? continually refines its businessin reaction to the marketplace. In the mid-1990s,
GUESS? became a public company and launchedits Web site, www.guess.com. Prior to the newmillennium, www.guess.com became an e-com-merce site offering men’s and women’s appareland accessories.
THE PRODUCTGUESS?’ spirited philosophy is conveyed throughits design sensibility. GUESS? style celebrates thehuman form, demonstrated not only by the trulyspectacular faces who grace GUESS? signaturephotos, but more importantly by the very real
customers who are the true inspiration. With atouch of international flair, the all-American styleof GUESS? has always been original. GUESS?fashions feature great attention to detail and aEuropean passion for cut and fit. Quality and atti-tude set GUESS? apart, running the gamut fromcasual hip to downtown chic. The look ofGUESS? is classic yet stylish and modern inevery sense. The GUESS? customer has devel-oped his or her own personalfashion identity, finding a bal-ance between the fantasy offashion and the reality of life.Known for quality, trend set-ting, and marketing creativity,the company designs and mar-kets a leading lifestyle collectionof casual apparel and acces-sories for men, women, children,and babies. GUESS? licensedproducts now includes footwear,eyewear, belts, jewelry, leather, swimwear, watches,handbags, and fragrance.
RECENT DEVELOPMENTSTwo decades after the birth of the first GUESS?jean, the Marciano brothers — Maurice and Paul— continue to guide the company. Co-Chairmanand Co–Chief Executive Officer MauriceMarciano has overseen the company’s design direc-tion and led its unwavering and extraordinaryexpansion since 1982. Co-Chairman and Co–ChiefExecutive Officer Paul Marciano is credited withthe vision behind the GUESS? image and isresponsible for creating some of the most innova-tive images in advertising; he also oversees licens-ing, e-commerce, and the retail business.
Moving through the 21st century, GUESS? con-tinues to challenge its already high standards toremain a driving force in the world of fashion. Witha total volume of $1.2 billion in 2003, GUESS? sellsclothing and accessories to enhance the casuallifestyle of people with a flair for individualism. Infall of 2003, GUESS? Inc. announced the develop-ment and distribution of a GUESS? fragrance col-lection. The collection will reflect the GUESS?image and complement its customers’ relaxed, sexylifestyle. The fragrance line is a welcome addition tothe fashion giant’s licensed product family, and it
will work to uphold GUESS? asa complete lifestyle brand. Morerecently, in fall 2004 GUESS? isintroducing Marciano, a com-plete, upscale line of women’sapparel with a dressy yet sexyedge. Made from high-qualityfabrics, these garments stillembody a sense of Americanfashion and the European flarefor which GUESS? is famous.Marciano stores carry exclu-sively the Marciano line, which isalso available in select GUESS?retail stores nationwide.
PROMOTIONThe image of the GUESS?model has become a pop cul-ture icon in fashion advertising.Accessible yet mysterious, the
GUESS? Girl is portrayed as confident, spirited,and sensuous. The captivating images enable theviewer to act as voyeur, glimpsing what is simul-taneously public and private. The GUESS? imageis defined by its simplicity, proving that greatdesign and creativity need not be overly complex.GUESS? images have been showcased in interna-tional print campaigns in virtually all major mag-azines, and on television, billboards, bus shelters,
and telephone kiosks throughoutthe world.
BRAND VALUESGUESS?, Inc., is one of themost recognized and influentialbrand names in the fashionworld today. The label stands forquality and an innovative, dis-tinctive product design that con-sistently satisfies its customers.For two decades, GUESS? has
been on the cutting edge of fashion and style withindustry-leading designs and unparalleled cre-ativity in its advertising and marketing. GUESS?incorporates a timeless quality into every productit creates for men, women, and children. As itexpands to fulfill every aspect of its customers’lifestyles, the company remains true to its origi-nal inspiration.
54
THE MARKETDenim wear has evolved drastically in pastyears from its origin as basic work attire toa highly fashionable and profitable busi-ness that is now a $10 billion industry inthe United States. From high-end hautecouture designers to mass-market retailers,everyone in the fashion industry wants apiece of this lucrative business. In the pre-vailing denim war, GUESS? has come outon top with innovative designs, originalwashes, and stylish trends.
ACHIEVEMENTSGUESS? has grown from a small Californiajeans company in 1981 into GUESS?, Inc.,a global lifestyle brand. While jeans formthe foundation of the company’s history andsuccess, GUESS? designs, markets, and dis-tributes full collections of women’s, men’s,and children’s apparel, as well as acces-sories. In August 1996 GUESS? became apublic company, with two of the Marcianobrothers still leading the business. GUESS?has successfully granted licenses for themanufacture and distribution of many of its prod-uct categories. Additionally, GUESS? has licenseesand distributors worldwide.
The GUESS? retail environment encompassesfreestanding stores and in-store shops in some ofthe world’s most prestigious malls and departmentstores. The GUESS? wholesale business is repre-sented in approximately1,450 department storeand specialty store loca-tions. Approximately 600in-store GUESS? shopsare available to young menand women throughout theUnited States. Domest-ically, GUESS? has over200 retail stores, includingoutlet stores and GUESS?Kids stores.
Through licensee anddistributor arrangementsand its store network, thecompany has attained a worldwide presence withover 450 stores in 37 countries now featuring theGUESS? brand.
GUESS? derives its net revenue from the saleof GUESS? men’s and women’s apparel andlicensed products through its network of retail andfactory outlets primarily in the United States andCanada and on their on-line store www.guess.com;from worldwide sale to wholesale customers and
distributors; and from net royalties from world-wide licensing activities.
Reaching out to the community is an essentialaspect of the GUESS? mission. The GUESS?Foundation was established in 1994 as an exten-sion of the company’s view of the need for phi-lanthropy and its sense of corporate responsibility.
The scope of the nonprofit organizationsit supports grows each year. The foun-dation devotes careful attention torequests for financial assistance and is abenefactor to organizations that work inmany areas, including improving publiceducation, assisting the homeless, andpreserving and protect-ing the environment.The GUESS? Founda-tion has supported can-cer and AIDS researchand treatment, disasterrelief, and many others.
GUESS? Commu-nity Outreach donates time,money, food, and GUESS? mer-chandise to help organizationsthat reach the needy in manycommunities.
Paul Marciano is a truevisionary who has shaped thedirection and look of GUESS?advertising from its inception.
Recognized by its industry peers, GUESS?advertising has won every prestigious designaward including the coveted CLIO Award, theBelding Award, the One Show, the LondonNational Advertising Award, the P.I.A. Award,the Mobius Award, and the Benny Award,among many others. The MetropolitanMuseum of Art selected the GUESS? PressBook and Nashville catalogue for themuseum’s Permanent Library Collection.
HISTORYIn the early 1980s, fashion jeans had littledirection. People felt denim was dated, andjeans were not considered a fashion state-ment. Combining a love of the AmericanWest with European sensibility, the Marcianobrothers, creators of GUESS? Inc., wouldchange that perception forever. Raised inMarseilles, France — a region that culti-vated a passionate understanding of Frenchdesign and the essence of style — theMarcianos developed designs that weretimeless, sensuous, strong, and chic. TheGUESS? approach was fresh and set the
standard for the future of denim.Initially, retailers greeted GUESS? with skep-
ticism. Buyers weren’t interested in denim, but thebrother’s infallible instincts and persistence pre-vailed. Their three-zip stone-washed Marilyn jeanwas sexy, with a unique style and attitude.Bloomingdale’s finally agreed to sell two dozenpairs of the three-zip Marilyn jean as a favor to theMarciano brothers. The entire stock sold outwithin hours, and the rest became history with acareful blend of product and image.
GUESS? quickly infiltrated popular culture andemerged as a late-twentieth-century icon. GUESS?created groundbreaking advertising campaigns
❍ The numbers inside the triangle logo representthe suite numbers of the first GUESS? offices.
❍ The name GUESS? was inspired by a bill-board spotted by Georges Marciano thatread, “Guess what’s in a Big Mac?”
❍ Approximately 30 people are involved inproducing one pair of GUESS? jeans.
❍ GUESS? advertising campaigns havejumpstarted 85 percent of their models tobecome household names.
❍ Juliette Lewis, Drew Barrymore, Mila Kunis,and Tom Skerritt were all GUESS? models.
THINGS YOU DIDN’T KNOW ABOUT GUESS?
