Michael Relich Social Intelligence Customer Case: Guess

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Social Intelligence Customer Case: Guess by Michael Relich @SMiCS2011 in Monte Carlo.

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Michael Relich Social Intelligence Customer Case: Guess

  1. 1. SMiCS 2011 - Monte Carlo MicroStrategy alert Michael Relich EVP, CIO & Strategy GUESS, Inc.
  2. 2. Global Lifestyle Brand 2
  3. 3. Strong Brand PortfolioYoung Women & Men Women Young Women & Men Demographics 18 – 25 25 – over 40 16 – 23 Upscale, sophisticatedSexy, young, Affordable, young, Brand line of contemporaryfashion-forward line trend-right line Statement fashionApparel, Accessories & Apparel, Accessories & Apparel, Accessories Lifestyle Footwear Footwear & Footwear Assortment Secondary Retail & Retail Strategy A & B Malls A Malls Key Outlet Malls 3
  4. 4. Global Retail Presence EUROPE & MIDDLE EAST ASIA 508 368AMERICAS 545 1,421 Stores in 90 Countries 4
  5. 5. Growth Company0.20 3,500 0 17.7% 0 16.5% 0 16.9% 0 17.1% Operating Margin (%) 0 16.5% 3,000 Revenue ($M)0.15 2,500 0 10.9% 2,0000.10 7.6% 0 1,500 2,487 2,093 2,129 1,0000.05 3.6% 1,750 1,185 500 936 637 7290.00 0 FY2003* FY2004 FY2005 FY2006* FY2008* FY2009* FY2010* FY2011* *Adjusted results excluding asset impairment charges 5 June 8, 2011
  6. 6. Current Marketingü  Traditional Marketing Spend ü  Billboards, Print, Entertainment ü  Fashion Show & Sponsorshipsü  Digital Marketing Spend ü  Branded applications ü  Ad buys on search and social networks Sunset Strip Billboard: Los Angeles 6
  7. 7. Consumer Mobile AppsConsumer facing iPad & iPhone m-Commerce Applications 7
  8. 8. Social Initiativesü  FB Pages for each Brandü  Over 1M likesü  Integration with Twitter and Facebook on Apps FB Integration 8
  9. 9. Importance of Socialü  Company initiatives around Socialü  Interact with Customersü  Power of “Friend” Recommendationü  Brand Loyalty 9
  10. 10. alertü  Early Adopter Programü  Guess: innovation through technologyü  Personalize the social experienceü  Network of SuperFansü  Segmentation 10
  11. 11. Promotion Planü  Channels ü  In-store ads, email ü  Post on Facebook, Twitterü  Messaging ü  Special offers ü  Exclusive content ü  Loyalty incentives 11
  12. 12. Expectations and Targetsü  Expected to Increase ü  awareness of brands ü  customer loyalty ü  ability to cross market ü  specificity of sponsorshipsü  250,000 SuperFans in first yearü  Measure return on investment 12

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