1) GUESS was founded in 1981 by brothers Paul and Maurice Marciano who left France to pursue the American Dream. They pioneered premium denim and jeans, establishing GUESS as a global lifestyle brand known for its quality and iconic advertising campaigns. 2) Today, GUESS operates in over 80 countries offering men's, women's and children's clothing, accessories, watches, shoes and more under various brands. It utilizes an omni-channel approach including brick-and-mortar stores, e-commerce, mobile apps and social media. 3) GUESS targets fashion-forward men and women aged 20-35 seeking a youthful, sexy and aspirational lifestyle. It positions itself as the global

1. Victorria Sanders
Alanie Aucoin-Jackson
Haleigh Montz
Melissa Tryon
Ashley Lentz
Company Overview and Analysis

2. COMPANY HISTORY
• Paul and Maurice Marciano left
France to pursue the American Dream
• Established GUESS in 1981
• Redefined Denim & Jeans (Washes,
Fit, and Quality)
• GUESS brand jeans first offered by
Bloomingdales; success turned into
full-fashion brand

3. COMPANY OVERVIEW
• Global Lifestyle brand
• Over 80 countries
• Men’s, Women’s, Children’s
Products
• Denim/Clothing
• Watches/Handbags/Accessories
• Shoes
• Iconic , Timeless Ad
Campaigns
• GUESS Magazine

4. GUESS Brands
• GUESS
• Marciano by GUESS
• G by GUESS
• GUESS kids
• GUESS Factory

5. Formats
• Brick-and-Mortar stores
• M-Commerce
• GUESS mobile app
• E-commerce: online website
• http://shop.guess.com/en/
• Social Media Presence

6. GUESS Styling Services
GUESS List – Customer
Rewards/Loyalty Program
Mailing List
Discount/Promotions
Services/Programs

7. PHILOSOPHY AND MISSION
“AT GUESS, WE ARE COMMITTED TO BEING A
WORLDWIDE LEADER IN THE FASHION INDUSTRY.”
• “Uncompromising Quality”
• Integrity
• Consistency
• “Listening and responding to needs of
customers, associates & business partners”
• “Honoring individual values”
• Embracing diversity
• “Entrepreneurial spirit”

8. TARGET CUSTOMER
PROFILE
• Men & Women 20-35
• Desire to live a fashion-forward,
trend-conscious, edgy, sexy, bold,
and confident lifestyle
• Youthful, wild, free-spirited
• Desire for upscale, contemporary
fashions for many occasions
• Successful with significant amount
of disposable income
• Willing to pay upscale prices for
quality products and services

9. POSITIONING
STRATEGY
• Global Lifestyle Brand
• Classic, Youthful, Sexy, Daring and
Adventurous;
• Aspirational; American Dream
• Unforgettable advertising campaigns &
images
• American Lifestyle with European
Influences
• “Uncompromising Quality”; worldwide
leader in quality Denim/Jeans
• Unique, Quality Washes & Fit

10. 2014 GUESS CAMPAIGN

11. GROWTH STRATEGIES
• Consistency in brand
values/image
• Tailoring where needed in
different countries/regions
• Global Expansion (Directly
operated stores and Licensees)
• Europe
• Asia
• Omni-Channel strategies (Globally)
• E-commerce: Online website
• M-Commerce: Guess mobile
app

12. Performance
(2014 Annual Fiscal Report)

13. MARKET OPPORTUNITY:
ACTIVE WEAR/LOUNGE WEAR
Activewear
• G by Guess
• GUESS Factory
• Expand Activewear lines across other
brand segments and price points
• Refine existing lines to better match
brand image & active functionality
• Produce more demanded activewear
products such as yoga/lounge wear.

14. References
• http://investors.guess.com/phoenix.zhtml?c=9
2506&p=irol-irhome
• http://investors.guess.com/phoenix.zhtml?c=92
506&p=irol-reportsAnnual
• http://www.guess.com/en/
• http://shop.guess.com/en/OurStory/