Guess Rebranding

410 FASM

REBRAND REVITALIZE

GUESS A NEW ERA PAOLA RIOS & CAROLINE WILD

FRANCES PACE & DANIELLA CASTRO

LEGACY RETAILER REINVENTION

INDEX NEW POSITIONING ANNUAL CALENDAR CHALLENGES STRATEGIES COMPETITORS PERCEPTUAL MAP SALES & PROFITS TARGET CUSTOMER LEGACY BRAND

GUESS AN AMERICAN BRAND ESTABLISHED IN 1981

BY THE MARCIANO BROTHERS, WHO LEFT THE SOUTH OF FRANCE IN PURSUIT OF THE AMERICAN DREAM. INFLUENCED BY THE EUROPE THE MARCIANOS LEFT BEHIND, GUESS BECAME A SYMBOL OF A YOUNG, SEXY, & ADVENTUROUS LIFESTYLE. CURRENTLY, GUESS IS AN INTERNATIONAL BRAND OFFERING DENIM, APPAREL & ACCESSORIES IN OVER 80 COUNTRIES. IN THIS NEW ERA OF GUESS, THE BRAND RETURNS TO ITS EUROPEAN ROOTS AND SHOWCASES THE MODERN SEXY.

01

TARGET CUSTOMER

DEMOGRAPHICS: MEN & WOMEN AGES 18-32 DISPOSABLE INCOME URBAN METROPOLITAN AREA PSYCHOGRAPHICS: STYLE-CONSCIOUS WILD & FREE-SPIRITED

02

JULIETTE DUPONT

THOMPSON WALKER INNOVATOR. EXPERIENCER. INDEPENDENT. DREAMER. COOL.

EXPERIENCER. MAKER. WANDERER. STRAIGHTFORWARD. FUN.

AGE: 29 STATUS: IN RELATIONSHIP PROFESSION: PHOTOGRAPHER INCOME: $44K LOCATION: ANTWERP, BELGIUM H O B B I E S : F E S T I V A L S ,T R A V E L I N G , BAR HOPPING, VINYL RECORDS FAVORITE SHOPS: LEVI’S, TOPSHOP, ASOS, VINTAGE FINDS PREFERS: TREND-FORWARD BRANDS WITH A LARGE ARRAY OF PRODUCTS

AGE: 21 STATUS: SINGLE PROFESSION: COLLEGE STUDENT (SALES ASSOCIATE) INCOME: $25K LOCATION: CHICAGO, ILLINOIS HOBBIES: CONCERTS, ROADTRIPS, EXOTIC FOODS, CULT-CLASSIC HORROR FILMS FAVORITE SHOPS: SUPREME, URBAN OUTFITTERS, H&M, ADIDAS PREFERS: AFFORDABLE BRANDS THAT ARE TRENDY

SALES & PROFITS

CURRENTLY, GUESS? INC. HAS A GES OF 21.18 USD, WHEREAS IN 2014 IT STOOD AT 20.63 USD. INCREASED BY 3% IN 5 YEARS.

NET REVENUE HAS DECREASED BY 8% IN THE LAST 5 YEARS

NET REVENUE

DIFFERENCE FROM LY LOSS/INCREASE

2017 $

2,363,754 $

173,301

7%

2016 $

2,190,453 $

5,958

0%

2015 $

2,184,495

$

(233,178)

-11%

loss

2014 $

2,417,673

$

(152,113)

-6%

loss

2013 $

2,569,786

2018 $ 2,363,754 $ (206,032) 2014 $ 2,569,786

03

92% retained 100%

PERCEPTUAL MAP

High Price

Low Quality

High Quality

Low Price

04

COMPETITORS

PRODUCTS: APPAREL FOR MEN, WOMEN AND KIDS, JEANS, SHOES, SWIMWEAR, ACCESSORIES, ACTIVEWEAR, INTIMATES, MAKEUP PRICING: $2.90 - $100 BUSINESS MODEL: FAST FASHION RETAILER, 8+ PRIVATE LABELS, PRODUCTION MODEL IS A FEW WEEKS RATHER THAN SIX MONTHS MARKETING: USE MOSTLY SOCIAL MEDIA TO TARGET THEIR CUSTOMERS, ALLOWS THEM TO CONNECT WITH THEIR CUSTOMERS

PRODUCTS: APPAREL FOR MEN, WOMEN AND KIDS, JEANS, SHOES, SWIMWEAR, ACCESSORIES, ACTIVEWEAR, INTIMATES, MAKEUP, H&M HOME LINE PRICING: $1.99 - $499 BUSINESS MODEL: FAST FASHION RETAILER, DESIGNER COLLABORATIONS THIS BOOSTS THEIR REPUTATION, OVER 900 SUPPLIERS WORLDWIDE MARKETING: MOSTLY SOCIAL MEDIA, FOR EVERY SEASON, DOES ONE MARKETING VIDEO CAMPAIGN, UTILIZES FAMOUS DIRECTORS LIKE BAZ LUHRMANN AND WES ANDERSON & STARS LIKE NICKI MINAJ AND DAVID BECKHAM

ADVANTAGE: PRICEPOINT AS WELL AS HAVING 790 STORES ACROSS THE WORLD

ADVANTAGE: LOW PRICEPOINT, MULTIPLE LOCATIONS AS WELL AS A WIDER VARIETY OF PRODUCTS (INCLUDING DESIGNER COLLABS)

COMPETITORS

PRODUCTS: WOMEN & MEN APPAREL, INTIMATES, BEAUTY AND ACCESSORIES,

PRODUCTS: APPAREL FOR MEN, WOMEN AND KIDS, JEANS, LEATHER JACKETS,

ACTIVEWEAR AND ELECTRONICS, SHOES, HOME AND WELLNESS PRODUCTS

DRESSES, OUTERWEAR, SHOES, BACKPACKS, BELTS, ACCESSORIES

PRICING: $4-$1,200

PRICING: $14- $1,600

BUSINESS MODEL: OMNICHANNEL BUSINESS

BUSINESS MODEL: RETAILER AS WELL AS BEING SOLD IN OTHER STORES

MARKETING: DIGITAL MARKETING CONTENT, REWARD POINT PROGRAM, UO APP,

MARKETING: EXCLUSIVE DISTRIBUTION MODEL, SELLING PRICE VARIES IN

SOCIAL MEDIA MARKETING

EACH COUNTRY DUE TO MANUFACTURING, TV COMMERCIALS, NEWSPAPERS, BILLBOARDS, PRINT ADVERTISING, USE OF BRAND AMBASSADORS

ADVANTAGE: STRONG BRAND COMMUNITY, SOCIAL MEDIA INTERACTION & PRODUCT SELECTION ENCAPTURE A LIFESTYLE BRAND FOR MILLENIAL CONSUMERS

ADVANTAGE: GOOD QUALITY PRODUCTS AS WELL AS THE HERITAGE OF BEING THE INVENTOR OF JEANS

COMPETITORS

PRODUCTS: APPAREL FOR MEN, WOMEN AND KIDS, JEANS, TOPS, BOTTOMS,

PRODUCTS: APPAREL FOR WOMEN AND MEN, DENIM, LINGERIE, SLEEPWEAR,

DRESSES & ROMPERS, JACKETS & COATS, LOUNGE & SLEEPWEAR, ACCESSORIES,

ACTIVEWEAR, SWIMWEAR, SHOES, ACCESSORIES, BEAUTY, HAIRCARE, BODY

SHOES, FRAGRANCE & BODY CARE

CARE, GIFTS, AND HOMEWARE

PRICING: $5-$280

PRICING: $1-$850

BUSINESS MODEL: DIVERSE RETAIL AND MARKETING CHANNELS HELP INCREASE

BUSINESS MODEL: ONLINE ONLY, BASED IN THE UK, PRIVATE LABEL AND 3RD

BRAND AWARENESS, STORE TRAFFIC AND SALES. RETAILS ITS PRODUCTS THROUGH

PARTY BRANDS FOR SALE

A COMBINATION OF TRADITIONAL STORES AND ONLINE BUSINESS FORMATS MARKETING: SOCIAL MEDIA MARKETING PRIMARILY WITH 7.6M FOLLOWERS ON MARKETING: KNOWN FOR THEIR SHIRTLESS MODELS AND SEXY ADS, ABERCROMBIE

INSTAGRAM

NOW FOCUSES ON SHOWCASING COMFORT AND QUALITY ADVANTAGE: INNOVATIVE E-COMMERCE ONLY MODEL WITH EXTREMELY DETAILED ADVANTAGE: RECENT REBRANDING & OFFERING PRODUCTS OF ENDURING QUALITY

PRODUCT INFORMATION AND UNIQUE PRODUCT SHOTS AND VIDEOS. LACK OF

AND EXCEPTIONAL COMFORT

PHYSICAL RETAIL STORES LOWERS COSTS ON THEIR OVERALL OPERATIONS

COMPETITORS

PRODUCTS: APPAREL FOR MEN, WOMEN AND KIDS, FOOTWEAR, PERSONAL CARE

PRODUCTS: CLOTHING, JEANS, BAGS & ACCESSORIES, BEAUTY

PRODUCTS AND ACCESSORIES PRICING: $5-$1,200 PRICING: $5-$100 BUSINESS MODEL: MULTIPLE CHANNELS SELLING. BRAND RETAILERS AS WELL AS BUSINESS MODEL: MULTIPLE CHANNELS SELLING STRATEGY

DEPARTMENT STORES

MARKETING: ADVERTISING USING TV COMMERCIAL, ADVERTISING ON MOBILE PHONES,

MARKETING: TOPSHOP APP, MAGAZINE ADS, ONLINE STYLE BLOG, SOCIAL MEDIA,

AND USING SOCIAL MEDIA PARTNERS FOR PROMOTION OF BRAND

PARTNERSHIPS AND COLLABORATIONS

ADVANTAGE: CONSISTENT HIGH QUALITY OF JEANS HAS AMERICAN EAGLE ONE OF BEST

ADVANTAGE: GEOGRAPHIC PRESENCE, STORE NETWORK, MULTIPLE CHANNELS SELLING

DENIM COMPANIES IN THE WORLD

& FASHION FOOTPRINT PROGRAM HAS INCREASE SALES AND CUSTOMER SATISFACTION

COMPETITORS

PRODUCTS: APPAREL FOR MEN AND WOMEN, JEANS, INTIMATES, SWIMWEAR,

PRODUCTS: APPAREL FOR MEN, WOMEN AND KIDS, DENIM, SUITING, SHOES,

ACCESSORIES, AND FRAGRANCES

ACCESSORIES, AND HOMEWARE

PRICING: $28-$750

PRICING: $10-$400

BUSINESS MODEL: INTERNATIONAL COMPANY WITH MULTIPLE SUB-BRANDS.

BUSINESS MODEL: FAST-FASHION RETAILER OWNED BY INDITEX WITH

MULTI-CHANNEL APPROACH INCLUDING E-COMMERCE, BRICK-AND-MORTAR,

ROUGHLY 2,200 BRICK-AND-MORTAR STORES IN 96 COUNTRIES AROUND THE

WHOLESALE, AND LICENSING.

WORLD AND AN EXTREMELY PROFITABLE E-COMMERCE CHANNEL

MARKETING: CAMPAIGNS ARE DESIGNED TO ENGAGE CONSUMERS THROUGH

MARKETING: POLICY OF “ZERO INVESTMENT IN MARKETING,” MAINLY RELY

PROVOCATIVE, MODERN, SENSUAL AND ICONIC LIFESTYLE IMAGERY

ON WORD OF MOUTH AND SOCIAL MEDIA

ADVANTAGE: FUFILLS CUSTOMER DEMAND FOR DESIGNER JEANS

ADVANTAGE: FAST-FASHION MODEL EFFICIENCY AND THEIR TREND-FORWARD APPROACH HAS ALLOWED THEM TO BE ONE OF THE LEADING RETAILERS

GUESS

CURRENTLY, GUESS IS FALLING BEHIND IN SALES, TRENDS, AND BRAND PERCEPTION. THE NEW ERA OF GUESS WILL STEP AWAY FROM THE BINDS OF THE EARLY 2000s AND INTO A MODERN AESTHETIC.

2019

STRATEGIES

Handbags Shoes Denim

12% 15% 35% 100% Apparel Accesories Handbags Shoes Denim

Shoes ApparelDenim Accesories Handbags 25% Apparel 25% Shoes 13% Accesories 13% MERCHANDISING Denim 12% Handbags 12% 15% Shoes 35% Denim ASSORTMENT: 100%

15% 35% 100%

15% 25% 35% 13% 100% 12% 15% 35% 100%

FOCUS ON OUR CORE STRENGTH MERCHANDISE BEING DENIM & HAVING A YOUNGER TEAM OF DESIGNERS. PRICE POINT WILL KEEP BEING AFFORDABLE ApparelTHE NEW25% AND QUALITY AND STYLE WILL Accesories 13% REINFORCE ANY MINOR PRICE INCREASE. Handbags Shoes ALLOCATING Denim

12% 15% MERCHANDISE 35% LOCATION AND100% CUSTOMERS.

Apparel

Accesories

Handbags

Shoes

Denim

BASED

ON

Apparel

Accesories

Handba

25%

35%

13% 15%

Apparel

06

Accesories

12%

Handbags ApparelShoesAccesories Denim Apparel

Accesories

Handbags

Apparel

Accesories

Handbags Shoes

Denim

Shoes

Handbags Denim

Shoe

TO DISCARD MESH LACE TOO TIGHT TOPS, BOTTOMS AND DRESSES BEDAZZLED EMBELLISHMENTS

06

TO KEEP & ADD DIFFERENT DENIM FIT SUCH AS MOM JEANS, BOYFRIEND JEANS, CROP FLARE JEANS MORE IN TREND COLOR VARIETY MORE IN TREND/EDGY SILHOUETTES MORE STREETSTYLE INSPIRED PIECES

06

STRATEGIES MERCHANDISING VISUAL: MERCHANDISE WILL BE ORGANIZED IN STORES AS A LIFESTYLE STORYTELLING DISPLAY ACCORDING TO EACH COLLECTION AND SEASON WHILE BEING COHESIVE THROUGHOUT EVERY LOCATION. HIGH STANDARDS WILL BE MAINTAINED FOR ALL VISUAL MERCHANDISING

06

STRATEGIES

MARKETING REPLACING MOST OF THEIR OUTDOOR SIGNAGE, LIKE BILLBOARDS AND BUSSES, WITH WILD POSTINGS. DOING SPONSORED ONLINE POSTS WOULD HELP TO INCREASE THEIR MARKET PRESENCE. USING INFLUENCERS THAT FIT WITH THE INTENDED AESTHETIC WILL HELP CREATE & STREGTHEN BRAND KNOWLEDGE. POSSIBILITY IN DOING MORE GUERILLA MARKETING OR POP-UP EVENTS. HIRING YOUNGER EMPLOYEES TO UNDERSTAND AND ALIGN WITH THE TARGET CUSTOMER AND MAKE THE COMPANY CULTURE MORE RELAXED AND YOUNG.

06

A NEW LOOK

PRESENT

PRESENT FUTURE

MODERNIZE LETTERFORM FONT

BY SLIMMING & ADDING TRACKING BETWEEN LETTERS SIMPLIFY THE LOGO BY REMOVING SMALL TEXTS THAT CURRENTLY CREATE VISUAL TENSION

FUTURE

GUESS GUESS GUESS 06

A NEW LOOK CAMPAIGNS FOCUSING ON PERSONALITY AND LIFESTYLE, DISREGARDING OVERLY POSED PIN-UPS.

06

A NEW LOOK

06

WILD POSTINGS

PRINT ADS

INSTAGRAM

HEAVILY FOCUS ON INSTAGRAM, POSTING MORE FREQUENTLY AND MAKING IT MORE AESTHETICALLY PLEASING TO CATER TO THEIR TARGET MARKET.

WEBSITE

REBRANDING THEIR WEBSITE TO FIT THEIR NEW AESTHETIC AS WELL AND MAKING THE ONLINE PRESENCE OF THE BRAND COHESIVE.

COLLABORATIONS

A$AP ROCKY TWO CAPSULE COLLECTIONS 2016-17 SOLD OUT

J BALVIN CONCERT COLLECTION 2018 AVAILABLE IN VENUES STORES NEAR THEM RECENT COLLABORATIONS HAVE ALREADY STARTED TO RESHAPE GUESS INTO A MODERN AESTHETIC REGIONALIZED COLLABORATIONS & PROMOTIONS HELP ESTABLISH GUESS AS PART OF THE LOCAL CULTURE AND NOT ONLY A USA BRAND CREATING COLLABORATIONS AND MARKETING CAMPAIGNS WITH WELL KNOWN CELEBRITIES THAT FIT WITH THE BRAND WILL CREATE BRAND AWARENESS AND BRING IN NEW CUSTOMERS.

BLACKPINK CAMPAIGN 2018 KOREA EXCLUSIVE

&

NEW FACES

GUESS X DUA LIPA

NOAH CENTINEO

GUESS X LUKA SABBAT

MILLY BOBBY BROWN

SPRING CAPSULE COLLECTION

SUMMER CAMPAIGN

FALL CAPSULE COLLECTION

WINTER CAMPAIGN

DUA WOULD WORK WITH DESIGNERS TO CREATE A COLLECTION BASED ON THE MERGE BETWEEN SEXY & STREET STYLE.

HAVING NOAH CENTINEO MODEL FOR THE BRAND IN THE SUMMER WOULD HELP TO BRING IN A YOUNGER DEMOGRAPHIC.

COLLABORATION BASED ON LAYERING AND STREET STYLE THROUGH A YOUNG AND UPAND-COMING INFLUENCER.

ROUNDING OUT THE YEAR WITH MILLIE AS A MODEL FOR THE WINTER WILL GARNER ATTENTION TO THE BRAND IN QUARTER 4.

CHALLENGES

THEIR CORPORATE CULTURE IS MOSTLY ON PAR WITH THIS NEW VISION OF GUESS, IT IS JUST A MATTER OF FULLY IMPLEMENTING A NEW AESTHETIC.

CREATING A SLIGHTLY HIGHER PRICE POINT MAY DETER SOME PRICE-CONSCIOUS CUSTOMERS THAT ARE USED TO GUESS’S CURRENT PRICING.

BRINGING YOUNGER PEOPLE INTO THE COMPANY MAY CAUSE SOME CHALLENGES IN THE BEGINNING, BUT THE YOUNGEST PERSON ON THEIR BOARD IS 47 AND THE OLDEST IS 71, WHICH DOES NOT FIT WITH THEIR BRAND.

THEY MAY HAVE TO FIND NEW MANUFACTURERS BASED ON THE MERCHANDISE THEY DECIDE TO ADD.

THROUGH REBRANDING, LOYAL CUSTOMERS MAY NOT LIKE THE NEW AESTHETIC AND THEREFORE STOP SHOPPING THERE.

THEY’LL HAVE TO HIRE AND TRAIN PEOPLE TO WORK SPECIFICALLY ON SOCIAL MEDIA MARKETING.

THIS NEW AESTHETIC MAY LINE THEM UP MORE DIRECTLY WITH SOME COMPETITORS AND MAKE COMPETITION STIFFER.

OVERHAULING THE STORES AND SOCIAL MEDIA’S/WEBSITE COULD BE COSTLY AS WELL.

ANNUAL CALENDAR

2019 Feb

Mar

Apr

Launch Event New Product Direction New Marketing Aesthetic Collaboration - Dua Lipa Summer Collection Launch Collaboration - Noah Centineo Fall Collection Launch Collaboration - Luka Sabbot Winter Collection Launch Collaboration - Millie Bobby Brown

07

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Jan

NEW SALES & PROFIT

GUESS WOULD BREAK EVEN FOR 2019 SALES, DUE TO THE RE-ALLOCATION OF FUNDS TO FOCUS ON INVESTING IN SOCIAL MEDIA MARKETING AND PRODUCT DESIGN TEAMS, NEW INTERIORS, AND HIGHER QUALITY PRODUCTS.

DESPITE BREAKING EVEN FOR 2019, GUESS WOULD BE TURNING A PROFIT OF ABOUT 5% IN 2020 AND THEN CONTINUING TO GROW THEIR PROFIT MARGINS FOR YEARS TO COME.

08

NEW POSITIONING

FUTURE High Price

PRESENT High Price

Low Quality

High Quality

Low Quality

High Quality

Low Price

Low Price

08

MAIN COMPETITORS

CUSTOMERS

QUALITY

MARKETING

URBAN OUTFITTER WILL NOTICE AN

GUESS WILL NOW BECOME A STRONGER

GUESS MARKETING WILL NOW GAIN

IMPACT IN THEIR CUSTOMER BY THIS

COMPETITOR FOR LEVI’S.

MORE RECOGNITION BY CONSUMERS.

WITH THE ADDITION OF NEW FITS AND

CALVIN KLEIN MIGHT FIND GUESS A

MOST LIKELY, THE GUESS PRODUCT

A NEW EMPHASIS ON QUALITY, GUESS

MARKETING THREAT DUE TO ITS NEW

THEY

JEANS WILL RIVAL LEVI’S.

COLLABORATIONS AND AESTHETIC.

RESURGENCE OF GUESS.

CARRY

POPULARITY.

MIGHT

RISE

IN

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