GUESSxMayadorable - capsule collection report

DENIM SUSTAINABLE CAPSULE COLLECTION

What:

✦ GUESS collaborated with French influencer Mayadorable, to curate a Spring/Summer 2023 limited edition of Eco denim must-haves that combined the influencer’s love of fashion and effortless style with the brand’s iconic flair for denim and commitment to sustainability.

When:

✦

6 February Launch at Galeries

Lafayette

✦

27 February Launch at GUESS

Where:

✦ 24 Galeries Lafayette Doors with 13 windows

✦ 4 selected GUESS Doors

✦ Online on GUESS.FR and Galeries Lafayette website

Why:

✦ Boost the brand image of GUESS in France

✦ Generate sellout with our main WHL customer

✦ Re-gain fashion credibility for GUESS denim in the French market amongst the younger generation

✦ Create brand buzz and engagement online and on social media utilizing the power of the selected influencer

From the versatile denim jacket to the jean, dress, and jumpsuit, the Mayadorable capsule combines the joy of easy-to-wear clothing with that c’est tres chic allure.

Price range: €50 - €190

SUSTAINABLE COLLECTION

This collection has been made exclusively with sustainable materials such as Natural Stretch denim and Organic cotton. The fabric is engineered to revolutionize the future of stretch denim : a comfort stretch fabric created from mono fiber cotton blended with recycled cotton from post consumer waste. Authentic look with stretch comfort in 100% cotton fibers.

Additionally, all the trims as the patches are to be considered vegan since are made in vegan PU from corn and wheat. This collection not only stands out for its fresh and distinctive look but also its attention to sustainability and protecting the planet. In fact, from the fabric and labels to the thread, packaging and tags, every element has been crafted with an eye on reducing the brand’s environmental impact.

COUPE OVERSIZE

DETAILS SUR LES EPAULES

BORDURES BLANCHES BROSSEES

CONTOURS SOULIGNES

COUPE ASYMETRIQUE

JUPE ASYMETRIQUE

MANCHES TROIS QUARTS BOUFFANTES

DENIM STRETCH NATUREL

COUPE DROITE

CORSET A EMPIECEMENTS

COL DE TYPE JARRETELLE

SURPIQURES APPARENTES

ENCOLURE TRIANGLE ICONIQUE

DETAILS BOUTONNES

PUR COTON BIOLOGIQUE

DETAILS SUR LA BOUCLE DE CEINTURE

LIGNES MOULANTES

SURPIQURES APPARENTES

WINDOWS

E-COMMERCE

NEWSLETTER

STORES WINDOWS & POP UP

MARSEILLE – GRAND LITTORAL

STORES WINDOWS & POP UP

MONTPELLIER

GUESS. FR

LANDING PAGE

CATEGORY BANNERS

NEWSLETTER

1ST REMINDER

2ND REMINDER

HANGTAG

To communicate the sustainability of the used materials, special hangtags have been made. Two different options were created to distinguish the different composition of denim pieces and rib top made with organic cotton.

POLAROID HANGTAG

Together with the first hangtag, also a descriptive one has been added to the garments in order to inform the customer about pieces of the collection and its details.

MAGAZINE

As additional asset for this project, a magazine has been produced to present all the steps of this project: from the first meeting with the designers, to shooting in Paris.

The magazine was distributed at Galeries Lafayette Haussmann and in all 4 GUESS Stores.

To enrich this project and to encourage sales through all channels, 2 GWP were produced: Scrunchies: Produced in the same fabrics of the collection, these were gifted upon purchase of at least 1 SKUs.

Netbags: GUESSxMayadorable’s netbags were used as shopping bags.

MAYA + GUESS EDITORIAL PLAN TIMELINE - GUESS EDITORIAL PLAN TIMELINE - MAYA

IG STORIES IG CAROUSEL POST

Social media has been a fundamental part to communicate this project. A fully integrated editorial calendar has been created to cover all involved channels.

SHOOTING

Inspired by the retro-GUESS photoshoot mood of the 2000 and the paparazzi’s zealous pursuit of celebrities and fashion icons, Maya is seen donning the GUESS Mayadorable collection while stepping out in the streets of Paris, having a break at a café, or taking in the breath-taking view of the Eiffel Tower from the Galeries Lafayette rooftop.

SHOOTING IN STUDIO

To present the collection on e-commerce, a dedicated photoshoot was shot with model Alison.

YOUTUBE VIDEO

To narrate this collection, two YouTube videos were posted. The first one was recorded explaining the entire creation process, from the first meetings with the designers to the shooting days in Paris. The second one narrated the launch of this collection with Maya’s influencer friends.

EVENTS

On the week of the launch at Galeries Lafayette, 2 days of events were held to increase buzz and curiosity among Maya’s collection.

BRUNCH WITH INFLUENCER FRIENDS

On February 7th, the day after the official launch, a brunch with influencer friends of Maya was set up, to present the collection.

10 influencers posted about this event, making in total 16 contents that were valued €64.2 k as Earned Media Value.

EVENTS AT GALERIES LAFAYETTE

February 9th: a dedicated day was reserved to present the new collection to press and end consumers. 3 different events took place on the same day:

- Exclusive interviews with press representatives:

- GALA FR

- STYLIST FRANCE

- NYLON FRANCE

- COSMOPOLITAN FR

- A special Teatime with 30 selected followers.

- A Meet & Greet at Galeries

Lafayette Haussmann POP-UP store.

INTERVIEWS

PR ACTIVATIONS

To enhance the visibility of this capsule, the following PR activations were implemented:

- 21 French influencers were gifted with part of the collection for them to post the products, in order to boost the visibility of the capsule.

- Influencers that attended the brunch were also gifted with the whole collection, sent in two tranches. A first look was gave them the day before the event to wear it at the brunch. Once arrived in location, influencers, then found the remaining looks of the collection.te Haussmann POP-UP store.

These gifting were sent-out in a special box, especially tailored for this event.

GUESS COVERAGE RESULTS

FINAL RESULTS - KPI’S

1 2

3 4 5

TOTAL PUBLICATIONS*: 114

TOTAL REACH*: 11.4M

TOTAL EARNED MONETARY VALUE*: € 730.6K

BEST SELLER PIECE OF THE COLLECTION

CROSS-CHANNEL: JUMPSUIT

AVERAGE SELL THROUGH

CROSS-CHANNEL: 25%