Table of Contents History
1-4
brand Identity
5-8
Scope & size
9 - 12
Marketing Strategy
13 - 18
Target Market
19 - 24
Competitive Analysis
25 - 32
Trend Reports
33 - 40
Master Plan
41 - 42
los angeles, ca plan
43 - 44
beijing, China plan
45 - 46
rome, italy plan
47 - 48
Assortment plan
49 - 52
HISTORY
the guess story “to live the true american dream is in the reach of everyone�
guess inc.
was established in 1981 by the Marciano brothers, Paul, Maurice,
Armand, and Georges. The brand began as a family business, with aspirations of an american dream, and inspirations from european influences. Their product category began with a signature design of a stonewashed, slim-fitting jean, and has over the years expanded into a full assortment of apparel and accessories product lines. The brand is now continued on by two of the Marciano brothers, Paul and Maurice Marciano, and has a global presence in over 80 countries around the world.
guess jeans, Denim 6 month buying plan
chairman & ceo As chairman and director of the GUESS brand, Maurice Marciano holds the responsibility of guiding the brand in the direction it should go. Remaining true to their heritage Maurice is commited to the quality of the brand as well as their employees. maurice marciano
Paul Marciano is the creative director, CEO, and Vice chairman of the board for the GUESS brand. Paul is responsible with creating the vision that is the GUESS brand.
Paul marciano
guess jeans, Denim 6 month buying plan
Brand identity
guess inc.
is
sexy and confident. The GUESS brand is
a symbol of a young, sexy, and adventurous lifestyle. Looking to build the european influence within the american dream, the GUESS brand has established a well known name for the brand, offering high quality and appealing clothing. The GUESS brand evokes an image that is fun, sexy, and fashionable, and has maintained this image through creative advertisements, and innovative and distinctive product designs.
guess jeans, Denim 6 month buying plan
guess inc. is a global lifestyle brand that uses retail, wholesale, e-commerce, and licensing distribution channels to sell their products.
trademarks guess? g by guess guess kids guess factory marciano guess jeans
guess jeans, Denim 6 month buying plan
scope & size
guess inc. directly operates 512 stores in the U.S. and Canada, 193 stores outside of the U.S. and Canada, and 184 concessions in Europe and Asia.The GUESS brand also licenses 704 stores outside of the U.S. and Canada, and 83 licensed jean and accessory concessions located in Asia. The GUESS brand has a total net revenue of $ 2,658, 605 for the fiscal year ending 2013. Their North American retail stores acounts for 49.4% of the total net revenue, Europe 35.3%, and Asia 10.9%.
flagship store
Los Angeles, CA us & canada locations
Florida Chicago Las Vegas Denver Seattle San Francisco
Atlanta Dallas Boston New York Philadelphia Washington, D.C.
international locations
Barcelona London Milan China Brazil Germany
Japan India Paris Middle East Russia Mexico
guess jeans, Denim 6 month buying plan
product categories womens ($25 - $300)
mens ($20 - $250) denim shirts sweaters & sweatshirts vests blazers jackets & outerwear pants shorts underwear accessories watches shoes
accessories ($20 - $200) watches fragrance sunglasses belts bags ties jewelry hats, scarves, gloves hair accessories tech accessories travel accessories
denim tops dresses jackets & outerwear vests swim jumpsuits & overalls pants shorts loungewear accessories watches shoes
denim ($80 - $160) skinny slim tapered slim straight relaxed straight all-around slim classic bootcut jumpsuits & overalls curvy cropped legging medium rise high rise flare shirts, vests, & jackets
shoes ($60 - $200) casual dressy boots sandals active pumps mules & slides wedges platforms single sole booties flats sneakers
guess jeans, Denim 6 month buying plan
marketing strategies
guess inc.
markets in several ways that captures the attention of a wide
part of the population. As our world continues to evolve into a more technologically advanced culture, their have been more and more usage of mobile devices and social media. GUESS markets their brand through several social media platforms as well as an e-commerce presence, and popular trends used in todays socail market.
guess jeans, Denim 6 month buying plan
Instagram is a fast and easy way to share photos as well as videos of your daily activities. The GUESS brand uses this platform to share with their target market products that are being sold at the GUESS stores
Facebook is a social network that connects people all over the world from different countries and regions. GUESS utilizies facebook to promote ad campaigns, show sneak peaks of which new products are being introduced, as well as to hear from consumers. pinterest
Pinterest is seen as a visual discovery tool that is used as a search engin for inspiration as well as ideas. The GUESS brand uses pinterest to post images of their products, ad campaigns, as well as consumers photos in the brand’s clothing.
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guess jeans, Denim 6 month buying plan
youtube
Youtube is a video-sharing media website that allows its users to post, watch and share videos. GUESS uses this platform to reveal to its target audience promotional videos of new campaigns being introduced into the brand.
Twitter is a social network that allows its users to send as well as read short messages called tweets. The GUESS brand tweets about new products introduced within their product categories as well as special information on collaborations with other companies, schools or magazines. e-commerce
GUESS operates a physical as well as an e -commerce presence within the industry. GUESS’ website allows consumers to search and browse throught their website, looking at the different product categories and items offered within the brand. guess jeans, Denim 6 month buying plan
HASHTAGS #LOVEGUESS #GETDRESSED GUESS has fully been involved in social media activities, keeping up with the latest trends within the social media world. GUESS uses hashtags that allows users to feel a part of the GUESS family by reposting their images to their website once the hastag have been tagged in a photo.
guess jeans, Denim 6 month buying plan
target market
age: 28 income: $37,0000 - $45,000 education: fit degree: Bachelor’s degree occupation: retail store manager
guess jeans, Denim 6 month buying plan
age: 30 income: $80,000 - $100,000 education: mit degree: Master’s degree occupation: PD Engineer
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age: 25 income: $30,000 - $45,000 education: university of texas degree: associates degree occupation: Asst. Buyer
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guess inc.
strives to serve a target market who is style-conscious. The GUESS
brand markets to the age category between 18 and 30, but also runs different product categories of specialty products to serve the needs and wants of consumers outside of this target market. The Marciano line which appeals to the older generation is a more sophisticated line which is targeted to men and women with a high disposable income.
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competitve analysis
guess inc. has a wide range of competitors due to its need to satisfy several different markets through numerous product categories. The GUESS brand competes on many levels based on quality, target market, and merchandise assortment
27 guess jeans, Denim 6 month buying plan
History & Mission statement Ralph Lauren was founded in 1967, and is seen as a leader in the design, marketing and distribution of high quality products in apparel, home, accessories and fragrancies. Ralph Lauren is committed to providing quality products that redefines the american style. Ralph Lauren is creates advertisements that are geared to telling stories of the american dream.
target market Ralph Lauren targets consumers between the ages of 18 and up, and also has a presence in the kids apparel market. Their target consumer are those who wish to live the american dream and take pride in the way they dress.
product categories Ralph Lauren have several differen product categories that cater to men, women and children. Such product categories consist of apparel, home, accessories, travel accessories, and fragrancies.
28 guess jeans, Denim 6 month buying plan
History & Mission statement Abercrombie & Fitch was established in 1996 as a specialty retailer operating stores and direct-to-consumer operations. Abercrombie & Fitch is dedicated to having a preppy, youthful all-american lifestyle. The Abercrombie & Fitch brand is dedicated to providing its consumers with products inspired by an Ivy league heritage rooted in east coast traditions.
target market Abercrombie & Fitch aims to reach an audience with active lifestlyes, who are young and energetic. Their target consumer is edgy and daring, not afraid to reach certain limits.
product categories Abercrombie & Fitch sells an array of products ranging in outerwear, accessories, and apparel. The Abercrombie & Fitch brand also has product categories within the children’s market. Abercrombie & Fitch operates 912 stores in the US and 139 stores outside of the US carrying all of their available product categories.
29 guess jeans, Denim 6 month buying plan
History & Mission statement GAP Inc. was first opened in 1969. GAP is on of the world’s leading specialty reail stores within the US, as well as inernationally. GAP is grounded on building the company around principles such as creativity, doing what’s right, delivering results, and keeping the customer first. GAP is focused on delivering the best experience and products to their customers.
target market GAP inc. target consumer are young, energetic consumers who are constantly up to date with the latest trends.
product categories Amongst trademarks within the GAP company, GAP operates and rus several product categories within the apparel and athletic wear market. GAP inc. also runs and operates stores within the children’s market. GAP offers products for men and women ranging from tops and bottoms, to dresses, and accessories.
30 guess jeans, Denim 6 month buying plan
business strengths brand equity
The GUESS brands’s name awareness, perceived quality, strong brand images, promotional events and the GUESS brand trademarks contribute highly to the reputation and integrity of the brand. global diversification
Having a geographic diveristy provides the brand with a wide range of opportunities for continuos growth. multiple distribution channels
The GUESS brand uses retail, wholesale, e-commerce, and licensing distribution to sell and market their products. The use of multiple channels allows the brand to be able to adapt to constant consumer changes as well as changes within the different market regions and environments. multiple store concepts
Having the various different store concepts allows the GUESS brand to target various demographics in the different product category markets.
31 guess jeans, Denim 6 month buying plan
perceptual map formal
guess
entry
Luxury
casual
32 guess jeans, Denim 6 month buying plan
trend reports
The
cropped
denim is sexy, and flattering for many body types. They are perfect for wear in
most weather conditions, as well as perfect to be styled with your favourite blouse any season of the year. Offering a sophisticated or edgy look, the cropped denim has proven to be the second most populat denim style amongst the female population.
Trend report #1
CroppedDenim
35
Trend report #2
SkinnyDenim The
skinny denim is designed to lengthen your torso, enhance the human body’s natural
curves, and offer the wearer a comfortable fit and feel. The skinny denim has been seen as the industry’s most popular style of denim. The skinny denim can be worn every day year round, and can be styled to suit any woman’s personal style and daily activities.
36
Trend report #3
Bootcut Denim The bootcutdenim is designed for all body shapes. It flatters the female figure’s natural curves, and balances the body. The bootcut denim has shown popularity within the female population due to its design and aesthetice. Providing comfort with a wide range of movement, the bootcut denim can be worn daily at any time.
37
Trend report #4
PerformanceDenim Performance denim is designed for extreme movement. The performance denim is sexy and flattering and is designed to fit the lifestyle that is always active and on the go. This style is suitable for most body shapes, and has been and will continue to be seen in street style around the world.
38
Trend report #5
Destroyed/Boyfriend Denim The boyfriend denim has the aesthetic of a classic denim, and was designed to offer comfortability, as well as provide a sense of sex appeal. The boyfriend denim also offers the wearer an amount of flexibility for easy and comfortable body movement. The boyfriend denim has been the most recent trend within the denim inustry and will continue to capture interest within the market.
39
master plan
Focus product category: denim Fall 2014 (in millions USD) PL Net Sales, Fall 2014: est. Net Sales, Fall 2013: PL % Last year: average stock, retail: inentory turnover planned reductions: reductions %: pl imu:
5,722.06 5,201.87 10% 13,904.61 4.42 858.31 15% 53.0%
FALL 2014 6 Month buying plan (in millions USD) August net sales % fall PL bom stock stock/sales ratio pl eom stock planned reductions % fall purchases, retail purchases, cost
915.53 16% 1,831.06 2.0 2,265.94 120.16 14% 1,470.57 691.17
september october
1,029.97 18% 2,265.94 2.2 2,323.16 145.91 17% 1,233.10 579.56
801.09 14% 2,323.16 2.9 2,574.93 163.08 19% 1,215.94 571.49
november december january
1,029.97 18% 2,574.93 2.5 2,643.59 137.33 16% 1,235.96 580.90
1,258.85 22% 2,643.59 2.1 2,265.94 120.16 14% 1,001.36 470.64
686.65 12% 2,265.94 3.3 2,317.43 171.66 20% 909.81 427.61
total
5,722.06 100% 13,904.61 858.31 100% 7,066.74 3,321.37
42 guess jeans, Denim 6 month buying plan
los angeles, ca plan
Focus product category: denim Fall 2014 (in thousands USD) PL Net Sales, Fall 2014: est. Net Sales, Fall 2013: PL % Last year: average stock, retail: inentory turnover planned reductions: reductions %: pl imu:
12,542.00 11,401.82 10% 30,477.06 4.42 1,881.30 15% 53.0%
FALL 2014 6 Month buying plan (in thousands USD) August net sales % fall PL bom stock stock/sales ratio pl eom stock planned reductions % fall purchases, retail purchases, cost
2,006.72 16% 4,013.44 2.0 4,966.63 263.38 14% 3,223.29 1,514.95
september october
2,257.56 18% 4,966.63 2.2 5,092.05 319.82 17% 2,702.80 1,270.32
1,755.88 14% 5,092.05 2.9 5,643.90 357.45 19% 2,665.18 1,252.63
november december january
2,257.56 18% 5,643.90 2.5 5,794.40 301.01 16% 2,709.07 1,273.26
2,759.24 22% 5,794.40 2.1 4,966.63 263.38 14% 2,194.85 1,031.58
1,505.04 12% 4,966.63 3.3 5,079.51 376.26 20% 1,994.18 937.26
total
12,542.00 100% 30,477.06 1,881.30 100% 15,489.37 7,280.01
44 guess jeans, Denim 6 month buying plan
beijing, china plan
Focus product category: denim Fall 2014 (in thousands USD) PL Net Sales, Fall 2014: est. Net Sales, Fall 2013: PL % Last year: average stock, retail: inentory turnover planned reductions: reductions %: pl imu:
6,660.84 6,055.31 10% 16,185.84 4.42 999.13 15% 53.0%
FALL 2014 6 Month buying plan (in thousands USD) August net sales % fall PL bom stock stock/sales ratio pl eom stock planned reductions % fall purchases, retail purchases, cost
1,065.73 16% 2,131.47 2.0 2,637.69 139.88 14% 1,711.84 804.56
september october
1,198.95 18% 2,637.69 2.2 2,704.30 169.85 17% 1,435.41 674.64
932.52 14% 2,704.30 2.9 2,997.38 189.83 19% 1,415.43 665.25
november december january
1,198.95 18% 2,997.38 2.5 3,077.31 159.86 16% 1,438.74 676.21
1,465.39 22% 3,077.31 2.1 2,637.69 139.88 14% 1,165.65 547.85
799.30 12% 2,637.69 3.3 2,697.64 199.83 20% 1,059.07 497.76
total
6,660.84 100% 16,185.84 999.13 100% 8,226.14 3,866.29
46 guess jeans, Denim 6 month buying plan
rome, italy plan
Focus product category: denim Fall 2014 (in thousands USD) PL Net Sales, Fall 2014: est. Net Sales, Fall 2013: PL % Last year: average stock, retail: inentory turnover planned reductions: reductions %: pl imu:
14,354.99 13,049.99 10% 34,882.62 4.42 2,153.25 15% 53.0%
FALL 2014 6 Month buying plan (in thousands USD) August net sales % fall PL bom stock stock/sales ratio pl eom stock planned reductions % fall purchases, retail purchases, cost
2,296.80 16% 4,593.60 2.0 5,684.58 301.45 14% 3,689.23 1,733.94
september october
2,583.90 18% 5,684.58 2.2 5,828.13 366.05 17% 3,093.50 1,453.95
2,009.70 14% 5,828.13 2.9 6,459.75 409.12 19% 3,050.44 1,433.70
november december january
2,583.90 18% 6,459.75 2.5 6,632.00 344.52 16% 3,100.68 1,457.32
3,158.10 22% 6,632.00 2.1 5,684.58 301.45 14% 2,512.12 1,180.70
1,722.60 12% 5,684.58 3.3 5,813.77 430.65 20% 2,282.44 1,072.75
total
14,354.99 100% 34,882.62 2,153.25 100% 17,728.41 8,332.35
48 guess jeans, Denim 6 month buying plan
assortment plan
Focus product category: denim Planned Purchases, retail (in millions USD): Average Retail Price:
Sizes
24 25 26 27 28 29
total %
purchases
$7,066.74 $81
unit purchases
10% 15% 20% 22% 18% 15%
$707 $1,060 $1,413 $1,555 $1,272 $1,060
9 13 17 19 16 13
100%
7,066.74
87 price range
< $100 $100 - $199 $200 - $299 $300 - $399
total %
20% 25% 30% 25% 100%
guess jeans, Denim 6 month buying plan
fit
skinny cropped bootcut boyfriend/destroyed performance
total %
purchases
30% 25% 15% 25% 5%
$2,120 $1,767 $1,060 $1,767 $353
100%
7,066.74
unit purchases
23 22 14 19 6
Avg. retail
$98 $80 $76 $94 $59
84
52 guess jeans, Denim 6 month buying plan
sources GUESS Inc. GUESS Annual Report 2013. Rep. N.p.: n.p., n.d. Web. Apr.-May 2014. GUESS Inc. GUESS Annual Report 2012. Rep. N.p.: n.p., n.d. Web. Apr.-May 2014. GAP. Annual Report 2013. Rep. N.p.: n.p., n.d. Web. Apr.-May 2014. GUESS Inc. “Guess Income Statement.” Guess - Investors Home. N.p., n.d. Web. 8 May 2014. A&F. “About Us.” Abercrombie & Fitch. N.p., n.d. Web. 8 May 2014. GUESS Inc. “About Us.” World of GUESS. N.p., n.d. Web. 8 May 2014. Ralph Lauren Co. “About Ralph Lauren.” Www. ralphlauren.com. N.p., n.d. Web. 8 May 2014.