Segmenting and Targeting Markets

It's a fact that those in marketing that to create a product, one must have a specific target market in mind. Guess advertising, public relations and marketing strategy is designed to promote a consistent high impact image which endures regardless of changing consumer trends. While the advertising promotes products, the primary emphasis is on brand image. Its core customer is a style-conscious consumer primarily between the ages of 20 and 35. The company also appeals to customers outside this group through specialty product lines that include MARCIANO, a fashion line targeted to women and men, and GUESS Kids, targeted to boys and girls ages 6 to 12. Guess is focusing on elevating its brand image through in-store events and social media marketing. In-store events such as the summer festival are aimed at attracting more customers with distinct product offerings. Guess is launching a music festival capsule collection for this summer, which includes unique bohemian style handcrafted vintage apparel and accessories. On the social media front, Guess has made significant strides with its Facebook fan following increasing from 1 million in 2012 to 4.6 million presently. Social media marketing can be very helpful in reaching out to a large audience with relatively small investment. Segments The company’s businesses are grouped into five segments: North American Retail, Europe, Asia, North American Wholesale and Licensing. North American Retail Segment This segment includes the company’s retail and e-commerce operations in North America and its retail operations in Central and South America. The company sells its products through a network of directly operated retail and factory outlet stores in North America and through its on-line stores.

Developing and Managing Products

Guess Inc., uses Global Reporting Initiative's (GRI) Sustainability Reporting Guidelines to prepare the report. The GRI is an international organization developed with representatives from business, environmental, and human rights communities. The Guidelines cover environmental impacts, labor practices, human rights, product responsibility, and community impacts, providing a flexible reporting system that allows the omission. Guess is a brand that offers a variety of products presented with a variety of new-product strategy. The brand has been renovating the fall and even spring line and creating products for each kind of person. Guess always presents new products to the market, by this way the store always looks fresh with new products introduction. Almost every month the brand put out new products which is consider the biggest part of the strategy. The brand innovates their products, for this reason the product can obtain an effective life cycle giving profit to the company. A new product must be presented to the market with a excellent marketing strategy with a clear target market and good quality.        

Services and Nonprofit Organization Marketing

Guess a nonprofit organization Founded in 1994 called GUESS Foundation supports a wide range of causes whose messages promotes peace, tolerance, acceptance and equality. In order to support this cause Guess promotes denim day which is a global movement that protests violence and raises awareness of misconceptions that surround sexual assault. Peace over violence is a Los Angeles-based non profit organization. It has led the Denim Day movement in North American for the past 15 years.

 Peace Over Violence, (formerly LACAAW), established in 1971 by pioneering feminist activists, is a sexual and domestic violence, stalking, child abuse and youth violence prevention center headquartered in Los Angeles and dedicated to building healthy relationships, families and communities free from sexual, domestic and interpersonal violence. One of the first agencies of its kind in the country, POV has been committed to social service, social change and social justice for 41 years. POV’s innovative programs are comprehensive and include Emergency, Intervention, Prevention, Education and Advocacy services. In honor of Denim Day 2014, GUESS?, Inc. and the GUESS Foundation have made a combined donation of $100,000 to benefit Peace Over Violence in its mission to end sexual, domestic and interpersonal violence.

Product Concepts

Guess Inc. has introduced different products like active wear, handbag, jewelry, swimwear, watches, footwear and so on. The jeans come in different colors, styles, and sizes. These jeans are separately made for both ladies and gents and they have different features respectively as well. Guess jeans brands are easily available in the market and they are of great use and they are made up of pure leather and other material as well, which gives them a proper look which adds more up to the charm of the jeans itself. Guess jeans for girls are made especially for girls they are feminine and trendy. There are also the guess jeans plus size as well this shows that guess reaches a wide variety of consumers. The guess vintage jeans are elegant also the jeans have classic features and along with that it has high quality maintenance is extremely comfortable. Guess is well known name as far as jeans making is concerned. The production of these jeans is for many years now, and they have expanded and grown so much producing spectacular jeans and have received tremendous amount of fame and name all over the world. As for packaging, Guess  designs new shopping bags each season to catch potential customers. Their distributors and international licenses operate 804 stores outside the U.S. and Canada. Guess has grown to become a $2.6 billion behemoth, with more than 1,600 stores worldwide as of 2014.

Personal Selling and Sales Management

Guess among other companies, uses personal selling to persuade a potential customer to purchase its products. This face to face interaction has helped all of us find, and persuaded us to buy a product.  If you were to visit the Guess store, and you were looking to buy lets say a purse, someone that's working that floor would come over to help you pick out and buy purse that best matches your style and they may also recommend accessories  that goes along with it. Guess sales clerk are well trained in encouraging sales, from having the right attitude, the perfect appearance and the specialized knowledge of all Guess product of the season. This year I went to Guess to buy a purse for light everyday use like to run errands and the sales clerk gave me advice on which purse based off my style. I was able to evaluate each purse that was likely to meet my needs. The employee was warm and able to answer any questions I had for each purse and the price as well I took that into consideration. My whole interactive experience at Guess was very enjoyable and informative. This showed me that Guess has promotional mix in personal selling has helped the company not only increase its sales but also boost the potential of developing a long term relationship with their consumers.

Advertising, Public Relations and Sales Promotion

CEO and Co-Founder Paul Marciano major goal is the responsibility for the GUESS? brand image and creative vision. All worldwide advertising and promotional material is controlled from the advertising department based in Los Angeles. GUESS Jeans, GUESS U.S.A. and GUESS?, Inc. images have been showcased globally in dozens of major publications as well as in outdoor and broadcast media. Guess ads are known to have focused advertisement placement in national and international contemporary fashion/beauty, lifestyle, and celebrity magazines including Vanity Fair, Marie Claire, Elle, W and Vogue. Every company has there own way of selling there product but Guess their ads are usually sexy and racy but it works because it draws many people attention. This is the case  because Guess goes for attention grabbing and their ads usually tell a story without taking to much time from the person looking. By retaining control over Guess advertising programs, they are able to maintain the integrity of their brands while realizing substantial cost savings compared to outside agencies.  Guess advertising, public relations and marketing strategy is designed to promote a consistent high impact image which endures regardless of changing consumer trends. Other ways Guess stays relevant is by taking risks with there new line for the season during fashion week.
Guess signature colors are black and white print advertisements, as well as color print advertisements, have garnered prestigious awards, including Clio, Belding and Mobius awards for creativity and excellence. These awards are generally given based on the judgment of prominent members of the advertising industry. This brand has maintained a high degree of consistency in our advertisements, using similar themes and images. They have lines of   communications with customers throughout their websites such as (www.guess.com, www.guessbymarciano.com, www.marciano.com, www.gbyguess.com, www.guessbymarciano.it, www.guess.ca, www.guessbymarciano.ca and www.shopmarciano.ca). These global media enable us to provide timely information in an entertaining fashion to consumers about our history, products and store locations, and allow us to receive and respond directly to customer feedback.

Marketing Channels and Retailing

Guess INC CEO Paul Marciano one of the Marciano brothers and founder in1981. All for brothers at on point had equal ownership to the company years ago but Chairman of the Board Maurice Marciano owns the majority of  shares in the company today. There is approximately 1908 Guess stores globally. As of January 28, 2012, it had e-commerce available to 26 countries, and in 6 languages around the world. The Company and its network of licensee partners sell its products around the world primarily through six different store concepts, namely its flagship GUESS? retail stores, its GUESS? factory outlet stores, its GUESS by MARCIANO stores, its G by GUESS stores, its GUESS? Accessories stores and its GUESS? Kids stores. The Company also has a small number of footwear, Gc watch and underwear concept stores. The company also owns the line Marciano and is not a franchise business. GUESS has taken an aggressive approach at combining those two channels of in store and online shopping over the past few years to revitalize the shopping experience. Although the traditional ways of shopping are always still available, customers are now presented with alternatives to obtain the desired product. Customers can browse the GUESS website for any item, receive real-time inventory at the closest location to them and put it on hold to pickup within 24 hours. For customers who are picking up an item on hold or shopping in any one of its North America locations, GUESS employees are trained to be attentive to customers’ needs and help them build one item into an entire look. If the store does not have a customer’s size in stock, an employee can now place the order and have the product shipped directly to the customer’s home free of charge. The option to ship an item to the customer from a store was the last Omni-channel segment added during the third quarter last year.

Consumer Decision Making

With Guess although a high end retail brand there merchandise follows the latest trend of the season. Guess is not considered sophisticated more around the lines edgy and chic. The brand name alone grabs consumers to make a decisions through there popularity. Many consumers like to shop by brand or quality of the brand which guess has a fair mixture of. Guess has a tactful influence on consumers decision making by creating awareness of their product and persuading consumers that their product are trendy and is relevant to their needs. this company like many are not a afraid to draw in consumers by the packaging of the product to attract more and new costumers. This company likes to offer discounts online and in store purchases in order to keep and make new consumers.  Guess has a out-lit store meaning that you can purchase goods at reasonable prices the only catch is that it is last season clothing instead of there new releases. To say the least Guess has a well balanced relationship with current consumers and are willing to accommodate for new comers as well.

Developing and Global Vision

From the very beginning Guess has out did themselves in the apparel industry and even there other ventures. The Marciano Brothers all came from an upbringing of helping with their family clothing company in the French Riviera before starting Guess in Los Angeles. They brought an uncanny ability for fusing together California and French design themes within their clothing. From the start, their clothes caught on in a big way. Guess began advertising in 1982 and soon introduced the Company's iconic black & white ads that have won numerous Clio Awards. They used current models for advertisements over the years such as Anna Nicole Smith, Kate Upton, Paris Hilton, and many more. 

On December 4, 2013, Guess?, Inc. reported its Q3 FY 2014 the company's net revenue totaled $613.5 million, down 2.4% YoY. Net earnings attributable to the Company for the quarter were $34.0 million, or $0.40 per diluted share, compared to $36.6 million, or $0.43 per diluted share in Q3 FY 2013. For full-year FY 2014, the Company expects net revenues to range from $2.55 billion to $2.57 billion. Guess? agreed to publish "an initial sustainability report" by Dec. 31, 2015 that will describe its approach and practices regarding environmental, social and governance issues. The company will follow up with a "comprehensive report" every two years and expects to provide "interim updates as necessitated" as new issues emerge.

Now a billion-dollar multinational retailer, Guess was one of the most widely recognized brands in the world. Known for quality, marketing creativity, and popularizing new trends and styles, the company had seen increased competition throughout its markets during the first few years of 2000. While jeans remained the foundation of Guess style, the company continued to expand its lines to include comfortable, casual clothing and accessories for women, men, children, and babies to meet every lifestyle. Guess possessed licensees and distributors in 232 retail stores in 87 countries throughout North America, South America, Europe, Asia, Africa, and Australia. Guess' wholesale business was represented in over 846 establishments in the United States. Guess owned and operated a chain of over 180 retail and factory stores, and over 1,000 in-store shops in other retailers in the United States. Guess had more than 30 stores in Mexico and about 46 stores in Canada. 

Marketing Enviroment

With GUESS? has weather attire for every occasion. Although Guess target is high end when it comes rain, snow, sleet, or even sunshine you can guarantee merchandise to go with weather conditions. Guess has about 747 stories world wide with international licenses and distributors. There products sell online, wholesale  accounts, and of course in store as well. They cater to parents, grandparents, young adults to toddlers, and infants of both genders. The this that Guess relies solely on  the stability of the economy. People of most backgrounds, age groups, and culture can automatically recognize what logo there looking at. The genius behind the logo put this company at a advantage because its well recognized and during economic slowdowns they can still expand. That being said they can still connect with consumers through hardship during recessions.  Guess is known for being flexible and considerate for consumers needs that the change for with the environment and region. Like any company Guess has competition such as Levi, The Gap, American Eagle, and Ralph Laruen. They have an advantage over competitors for being will known brand and diverse products. Guess is also known for costumer interaction and helping pinpointing costumers wants and needs. The way Guess operates has help them stay successful for over 30 years so as long as the are willing to adapt and change according to economy, region, and culture they will stay strong.

Ethics & Social Responsibility

Ethics has many meanings to different people and companies. For GUESS? there is a code that applies to every director, officer and employee of GUESS?, INC. In addition to the ethical guidelines included in this Code, there are many laws and regulations that affect the in each of the markets where they do business.

Guess gives back by donating old denim in started in April 2008 and give it "NEW LIFE" by turning it into UTRA TOUCH natural fiber insolation. This particular project gave consumers a 10% discount that gave an old piece of denim back the discount used by purchase of new guess jeans. Each year GUESS? does their part to give back in there own way. All of employees are expected to protect and enhance the assets and reputation of GUESS?. Honesty and integrity are cornerstones of ethical behavior - and trustworthiness and dependability are essential to lasting relationships. In our rapidly evolving business, each of us is challenged by a complex environment that often requires fast responses under pressure. Accordingly, rather than a set of specific rules, this Code emphasizes a standard of ethical conduct that must permeate all business dealings and relationships.

Strategic Planning For Competitive Advantage

Guess targets a younger crowd of people. It's a sexy brand were you can express your self with the latest fashion. There's global advertisement for this company either in between the pages of a magazine or billboard ads. You can find Guess products in other store chains like Macys and Century 21. With Guess you can get a variety of clothing,  shoes, accessories,  and jackets; from casual to formal and pretty much whatever's in-between. When it comes customer satisfaction Guess uses a lot of strategies to gather new customers and keep the old one's as well. For customers that goes to shop in store get's to access a store rewards card. This card adds point each time you shop at Guess and you get discounts and free merchandise with this card as well.  You can also use a Guess only credit card for those who prefer that option. Lets not forget about there 40% discounts in store and online with  free shipping throughout the year. One of Guesses biggest competitors is Ralph Lauren but has a slight edge over them with the rewards card and free shipping that gets customers attentions to comeback for more.

The Heritage of Guess / Mission Statement

Guess?, Inc. designs, markets, distributes and licenses apparel and accessories for men, women and children. The Company operates in five: Europe, North American Retail, Asia, North American Wholesale and Licensing. Its products are sold through retail, wholesale, e-commerce and licensing distribution channels. The lines include full collections of clothing, including jeans, pants, skirts, dresses, shorts, blouses, shirts, jackets, knitwear and intimate apparel. It also grant licenses to manufactures and distributes a range of products, including eyewear, watches, handbags, footwear, kids' and infants' apparel, leather apparel, swimwear, fragrance, jewelry and other fashion accessories. In fiscal 2012, it, along with its distributors and licensees, opened 224 stores in all concepts combined outside of the United Sates and Canada, which consisted of 120 stores in Europe and the Middle East, 89 stores in Asia and 15 stores in the combined area of Central and South America.

GUESS was established in 1981 by the Marciano brothers, who left the south of France in pursuit of the American dream. Inspired by a European influence, the Marciano's redefined denim. One of their initial designs was a stonewashed, slim-fitting jean, the 3-zip Marilyn. Bloomingdale's was the first department store to welcome the brand by ordering two dozen pairs of jeans. They disappeared from the shelves in just hours. This was the beginning of a long success story

GUESS quickly became a symbol of a young, sexy and adventurous lifestyle. Throughout the decades GUESS invited people to dream with its iconic and timeless advertising campaigns and turned unknown faces into famous models. In 2004, the company expanded with a new retail concept and contemporary collection called Marciano.  The Marciano brand offers a fashion-forward collection designed for trend-setting women and men. In 2007, the G by GUESS retail concept was born, gaining its Southern California aesthetic from the Marciano brothers' personal passion for the young, California lifestyle they so enjoyed when they first moved to America.
Today GUESS is a truly global lifestyle brand with a full range of denim, apparel and accessories offered in over 80 countries around the world.