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.