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.