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.