How Guess markets its product globally -

Guess successful global expansion is attributed to Paul Marciano the chief executive officer and creative director of the company. Paul plays a role in the development of the domestic and international licensing export business. Under the supervision of Paul, Guess currently has 21 licenses and is distributed in more than 60 countries. In addition to the worldwide retail business expansion. By improving information flow and communication with partners. Guess has increased life cyle visibility improved collaboration and further its brand value through constant innovation-all within a single platform. With sourcing operation throughout the world, Guess is challenged with providing information such as color code and style numbers to its suppliers in one common language. One of Guess' strengths is the ability to identify fashion trends, put the concepts together, source it very quickly and have it in stores in time to meet consumer demand.

Guess Inc target market, products, and changes over the past 15 years.

Guess is a component of the specialty retail industry which is a segment of the overall retail industry.Guess Inc is headquartered in Los Angeles, California where it operates its retail, wholesale, and European licensing business segment. Guess designs, markets, distributes, and licenses lifestyles collections of contemporary apparel and accessories for men, women, and children that reflect American lifestyle and European fashion sensibilities (Guess Inc. 2006 10-K).
Guess uses three main distribution channels to sell their products which includes;

1. Using their own stores
2. Through a network of wholesale accounts
   
3. The internet.

Through these distribution channels, Guess offers a full apparel line of both denim and cotton jeans, pants, overalls, skirts, dresses, shorts, blouses, shirts, jackets, and knitwear. In addition, Guess also offers accessories, that promote and complement its image which includes eye wear, watches, handbags, kids clothing, footwear, and fragrances.

Guess target customer is a style-conscious consumer primarily between the ages of 18 and 32 which is highly desirable demographic group that is believed to have significant disposable income to pay for a brand name. Guess focuses on differentiated product designs and styles they believe will separate themselves from the rest of the retail industry. Because consumers tend to relate a higher product cost to a higher product quality, Guess focuses more on exceptional product quality rather than creating a lower cost.

As the marketing ads grew increasingly sexier, and began catching the eye of many new people (mainly teens), Guess' sales began to take a turn for the better. The accessories department was greatly expanded and several stores across the United States were redesigned. Guess also created a lower priced collection sold exclusively through it's outlet locations.

As of October 31 2009, the company operated 433 retail stores in the United States and Canada and 753 retail stores outside of North America, of which 115 were directly owned . Opening stores gave Guess an opportunity to feature more of their merchandise. Instead of being limited to a wall of jeans and a couple racks of shirts at Bloomingdale's (FD), Guess stores showcases its watches, shoes, handbags, and fragrances.

Guess Inc

Global revenue reached $523 million, compared to $528 million last year. For the third quarter of fiscal 2010, the company reported record net earnings of $64.1 million, a slight increase compared to net earnings of $64.0 million for the third quarter of fiscal 2009. Diluted earnings per share increased 3.0%,reaching $0.69,compared to 0.67 for the prior year quarter.
Product margins improved across all business segments. Operating margin reached 18.9% vs 18.8% last year. This operating margin increase was due to higher product margin in all segments and SG&A leverage resulting from strong expense management. Cash increased to $345 million, compared to $237 million last year.

Eleanya Mar 100-151 GUESS MISSION STATEMENT

At Guess, we are committed to being a world wide leader in the fashion industry. We deliver goods and services of firm quality and honesty consistent with our brand and image. We pledge to listen and respond to the needs of our customers, associates, and business partners and to respect their individual values. Through an environment of open communication we dedicate to personal and professional enrichment. We will never stop to support humanity, give back to the community and protect the environment as part of our duties. We continue to dedicate to an entrepreneurial spirit that elevates shareholder value and fuels the growth of the company. Through principled leadership, we cultivate strength, pride, we embrace diversity, and passion to align our personal lives with our professional lives.

Eleanya Mar100/151 change of company from TARGET to GUESS

GUESS is in the fashion industry. I choose it because of it's innovative style. It is one of the most widely recognized apparel companies across the globe.

Spring Semester 2010