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;
Guess uses three main distribution channels to sell their products which includes;
- Using their own stores
- Through a network of wholesale accounts
- 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.
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.
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