Guess History
What began as a small California jeans company in 1981 has since developed into Guess,Inc., a global lifestyle brand.
While jeans remain the foundation of the company’s history and success, Guess Designs, markets and distributes
its full collections of women’s, men’s and children’s apparel, as well as accessories throughout the U.S and Canada.
The company has successfully granted licenses for the manufacture and distribution of many of its product categories.
Additionally, Guess has licensees and distributors in Europe, South America, Asia, Africa and the Middle East.
The Marciano brothers, founder of Guess were raised in the south of France, a region that cultivated a passionate understanding of French design and an essence of style.
Combining a love of the American West with a European sensibility, they created Guess Inc.
In the early 80’s fashion denim had little direction. People felt that denim was dated, and jeans were not considered a fashion statement.
The Marciano brothers would change that perception forever.
Their designs were timeless, sensuous, strong and chic. The Guess approach was fresh and set the standard for the future of denim.
Initially, retailers greeted Guess with scepticism. Buyers weren't interested in denim; but the brothers’ infallible instincts and persistence prevailed.
Their 3-zip Marilyn jean was sexy, with a unique style and attitude.
Bloomingdale's finally agreed to sell two-dozen pairs of the 3-zip Marilyn jean as a favour to the Marciano brothers.
Within hours, the entire stock was sold out. The Guess Label was born and would become one of today’s most recognized and influential brand names.
Guess quickly infiltrated popular culture and became an icon of the generation. Guess created groundbreaking advertising campaigns
featuring sexy, sultry models previously unknown in the industry and turned them into superstars overnight.
Models such as Claudia Schiffer, Carrè Otis, Eva Herzigova and Naomi Campbell launched their careers in the original Guess Campaigns.
Directed by the keen eye of Paul Marciano and shot by then unfamiliar photographers, such as Wayne Maser and Neil Kirk, the Guess
Brand was brought to life from the deserts of the American West, to the beaches of Rio and in the streets of Paris.
With striking images and fresh new product, the brand began gaining momentum and nationwide recognition.
In the 80’s, Guess Product expanded beyond men’s and women’s jeans and Baby Guess, Guess Watches, Guess Footwear, Guess Eyewear and Guess Perfume were created.
The 90’s saw rapid international expansion bringing the Guess American tradition to Europe, Asia, South America, Africa, Australia and the Middle East.
The second decade of Guess also brought the introduction of GUESS Collection, Handbags,
Active wear, Jewellery, Swimwear, Golf, Home, Innerwear,
Leather, Athletic, Belts, Neckwear, and Men's Classics.
MAURICE MARCIANO BIOGRAPHY
Maurice Marciano, Chairman and Chief Executive Officer, has overseen the company’s design direction and led its unwavering and extraordinary expansion since 1982.
He is truly the driving force behind the Company’s spirit and commitment to superior quality. Maurice has overseen the company's design direction and growth to a net revenue of about $600 million for 2002.
Maurice concentrates on product development and coordinating the design department.
He is also in charge of quality control, from raw materials to the final product.
Each category of merchandise reflects the same unique aesthetic that is the core of the Guess Design philosophy. Guess is created to enhance the casual yet diverse lifestyles of its customers. In addition to his many accomplishments,
Maurice also can be credited with the famous Guess Triangle.
PAUL MARCIANO BIOGRAPHY
Paul Marciano, Co-Chairman, Co-Chief Executive Officer and Creative Director, is credited with the vision that is the cornerstone of the Guess Image - one that has created some of the most innovative and groundbreaking pictures in the history of advertising.
Truly a visionary, Paul has shaped the direction and the look of Guess Advertising from its inception. With his unique eye for dramatic photography, he has created images that invite a voyeuristic and emotional response in the eyes of its viewers. Supported by bold, sensuous and captivating advertising images. Guess has received the industry's highest honours, including the Clio and Designers and Art
Directors Awards, assuring its place in American popular culture.
Guess' successful global expansion can be attributed to Paul's lead role in overseeing the development of the domestic and international licensing and export businesses.
Under his keen supervision, Guess currently has 22 licensees and is distributed in 36 countries.
Guess today
Guess PEOPLE
Guess is inspired by the high energy and style of the people who work for the company. Guess people make it happen, keeping the company on the forefront of the imagination, setting trends and wrapping the world in their unique style.
Since it was first launched in 1981, Guess has remained a company that takes pride in the bright, talented and creative people that make its enormous success possible. In every department, from in-house advertising to global marketing and licensing, design, production and sales, Guess employees go above and beyond expectations. Maintaining the company's high standards comes naturally to its employees who consistently pour their creativity into producing exceptional work.
Guess is one of the largest employers in the Southern California apparel industry and has taken a leadership role in self-policing labour violations among its contractors and working toward change in the industry.
Guess IMAGES
Designed by Paul Marciano, Co-Chairman, Co-Chief Executive Officer and Creative Director, Guess advertising campaigns continue to shatter barriers in creative thinking and present the world with innovative ways to define itself. Paul Marciano has a unique sense for dramatic photography that evokes an emotional response in the eye of the viewer.
The image of the Guess model has become a pop culture icon in the history of fashion advertising.
Accessible yet mysterious, the Guess Girl is portrayed as confident, spirited and sensuous. The captivating images enable the viewer to act as voyeur, glimpsing what is simultaneously public and private. The Guess Image is defined by its simplicity, proving that great design and creativity do not
have to be overly complex in fashion.
Guess Images have been showcased in international print campaigns in virtually all major magazines on television, billboards, bus shelters, and telephone kiosks throughout the world.
The Guess Journal, an oversized full colour bi-annual magazine, redefines art in advertising.
BOARD OF DIRECTORS
MAURICE MARCIANO
Co-Chairman of the Board and Co-Chief Executive Officer
PAUL MARCIANO
Co-Chairman of the Board and Co-Chief Executive Officer
CARLOS ALBERINI
President and Chief Operating Officer
ROBERT DAVID
President and Chief Operating Officer of St. John (retired)
BRYAN ISAACS
Partner, International Corporate Services, KPMG LLP (retired)
ALICE KANE
President, American General Fund Group
HOWARD SOCOL
Chairman, Chief Executive Officer and President of Barneys New York, Inc.
2004
Guess celebrated the 20th anniversary of its watch collection, issuing a special-edition Guess watch.
The accessories department was also greatly expanded and several stores across the United States were redesigned.
Guess also created a lower priced collection sold exclusively through its outlet locations and its companion.
Guess also introduced its first brand extension, the up-scale female line of clothing and accessories, named Marciano.
The line features pricey, runway-inspired styles, and is featured in several retail locations throughout the world, as well as selects Guess Retail stores.
In 2005 Guess began marketing fragrance.
The company introduced Guess for Women in the spring of 2005. Guess introduced the Guess for Men line in the spring of 2006.
Guess has also continued its Guess Kids clothing line into the 2000's, and in 2006, Guess began promoting the clothing line for girls
and boys through its factory retail stores.
Guess continues to be guided by the Marciano brothers, as co-chairmen and co-CEOs. The company operates in many countries around the world with
the majority of their stores located in the United States and Canada. Guess has begun making strides in order to improve the overall image of their company lately.
For example Guess has taken great steps to separate Guess and their Guess Factory line.
A link to their Guess Guess Inc. wants to improve the image of their line to enhance its public standing as high-class, and exclusive.
Guess has also pushed the idea of sales or discounts out of their main sales strategies.
Chanel a luxury brand known for its handbags, and famous CC design takes a
similar approach, where their items are never discounted or put on sale;
this focus allows the company to maintain a strictly exclusive name.
Unlike Chanel, Guess doesn't have to worry about counterfeit clothing or designs -- as compared to Chanel, Guess is placed in a much lower price-range.
In October, 2006 Guess expanded their shoe-line by re-introducing men's shoes. Guess pulled the men's shoe collection from their establishment back in 2003 due to lack-lustre
sales and interest. In November, 2006 Guess introduced their Marciano men's
line and select Guess and Marciano retailers throughout the country. As of November, 2006 the new men's collection features button up shirts, blazers, and dress pants. The men's line will, like the women's line, be developed and manufactured in Florence, Italy; and will be available for a higher price.
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Accessories
Belts
