Guess was probably the first with the “designer jeans” concept and brilliantly marketed it in the 80’s on the backs (and other parts of the anatomy) of supermodels and actresses. Remember the Claudia Schiffer and Brooke Shields advertisements? This worked well for both Guess and the models (some of whom got their careers reignited by the success of the ads) until women’s groups in the 90’s targeted the company as sexist and probably more importantly many more competitors (think Calvin Klein , Diesel, etc.) entered the designer jeans space with even more risqué ads!
Now Guess is back with neither a super model or an actress but Miss Jobless herself .. Paris Hilton! The brand has been extended into upscale women’s wear under the Marciano name (25 outlets in the USA and Canada), and branched into Guess for Men, Guess for Women, Guess for Kids, and the soon to come G line targeting the younger generation. With a sexy, edgy vibe in the clothes and focus on delivering a retail experience for its shoppers, Guess is developing a new image. The handbags are very popular and the watches are beginning to challenge Swatch.
With Guess stores across the globe on every continent, there is one near you!