15 Things You Didn't Know About GUESS

Summary

Discover the intriguing history of Guess, the iconic American fashion brand known for its designer jeans and innovative marketing. From its inception in 1981, Guess revolutionized department store fashion with designer jeans, influenced pop culture through movies like 'Back to the Future,' and faced legal battles that shaped its growth. Learn about the brand's evolution, its advertising campaigns featuring supermodels, and how it continues to adapt to the changing market with new strategies and celebrity endorsements.

Takeaways

• 👖 Guess was the first brand to create designer jeans for department stores, revolutionizing the market with their signature design.
• 🎬 The brand designed custom clothing for Marty McFly in 'Back to the Future,' showcasing their fashion in a major film.
• 🍔 The name 'Guess' was inspired by a McDonald's billboard asking drivers to guess which eatery had the biggest cheeseburger.
• 🛍️ The first Guess store was opened in Beverly Hills, marking the beginning of the brand's retail presence.
• 💰 The Marciano brothers, founders of Guess, saw their worth reach billions after taking the company public in 1996.
• 👖 Bloomingdale's was the first major order for Guess, which helped establish the brand in the high-end jeans market.
• 📸 Guess advertising campaigns are known for their innovative and creative images, often featuring provocative poses and grainy photography.
• 🤝 Guess had a legal battle with Jordache, which ended with the Marciano brothers regaining full control of the company.
• 💡 The brand faced controversy over sweatshop allegations and labor issues, which they addressed by improving contractor monitoring and settling lawsuits.
• 🎤 Guess partnered with Republic Records to launch Guess Music, integrating fashion with the music industry.
• 🎨 The Marciano Art Foundation was established by Maurice and Paul Marciano to showcase contemporary art and support local artists.
• 🌐 Guess has adapted to changing times by opening new stores in emerging markets and closing underperforming ones, as well as restructuring for cost reduction.

Q & A

What is the significance of the inverted triangle in the Guess logo?

The inverted triangle in the Guess logo contains a question mark and the company's name. The dot under the question mark is transformed to create another triangle, which is a distinctive feature of the brand.

What was Guess's initial claim to fame in the fashion industry?

Guess was the first to create designer jeans for department stores, changing the game with their telltale brand signature and design.

Which film featured custom Guess clothing for the main character?

Guess clothing was featured in the film 'Back to the Future,' with the Marciano brothers designing the outfits specifically for Marty McFly.

What is the origin of the name 'Guess' for the brand?

The name 'Guess' was inspired by a McDonald's billboard asking drivers to guess which eatery had the biggest cheeseburger, as recounted by Maurice Marciano.

Where was the first Guess store opened and by whom?

The first Guess store was opened in Beverly Hills by George Marciano and his brother Maurice, who later were joined by brothers Armand and Paul.

How did the Marciano brothers' net worth peak during the Guess company's history?

In October 2007, when Guess stock reached an intraday high, the Marciano siblings, who owned nearly half the company, were collectively worth an estimated 2.7 billion dollars.

What was the significance of Bloomingdale's first major order for Guess?

Bloomingdale's first major order for Guess was significant as it marked the brand's entry into the high-end retail market and led to rapid sales success.

What is unique about the advertising campaigns of Guess?

Guess's advertising campaigns are known for their innovative and creative images, often using grainy black-and-white photography and provocative poses, which have won numerous design awards and contributed to the start of the supermodel trend.

What legal battle did Guess face with Jordache and what was the outcome?

Guess faced a legal battle with Jordache over claims of unfair competition and production of knockoffs. The battle ended in 1990 with a jury decision returning 100% control of Guess to the Marciano brothers and a subsequent undisclosed settlement.

How did Paris Hilton's involvement with Guess help the brand?

Paris Hilton was hired in 2004 to help recapture business and the company's glamorous image. Her involvement included appearing in various sexy poses on the company's website and launching the Marciano chain, an extension of the Guess brand.

What steps did Guess take to address sweatshop allegations?

In response to sweatshop allegations, Guess paid back wages to employees, promised to monitor their contractors for illegal activity, and earned a place on the US Department of Labor's Trendsetters list, although it was later suspended due to continued violations.

What is the current status of the Marciano brothers' involvement with Guess?

As of the script, Paul Marciano is credited with the vision of the Guess image and continues to be involved, while Maurice has reduced his role and officially retired as a Guess executive. Armand departed after a medical leave, and George, after selling his stake, founded a rival brand.

What is the purpose of the Marciano Art Foundation launched by Maurice and Paul Marciano?

The Marciano Art Foundation was established to showcase works from their collection by well-established, mid-career, and emerging artists, predominantly from the 1990s to the present. It also hosts exhibitions by local artists.

How has Guess adapted its business strategies to survive changing market conditions?

Guess has adapted by opening new stores in emerging markets, closing underperforming stores, and implementing a worldwide cost reduction and restructuring plan to better align its global cost and organizational structure with strategic initiatives.

Who is the newest spokesperson for the Guess brand?

Camilla Cabello is the newest spokesperson for the Guess brand, as seen in her music video for the hit song 'Havana,' where she sports Guess jeans.

Outlines

00:00

👖 The Origins and Impact of Guess

This paragraph introduces Guess as a pioneering fashion brand, highlighting its history, iconic logo, and wide range of products. Founded in Los Angeles in 1981, Guess revolutionized the fashion industry with designer jeans and innovative marketing strategies. The company's net income reached $123.2 million by 2006, and its products are available in stores and online. The Guess logo, featuring an inverted triangle and question mark, is instantly recognizable. The brand's journey began with department store designer jeans and expanded to include accessories and apparel, solidifying its status in fashion history.

05:01

🌟 Guess's Influence and Celebrity Collaborations

This section delves into Guess's influence on fashion, its role in the film 'Back to the Future,' and the story behind its name. The brand's first major order was with Bloomingdale's, which sold out of its jeans within hours. The Marciano brothers' vision and innovative marketing tactics, including the use of models like Anna Nicole Smith, transformed Guess into a household name. Legal battles with Jordache and internal disagreements among the founders are also discussed, along with the brand's relaunch with Paris Hilton and the expansion into new markets and products.

10:02

🛍️ Guess's Challenges and Strategic Moves

The paragraph covers Guess's legal and ethical challenges, including sweatshop allegations and labor disputes, which led to financial settlements and changes in production locations. It also discusses the company's strategic moves to adapt to changing markets, such as opening new stores in emerging markets and closing underperforming ones. Guess's partnership with Republic Records to launch Guess Music and the Marciano Art Foundation's establishment are highlighted, showcasing the brand's commitment to art and culture alongside fashion.

15:03

🎉 Guess's Ongoing Success and Future Endeavors

The final paragraph wraps up the video script with a focus on Guess's continued success and future strategies. It mentions the brand's restructuring plan to reduce costs and align with strategic initiatives, including workforce reductions and business process streamlining. The paragraph ends with a call to action for viewers to engage with the brand and its content, featuring Camilla Cabello as the newest spokesperson and a prompt for viewers to share their Guess clothing experiences.

Keywords

💡Guess

Guess is a renowned American clothing company that is central to the video's theme, highlighting its history and impact on the fashion industry. The company is known for its high-quality clothes and fashion accessories, such as perfumes, watches, and jewelry. The script mentions the brand's innovative approach to designer jeans and its recognizable logo, which features an inverted triangle and a question mark.

💡Designer Jeans

Designer jeans are a significant part of the video's narrative, as Guess is credited with being the first to create them for department stores. Prior to Guess, such jeans were not common in department stores, and the brand's signature design and branding on jeans changed the game, making them a notable fashion statement.

💡Back to the Future

The film 'Back to the Future' is mentioned in the script as an example of Guess's influence in popular culture. The Marciano brothers designed the clothing for the character Marty McFly, indicating the brand's integration into iconic media and its ability to create distinctive, memorable outfits.

💡Innovative Marketing

Innovative marketing is a key concept in the video, illustrating how Guess differentiated itself in the fashion industry. The company's advertising campaigns, featuring provocative poses and grainy black-and-white photography, revolutionized the way jeans and clothing were sold, contributing to the brand's success and the rise of the supermodel trend.

💡Maurice and Paul Marciano

Maurice and Paul Marciano are integral figures in the Guess story, as they are mentioned as the driving forces behind the brand's image and advertising campaigns. Their vision and innovative approaches to marketing helped Guess become a household name and contributed to its status as a groundbreaking fashion brand.

💡Legal Battle

The term 'legal battle' is used in the script to describe the struggles Guess faced with the company Jordache, which had significant implications for Guess's growth and reputation. The legal disputes over unfair competition and knockoffs showcase the challenges Guess encountered in protecting its brand and designs.

💡Paris Hilton

Paris Hilton is mentioned as a key figure in the relaunch of the Guess brand. Her involvement in the company's advertising in 2004 was aimed at recapturing business and the brand's glamorous image, demonstrating the use of celebrity endorsements in fashion marketing.

💡Sweatshop Allegations

The script refers to 'sweatshop allegations' as a dark chapter in Guess's history, where the company faced litigation for labor violations, including failure to pay minimum wages and overtime. These allegations highlight the ethical concerns in the fashion industry and the company's efforts to address them.

💡Marciano Art Foundation

The Marciano Art Foundation represents the brothers' involvement in the arts beyond fashion. The foundation, established by Maurice and Paul Marciano, is dedicated to showcasing works by established, mid-career, and emerging artists, reflecting their commitment to the arts and cultural patronage.

💡Strategic Initiatives

Strategic initiatives are discussed in the context of Guess's efforts to adapt to changing market conditions. The company's worldwide cost reduction and restructuring plan, along with the opening of new stores in emerging markets, exemplify its strategic approach to maintaining relevance and profitability in the fashion industry.

💡Camila Cabello

Camila Cabello is highlighted as the newest spokesperson for Guess, indicating the brand's ongoing efforts to stay current and appeal to new audiences. Her appearance in a music video wearing Guess jeans and the interactive shopping experience for fans demonstrate the integration of music and fashion in the brand's marketing strategy.

Highlights

Guess is a renowned American clothing company with a history of high-quality fashion accessories and a distinctive logo.

Founded in 1981, Guess was the first to create designer jeans for department stores, revolutionizing the industry.

The brand's logo, featuring an inverted triangle and question mark, is instantly recognizable in the fashion industry.

Guess products are available in various retail formats, including online, and have a wide range of apparel beyond denim.

The Marciano brothers, founders of Guess, had a previous business in France before moving to LA to avoid a large tax bill.

The first Guess store was opened in Beverly Hills, marking the beginning of the brand's retail presence.

Guess went public in 1996, and the Marciano brothers' worth reached into the billions, showcasing their successful business strategy.

Bloomingdale's was the first major retailer to place a significant order with Guess, marking a milestone in brand recognition.

Guess's advertising campaigns, featuring innovative images and models like Anna Nicole Smith, have won numerous awards.

The brand had a major legal battle with Jordache, which ended with Guess regaining full control and a settlement.

Guess faced controversy over sweatshop allegations and labor disputes, impacting the company's public image.

Paris Hilton was hired to relaunch the Guess brand in 2004, bringing a new glamorous image to the company.

The Marciano brothers continue to run Guess, with Paul credited for creating groundbreaking advertising campaigns.

Guess partnered with Republic Records to launch Guess Music, integrating fashion and music through artist collaborations.

The Marciano Art Foundation was established to showcase works from established and emerging artists in a private museum.

Guess has adapted to changing times by opening new stores in emerging markets and implementing cost reduction strategies.

Camilla Cabello, the newest spokesperson for Guess, is featured in their marketing, including a music video for her hit song 'Havana'.

Transcripts

fifteen things you didn't know about

guess welcome to a Lux calm the place

where future billionaires come to get

inspired hello a Luxor's we're very

excited to have you with us today as we

talk about one of the most

groundbreaking fashion brands in history

yes

guest is a world-renowned American

clothing company known for its high

quality clothes and fashion accessories

such as perfumes watches and jewelry

founded and headquartered in Los Angeles

California in 1981 the company employs

more than 8800 people worldwide with a

net income of one hundred and twenty 3.2

million dollars as of 2006 the guest

logo is one of the most instantly

recognizable logos in the fashion

industry it consists of an inverted

triangle which contains a question mark

and the company's name the dot under the

question mark is transformed to make

another triangle which renders the

guests once known primarily for its

denim jeans guess Inc designs

manufactures and licenses a wide variety

of men's and women's denim cotton and

knit apparel guest products are

available primarily in factory and

retail stores in the United States and

Canada as well as through its internet

store at guess comm if you are new here

welcome be sure to subscribe and follow

us on instagram at a luxe but enough

with the intro okay ale Xers here's how

one of the most iconic fashion brands

got its start here's 15 things you

didn't know about guess number one guess

was the first to create designer jeans

for department stores prior to guess

designer jeans were unheard of in

department stores customers didn't seem

to have any interest in letting others

know what brand their jeans were but

guests changed the game with their

telltale brand signature and design

guests might have been around for 35

years

but there's still a lot you don't know

about this clothing and accessories

brand so go treat yourself to a pair of

the first ever designer jeans and take

home a piece of fashion history number

two the brand designed Marty McFly's

custom

clothing for the film back to the future

if you're a big Back to the Future fan

then you've probably noticed the

distinct guests clothing flash

throughout the film the Marciano

brothers designed the clothing

specifically for Marty McFly number

three big cheeseburgers inspired the

name guests

the founder George Marciano and his

brothers Armand and Paul moved to Los

Angeles in 1981 George came up with the

company name after driving past two

mcdonald's billboard asking drivers to

guess which eatery had the biggest

cheeseburger

Maurice Marciano said George came home

and said I think I found our name gas

number four the first guest store was

opened in Beverly Hills the George

Marciano and his brother Maurice arrived

in Los Angeles and opened a clothing

store in Beverly Hills born in Morocco

and raised in Marseilles the Marciano's

who would be joined the following year

by brothers Armand and Paul had

previously owned and operated a chain of

12 retail stores and friends but had

left the country in order to avoid a tax

bill of approximately nine million

dollars the bill was finally settled in

1986 among the merchandise sold in the

marciano stores were jeans designed by

George Marciano the jeans were meant to

fit tightly and featured zippers at the

ankles innovative for the time the jeans

were stonewashed giving them a softer

feel and lighter colors than typical

denim jeans they also featured what

would soon become the distinctive guest

triangle on the back pocket by then

however the 1970s boom and designer

jeans had faded and it seemed unlikely

that a new entry into this tapped-out

market could be successful number five

the Marciano brothers worth went into

the billions guests went public in 1996

and still remains as much a family-run

company as it was when it was founded in

1981 while being extremely obsessive and

opinionated Paul and his siblings

Maurice George and Armand erected a

denim empire by imposing their will on

everything the jeans tighter lighter and

more stylish the innovative marketing

with the iconic and voluptuous guest

girls most notably Anna Nicole Smith who

turned a workman staple into a garment

as seductive as

and yes even the glowing lettering in

the headquarters when guess his stock

reached an intraday high of 57 20 in

October of 2007 the siblings who owned

nearly half the company were

collectively worth an estimated 2.7

billion dollars number 6

Bloomingdale's was the brand's first

major order George Marciano flew to New

York in December 1981 despite his

limited English he convinced

Bloomingdale's to display a consignment

30 pairs of his european-style jeans in

Bloomingdale's flagship New York store

within three hours Bloomingdale's

sold out of every pair despite a 60

dollar sales tag guess his first big hit

was the Maryland gene pants with such a

snug fit it had three zippers one at the

fly and one at each ankle in just one

year sales hit six million dollars

number seven guesses advertising

campaigns are well known for their

innovative and creative images having

been highlighted in international ad

campaigns in nearly every major magazine

on television and other such mediums

guests advertising has been awarded

nearly every distinguished design award

and the Metropolitan Museum of Art chose

the gas press book and Nashville catalog

for its permanent library collection

guests Jean sales took off spectacularly

when Paul Marciano arrived in California

to direct the company's advertising

campaign although we had no previous

advertising experience

Paul devised a campaign that

revolutionized the way jeans and

clothing were sold instead of adopting

the typical studio design Paul brought

his brothers jeans and the models

wearing them outdoors using grainy

black-and-white photography and

provocative poses described by Forbes as

catering to teenage cravings for sex

power attention and self-love electric

not only with sexuality but with an

implicit brutality and exhibitionism as

well the controversial ads and they're

sexy Western look swiftly created

household names not only of the guest

brand but also of its models in effect

starting the supermodel trend that would

make many of the guest girls including

Carrie Otis Claudia Schiffer

Naomi Campbell Ava heard Segovia and

Anna Nicole Smith international stars by

the end of 1982 the Marciano's had sold

some 12 million dollars worth of their

jeans number eight guests had a huge

legal battle with Jordache the

Marciano's largest a legal battle was

with Jordache by 1984 sales at guests

had reached 150 million dollars with the

price of guest jeans climbing as high as

$85 per pair but the partnership between

the two sets of brothers had already

soured the Marciano sued the Nakash

brothers and Jordache in 1980 for

charging the company with unfair

competition and claiming that the Nakash

brothers were using their position on

the guests board of directors and their

access to gas designs in the Hong Kong

plant to produce knockoffs of guest

clothing in their Jordache line the

Marciano suit asked the court to undo

the 1983 agreement that had given the

natasha's control of half of guests the

legal battle between the Marciano's and

the natasha's finally ended in early

1990 when a jury agreed with the

Marciano's and returned 100% control of

guests to them a second trial was set

for May 1990 to determine the damages

however as the jury in that case was

deliberating the Marciano's announced

they had reached a settlement with

nikasha for an undisclosed amount of

money with the battle with Jordache over

the marciano said about expanding their

business however the years of litigation

and the enormous attorneys fees had

limited their growth the company

believed that it would have topped the 1

billion dollar mark in sales by its

tenth anniversary

had it not been for the court case with

their resources freed up the Marciano's

increased their advertising budget to 22

million dollars in 1991 the company also

expanded its retail chain to 33 stores

by the end of 1991 including its

European flagship store in Florence

Italy number 9 the brand gues suffered

growing pains this was when George

wanted to take the mass marketing route

and his siblings insisted the labels

stay more exclusive unable to compromise

George sold his 38 percent stake in

firm and struck out on his own founding

rival yes brand in 1994 after George's

departure the remaining Marciano's

continued to expand the gas Empire

producing golf apparel and home

furnishings in addition to its other

licensing agreements for footwear

watches handbags eyewear and fragrances

guests stores open throughout the US

including shops in vast outlet malls as

well

number 10 Paris Hilton helped to

relaunch the brand Paris Hilton was

hired in 2004 to help recapture business

along with the company's glamorous image

the company's website showed Hilton in

various sexy poses in the summer of 2004

guests launched the marciano chain an

extension of its brand Marciano that was

designed in the style of sexy yet

sophisticated apparel and accessories

stores in Los Angeles California McAllen

Texas and Toronto Canada were open to

serve slightly older customers

interested in higher-end clothes and

accessories such as glitzy evening

dresses and fancy jeans if you want to

learn some more about Paris Hilton and

other rich socialites like her click in

the top right corner number eleven

guests had to deal with nasty sweatshop

allegations in 1992 guest contractors

faced litigation from the US Department

of Labor due to failure to pay their

employees the minimum wage or adequate

overtime rather than face a court case

573 thousand dollars in back wages were

paid to employees soon afterward guests

promised to monitor their contractors

for illegal activity and the company

earned a place on the USD OLS

trendsetters list but this position was

suspended several years later in 1996

after independent inspectors found

violations of regulations at seven of

the companies contractors in that same

year the company was sued by the union

of needle trades industrial and textile

employees again due to the failure to

pay the minimum wage or overtime to

workers the settlement supervised by the

US Department of Labor saw the

reinstatement of eight workers found to

have been illegally fired and another

eighty thousand dollars in back

Peh given to workers but almost

immediately afterward gas announced it

was moving its sewing production to

Mexico the company denied that the move

was related to the court cases but its

public image continued to suffer guests

has seen its fair share of controversies

over the years the brand has had to do

some serious positive press and it seems

to have done the trick

number 12 - of the Marciano brothers

still run the company today but not

without controversy George

left in a huff in 1993 after selling his

stake to his brothers an exile living in

Montreal

he's now suing guests over alleged

trademark infringement guests says the

lawsuit has no merit Armond who never

made much of a mark quietly departed a

decade after George following a medical

leave that left Maurice and Paul but

Maurice stepped down from his role as

co-ceo with Paul in 2007 becoming a

chairman while also focusing on his 55

acre Napa Valley Estate and winery he

reduced his role further in 2012

officially retiring as a gas executive

Paul Marciano is credited with the

vision of the guest image and is

responsible for creating some of the

most innovative and groundbreaking

images in the history of advertising

number 13 guests partnered with Republic

Records to launch gasps music to launch

their music venture the brand had

Republic Records artist ariana grande

debut her video side-to-side featuring

Nicki Minaj on their website ariana

wore and introduced gasps new athletic

line in the music video viewers even got

the chance to shop looks inspired by

Ariana's outfits in the video on Guess's

get Ariana's look merchandise page

guests music is a high-energy platform

that pairs to industry powerhouses to

bring together the world of fashion and

music guests music will connect

established artists from Republic's

rosters and Beyond and young emerging

talent with designers to create

accelerated artistic inspiration and

exposure number 14 Maurice and Paul

Marciano have launched an Art Foundation

the Marciano Art Foundation was founded

by Maurice and Paul Marcia

and we'll show works from the collection

by well-established mid-career and

emerging artists predominantly from the

1990s to present the Maurice and Paul

Marciano Art Foundation paid eight

million dollars to buy an opulent former

Masonic Temple on Wilshire Boulevard

which they turned into a private museum

in addition to housing their collection

Maurice Marciano said the museum would

also host exhibitions by local artists

with the hope that they will design work

especially for this space the Masonic

Temple was designed by Millard Sheets

the Southern California architect and

muralist it served the Masons from 1961

to 1994 and has been on and off the real

estate market ever since with 90,000

square feet over four floors

it's almost as large as the Museum of

Contemporary Art number 15 guest has

survived the times with new strategies

amid falling sales gas has been changing

its mix of stores by opening new stores

in emerging markets and closing

underperforming stores in 2017 the

company opened 165 new stores worldwide

while closing 124 working with partners

the company opened 73 stores in Asia 65

stores in Europe and the Middle East 13

in the US 7 in Canada and 7 in Central

and South America guests also unveiled a

worldwide cost reduction and

restructuring plan in 2017 to better

align its global cost and organizational

structure with its strategic initiatives

this included the consolidation and

streamlining of business processes in

addition to a reduction in its global

workforce and other expenses how many

pieces of guest clothing do you have in

your closet let us know in the comments

below still with us of course you are a

lexer as a reward for sticking with us

all the way to the end here's a bonus

fact just for you Camilla Kibeho is the

newest spokesperson for the guests brand

she's even sporting guest jeans in her

music video for her hit song Havana

thank you for spending some time with us

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