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.