The #GUESS Brand Story: Told By Paul & Maurice Marciano

Summary

The script narrates the inspiring journey of the Marciano brothers, who founded the iconic brand Guess. From their humble beginnings in Marseille to the allure of Hollywood, their passion for fashion led them to create a unique denim style that revolutionized the industry. The story highlights their innovative marketing, expansion into various product categories, and the importance of maintaining brand integrity and relevance in a competitive market. It emphasizes the importance of staying true to one's roots and the power of a strong brand image in achieving lasting success.

Takeaways

• 🌟 The brand GUESS was built on dreams, values, and determination, aiming to create stories that last forever.
• 👖 The beginning of GUESS was marked by the success of their jeans, particularly the 'Maurice George Armor' (MGA) line.
• 📍 The story of GUESS started in Marseille, France, and expanded to the United States, with the first store in an old fish store in Berndol.
• 🛫 The four French brothers' first visit to America in 1981 was a turning point, leading to their decision to move to California due to the allure of its lifestyle and opportunities.
• 🏨 The brothers were struck by the emptiness of Beverly Hills during their first visit, which contrasted with their bustling hometown of Marseille.
• 🎬 The GUESS brand was inspired by the glamour of Hollywood and the chic of French culture, aiming to redefine denim fashion.
• 👗 The 'Maryland' jean became their breakthrough product, a slim-fitting, stone-washed, three-zip ankle jean that was innovative at the time.
• 📦 Bloomingdale's was the first department store to order the Maryland jeans, marking a significant milestone for the brand.
• 📸 Paul Marciano's vision for GUESS's advertising was inspired by iconic movie stars and aimed to create a glamorous and instantly recognizable brand image.
• 🏆 GUESS received top industry honors for its advertising campaigns, solidifying its place in American pop culture.
• 🌐 The brand expanded into various categories and retail concepts, maintaining consistency across all to preserve the brand's integrity and image.

Q & A

What are the three key words that summarize the spirit of the story told in the script?

Wonder, passion, and freedom are the three key words that encapsulate the essence of the story.

What was the initial product that brought success to the founders of Guess?

Jeans, specifically a line called Maurice George Armor (MGA), were the initial products that led to their success.

How did the founders describe their first store's location and the challenges they faced?

Their first store was located in an old fish store in Berndol, with a strong lingering smell of fish, which was a challenge when they started selling jeans.

What was the significant event in 1981 that marked the beginning of the founders' journey to America?

In 1981, four French brothers took their first real vacation outside of France and visited America, which marked the beginning of their journey.

Why did the founders decide to move to California after their visit?

The founders were captivated by the beauty, safety, and opportunities in California, particularly the lifestyle, the houses, the palm trees, the clubs, and the people, which led to their decision to move there.

How did the name 'Guess' come about for the company?

The name 'Guess' was inspired by a billboard advertising Guess jeans, which led to the idea of using 'Guess?' with a question mark and a red triangle as the company's logo.

What was the innovative product that Guess introduced to redefine denim fashion?

Guess introduced a sexy, slim-fitting, stone-washed, three-zip ankle jean called the Maryland, which was inspired by old movies featuring Marilyn Monroe.

How did the Guess brand expand into different product categories?

The brand expanded by partnering with key licensees to include various categories such as watches, children's wear, eyewear, underwear, jeanswear, shoes, accessories, houseware, and more.

What is the importance of maintaining a consistent brand image according to the script?

Maintaining a consistent brand image is crucial for the brand's longevity and market presence, ensuring that the brand's message, product display, and store training are consistent globally.

What is the 'think global, act local' principle mentioned in the script, and why is it important for the brand's international success?

The 'think global, act local' principle means setting global goals while adapting to local markets. It is important for international success because it allows the brand to resonate with diverse cultures while maintaining its core identity.

What is the main message that Paul Marciano wants to convey about the importance of the brand's image?

Paul Marciano emphasizes the importance of never forgetting the brand's roots and protecting its image, which is the most valued asset of the company and has helped it survive various crises.