After a period of silence, this fashion brand, established in 1981, has once again become a staple on the arms of the most seasoned fashionistas. And for good reason!
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Reviving a Fashion Brand is No Small Feat
Starting a brand might seem straightforward, but keeping it trendy is an entirely different challenge! However, more and more fashion brands, such as Desigual and Kookaï, have discovered the secret to winning back their loyal customers and captivating new ones. This includes another label, this time from the United States.
Founded in 1981 by the Marciano brothers, this Californian brand initially focused on denim and expanded internationally, much to our delight. Although the brand enjoyed significant success in its early days, it suffered a drastic 41.7% drop in sales in the second quarter of 2020 due to the Covid-19 crisis. “The Covid-19 crisis continued to impact our operations in the second quarter,” stated Carlos Alberini, the CEO of the brand.
The brand also became less talked about. That same year, the company decided to implement a multi-faceted strategy: keeping up with trends and purchasing behaviors to retain customers, attracting new ones such as millennials and Generation Z. To achieve this, it invested in campaigns and collaborated with celebrities like Gigi Hadid and Jennifer Lopez, as well as content creators to enhance its social media presence.
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A post shared by Jennifer Lopez (@jlo)
This strategy ultimately bore fruit as the brand in question – Guess – managed to recover impressively, posting revenues of $2.8 billion and a net income of $198 million in 2024, up more than 32% from 2023! “I am confident that the Guess brand has tremendous growth potential worldwide and can expand its customer base. (…) We have an international brand, a unique product offering, and a diversified business model that provide us with development opportunities,” affirmed Carlos Alberini.
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A post shared by GUESS (@guess)
This increase is also justified by the acquisition of another American brand, Rag & Bone, by the recent launch of its 100% denim line, Guess Jeans, and especially by its new collections.
Indeed, Guess has managed to modernize and now offers trendy clothing and handbags that are seen on the arms of fashionistas everywhere!
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.