Known for its L.A. fashion and movie star campaigns, Guess has remained true to its heritage regardless of the turbulent occasions of 2020. The unsure 12 months has confirmed tough for manufacturers all through the denim trade, and even Guess’ almost 40-year legacy was challenged because of the Covid-19 pandemic.
According to Guess CEO Carlos Alberini, staying profitable within the face of hardships is nothing new for the model.
“Since Guess started 40 years ago, the company has always adapted its business very effectively to the challenges presented by the market, the environment and new customer preferences,” he mentioned. “Throughout its entire history, this company has evolved successfully time and time again.”
Though Guess anticipated a gross sales rebound to start with of the 12 months, it was set again in Q1 because of short-term closures in key world areas. To guarantee monetary flexibility and preserve most liquidity, the corporate drew down roughly $212 million of its credit score services within the U.S., Canada and Europe in March, and, like many others, was unsure of the 12 months to return.
In June, the model closed 100 shops within the U.S. and Canada and vowed to shift its consideration to e-commerce, noting that it will be a recreation of catch-up for the corporate, because it had at all times relied closely on its bodily shops.
In addition to the worldwide pandemic, the Guess govt crew skilled a hardship of its personal. Following a bicycle accident that required intensive rehabilitation and remedy, Guess co-founder Maurice Marciano stepped down from his place as non-executive chairman of the board. Alex Yemenidjian, who served as an unbiased board member for 15 years, took over as non-executive chairman.
Guess was an early signatory of the Ellen MacArthur Foundation’s Jeans Redesign program for circularity. Despite the pandemic, the corporate is on observe to producing the primary assortment of denims designed below these tips in 2021—and Alberini is already getting ready to use among the circularity classes discovered to different Guess attire classes sooner or later.
2020 was additionally the 12 months Guess earned accolades for its sustainability report. In August, the CR Reporting Awards (CRRA) by Corporate Register honored the model with the award for “Innovation in Reporting” for its “FY18-19 Sustainability Report: Evolution! Change for Good.” Guess additionally earned first runner up for CRRA’s “Credibility through Assurance” honor.
Guess was chosen for its participating messaging throughout the report, with daring graphics and model imagery serving to to make clear difficult material. It was additionally written in accordance with the Global Reporting Initiative (GRI) requirements and was out there in Spanish, Chinese, French, Italian and Korean.
Presentation apart, the model additionally established notable sustainability targets, committing to supply 25 % of its denim in accordance with its personal Guess Eco guideline by 2021. Within the identical timeframe, it additionally goals to have 20 % of its total supplies portfolio licensed sustainable.
The heritage model launched a collection of collections based mostly on archival designs, first dropping a Guess U.S.A. collegiate capsule assortment in August that includes unisex sports activities designs from the ’80s and ’90s. It additionally debuted a Fall 2020 assortment centered by itself graphics from the ’90s. Cropped T-shirts, tanks, polos and bodysuits for girls and brand hoodies, observe jackets, and coach jackets for males outlined the nostalgic assortment.
In November, the model went a step additional by introducing Guess Vintage, an internet program of unique hand-picked licensed classic Guess items. The program kicked off with 68 authenticated items spanning males’s and ladies’s classic denim, crewnecks, jackets and Ts designed in L.A. between 1981, the 12 months the model was launched, and 1999. The launch included a celebration with influencers and editors at an outside Guess Vintage Seeding Suite at its L.A. headquarters.
The 12 months was additionally outlined by key movie star model ambassadors, beginning with Jennifer Lopez in January, when the actress, singer and dancer signed on to be the face of Guess and Marciano for a second season. Lopez was featured within the manufacturers’ Spring 2020 worldwide marketing campaign, which showcased three-piece fits, printed attire and white eyelet units.
The model additionally tapped actor Michele Morrone, finest identified for his starring function within the Netflix film “365 Days,” to be the worldwide face of Guess Men’s and seem within the model’s Fall/Winter 2020 vacation marketing campaign. The marketing campaign was set in Lake Como, Italy and showcased the model’s assortment of tailor-made menswear.
J Balvin was one other movie star Guess labored with in 2020—this time, on a collaboration that was delayed because of the pandemic. Though initially set to drop in March, the colourful assortment of denim, Ts, swimwear and equipment was in the end postponed to June. In hindsight, the timing might have labored within the model’s favor, as customers had been in search of vacation-inspired trend and rainbow palettes for Pride Month.
According to Alberini, the corporate will proceed to seek out silver linings and use the challenges of 2020 as a possibility to push its personal limits.
“I strongly believe that today presents our company with yet another opportunity to transform our business and increase our earnings power,” he mentioned. “I also believe that we have the team to accomplish this and I look forward to the years of growth to come.”