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Guess Brand Cloth Line project report

Guess Brand Cloth Line project report

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Published by: Malik Muhammad Bilal on Apr 16, 2011
Copyright:Attribution Non-commercial


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The four Marciano brothers, who were born in Morocco and raised in Marseilles,France, in the 1940s, established the apparel company Guess in 1970 and have sincebecome one of the most well-known fashion brands worldwide. The firm designs andmarkets a varied collection of casual denim, cotton and knit apparel for men, womenand children of all ages. In addition to clothing, the company sells eyewear, footwear, jewelry, handbags, fragrances and watches
The brothers first started an apparel business in the 1970s, with about a dozen stores inFrance. Their primary product was tight-fitting blue jeans, which had zippers at theankles and were stone-washed to feel softer than the traditional denim jeans. The backpocket already sported the company's triangle logo. This really supported the beginningof guess and created a way for guess to expand worldwide. In 1981, the Marcianosfounded a small denim company in California. Today, GUESS has grown to be one of thelargest and most successful fashion brands in the world. Through their innovativedesign, marketing and distribution of fashion lifestyle products, GUESS has become oneof the most widely re cognized fashion leaders in the young contemporary women's,men's, kids' and baby markets across the globe.The Marciano brothers were raised in the south of France, a place rooted in passion andthe essence of French style. Their love of the American West combined with a Europeansensibility became the driving force behind the creation of GUESS. In the early 1980sdenim was dated and lacked a fashion edge. The Marcianos saw this as an opportunityto combine their European style with a traditional American fabric. Through theiringenious designs, the Marcianos changed the perception of denim forever by creating aline that was sensuous, innovative and timeless.Initially, retailers were skeptical and buyers were reluctant to place orders, but thebrothers' persistence prevailed. Bloomingdale's agreed to sell two dozen pairs of jeansas a favor to the Marcianos. Their famous 3-zip Marilyn jean was so sexy and fresh thatwithin hours the entire stock sold out. The GUESS label was born. Now one of theworld's leading brand names, GUESS continues to push fashion forward throughout theworld.
In 1981, Georges and Maurice Marciano arrived in Los Angeles and opened a fashionstore in Beverly Hills. The other two brothers would join them soon. George persuadedthe Bloomingdale's New York store to buy on consignment 30 pairs of the Guess?-style jeans. They were sold in less than three hours, even though they were much more costlythan the typical American jeans. This thing encouraged both brothers and they startedproper working on their brand with a mission of to be the most renowned brand of theworld.
Another huge boost of guess was its unique marketing campaign. Instead of doingtraditional indoor studio advertising, the beautiful models in their tight jeans werecaptured out of doors in grainy black and white photos. These attractive andprovocative ads upset many Americans, but made Guess the most talked about brand inthe country. It also was a great success for selling the Guess name and products.
Now aglobal presence,
guess got its start with a great pair of jeans.
The guess jeans were reallyliked by its customers throughout the world. They advertise their brand in such a unique waythat no other brand can compete them.

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