In a definitive move to recapture market share and navigate a volatile retail landscape, Guess, Inc has announced a strategic ‘reset’for its Spring/Summer 2026 season. Central to this transformation is the appointment of global entrepreneur Chiara Ferragni as the new face of the brand - marking her return to Guess after 13 years. This high-profile partnership coincides with a pivotal corporate restructuring, as the company enters the final phase of a $1.4 billion take-private transaction led by the Marciano family and Authentic Brands Group, expected to conclude in early 2026.
Synergizing heritage with digital-first influence
As traditional luxury brands face a projected low single-digit growth period, Guess, Inc is leveraging Ferragni’s 28 million followers to bridge its 1980s heritage with modern social media language. The campaign focuses heavily on ‘phygital’ engagement, highlighting the Camden Bag as the season’s ‘IT’ accessory. Data suggests, 38 per cent of Gen Z luxury discovery now occurs via TikTok and Instagram, a segment Guess aims to secure through this partnership following a challenging 2025 where Asian revenues dipped by 20 per cent.
Global rationalization and the Rag & Bone integration
Beyond the glamor of the Ferragni campaign, Guess, Inc is executing a rigorous store rationalization plan, closing underperforming US locations to shift investment toward high-growth markets in Europe and the Middle East. The 2026 strategy also focuses on scaling Rag & Bone, acquired in 2024, to diversify the portfolio into the ‘quiet luxury’ space. By consolidating infrastructure and leveraging its new joint venture with Chalhoub Group, Guess, Inc anticipates unlocking approximately $30 million in operating profit for the 2027 fiscal year.
Guess, Inc. is a lifestyle powerhouse directly operating 1,058 stores across roughly 100 countries. Specializing in denim, handbags, and contemporary apparel, the company is currently transitioning into a private entity to enhance agility. With annual revenues near $3 billion, its 2026 growth plan prioritizes premium brand acquisitions and digital-first marketing to recapture global momentum.
