For the fourth quarter Guess’ revenue increased 5.7 per cent. For the full year, revenue rose 10.4 per cent. International sales have accelerated during the past few years, and today Guess has distribution in more than 95 countries and a global retail value of over five billion dollars.
Denim has always been at the core for Guess as a dominant product category, one that brings the customer into the store. Guess hopes to get back into denim with a great product assortment, strong store presentation and effective marketing. For denim, the company’s focus will be on improving assortments, fabrics, washes, fits, styling and commanding a greater relevance on the fashion side, too. Guess, that will turn 38 this year, has been engaging new millennial and Gen Z customers—which Alberini said now represent more than half of the online customers doing business with Guess in the US—through innovative initiatives and meaningful collaborations with key celebrities.
Key areas that offer significant opportunities for further development are China, Japan, and eastern and northern Europe, which saw double-digit growth this past year. As for opportunities for savings, Guess has seen logistics and distribution costs increase considerably, though there’s hope that will abate.