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Guess unveils five year strategy

Guess wants to boost brand relevancy and has chalked out a new strategy to take it forward. The American fashion retail company will set up celebrity and influencer collaborations to engage more effectively with a younger and broader audience made of millennial and Gen Z consumers. Customer centricity is another key area. The company will implement processes and platforms to offer customers a seamless omni-channel experience. Widening the global footprint is another priority. Guess will continue to expand the reach of its brands by optimizing the productivity and profitability of its current footprint and expanding its distribution channels. The strategy will be to increase profitability and sales while delivering global expansion.

Product excellence is also part of the group’s strategy. The company will extend its product offering to provide customers with a wider range of products for different occasions and lifestyles and will seek to better address local product needs. This consists in improving the areas of logistics, sourcing, product development and production, inventory management, and overall infrastructure.

By reaching all these objectives, the company expects to increase its turnover by 250 million dollars and boost its operating profits by 150 million dollars. On product side Guess made good progress with denim development and expanded presentations in stores and online.

 

 
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