What About Guess, Once One Of The Representative Brands Of American Fashion?

Compared with overseas markets, the United States is the local market.

Last year, sales in the US dropped by 11%, while total sales, including electricity providers, fell by 10%.

Based on this, the company said it would continue to implement a strategy to reduce stores in the US.

Us Guess

Paul Marciano, the co founder and creative director of fashion brand Guess, had been criticized for being sexually aggressive, but it did not seem to affect Guess's sales performance.

According to the women's wear daily, Guess recently released its 2017 financial year report. In the fiscal year ending February 1st, Guess sales increased by 7% to 2 billion 360 million dollars. The company controlled net loss to 7 million 900 thousand dollars, equivalent to 11 cents per share, while the net income in 2016 was 22 million 700 thousand dollars.

In the fourth quarter, net income increased by 15% to $792 million 160 thousand compared to the same period last year, with net profit of $1 million 40 thousand.

Despite the overall sales increase, the overseas market is still the most important contribution.

According to the region, Europe and Asia are the two fastest growing Guess markets, and sales increased by 27% and 24% respectively last year. Guess CEO Vitor Herrero said it would open 60 stores in Europe and Asia next year.

"Because of the great potential of Europe and Asia, we will continue to invest in capital and maintain double-digit growth in these two regions, while expanding profit margins," he said.

Herrero says.

Guess co founder and creative director Paul Marciano

Compared with overseas markets, the United States is the local market.

Last year, sales in the US dropped by 11%, while total sales, including electricity providers, fell by 10%.

Based on this, the company said it would continue to implement a strategy to reduce stores in the US.

In February this year, the US supermodel Kate Upton accused Paul Marciano of sexually harassing the company during the 2010 cooperative advertising campaign and expelled her from power.

When the news came out, Guess's share price plummeted over 17%.

But in a document submitted to the US Securities and Exchange Commission in early February, Guess denied that Marciano had abused its power, but said it would investigate the Kate Upton's accusations to determine whether the accusations were true.

Marciano also denies the accusation of Kate Upton.

Paul Marciano and his brother, Maurice Marciano, founded the Guess brand in 1981. The Monroe three zipper tight jeans made the brand a hit. It was once one of the most representative cowboy brands in the United States after catching up with the three largest Cowboy brand Lee, Levi s and Wrangler.

However, the aging problem of the brand began to appear and sales continued to decline.

Since 2017, Guess has closed 45 stores in the United States, but has opened 10 new entity stores in cities such as Shanghai, Hangzhou, Suzhou and Harbin. Currently, there are 411 stores in the world.

The group plans to open 11 new stores in Russia and Turkey in the future, and will continue to shut down the bad stores and control the total number of stores in 300 stores.

A$AP Rocky wearing Guess2017 spring summer series

Faced with the demand of younger pformation, Guess is also shutting down its stores and starting from its roots.

In early 2016, Guess launched its flagship 90s revival joint series with hip-hop singer A$AP Rocky. This cooperation will bring the almost forgotten Guess back to the public view and get the positive response of the millennial generation consumers. In this way, the two sides launched the cooperation series again in 2017, and the price is more close to the people.

However, due to the high cost of cooperation with A$AP Rocky, even though the series is very popular, it has not contributed much to the performance of the group.

But this cooperation gave Guess inspiration -- the brand decided to develop a retro series.

In September 2017, Guess Green Label debut, the series will be the main re engraved Guess in 80 and 90s launched a single product, the classic and modern combination, Logo is back to the early 1981 Logo, the original Logo, highlighting the series of retro properties.

For the time being, the US market can not return blood for a long time. It will be more dependent on the Chinese market for a long time to come.