Guess

In: Business and Management

Submitted By inabozhinova
Words 2547
Pages 11
FASHION RESEARCH, MARKETING AND TREND FORECASTING
Academic Year 2012/2013
BSc 3 year
Term I

Lecturer: Rossella Beato
Student: Ina Bozhinova
Date: 19th December 2012
Table of Contents

INTRODUCTION 4 ANALYSIS OF THE SOCIO-CULTURAL FRAMEWORK 5
PEST ANALYSIS 5 LEGAL AND POLITICAL ISSUES 5 ECONOMIC GROWTH 5 SOCIOCULTURAL TRENDS 6 TECHNOLOGICAL ADVANCEMENTS 6 ANALYSIS OF THE FASHION TRENDS 7 BRAND SCAN 8
TARGET MARKET ANALYSIS 8 DEMOGRAPHICS 8 PSYCHOGRAPHICS 8 CONSUMER CONSTELLATION 8 USAGE BEHAVIORS 8
GUESS? INC. SWOT ANALYSIS 9
COMPETITION 10

FORECASTING PLAN 10
BUSINESS GROWTH STRATEGIES 11 LEVERAGING THE BRAND 11 INTERNATIONAL EXPANSION 11 CONTINUE TO IMPROVE THE LICENSEE PORTFOLIO 11 E-COMMERCE………………… …………………………………………….12 CONCLUSION 12

BIBLIOGRAPHY 13

INTRODUCTION

Jeans wear manufacturer GUESS? Inc. exploded onto the fashion scene in 1982. The brand had the simplest vision to turn the dated denim jean into a sexy, glamorous fashion statement. The company’s three zip “Marilyn” jeans were an instant hit and defined the brand’s attitude-strong, sensuous and chic. GUESS? Is a 600 million dollar multinational retailer that sells clothing, jeans, eyewear, and watches, designed to improve the ordinary lifestyle of people with flair of individualism.
Maurice, Paul and Armand, the Marciano brothers, are the people that stand behind GUESS?’s success. They have guided every step of growth and development of the company. They grew up in southern France where they adopted a passionate appreciation of French style and design. The Marciano brothers were also inspired by an appreciation of the American West. GUESS? Inc. is a combination of their European attractions and their love of classic American customs.
Maurice Marciano…...

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