Guess?, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Guess?, Inc. designs clothing for men, women, and children. Additionally, Guess? offers high-end denim clothing under the G Brand label, sold exclusively in New York City.
|Main Telephone||(213) 765-3100|
|Main Fax||(213) 765-5915|
Guess?, Inc. ContactsContacts (5/13)
|Paul M.||Executive Chairman & Chief Creative Officer||CA|
Sample of Associated Brands
|Maurice M.||Chairman Emeritus||CA|
|Victor H.||Chief Executive Officer||CA|
|Jenn D.||Director, Creative Services||CA|
|Gerald A.||Director, Social Media||CA|
|Guess by Marciano||*******|
|G by Guess||*|
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Digital, Social Opps: Guess names social media director amid digital expansion (Score 73)
Subject: Magazine, digital, outdoor, social media, online, mobile, events, sponsorship, entertainment marketing, outdoor
Company: Guess? Inc., upscale fashion clothing brand with 470 stores in the US and Canada
Update (11/30): During the Q3 earnings call, Guess CEO Victor Herrero said that the company has named a director of social media. Herrero said he considers digital marketing and social media capabilities to be “critical” for interacting with existing customers and gaining new ones. WinmoEdge has told you about Guess’s efforts to grow its digital team, which should increase digital and social media revenue opportunities heading into 2016. We’ll keep you posted as we locate this new decision maker. Read more about Guess below.
Below was originally published on 8/27 (with updated Moat data)
Opportunity: In the Q2 earnings call, newly-appointed CEO Victor Herrero (more here) said there were five strategic initiatives that he will execute immediately (“…[E]nthusiasm does not itself pay the bills….I am a very result-oriented person,” he mentioned). One of these initiatives involves digital marketing. The goal is to rejuvenate the brand experience as a distinct lifestyle concept that appeals the Guess' global audience and digital marketing and social media will play a very important role here.
Herrero also mentioned that Guess is looking to hire a “top-notch” digital marketing officer and will build a strong digital marketing team. He continued that the company will strengthen its online marketing efforts as a crucial channel of customer feedback. Guess is also looking to lower the average age of its customer and will improve its interactions with millennials through social media, bloggers and fashionistas.
Therefore, agencies with retail and millennial focused re-branding expertise should reach out. Digital focused shops should start putting the work in now to be top-of-mind once a new CMO joins the team. Executive Chairman and Chief Creative Officer Paul Marciano may be “focusing” more on marketing for now, but the co-founder should step back for a marketer with a finger on the pulse of today's affordable luxury customer. Guess's falling for years and new blood is needed to get Guess back on track.
Sellers – Media, handled in-house, continues to be dominated heavily by magazine buys. However, going forward, decision makers should be receptive to higher ROI digital platforms that will more effectively engage female teens and millennial women. Also, Guess's rising display presence this year appears to be mostly programmatic, based on data from Moat.
Media Spend: Guess spent $27 million on measured media last year, down 15% from $32 million in 2013. National magazine buys lead the way, at about 90% of annual ad spend, followed by search and OOH. Note, as well, that spend for Q1 2015 was $6.6 million – up from $5.7 million in Q1 2014.
Digital Breakdown: Since January, 50 display ads have run on 194 publishers (10% mobile), 83% of which were placed programmatically instead of directly with sites, Moat reports. Desktop ads have skewed to magazine and women publishers, with activity led by instyle.com, glam.com, yourtango.com, becomegorgeous.com and theybf.com. Mobile display is running mostly with magazine sites like instyle.com but entertainment publishers are reporting a small amount of activity, as well.
It appears that Guess ran a video test during the last two weeks of March with univision.com.
1444 South Alameda St.
Los Angeles, CA 90021
Chief Executive Officer
Senior Manager, CRM & Email Marketing
Direct Dial:(213) 765-3178
Director, Public Relations & Special Events Marketing
Direct Dial:(213) 765-3073