We no longer heard about her until today. This fashion brand, founded in 1981, is again on the arm of all the most experienced fashionistas. And it’s not for nothing!
If creating a brand is not as easy as it seems, keeping it trend is a whole different story! However, more and more fashion brands, such as Desigual or Kookai, have found the secret to win back their faithful and seduce new ones. This is also the case of another, American label this time.
Founded in 1981 by the Marciano brothers, the Californian label first focused on denim and developed across the Atlantic for our greatest happiness. If the brand in question had major success at its beginnings, it saw, with the COVID-19 crisis, its figures fall: a drop of 41.7 % in the second quarter of 2020! “”The COVVI-19 crisis continued to affect our activity in the second quarter“, Explained Carlos Alberini, the CEO of La Griffe.
The claw was also talking about it less. The same year, the group decided to implement a strategy in several axes: to follow the conquered trends and purchases to retain them, to seduce new ones such as Millennials and the Z generation … To do this, it has invested in campaigns and collaborated with celebrities such as Gigi Hadid and Jennifer Lopez, as well as with content creators to feed its social networks.
A recipe that has finally borne fruit since the brand in question – Guess – raised the slope and achieved a turnover of 2.8 billion dollars and a net profit of 198 million dollars in 2024, more than 32 % compared to 2023! “”I am convinced that the Guess brand has enormous growth potential in the world and can expand its customers. (…) We have an international brand, a unique product offer and a diversified business model that offer us development opportunities“Said Carlos Alberini.
This increase is also justified by the purchase of another American brand, Rag & Bone, by the recent launch of its 100 % denim brand, Guess Jeans, but especially by its new collections.
Indeed, Guess has managed to modernize and offers trendy clothes and bags that are on the arm of all fashionistas!
