In the waning years of the 1970s, Paul and Maurice Marciano had a vision for creating a fresh approach to denim jeans style. The brothers were raised to appreciate both French sensibilities and cowboy style, and they developed their instincts despite the fact that most fashion watchers at the time considered denim to be passe. They created a three-zippered Marilyn jean, which they were able to sell through Bloomingdale's in 1981. Although Bloomingdale's put these Guess jeans on their shelves as a favor, the entire order sold out within just a few hours. This moment presaged precisely how popular Guess jeans would become. Starting in 1982, the company expanded quickly, using innovative advertising techniques and high design standards to ensure the integrity of the brand. Today, Guess manages stores in more than 70 countries around the globe and sells in more than a thousand in-store retail outlets. There are also nearly 200 retail outlets that just sell Guess clothing like dresses, tops, shirts, and skirts. The Guess style is at once chic and down to earth. Despite competition from newer brands, like Seven For All Mankind and Diesel, Guess has retained a strong dominance of the market and cultivated lifelong customer fans. The company has also endeavored to give back to the community through the Guess Foundation, which supports AIDS research, environmental protection initiatives, and financial aid programs. As Guess moves into the 2000s, advocators suggest that the company will continue to thrive and support an increasingly diverse array of apparel choices and accessories. |
