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Guess SWOT & PESTLE Analysis

ID : 52680553| Sep 2020| 15 pages

COMPANY PROFILE -Guess

Business Sector :Fashion and Lifestyle

Operating Geography :North America, Europe

About Guess :

Guess an American clothing brand and retailer. In addition to clothing for both men and women, the company also sells a wide range of fashion accessories such as watches, jeweler, perfumes, and shoes. Guess was founded in 1981 by Georges Marciano, and his brothers Maurice Marciano, Paul Marciano, and Armand Marciano with its headquarters in Los Angeles. The company was one of the first companies to create designer jeans. At the beginning, the jeans were mainly designed for women, they started a men's line in 1983. GUESS operates in fast-moving global markets serving the style-conscious consumer through the iconic GUESS brand image. Their designers travel throughout the world to monitor fashion trends and discover fabrics that inspire new lines and collections. GUESS has a number of trademarks under its wing, which includes GUESS, GUESS? GUESS U.S.A., GUESS Jeans, GUESS? and Triangle Design, MARCIANO, Question Mark and Triangle Design, a stylized G and a stylized M, GUESS Kids, Baby GUESS, YES, G by GUESS, GbG, GUESS by MARCIANO and Gc.
As of February 2020, the company had over 4,900 U.S. and internationally registered trademarks or trademark applications pending with the trademark offices in over 175 countries around the world, including the U.S. Guess And Marciano apparel products are designed by their own separate in-house design teams located in the U.S., Switzerland and South Korea. The company also derives significant royalty revenue from licensing activities across the globe. Guess sells its products through both domestic and international wholesale distribution channels as well as licensee operated retail stores and concessions. GUESS had approximately 15,800 employees globally as of February 2020.
Guess mission statement states that “We are committed to being a worldwide leader in the fashion industry.” GUESS is one of the pioneer companies to have manufactured designer denim, certainly, its USP or Unique Selling Proposition lies in being one of the most popular brands for possessing a full range of stylish designer and high-quality denim, apparel and accessories. The company is also well known for its unparalleled styling, precise fitting, and high-grade quality clothes that have a long-lasting life.

Guess Revenue :


US$ 2.68 billion - FY ended 1st Feb 2020 (y-o-y growth of 2.6%)
US$ 2.61 billion - FY ended 1st Feb 2019

Competitive Analysis of Guess

SWOT
PESTLE
Guess is a global lifestyle brand majorly reflecting American and European fashion. It is one of the leading fashion companies offering a wide range of denim jeans, contemporary apparel, and accessories for men, women, and children in more than 80 countries around the world. Today, Guess has become a symbol of a modern, sensual, and adventurous lifestyle.
Brand relevancy is one of the key priorities of Guess to drive revenue and achieve profitable growth for the upcoming 5 years. The company aims at highly engaging its target consumer groups: Heritage, Millennials, and Generation Z by collaborating with celebrities and influencers. This marketing strategy has a huge potential to effectively engage with a younger and broader audience.
Furthermore, all the other pertinent internal and external strategic factors that impact Guess’s growth and operations are discussed in detail in the SWOT analysis report. The detailed SWOT report highlights Guess’s key competitive advantages which form its formidable strengths and also throw light on various opportunities that it can harvest to drive further growth.
Several business strengths that supplement competitive advantage to Guess include, brand equity, global diversification, strong brand and product portfolio, multiple distribution channels (e-commerce, retail, and wholesale stores), product excellence, customer-centric, etc.
Yet, the company's growth can be adversely affected due to some of its internal weaknesses like premium pricing, high dependency on the European market, a weak foothold in Asian markets, controversies, etc. Furthermore, external factors like decline in demand due to COVID-19 pandemic, counterfeit products damaging brand reputation, increasing labor cost, raw material cost, and competition are the greatest threat to the company. Nevertheless, Guess can overcome its weaknesses, and take on the threat by building on its strengths and making most of the opportunities. The company can gain popularity through e-commerce and online space, it could also expand its business by extending its product range and targeting diversified customers, Guess' designer denim jeans could gain tremendous acclaim in emerging markets.
The SWOT analysis for Guess is presented below in a matrix followed by detailed analysis:
Strengths
Weaknesses
1. Brand equity source of sustainable competitive advantage
2. Multiple distribution channels across the globe
3. Strong management and excellent corporate strategies
4. Strong relation with reliable suppliers
5. Guess personalized shopping application for tech-savvy customers
6. Agile and responsible supply chain
1. Multiple cases of labor laws violations
2. Negative publicity due to harassment allegations
Opportunities
Threats
1. Market growth of Denim Jeans
2. Emergence of e-commerce
3. Increased penetration in key categories including denim, Marciano, men’s and handbags
4. New dynamics creating future consumer opportunities
1. Demand shock due to Corona virus outbreak
2. Slowing customer traffic in malls or outlet centers
3. Risk in global business
4. Adverse environmental impact of jeans manufacturing
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Detailed SWOT Analysis of Guess

 

Strength

1. Brand equity source of sustainable competitive advantage: The GUESS brand is a strong asset for the company that has been built over the years. It is a strategic asset and also the primary source of competitive advantage. The good thing about a strong brand is that it cannot be duplicated by any competitor and represents a source of identity with which the customer associates themselves. The brand communicates a distinctive image that is fun, fashionable and sexy. This image has been maintained consistently around the globe through the emphasis on innovative product designs and award-winning campaigns. Brand loyalty, name awareness, perceived quality, strong brand images, public relations, publicity, promotional events and trademarks all contribute to the reputation of the company. The strong brand equity can be a source of consistent returns for the company in the long run.

2. Multiple distribution channels across the globe: GUESS uses use direct-to-consumer, wholesale and licensing distribution channels to sell their products. This allows them to spread their risk so that their results do not end up depending on any particular retail channel. The use of many channels also allows them to be flexible to any changes in the distribution environment. Their direct to customer is omni-channel based both for online and brick and mortar. This helps in creating a seamless experience for their customers. The use of multiple distribution channels has also helped them gain an advantage in terms of experience managing them. This is quite beneficial in the long run.

3. Strong management and excellent corporate strategies: The company has consistently performed well as a corporate starting with the successful mergers and acquisitions of many companies with itself. They have been successful in integrating technology companies with their own DNA to streamline operations and bring forth digitization. This proves the fact that they pose a strategic vision. They have employed their efforts to build a reliable supply chain. Another area where they have proved their expertise and experience is in entering new markets and making success. Their expansion has helped them to build new revenue streams for them to leverage and also diversify the economic risks that is associated with a business. Now, all of this has evidently resulted in a high level of customer satisfaction among the existing customers and upholding of the strong brand equity that they have. All of this factors only help reiterate the point that they enjoy guidance of an experienced management team who have effectively guided the company over the years and continue to do so.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Brands :

  • Guess
  • Guess U.S.A.
  • Guess By Marciano
  • GC
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WHY BUY THIS REPORT?
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?

1. The SWOT and PESTEL analysis report evaluates the intricate micro and macro factors that impact GUESS' brand, its operations, business model, market strategy, and growth trajectory.
2. The SWOT analysis is a structure, utilized to identify GUESS' competitive business stance and performance by recognizing its internal strategic factors like strengths and weaknesses, external strategic factors like opportunities and threats.
3. The report confers intelligence on the external analysis, comprising the opportunities - low-hanging fruits that can be harvested to achieve further growth and expansion and some pertinent threats that threaten to hinder the growth of the company
4. The analysis report covers compelling initiatives that were taken by GUESS to stay ahead of its competitors and adversaries and attain a competitive edge in the fashion, apparel, and accessories industry.
5. The PESTLE analysis of the fashion Industry highlights the current trends and factors that compel and restrain the entire industry and largely GUESS.
6. The PESTLE/ PESTEL/ STEEPL Analysis for in-depth analysis of all external factors specifically, political, economic, social, technological, legal, and environmental, highlighting their consequence on GUESS' business model, marketing, and growth strategy
7. Abstract information on GUESS' business diversification, deriving its key business segments and highlighting its major competitors
8. A comprehensive company analysis to obtain perspicacity into company information, company profile, business model, business plans, and marketing strategy
9. Review of GUESS' share price, mergers, and acquisitions, strategic partnerships, and alliances, that GUESS endorsed, and the business objectives or synergies that were achieved with them
10. Analysis of GUESS' USP or unique selling proposition, mission statement, and vision statement. With a peek into the GUESS' key performance indicators, core values, success factors, value proposition, and core competencies.
11. Discussion on GUESS' business model, extending to the analysis of key business segments and business case study
References used in Guess Analysis Report

1. Guess annual report 2019 - http://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_GES_2019.pdf

2. Guess annual report 2018 - http://www.annualreports.com/HostedData/AnnualReportArchive/g/NYSE_GES_2018.pdf

3. Guess company profile - https://in.reuters.com/finance/stocks/company-profile/GES

4. Guess investor 2019 - https://investors.guess.com/static-files/c61b4eb0-a39b-4dbb-8377-1e39291bb71a

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2020). Guess SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/guess/ [Accessed 26 Nov, 2020].

In-text: (SWOT & PESTLE.com, 2020)

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Guess SWOT and PESTLE analysis has been conducted by Shalmali Chakraborty and reviewed by senior analysts from Barakaat Consulting.

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