Guess is launching an important strategic re-positioning of MARCIANO GUESS under the new name Marciano Los Angeles. The goal is to open up new market opportunities, further expand the brand potential and position the brand in the fashion industry’s top group.
The new focus is deliberately aimed at demanding, fashion-conscious customers. The new brand name Marciano Los Angeles refers to the origins of the brand in the Californian metropolis.
From the A/W 2017 collection, this new positioning will create a fashionable and trend-oriented collection with a more balanced price structure. A collection line should serve as a point of entry with basic travels and combine elegant styles with interesting materials. This more affordable collection segment is offered next to a higher-quality premium line.
In addition to North America and Europe, the brand strategy also seeks to penetrate previously untapped markets such as Russia, Turkey and Asia.
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