A new era for Guess Inc. is coming into view as Nicolai Marciano’s Guess Jeans label grows.
The latest step for the brand was this past week’s opening of Guess Jeans’ Tokyo flagship, which is being paired with “The Next 40 Years of Denim” exhibition. The traveling exhibit, launched at Pitti Uomo in Florence last year, ends its run in Tokyo on Monday.
It serves as a reminder of Guess’ legacy as the business now seeks relevance among younger shoppers.
The contemporary offshoot is focused on consumers less inclined to shop at the company’s existing Guess or Marciano brands. It’s more sustainably focused and is positioning itself as a more directional take on denim.
“The launch of Guess Jeans in Tokyo marks a pivotal moment in the evolution of our brand,” said Marciano, who serves as the company’s chief new business development officer and is the son of Guess Inc. co-founder Paul Marciano.
To further celebrate the store’s opening in the Jingūmae neighborhood, Guess Jeans collaborated with Verdy to open the Gift Shop with Friends pop up. The store is stocked with limited-edition items designed by Verdy, in addition to Whimsy Socks, Secret Base Hiddy, See You Yesterday, Masu and other brands.
Moving forward, the space with Verdy’s gift shop will be used for other collaborations.
The Guess Jeans Tokyo flagship. PHOTO COURTESY OF GUESS JEANS. The Gift Shop with Friends pop-up shop by Verdy located in the basement of the Guess Jeans Tokyo flagship store. PHOTO COURTESY OF GUESS JEANS. PHOTO COURTESY OF GUESS JEANS. Inside “The Next 40 Years of Denim” exhibition. PHOTO COURTESY OF GUESS JEANS. Guess Jeans’ “The Next 40 Years of Denim” exhibit in Tokyo. PHOTO COURTESY OF GUESS JEANS. The Guess Jeans Tokyo store opening party at ZeroTokyo included performances from Loco, Coogie, Monyhorse, Larry June and other artists. Park Seo Jun at Guess Jeans’ “The Next 40 Years of Denim” exhibit. PHOTO COURTESY OF GUESS JEANS.
Guess Jeans Strategy
Nicolai launched Guess Jeans last year. It quickly scaled with the opening of the first flagship in Amsterdam. That was followed up with Berlin and Tokyo marks the brand’s third door.
Next up is a West Hollywood flagship on Melrose Avenue, which is slated to open by the end of this year and marks the brand’s first major physical presence in its hometown.
Distribution has also largely focused on the overseas market. There have been deals struck with a partner in India and retail accounts in Italy, Poland, Greece, France, Turkey and Dubai.
There’s lots of expectations to live up to.
The company has repeatedly positioned Guess Jeans as its “next era,” a messaging that was more pronounced with the Tokyo store.
Earlier this year, Guess Inc. CEO Carlos Alberini said he could see Guess Jeans scaling to more than $100 million in sales “very soon.” No specific timetable on that estimate was provided when Alberini made the comment in April.
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