Los Angeles denim firm Guess Inc. revealed a new, expanded flagship at the Forum Shops at Caesars Palace in Las Vegas as the company continues its bid to elevate the brand.
The 12,413-square-foot store totals two stories. It’s stocked with an assortment of Guess apparel, denim, accessories, jewelry, lingerie, and the Marciano label.
The store joins a fleet of 1,559 Guess stores globally. The majority – 1,015 stores – are company owned, with the rest operated by distributors and licensees.
Guess’ Vegas store sits between Swarovski and Marc Jacobs in the Simon Property Group-owned shopping center. Other nearby neighbors include Club Monaco, Boss, MCM, H&M, Sephora and Levi’s.
More recent years have seen the company focus on boosting the Guess brand and refining the assortment under CEO Carlos Alberini.
“…During the last few years, we executed a significant elevation of our Guess brand,” Alberini said in November during a call with analysts to discuss the company’s most recent quarterly results. “As a result of this transformation, we created great separation between our current, very sophisticated, more dressy assortment and the more casual product assortment that was part of our brand’s DNA since the inception of Guess in the world of denim.”
With the work to differentiate the Guess line, the company’s looking at 2024 for the rollout of a more casual offering under the Guess Jeans label in a bid to “reclaim our denim legacy,” Alberini said.
The more casual business will appeal to a younger, Gen Z shopper, while tapping celebrity partnerships and an embrace of what Alberini described as an “American West Coast denim” aesthetic. Plans also called for the label to launch with its own store.
The new Guess store comes as the Las Vegas Strip continues its own evolution, with news this week a Major League Baseball stadium will be built at what is currently the site of the Tropicana hotel. Just off the Strip is the Raiders’ Allegiant Stadium, which bowed in 2020, and will be the venue for this month’s Super Bowl LVIII game between the San Francisco 49ers and Kansas City Chiefs.
Be First to Comment