Guess repositions Marciano to focus on a more ‘sophisticated’ offering
American fashion group Guess is rebranding Marciano as Marciano Los Angeles in a new strategy to transform the clothing brand into a more upscale destination.
The new name combines Guess co-founder Paul Marciano’s last name and the city where the brand was first launched, honouring LA as a constant source of inspiration.
Guess said the revamp aims to give Marciano a more sophisticated image and help it attract a wealthier audience. The new positioning will kick off with the Autumn Winter 2017-18 collection, which will also include shoes and accessories.
The announcement follows a year of flat sales growth and weak performances in the US, Canada, Mexico and Brazil, where direct sales fell by 5%. As a result, the company announced this month plans to reduce its physical footprint in the Americas with Marciano likely to be affected.
Separately, the group is planning to accelerate its expansion in Europe with the opening of 60 new stores this year.
Founded in 1981 by the Marciano brothers, Guess was created as a glamorous denim brand. It currently designs, produces and distributes denim collections including apparel, accessories, footwear and other lifestyle products.
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