Guess hardly needs an introduction. Not if you care what clothes you buy. It is the famous manufacturer of trendy and upscale apparel and accessories for men, women and children – denim, handbags, watches, footwear, and other consumer products. It distributes its products through 503 retail outlets in the US, 264 stores in Europe, Asia and Latin America, and franchises its products to an additional 828 stores around the world.
Guess is big, famous and has a lot to keep track of in production, sales and distribution. That´s why it works with TechniaTranscat and the PLM software ENOVIA, says Michael Relich, CIO of Guess. “We create hundreds of styles per season and Technia [TechniaTranscat] understands the apparel industry inside out. Without Technia, we would not be as successful. These guys provide value!”
Guess products are sold through retail, wholesale, e-commerce, and licensing distribution channels – and include pants, skirts, dresses, shorts, blouses shirts, jackets, knitwear and intimate apparel.
Licensees also distribute eyewear, watches, handbags, footwear, kids and infant apparel, swimwear, fragrance and other fashion accessories. “In 2004, we were a North American based company but then we bought a licensee in Italy and established a sourcing office in Hong Kong. Our eight-digit North American style number was not compatible with the Italian 11-digit style number along with fabric, color and size codes. So a PLM system was an answer to this,” says Relich. “ENOVIA has been an enormous success. We can configure it to how the users want it and it is flexible. Apparel designers want to be creative. Without Technia [TechniaTranscat] and TVC [TechniaTranscat Software] we would not be as succesful. Technia makes me sleep better at night,” he says.
Ads with Claudia Schiffer
A listed company, Guess is one of the world’s leading lifestyle suppliers of contemporary apparel and accessories for men women and children reflecting the American lifestyle and European fashion sensibilities. With its trademark sexy ads featuring Claudia Schiffer and Drew Barrymore, Guess was founded by George, Armand, Paul and Maurice Marciano, four Jewish brothers from Marseilles, France, in 1981. The Marciano family still has a 28 percent equity stake in the company.