Guess wants to ‘reclaim denim legacy’ with brand launch
US-based Guess Jeans has relaunched Guess Jeans by Nicolai Marciano, with a brand update focused on younger consumers and men, at Pitti Uomo menswear show in Florence, Italy.
The company said the collection is “strongly oriented towards eco-conscious practices” and will include new store concepts.
The group is betting on the revamp to be a significant driver of revenues in 2024.
During an investor conference, chief financial officer Markus Neubrand said it will offer a more casual assortment and have an emphasis on sustainability.
He said: “The plan is to reclaim our denim legacy. The price points will be competitive and we will have a robust celebrity marketing strategy and a new visual identity.”
The new brand will launch in the second half of this year.
