In 2004, Guess celebrated the 20th anniversary of
its watch collection, issuing a special-edition
Guess watch. The accessories department was also
greatly expanded and several stores across the United
States were redesigned. Guess also created a lower
priced collection sold exclusively through its outlet
locations. Guess also introduced its first brand
extension, the up-scale female line of clothing
and accessories, named Marciano. The line features
pricey, runway-inspired styles, and is featured
in several retail locations throughout the world,
as well as select Guess retail stores.
In 2005 Guess began marketing
perfume. The company introduced Guess for
Women in the spring of 2005. Guess introduced
the Guess for Men line in the spring of As
of 2006 .
Guess has also continued its Guess Kids clothing
line into the 2000s, and in 2006, Guess began promoting
the clothing line for girls and boys through its
factory retail stores. Guess continues to be guided
by the Marciano brothers, as co-chairmen and co-CEOs.
Maurice has overseen the design and its sales growth,
while Paul manages the image and advertising. The
company operates in many countries around the world
with the majority of their stores located in the
United States and
In early 2007 Guess introduced a new business concept
known as G by Guess. The new brand sought
to focus on a target audience similar to Abercrombie's
Hollister brand. G by Guess offers clothes
popular among teenagers at an affordable price. Many denim styles are priced
within the $40 to $50 range. The new brand is priced
American Eagle and
Gap. Guess? has already begun heavily promoting
the new concept in several cities across the United
States. Their stores feature eye-catching displays
and offer a sassy night-club atmosphere.
Around the same time, Guess? disabled their Guess
Factory website. The outlet website offered similar
styles at similar prices as the G by Guess line.
The company's factory stores will still remain open
at their respective outlet mall locations, however
the discount product is no longer available through
an online retailer.
In October 2006 Guess expanded their shoe line by
re-introducing men's shoes. Guess pulled the men's
shoe collection from their establishment back in
2003 due to lackluster sales and interest. The initial
response was slow, however by early 2007, the new
men's footwear line began to increase steadily,
and Guess? has continued to push and introduce new
designs into the line. The men's footwear line now
offers more than 15 styles ranging between sandals
to dress shoes.
In November 2006 Guess introduced their Marciano
men's line, which is available exclusively through
Guess.com, and select Guess and Marciano retailers
throughout the country. As of November 2006 the
new men's collection features button up shirts,
blazers, and dress pants. The men's line will, like
the women's line, be developed and manufactured
in Florence, Italy; and will be available for a
higher price. As of January 2007 the Marciano men's
line was pulled from Guess? stores due to lackluster
sales. The merchandise was marked down, and will
be sent to factory outlet stores upon deletion.
After the success of the fragrance line which included
scents for both men and women, Guess? introduced
two new fragrances. Guess? Gold is the latest addition
to the women's collection, while Guess? Suede was
the second installment for the men's fragrance.
Both scents retail for around $50 and are available
in several retail locations.
With fiscal Spring 2007, Guess entered a new phase
with their GC watch collection. The newest additions
are in response to the growing demand for designer
watches featuring eye-catching designs, and high-end
prices. The new watches help to expand the popular
GC collection, and help to separate it from the
mid-price watches Guess has come to be known for.
Moving away from the traditional steel material
used to produce the majority of Guess? watches,
the company along with Callanen International, the
producer of Guess? watches have introduced gold,
silver, and diamonds into the designs. The new products
are all Swiss made, and boast a much higher pricer.
The GC men's collection now range between $200 and
$1,200, while the women's watches are being sold
between $200 and $1,000.
Dolce & Gabbana, and
Fendi all place the highest on Guess's competition
with entry level high-end watches. D&G, in late
2006 launched a massive campaign promoting their
new D&G watch collection, marketing on such
TV channels as
During the first half of 2007 Guess introduced a
new line, G by Guess. Throughout 2008, relatively
unknown model Adam Bertrand headlined Guess' advertising
In October 2008 they opened up at Westfield Shopping
Centre in London and there are plans to open a branch
in Regent Street for autumn 2009.