Known for its classic monochrome print and TV campaigns, Guess Jeans has been at the forefront of fashion advertising. Its campaigns have combined the world’s best photographers with fledgling supermodels, and it has stuck with this winning formula since it was founded in 1981. We speak to founder Paul Marciano to find out more.
What has been the impact of using famous faces such as the late Anna Nicole Smith and Claudia Schiffer for the brand?
Guess has always been known for choosing unknown models. Our aim has never been to work with top models or testimonials but to find the right Guess girls.
Anna and Claudia were both very young and undiscovered when they did their campaigns and they were both thrilled at the opportunity to become a Guess model. This was a dream come true for them, as they were at the beginning of their carriers and we launched them on a global level.
I personally choose every image, in each magazine in every country
The impact of these historical campaigns have been very important for Guess, as most people connect the brand not only with our current campaign but especially with these historical black and white images.
How has Guess’s advertising strategy evolved since the 1980s? With the rise of online and social media, are you having to spread your marketing spend more to appeal to audiences across all of these channels?
I personally choose every image, in each magazine in every country. This is the way I have always worked and how I will continue to do in the future.
Today we do work much more with digital strategies, but to Guess the traditional advertising will always remain at our heart. Often when you ask people about Guess, the first thing they think of is the advertising images. This is what we do. We create images and we will always continue to do so.
Of course, as every other fashion brand we have to evolve with time, and today Guess has its own social media channels on YouTube, Facebook, Instagram and Twitter.
How would describe your current advertising focus?
Our presence and media mix is well balanced between print and outdoor [billboards] with a focus on Guess Jeans and accessories. Now, coming closer to the holiday season, we will focus on dresses, represented in our new beautiful holiday campaign featuring Guess girls Grace Elizabeth and Megan Williams, shot by fashion photographer Rayan Ayash.