• 
• 
• Guess Industry Week
  • Part 1
  • Part 2
  • Part 3

FIDM Celebrates Industry Partnership Week

GUESS? joined FIDM students for a week of discussions, presentations, and fun aimed at educating the student body about the real world of apparel manufacturing, design, and fashion-forward thinking.

There's not a teenager in America today - let alone an adult - that doesn't prefer slipping on a great-looking pair of jeans. But back in the 1970s, jeanswear was considered unfashionable until the Marciano brothers breathed new life into the denim industry. Their goal was to make jeanswear not only a fashion statement, but glamorous and sexy as well. GUESS? is the product of their vision and is now one of the most successful and well-known brands with a commanding advertising presence.

It all started with silk ties that Georges began designing while working as a hairdresser. Maurice helped to manufacture them and Paul sold them in Paris out of the trunk of his car. They called their small business MGA, which stood for Maurice, Armand and Georges. Soon they were making a peasant blouse and one dress style offered in a multitude of prints. The clothes were popular and sold quickly. In 1973 they took over an old fish store and used the existing counters, displays, and storage for their merchandise.

By 1976 they had 20 stores, and stone-washed jeans were the latest and greatest product on their shelves. "Nobody who sold a lot of jeans had washed the fabric from the beginning to get this stonewashed appearance; that was a revelation to us. From the day we realized that, we knew we'd do a lot of stonewashed jeans." (Paul Marciano, "Interview Magazine," October '97). In 1977, the brothers came to L.A. and were so enchanted with the California scene and lifestyle that they started several MGA stores in Southern California.

While Armand and Paul continued with MGA, Georges and Maurice started GUESS? in 1981. Within a year, all four brothers were working for GUESS?. Their denim line got off to a shaky start with one retailer agreeing to stock 24 pairs of jeans as a personal favor. But it was soon apparent that the Marciano brothers had tapped into what the public wanted and the jeans sold out in a few hours. The rest is history.

The success of GUESS? can clearly be attributed to the wide range of skills each brother brought to the table. Maurice was the expert on the business end of things while Armand had the retail knowledge. Georges provided the fashion sense and creative direction, and Paul knew how to promote and market the GUESS? image.

In 1993 Georges left GUESS?. Maurice, however, continued to expand the company and built it into a major player in the industry. Paul's unique vision and creative risks made an indelible mark on the advertising world, which established the sexy and adventurous GUESS? image. In addition, Paul brought the company into e-commerce and international licensing. Armand currently handles the outlet stores and retail shops as well as manufacturing and distribution. Today, GUESS? merchandise includes a wide range of products such as accessories, children's clothes, and fashion attire for men and women in addition to their jeanswear. The next frontier will be retail expansion throughout the globe.

For additional information, visit the GUESS? website at www.guess.com.