Guess Inc. is presenting itself this week at the men’s fashion fair Pitti Uomo in Florence and is highlighting its activities in menswear. The US fashion group has a new concept and new openings in Germany in its luggage.
At Pitti Uomo 107, which runs until January 17, the company is presenting the ‘Guess Man Lounge by Cappellini’, Guess announced on Monday. Italian furniture provider Cappellini’s luxurious furnishings in the lounge are said to reflect the brand’s “sleek, modern and updated aesthetic.”
With this appearance, the fashion group wants to improve its brand positioning and showcase its portfolio expansion to include high-quality clothing, accessories, fragrances, glasses and watches for men, according to the statement.
“Men’s fashion has grown in popularity in recent years, and Pitti Uomo is the perfect platform to showcase our new vision of the Guess Man,” said Guess co-founder Paul Marciano. “Made from high-quality materials and with great attention to detail, these sophisticated designs fit perfectly with the brand’s strategy to strengthen brand positioning.”
This year, Guess plans to show its menswear even more widely and expand with its own menswear stores in Germany, Italy, Spain and Kazakhstan. Further openings are also planned.
These developments are the result of increasing consumer demand in the brand’s most important international markets. Guess currently has 369 own brand stores – including 45 flagships -, 192 outlets and 64 concession areas in Europe. There are also 846 sales points with trading partners.
