Guess Intimates has just been introduced to the UK market this Spring through fashion distribution agency, Love Brands UK Ltd, with industry ‘veteran’ Ken Campbell heading up sales. Michael Shalders of Love Brands speaks exclusively to Underlines about their plans for the brand.
“We were approached by Guess two seasons ago to represent 5 categories – men’s, women’s, accessories, footwear and intimate apparel – and launched with footwear first last Autumn. Our agency has great expertise in the first 3 sectors but knew we needed specialist representation for footwear and intimate apparel. It was an exciting prospect for our agency as it offered a number of key advantages for British retailers,” comments Michael.
“The pricing is very favourable for the British market right across all 5 sectors with the parent company tailoring the prices which has helped us with initial sell-in and turnover and profitability have both benefited. Likewise there are no large minimum orders, Guess don’t want to swamp store with heaps of merchandise in any category. And perhaps most importantly of all, we are not chasing mass distribution via the large e-commerce sites which is a key point of difference that department stores and smaller retailers can capitalise on.”
Guess is a brand that has not been without its ’growing pains’ over the years but with the appointment of a new CEO in 2015 with changes in product and sales management, the company has been investing in people and the result is a strengthened company and revitalised brand. The essence of the brand is still there – sexy, fun glamour – alongside its tradition of working with some of the most high profile models and celebrities: in 2018 their SS advertising campaign is fronted by Jennifer Lopez (and her 71 million Instagram followers!).
“The sell-through at full price on Guess products is close to 80%”, adds Michael, “a fantastic result so far. And we are confident that the success in jeanswear, leathergoods and accessories will have a ‘halo’ effect with sales in other categories.” Ken Campbell views the Guess intimate apparel and athleisure as the “right thing at exactly the right time”. He has only been working with the brand ofr a matter of weeks but is confident that the Guess categories add value by creating more reasons to buy into the lifestyle brand and draw in the younger consumer to stores and shops across the country. He comments: “Huge changes in retail High Streets are suffering across the country, every department store and independent store is having a tough time with traffic being a huge issue. All the big lingerie brands are stocked everywhere and it is very important to have points of difference. Guess is a global iconic brand but will never be a mass distributed intimates brand with our selective distribution strategy which protects our partner accounts and ensures the traffic and traction that having Guess can drive into their store.”
Feedback in just over a month has been instant and positive, good quality & pricing levels, added value and excellent merchandising and point of sales tools and a comprehensive product offer (seasonal lingerie, permanent everyday wear, loungewear, activewear, beachwear and socks. Contacts: ken@lovebrandsuk.com 07768 830964.
This interview is an excerpt of the full story which will appear in the next edition of Underlines Magazine.
