A listed company, Guess is one of the world’s leading lifestyle suppliers of contemporary apparel and accessories for men, women and children. The international brand is reflecting the American lifestyle and European fashion sensibilities in its styles. Operating globally, the fashion brand has a lot to keep track of in production, sales and distribution: Guess products are sold through retail, wholesale, e-commerce, and licensing distribution channels. The seasonal collections include various pieces – pants, dresses, and knitwear just to name a few. Licensees distribute additional fashion accessories and fragrance.
Besides the large assortment which changes seasonally and is distributed through several channels, regional manufacturing and lifestyle differences add further business complexity: “In 2004, we were a North American based company but then we bought a licensee in Italy and established a sourcing office in Hong Kong. Our eight-digit North American style number was not compatible with the Italian 11-digit style number along with fabric, color and size codes. So, a PLM system was an answer to this,” remembers Michael Relich, CIO of Guess.
Guess chose the PLM software ENOVIA to facilitate international workflows. However, to implement a software successfully, knowledge in the software alone is not enough: “We create hundreds of styles per season and TECHNIA understands the apparel industry inside out. Without TECHNIA, we would not be as successful. These guys provide value!”– sums up Relich.
Relich further concludes: “ENOVIA has been an enormous success. We can configure it to how the users want it and it is flexible. Apparel designers want to be creative. Without TECHNIA and TVC [TECHNIA Software] we would not be as successful. TECHNIA makes me sleep better at night.” Founded in 1981 by four Jewish brothers, Guess today is a global enterprise. The fashion brand and retailer distributes its products through 503 retail outlets in the US, 264 stores in Europe, Asia and Latin America, and franchises its products to an additional 828 stores around the world.
Header and last Photo Copyright: Guess
Second Photo Copyright: Shutterstock
Industry: Consumer & Retail, Fashion
Type: Software (ENOVIA)