Guess

Guess

Guess is an american clothing brand. They produce fashion for men and women; producing clothing, watches, perfume, jewellery and shoes. It was founded in 1981 in Los Angeles. Dolce and Gabbana is more expensive than Guess making Guess more affordable which could draw in more customers. As they have similar target markets their consumers might prefer Guess as its more affordable especially as they might be unemployed.

On the Guess website they go into a lot detail about different ways they want to remain sustainable and how they are sustainable. They have aims where they want to be in the future. Their 2021 goals are to fulfil their pledge to advance towards a circular fashion system  and assure adherence to and continuously improve their global list of restricted substances and materials. They state " By 2020 we will have implemented an on-going, customer facing product take back program in our retail stores in the United States and will have expanded the programs presence globally to a minimum of three markets." To start promoting a circular fashion system Guess launched Resourced. Which is a customer wardrobe recycling program throughout the U.S. In summer 2016 Guess released the brands first Eco-collection called #GuessEco. Everything in this collection was made using production methods known to reduce environmental impacts. As they go into a lot more detail then D&G it shows their honesty and what they want their customers to see them as which is a brand that whats to improve the environment and be as sustainable as possible. By them setting goals it's showing their target market that they are aiming high and are trying to progress over time.

Guess perfume is tested on animals which they do not state on their website to ensure it doesn't turn consumers away.


Guess is a lot more affordable then Dolce and Gabbana and could be compared to some high street shop prices such as Top Shop and Urban Outfitters. This could draw more people to Guess then Dolce and Gabbana.

https://en.wikipedia.org/wiki/Guess_(clothing)

http://sustainability.guess.com/

https://www.crueltyfreekitty.com/bath-body/cruelty-free-perfume/