Report on UK Fashion Retail and Strategies for Guess Clothing Brand

GUESS- report analysing a specific retail sector at GUESS clothing brand
and how a large retailer might respond to the issues facing the sector in g

Table of Contents
Introduction......................................................................................................................................1
Introduction to Company............................................................................................................1
Key relevant alterations in UK fashion retail..............................................................................2
Significant alterations in micro environment of Guess...............................................................4
Suggestions and discussion of strategies & tactics.....................................................................6
Recommendations.......................................................................................................................8
Conclusion ......................................................................................................................................9
References......................................................................................................................................10

Introduction
Retail refers to process associated with selling of goods as well as services via different
distribution channels for earning a profit. Basically, it is sales of goods for end users but not for
resale and is carried out for consumption by purchaser (Berry, Broadbent and Otley, 2016). This
comprises of sales of merchandise from one single point for furnishing purchase to individuals or
consumers who incline to utilise that specified product. Here, the single point indicates the
purchase which has been made by brick and mortar retail store or via internet shopping
catalogue, a website or mobile phone. Group of firms who are liable for fashion supply chain
which goes from manufacturing to consumers for rendering fashion services and goods is
referred to as fashion retailing. Fashion implies style of clothing as well as accessories that are
being worn at any instance of time by group of individuals. Fashion retailer illustrates the
strategies that initialise from key positioning of factors that comprises of experiences, assortment
and speed channels for differentiating themselves among their competitors (Bloom and et. al.,
2012). In this report formative discussions has been made on changes that takes place in fashion
retailing industry along with retail environment. Along with this report discuss problems that has
been faced by companies and strategies with the help of which they can overcome changes in
well defined manner.
Introduction to Company
Guess is an American clothing retailer and brand who provides services for both men as
well as women. They are public organisation which deals within fashion industry. It was founded
on 1981 and is headquartered in Los Angeles California, United States. There initial design was
slim fitting stonewashed jeans, 3-zip marilyn and soon they became symbol for adventurous,
young and sexy lifestyles. They emphasise on accessories and clothing that is characterised
through fickle customers, intensive competition as well as short lifecycles.
Features of company: The best feature which is being provided by this organisation is
loyalty as well as commitment for their human resources so that they can be a topmost brand.
Location: They are global lifestyle brand that possess huge range of denim, accessories
and apparel which are being offered within around 80 countries across the world (Dholakia,
Dholakia and Chattopadhyay, 2012). Guess carry out their operations in around 945 retail stores
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in Asia, Europe and Americas. Near about 35% and 40% of net sales is carried out by Europeans
as well as Americans respectively.
Operations: Guess has divided their operations into five different segments, they are
Americas Retail, Europe, Licensing, Americas Wholesale and Asia. The licensing comprises of
licensing operations of Guess worldwide and possess 15 international as well as domestic
licenses.
Sales & marketing: Apart from there brick-and-mortar operations, Guess wholesale their
accessories as well as apparel for mass merchandisers like upscale boutiques and speciality shops
worldwide. Along with this, they also deliver there products via online medium through usage of
distributors and licensees (Dos Santos, Svensson and Padin, 2013).
Key relevant alterations in UK fashion retail
Background of retail marketing: It implies a procedure where retailers can be engaged
within process for promotion of awareness along with interest related with services and products
in an effectual manner for generation of large profitability via carrying out sales of essential.
This is the crucial aspect associated with commercial activities that is liable for offering
opportunities for buying their assets at huge margin range. Retailing market comprises of critical
fields that involves distinct types of products selling (Fuentes and Hagberg, 2013).
Traditional distribution channel: It denotes a chain by making its use, services and
goods which are passed or reached to their customers. Distribution channels involves
wholesalers, distributors, retailers and various others.
1950’s Manufacturer is king: The King was manufacturer of services as well as products
in 1950. At that specified time, demands and needs of customers were not high so that
manufacturer can produce.
1960’s Consumer is king: With respect to this, preferences and tastes of customers are
included, firms render services and products as per their customers. This makes there consumers
King.
1970’s trade is king: Within this era, organisation furnish their services as per trade and
fashion which prevails within the market. Here, trade is king as well as the operations of firms
were carried out as per trade.
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