Social Intelligence Customer Case: Guess by Michael Relich @SMiCS2011 in Monte Carlo.

1. SMiCS 2011 - Monte Carlo
MicroStrategy alert
Michael Relich
EVP, CIO & Strategy
GUESS, Inc.

2. Global Lifestyle Brand
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3. Strong Brand Portfolio
Young Women & Men Women Young Women & Men
Demographics
18 – 25 25 – over 40 16 – 23
Upscale, sophisticated
Sexy, young, Affordable, young, Brand
line of contemporary
fashion-forward line trend-right line Statement
fashion
Apparel, Accessories & Apparel, Accessories & Apparel, Accessories Lifestyle
Footwear Footwear & Footwear Assortment
Secondary Retail &
Retail Strategy
A & B Malls A Malls Key Outlet Malls
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4. Global Retail Presence
EUROPE &
MIDDLE EAST ASIA
508 368
AMERICAS
545
1,421 Stores in 90 Countries
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5. Growth Company
0.20 3,500
0
17.7%
0
16.5% 0
16.9% 0
17.1%
Operating Margin (%) 0
16.5% 3,000
Revenue ($M)
0.15
2,500
0
10.9% 2,000
0.10
7.6%
0 1,500
2,487
2,093 2,129 1,000
0.05 3.6% 1,750
1,185 500
936
637 729
0.00 0
FY2003* FY2004 FY2005 FY2006* FY2008* FY2009* FY2010* FY2011*
*Adjusted results excluding asset impairment charges
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June 8, 2011

6. Current Marketing
ü Traditional Marketing Spend
ü Billboards, Print, Entertainment
ü Fashion Show & Sponsorships
ü Digital Marketing Spend
ü Branded applications
ü Ad buys on search and social networks
Sunset Strip Billboard: Los Angeles
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7. Consumer Mobile Apps
Consumer facing iPad & iPhone m-Commerce Applications
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8. Social Initiatives
ü FB Pages for each Brand
ü Over 1M likes
ü Integration with Twitter
and Facebook on Apps
FB Integration
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9. Importance of Social
ü Company initiatives around Social
ü Interact with Customers
ü Power of “Friend” Recommendation
ü Brand Loyalty
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10. alert
ü Early Adopter Program
ü Guess: innovation through technology
ü Personalize the social experience
ü Network of SuperFans
ü Segmentation
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11. Promotion Plan
ü Channels
ü In-store ads, email
ü Post on Facebook, Twitter
ü Messaging
ü Special offers
ü Exclusive content
ü Loyalty incentives
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12. Expectations and Targets
ü Expected to Increase
ü awareness of brands
ü customer loyalty
ü ability to cross market
ü specificity of sponsorships
ü 250,000 SuperFans in first year
ü Measure return on investment
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