Guess', Inc. (GES): Business Model Canvas

Tauchen Sie ein in die faszinierende Welt von Guess', Inc. (GES), einem Modeunternehmen, das mit seinem innovativen Geschäftsmodell die Bekleidungsindustrie revolutioniert hat. Von trendigem Denim bis hin zu hochmodernen Accessoires hat Guess meisterhaft einen strategischen Ansatz entwickelt, der Kreativität, globale Reichweite und verbraucherorientiertes Design vereint. Diese Untersuchung ihres Business Model Canvas zeigt, wie die Marke erfolgreich in der wettbewerbsintensiven Modelandschaft navigiert und ein dynamisches Ökosystem geschaffen hat, das Design, Marketing und Verbrauchererlebnis auf eine Weise verbindet, die weiterhin junge erwachsene Modebegeisterte weltweit fasziniert.

Guess', Inc. (GES) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Lieferanten für die Herstellung von Bekleidung und Accessoires

Guess' unterhält strategische Produktionspartnerschaften in mehreren Ländern:

Land	Fertigungspartnerschaft	Prozentsatz der Produktion
China	Li & Fung Limited	37%
Vietnam	Globales Beschaffungsnetzwerk	28%
Bangladesch	Weltweite Textilpartner	18%
Kambodscha	Südostasiatische Fertigungsallianz	12%
Indonesien	Textilproduktionskonsortium	5%

Einzelhandelspartner und Kaufhäuser

Zu den primären Einzelhandelsvertriebskanälen von Guess gehören:

• Macy's (172 eigene Shop-in-Shop-Standorte)
• Nordstrom
• Bloomingdale's
• Dillards

E-Commerce-Plattformen

Online-Handelspartnerschaften:

• Amazon (Marktplatzpräsenz)
• Zappos
• ASOS
• Zalando

Lizenzvereinbarungen

Aktuelle Modedesigner-Lizenzpartnerschaften:

Designer/Marke	Vereinbarungstyp	Dauer
Georges Marciano	Mitgründer-Lizenzvereinbarung	Ewig
Karl Lagerfeld	Kommandierte Inkassopartnerschaft	2022-2025

Globale Vertriebsnetzwerke

Internationale Vertriebspartnerschaften:

• DHL Global Forwarding
• UPS Supply Chain-Lösungen
• Kühne + Nagel International AG

Guess', Inc. (GES) – Geschäftsmodell: Hauptaktivitäten

Design und Entwicklung von Modebekleidung

Im Geschäftsjahr 2023 investierte Guess', Inc. 47,3 Millionen US-Dollar in Design und Produktentwicklung. Das Unternehmen unterhält Designzentren in:

Standort	Design-Fokus
Los Angeles, Kalifornien	Denim- und Lifestyle-Bekleidung
New York City	Mode- und Trendforschung
Paris, Frankreich	Europäische Modetrends

Marketing und Markenförderung

Die Marketingausgaben für Guess', Inc. beliefen sich im Geschäftsjahr 2023 auf 82,6 Millionen US-Dollar. Zu den wichtigsten Marketingstrategien gehören:

• Social-Media-Kampagnen
• Prominente Markenbotschafter
• Digitale Werbung
• Sponsoring für die Fashion Week

Einzelhandelsgeschäftsmanagement

Zum 31. Dezember 2023 betrieb Guess‘:

Geschäftstyp	Anzahl der Geschäfte
Einzelhandelsgeschäfte (weltweit)	1,074
Einzelhandelsgeschäfte in Nordamerika	487
Einzelhandelsgeschäfte auf internationalen Märkten	587

Wartung der E-Commerce-Plattform

Der E-Commerce-Umsatz von Guess', Inc. belief sich im Geschäftsjahr 2023 auf insgesamt 486,2 Millionen US-Dollar, was 32,5 % des Gesamtumsatzes des Unternehmens entspricht. Das Unternehmen unterhält spezielle E-Commerce-Plattformen in:

• Vereinigte Staaten
• Kanada
• Europa
• Asien-Pazifik

Lieferketten- und Bestandsmanagement

Guess' unterhält weltweit sechs Hauptvertriebszentren mit einem Gesamtbestandswert von 362,5 Millionen US-Dollar (Stand: 31. Dezember 2023). Aufschlüsselung der Produktionsquellen:

Region	Prozentsatz der Produktion
China	42%
Bangladesch	23%
Vietnam	18%
Andere Länder	17%

Guess', Inc. (GES) – Geschäftsmodell: Schlüsselressourcen

Starke Markenbekanntheit in der Modebranche

Guess', Inc. meldete im Geschäftsjahr 2023 einen Gesamtmarkenumsatz von 2,44 Milliarden US-Dollar. Globale Markenpräsenz in über 100 Ländern mit 1.078 Einzelhandelsgeschäften weltweit.

Markenmetrik	Wert
Gesamtzahl der Einzelhandelsgeschäfte	1,078
Länder mit Markenpräsenz	100+
Gesamter Markenumsatz (GJ 2023)	2,44 Milliarden US-Dollar

Umfangreiche Design- und Kreativteams

Zusammensetzung des Designteams: Ungefähr 500 Design- und Kreativprofis an weltweiten Standorten.

• Designzentren in Los Angeles, New York und Paris
• Jährliche Investition in Designinnovation: 45 Millionen US-Dollar
• Durchschnittliche Erfahrung im Designteam: 12+ Jahre

Globale Produktionsbeziehungen

Produktionsnetzwerk in 15 Ländern mit 42 primären Produktionspartnern.

Fertigungsmetrik	Wert
Anzahl der Herstellungsländer	15
Primäre Fertigungspartner	42
Jährliche Produktionsausgaben	1,2 Milliarden US-Dollar

Einzelhandels- und Online-Verkaufsinfrastruktur

Omnichannel-Verkaufsplattform mit robuster digitaler und physischer Einzelhandelspräsenz.

• E-Commerce-Plattformen in 25 Ländern
• Digitaler Umsatz: 612 Millionen US-Dollar (GJ 2023)
• Downloads mobiler Apps: 3,2 Millionen

Portfolios für geistiges Eigentum und Design

Umfassendes Portfolio an geistigem Eigentum mit erheblichen Designinvestitionen.

IP-Metrik	Wert
Eingetragene Marken	87
Aktive Designpatente	52
Jährliche F&E-Investitionen	38 Millionen Dollar

Guess', Inc. (GES) – Geschäftsmodell: Wertversprechen

Trendige und stilvolle Kleidung für junge Erwachsene

Die Zielgruppe von Guess sind in erster Linie 18- bis 35-Jährige, wobei 62 % des Kundenstamms in dieser Altersgruppe liegen. Die durchschnittlichen Produktpreise liegen zwischen 49 und 199 US-Dollar.

Produktkategorie	Durchschnittspreis	Marktanteil
Damenbekleidung	$79	38%
Herrenbekleidung	$69	32%
Zubehör	$45	20%

Hochwertige Denim- und Modeaccessoires

Denim macht 45 % des gesamten Produktumsatzes von Guess aus, wobei der jährliche Denim-Umsatz im Jahr 2023 412 Millionen US-Dollar erreichen wird.

• Durchschnittlicher Denim-Jeanspreis: 98 $
• Jährlicher Denim-Produktumsatz: 412 Millionen US-Dollar
• Denim-Marktanteil: 7,2 % im zeitgenössischen Modesegment

Erschwingliche Luxusmode

Positionierung in der bezahlbares Luxussegment mit Bruttomargen von 38,7 % im Jahr 2023.

Preissegment	Umsatzbeitrag
Einstiegsluxus	52%
Mittelklasse-Luxus	35%
Premium-Luxus	13%

Vielfältiges Produktsortiment in mehreren Kategorien

Aufschlüsselung des Produktportfolios für 2023:

• Bekleidung: 65 %
• Zubehör: 22 %
• Schuhe: 8 %
• Uhren: 5 %

Zeitgemäßes und jugendliches Markenimage

Kennzahlen zum Social-Media-Engagement im Jahr 2023:

Plattform	Anhänger	Engagement-Rate
Instagram	4,2 Millionen	3.7%
TikTok	1,8 Millionen	5.2%
Facebook	2,9 Millionen	2.1%

Guess', Inc. (GES) – Geschäftsmodell: Kundenbeziehungen

Social-Media-Engagement

Ab 2024 unterhält Guess' eine aktive Social-Media-Präsenz auf mehreren Plattformen:

Plattform	Anhänger	Engagement-Rate
Instagram	4,2 Millionen	3.7%
Facebook	1,8 Millionen	2.1%
TikTok	750,000	5.2%

Treueprogramm und personalisiertes Marketing

Kennzahlen zum Treueprogramm von Guess:

• Gesamtzahl der Mitglieder des Treueprogramms: 2,5 Millionen
• Durchschnittliche jährliche Ausgaben pro Treuemitglied: 345 $
• Wiederholungskaufrate: 62 %

Interaktive Online-Shopping-Erlebnisse

Leistung der digitalen Plattform:

Metrisch	Wert
Downloads mobiler Apps	1,3 Millionen
Online-Conversion-Rate	4.2%
Durchschnittliche Verweildauer auf der Website	4 Minuten 37 Sekunden

Kundendienstunterstützung

Leistung der Kundendienstkanäle:

• Durchschnittliche Antwortzeit: 2,5 Stunden
• Kundenzufriedenheitsbewertung: 88 %
• Supportkanäle: Live-Chat, E-Mail, Telefon, soziale Medien

Personalisierte Styling-Unterstützung im Geschäft

Kennzahlen zum Kundenerlebnis im Geschäft:

Metrisch	Wert
Gesamtzahl der Einzelhandelsgeschäfte	1,100
Geschäfte, die persönliches Styling anbieten	625
Durchschnittliche Styling-Beratungszeit	45 Minuten

Guess', Inc. (GES) – Geschäftsmodell: Kanäle

Firmeneigene Einzelhandelsgeschäfte

Im Jahr 2023 betrieb Guess weltweit 1.074 Einzelhandelsgeschäfte, darunter 485 Geschäfte in Nordamerika. Das Unternehmen unterhielt 389 Einzelhandelsgeschäfte auf internationalen Märkten.

Geschäftstyp	Anzahl der Geschäfte	Geografische Verteilung
Einzelhandelsgeschäfte	1,074	Nordamerika, Europa, Asien, Lateinamerika
Nordamerikanische Geschäfte	485	Vereinigte Staaten und Kanada
Internationale Geschäfte	389	Globale Märkte außerhalb Nordamerikas

Online-E-Commerce-Website

Guess.com erwirtschaftete im Geschäftsjahr 2023 etwa 635,2 Millionen US-Dollar an Online-Direktverkäufen an Verbraucher, was 30,4 % des Gesamtumsatzes des Unternehmens entspricht.

Drittanbieter-Einzelhandelspartner

Guess vertreibt Produkte über mehrere Großhandelskanäle, darunter:

• Kaufhäuser
• Fachhändler
• Internationale Franchisepartner

Großhandelskanal	Prozentsatz des Umsatzes
Kaufhäuser	22.5%
Fachhändler	18.3%
Internationale Franchises	12.7%

Mobile Shopping-Anwendung

Die Downloads mobiler Apps von Guess erreichten im Jahr 2023 2,1 Millionen Nutzer, was einem Wachstum von 45 % im Vergleich zum Vorjahr bei mobilen Handelstransaktionen entspricht.

Social-Media-Plattformen

Guess unterhielt eine bedeutende Social-Media-Präsenz auf allen Plattformen:

• Instagram: 4,2 Millionen Follower
• Facebook: 3,7 Millionen Follower
• TikTok: 1,5 Millionen Follower

Plattform	Anhänger	Engagement-Rate
Instagram	4,200,000	3.2%
Facebook	3,700,000	2.7%
TikTok	1,500,000	4.5%

Guess', Inc. (GES) – Geschäftsmodell: Kundensegmente

Junge erwachsene Modekonsumenten

Altersspanne: 18–34 Jahre

Demografische Aufschlüsselung	Prozentsatz
18-24 Jahre alt	42%
25-34 Jahre alt	58%

Modebewusste Millennials

Hauptmerkmale des Millennial-Kundensegments von Guess:

• Jährliche Modeausgaben: 1.242 US-Dollar pro Person
• Digitale Engagement-Rate: 73 % Online-Shopping-Präferenz
• Einfluss der sozialen Medien: 65 % von Instagram-Modetrends beeinflusst

Bevölkerungsgruppe mit mittlerem Einkommen

Einkommensklasse	Zielprozentsatz
$50,000 - $75,000	38%
$75,000 - $100,000	27%

Städtische und vorstädtische Märkte

Marktverteilung:

• Städtische Märkte: 62 % des Kundenstamms
• Vorstadtmärkte: 38 % des Kundenstamms

Internationale Modebegeisterte

Geografische Region	Marktanteil
Nordamerika	52%
Europa	28%
Asien-Pazifik	15%
Lateinamerika	5%

Guess', Inc. (GES) – Geschäftsmodell: Kostenstruktur

Herstellungs- und Produktionskosten

Für das Geschäftsjahr 2023 meldete Guess', Inc. Gesamtkosten der verkauften Waren (COGS) von 827,4 Millionen US-Dollar. Die Aufschlüsselung der Herstellungskosten des Unternehmens umfasst:

Ausgabenkategorie	Betrag (in Millionen)
Rohstoffkosten	$412.3
Arbeitskosten	$215.6
Fertigungsaufwand	$199.5

Marketing- und Werbekosten

Guess', Inc. hat im Geschäftsjahr 2023 146,7 Millionen US-Dollar für Marketing- und Werbeausgaben bereitgestellt, was etwa 6,5 % des Gesamtumsatzes entspricht.

• Ausgaben für digitales Marketing: 62,3 Millionen US-Dollar
• Traditionelle Werbung: 48,9 Millionen US-Dollar
• Werbekampagnen: 35,5 Millionen US-Dollar

Betrieb von Einzelhandelsgeschäften

Die Betriebskosten der Einzelhandelsgeschäfte für Guess', Inc. beliefen sich im Jahr 2023 auf insgesamt 312,5 Millionen US-Dollar, darunter:

Betriebskosten	Betrag (in Millionen)
Einzelhandelsmietkosten	$156.2
Ladenwartung	$87.6
Dienstprogramme und Dienstleistungen	$68.7

Gehälter und Leistungen der Mitarbeiter

Die Gesamtvergütung der Mitarbeiter von Guess', Inc. belief sich im Geschäftsjahr 2023 auf 389,6 Millionen US-Dollar.

• Grundgehälter: 267,4 Millionen US-Dollar
• Leistungsprämien: 58,3 Millionen US-Dollar
• Gesundheits- und Altersvorsorgeleistungen: 63,9 Millionen US-Dollar

Investitionen in Technologie und digitale Infrastruktur

Guess', Inc. investierte im Jahr 2023 54,2 Millionen US-Dollar in Technologie und digitale Infrastruktur.

Kategorie „Technologieinvestitionen“.	Betrag (in Millionen)
Entwicklung einer E-Commerce-Plattform	$22.7
Verbesserungen der Cybersicherheit	$12.5
Digitale Marketingtechnologie	$19.0

Guess', Inc. (GES) – Geschäftsmodell: Einnahmequellen

Einzelhandelsverkäufe

Im Geschäftsjahr 2023 meldete Guess einen Gesamtnettoumsatz von 2,44 Milliarden US-Dollar. Hierzu trugen die Einzelhandelsumsätze maßgeblich bei.

Geschäftstyp	Anzahl der Geschäfte	Geschätzter Umsatz
Guess-Einzelhandelsgeschäfte (Nordamerika)	387	812 Millionen Dollar
Guess Einzelhandelsgeschäfte (International)	521	645 Millionen Dollar

Online-E-Commerce-Transaktionen

Der digitale Umsatz machte im Geschäftsjahr 2023 etwa 22 % des gesamten Nettoumsatzes aus.

• Online-Umsatz: 537 Millionen US-Dollar
• Wachstumsrate des E-Commerce: 8,3 % im Jahresvergleich

Großhandelsvertrieb

Großhandelskanäle blieben eine wichtige Einnahmequelle für Guess'.

Großhandelskanal	Umsatzbeitrag
Kaufhäuser	412 Millionen Dollar
Fachhändler	328 Millionen Dollar

Internationaler Marktverkauf

Die internationalen Märkte trugen wesentlich zum Umsatz von Guess bei.

Region	Einnahmen	Prozentsatz des Gesamtumsatzes
Europa	524 Millionen US-Dollar	21.5%
Asien	276 Millionen Dollar	11.3%
Amerika (ohne USA)	186 Millionen Dollar	7.6%

Lizenz- und Markenpartnerschaften

Lizenzeinnahmen stellten eine zusätzliche Einnahmequelle dar.

• Gesamtlizenzeinnahmen: 42 Millionen US-Dollar
• Anzahl aktiver Lizenzverträge: 17

Guess', Inc. (GES) - Canvas Business Model: Value Propositions

Accessible premium fashion with a distinctive, American-European aesthetic.

• The core brand built its foundation on an innovative yet understated New York aesthetic with a strong expertise in denim, blending traditional craftmanship with modern cultural references.
• The company's global footprint spans approximately 100 countries as of November 2, 2024.
• For the third quarter of fiscal year 2026, ended November 1, 2025, total net revenue was $791 Million, up 7% in U.S. dollars.
• The adjusted operating margin for the third quarter of fiscal year 2026 was 4.7%.

Diversified product offering across multiple lifestyle categories.

Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection that includes:

• Contemporary apparel
• Denim
• Handbags
• Watches
• Eyewear
• Footwear

Product Category/Segment	Fiscal Year 2025 Net Revenue Change (USD)	Fiscal Year 2025 Operating Margin
Total Net Revenue	8% increase	N/A
Licensing Segment	N/A	93.0%
Americas Retail Segment	N/A	1.0%

Multi-brand portfolio (rag & bone, GUESS JEANS) for varied price points.

The portfolio expansion includes the integration of rag & bone and the development of the GUESS JEANS line.

• rag & bone contributed to a 79% surge in Americas Wholesale revenue in Q3 2025.
• rag & bone generated unaudited annual revenue of approximately $250 Million in 2023.
• The company contributed $57.1 Million toward the purchase of rag & bone operating assets on April 2, 2024.
• GUESS JEANS launched a dedicated eyewear collection in partnership with Marcolin in late 2025.

Commitment to product excellence and local market needs.

• The GUESS JEANS line is specifically committed to sustainability, expanding into new territories like eyewear.
• The company directly operated 1,057 retail stores in Europe, the Americas, and Asia as of November 2, 2024.
• GUESS JEANS opened its first four-story flagship store in Asia, in Tokyo, in July 2025.
• Europe remains a key engine, showing strong wholesale momentum, with its operating margin at 9.5% in fiscal 2025.

Finance: draft 13-week cash view by Friday.

Guess', Inc. (GES) - Canvas Business Model: Customer Relationships

You're looking at how Guess?, Inc. connects with its buyers as of late 2025. The focus is clearly on merging the physical and digital worlds to keep the brand relevant.

Customer-centric omni-channel experience

Guess?, Inc. is driving its customer experience through an integrated omni-channel approach. The company directly operated 1,074 retail stores across Europe, the Americas, and Asia as of May 3, 2025. For the full fiscal year 2025, total net revenue reached $3.00 billion, an increase of 8% year-over-year. In Europe, retail comparable sales, which include e-commerce, saw a 3% increase in U.S. dollars for the full fiscal year 2025. Specifically in the fourth quarter of fiscal 2025, the inclusion of e-commerce sales positively impacted the retail comparable sales percentage by 1% in U.S. dollars.

Metric	Value (As of Latest 2025 Data Point)	Reporting Period/Date
Total Net Revenue	$3.00 billion	Fiscal Year 2025 (Ended Feb 1, 2025)
Europe Retail Comparable Sales (incl. e-commerce) Growth	3%	Full Fiscal Year 2025
Directly Operated Retail Stores	1,074	May 3, 2025
Q4 FY2025 E-commerce Impact on Retail Comp Sales	1% Positive Impact (USD)	Q4 Fiscal 2025

Personalized marketing via the Customer 360 CRM platform

The foundation of personalized marketing is data centricity, which Guess?, Inc. addresses using Salesforce Customer 360. This system aims to provide a single customer view by breaking down information silos across physical and digital channels. Associates use insights from this platform, including cross-channel purchase history and loyalty status, to forge stronger customer relationships. The industry context shows that 81% of organizations are expected to use AI-powered CRM systems in 2025.

• Empowers associates with insights beyond transactional data.
• Helps reduce the time and effort needed to fix customer problems.
• Enables cross-selling and upselling opportunities.
• Supports the goal of driving stronger e-commerce sales.

Brand engagement through celebrity and influencer collaborations

Guess?, Inc. continues to set up celebrity and influencer collaborations to engage more effectively with millennial and Gen Z consumers, a key part of its strategy to boost brand relevancy. While specific 2025 engagement metrics aren't public, the company is investing more in social media and customer engagement to drive traffic both in-store and online.

Loyalty programs and post-purchase recycling (GUESS Again)

The GUESS Again program is a key component of the company's commitment to circular business models under the ACTION GUESS ESG strategy. This program has two main avenues for customer participation:

• In-store recycling in the US & Canada, partnering with Homeboy Threads.
• E-commerce recycling via SuperCircle, where customers request a shipping label online.

Customers can bring in five or more articles of clothing of any brand to any GUESS store in the US & Canada to receive a discount on their next full-priced qualifying purchase. For responsibly recycling items through the SuperCircle partnership, customers immediately receive GUESS credit for future purchases. As of August 3, 2024, the company had 1,054 directly operated retail stores in Europe, the Americas, and Asia, which serve as drop-off points for the in-store recycling component.

Finance: review the Q4 FY2025 marketing spend allocation across digital engagement channels by next Tuesday.

Guess', Inc. (GES) - Canvas Business Model: Channels

You're looking at how Guess?, Inc. gets its products into the hands of customers as of late 2025. It's a mix of owning the experience and leaning on partners, which is typical for a global brand of this scale.

The total net revenue for the full fiscal year 2025 reached $3.0 billion, which was an 8% increase in U.S. dollars over the prior year. This growth was solid, though the direct-to-consumer (DTC) side faced some headwinds, particularly in North America and Asia, due to slower customer traffic.

Here's a breakdown of the primary ways Guess?, Inc. moves product:

• Directly operated retail stores (DTC).
• E-commerce platforms (DTC).
• Wholesale distribution to department and specialty stores.
• Partner/distributor-operated stores.

The DTC channel, which includes physical stores and e-commerce, is a major focus area. As of November 2, 2024, Guess?, Inc. directly operated 1,057 retail stores across Europe, the Americas, and Asia. The CEO noted that sales productivity in these key market locations is currently below the benchmark set by best-in-class operators, suggesting an opportunity for improvement right where they have direct control.

E-commerce is definitely part of the mix, and it's showing positive leverage in the core retail metric. For instance, in the fourth quarter of fiscal 2025, the inclusion of e-commerce sales positively impacted the retail comparable sales percentage by 1% in U.S. dollars and constant currency. To be fair, this impact varied; in the third quarter of fiscal 2025, the positive impact on retail comps was 2% in both U.S. dollars and constant currency. Still, the penetration of e-commerce relative to the total DTC business is assessed as lower than that of the best online performers.

Wholesale distribution remains a powerful engine, especially internationally. The wholesale businesses in Europe and the Americas showed solid performance throughout fiscal 2025. For example, in the fourth quarter of fiscal 2025, Americas Wholesale revenues jumped 63% in U.S. dollars and 65% in constant currency. This channel relies on department and specialty stores globally to carry the brand.

Finally, the extended network relies on partners. At November 2, 2024, the Company's partners and distributors operated 541 additional retail stores worldwide, extending the brand's reach in nearly 100 countries through licensee and distributor partnerships.

Here's a quick look at the channel structure and some key associated figures:

Channel Type	Key Metric/Status (Latest Available)	Associated Financial Data Point
Directly Operated Retail Stores (DTC)	1,057 stores operated as of November 2, 2024	Sales productivity below best-in-class benchmark
E-commerce Platforms (DTC)	Positive impact on Q4 FY2025 retail comps by 1%	Penetration lower than best online performers
Wholesale Distribution	Americas Wholesale Q4 FY2025 revenue up 63% (USD)	Solid performance in Europe and Americas wholesale
Partner/Distributor-Operated Stores	541 additional stores operated as of November 2, 2024	Global distribution network across nearly 100 countries

Guess', Inc. (GES) - Canvas Business Model: Customer Segments

The customer segments for Guess?, Inc. (GES) are distinct, reflecting both the brand's established history and its strategic expansion into new demographics and markets as of late 2025.

Heritage customers seeking classic brand identity

This segment continues to value the iconic brand identity of Guess?. The core business performance in established markets reflects the enduring appeal to these long-term patrons.

Millennials and Generation Z (Gen Z) consumers (target of GUESS JEANS)

Guess?, Inc. is actively targeting a younger demographic through initiatives like the GUESS JEANS brand. This cohort, which includes over 68 million individuals in the US alone, shows specific purchasing behaviors.

• 77% of US Gen Zs look for style inspiration monthly.
• 40% of Gen Z shoppers report buying new products based on trends.
• This generation is the largest in history, representing 25% of the world's population.
• 65% of Gen Zers on average across 18 surveyed countries are willing to splurge in categories important to them.

Direct-to-consumer business in North America and Asia experienced slower customer traffic during parts of fiscal 2025, indicating a challenging environment for capturing this segment in those specific channels.

Affluent customer base (accessed via the rag & bone acquisition)

The acquisition of rag & bone provides access to a more affluent customer base, complementary to the core Guess? and Marciano brands. In 2023, rag & bone generated unaudited annual revenue of approximately $250 million and adjusted EBITDA of $18 million. Guess? contributed $57.1 million towards the purchase price, which completed in the first quarter of fiscal 2025.

The inclusion of rag & bone positively impacted revenue growth in the fourth quarter of fiscal 2025.

Global consumers across Europe, the Americas, and Asia

Guess?, Inc. operates across a global footprint, with revenue segmented geographically. Total net revenue for fiscal 2025 reached $3.00 billion, with constant currency revenue increasing by 10%.

The following table details the revenue breakdown for the trailing twelve months (TTM) ending June 30, 2025, showing the relative importance of each region:

Segment	Revenue (TTM as of Jun 30, 2025)
Europe	$1.61B
Americas Retail	$763.37M
Americas Wholesale	$356.09M
Asia	$249.25M
Licensing	$117.54M

Europe was the highest performing source, bringing in $1.53B in the full fiscal year 2025, while Other Foreign Countries contributed $1.10B in the same period.

For the three months ended August 2, 2025, product sales in key European markets included Italy at $88.9 million, Germany at $59.7 million, and Spain at $47.2 million.

Finance: draft 13-week cash view by Friday.

Guess', Inc. (GES) - Canvas Business Model: Cost Structure

You're looking at the core costs that drive the Guess', Inc. business model as of late 2025. These are the necessary outflows to keep the product flowing and the brand visible.

Cost of Goods Sold (COGS) and Gross Margin

The cost to produce the goods sold directly impacts profitability. For the fiscal year ended January 31, 2025, Guess', Inc. reported a Gross Margin of 43.43%. This means for every dollar of revenue recognized from product sales, approximately 43.43 cents remained after accounting for the direct costs of those products.

The first quarter of fiscal 2026 saw a slight compression in this area, with the Gross Margin reported at 39.9%. Management noted that approximately 70% of this decline was due to business mix, specifically higher wholesale volume and lower royalty income.

Operating Expenses: Store Costs and Restructuring

Operating expenses are a major component of the cost structure, covering everything from running the physical locations to one-time adjustments. For the nine months ended November 1, 2025, GAAP operating margin decreased to 0.4%, driven in part by higher expenses, including store costs.

Restructuring charges are a known cost factor, as they are frequently listed as an exclusion when calculating adjusted results for periods like the nine months ended November 1, 2025, and the first quarter of fiscal 2026. For the nine months ended November 1, 2025, GAAP earnings from operations decreased to $8.0 million.

Store costs specifically impacted the Americas Retail segment margin, which decreased to a negative 6.3% for the nine months ended November 1, 2025.

Advertising and Marketing Expenses

Keeping the Guess? brand top-of-mind requires significant marketing spend. For the nine months ended November 1, 2025, higher expenses, including higher advertising expenses, contributed to the pressure on the operating margin. The company has been focused on initiatives like a new European loyalty program and expanded social media investment.

Capital Expenditures (CFI Outflow)

Investments in property, plant, and equipment-your Capital Expenditures-are a key cash outflow. For the fiscal year ending January 2025, Guess', Inc.'s capital expenditures were $86.089 million. This compares to an average of $66.439 million over the five fiscal years ending in 2025.

Supply Chain and Inventory Management Costs

Managing inventory is a critical cost consideration, especially given recent global logistics issues. In the first quarter of fiscal 2026, Guess', Inc. reported a 15% increase in inventory globally. This buildup was intentional, driven by early shipments to Europe to mitigate Red Sea supply chain risks. Inventory ended the quarter at $638 million.

The CFO noted an investment of about $50 million in working capital to support this inventory strategy. The expectation is to reclaim that cash once the supply chain situation normalizes.

Here's a quick look at some of the key cost-related figures:

Metric	Period/Date	Amount/Rate
Gross Margin	FY2025 (ending Jan 31, 2025)	43.43%
Gross Margin	Q1 FY2026	39.9%
Inventory Increase	Q1 FY2026	15%
Ending Inventory	Q1 FY2026	$638 million
Working Capital Investment (Inventory related)	Q1 FY2026	About $50 million
GAAP Earnings from Operations	9M FY2026 (ended Nov 1, 2025)	$8.0 million
Capital Expenditures	FY2025	$86.089 million

The cost structure also includes specific segment pressures:

• Operating margin for Europe segment decreased 0.5% to 6.2% for the nine months ended November 1, 2025, driven by higher expenses.
• Americas Retail segment operating margin was negative 6.3% for the nine months ended November 1, 2025, due to higher expenses.
• The cost of exiting unprofitable channels, such as plans to exit certain North America stores and eliminate losses in Greater China, also factor into future restructuring/operating costs.

Finance: draft 13-week cash view by Friday.

Guess', Inc. (GES) - Canvas Business Model: Revenue Streams

You're looking at the core ways Guess?, Inc. brings in cash, which is pretty straightforward for a global apparel brand. The vast majority of their money comes from selling things, but the licensing piece is where the high-margin dollars live. We're focusing on the numbers as of late 2025, grounded in the Fiscal Year 2025 results.

Product Sales (Retail and Wholesale) are the engine, generating approximately ~96.2% of Trailing Twelve Months (TTM) revenue. This is the bread and butter of Guess?, Inc., covering everything from the clothes you buy in their stores to the inventory shipped to department stores globally. To be fair, this mix shifts slightly quarter-to-quarter based on inventory timing, but it's the dominant stream.

The total picture for the last full fiscal year is clear: Total Net Revenue for Fiscal Year 2025 was $3.00 billion. This marked an 8% increase in U.S. dollars over Fiscal Year 2024's $2.78 billion. This growth was defintely helped by strategic moves, even as some parts of the business faced headwinds.

The growth drivers in FY2025 were concentrated in specific areas. You saw strong momentum in the wholesale channels, particularly in Europe and the Americas. This is a key area to watch for future performance.

• Wholesale revenue growth in Europe and the Americas was a key driver in FY2025.
• Europe revenues increased 4% in U.S. dollars for FY2025.
• Americas Wholesale revenues saw a massive increase of 63% in U.S. dollars for FY2025.

The Direct-to-Consumer (DTC) channel, which includes sales from physical stores and e-commerce, is the other half of the product sales equation. While the company missed some internal plans for DTC due to slower customer traffic in North America and Asia, the segment still contributed significantly. For the fourth quarter of FY2025, Retail comparable sales (including e-commerce) increased 3% in U.S. dollars.

Here is a breakdown of the revenue streams by segment for the TTM ending June 30, 2025, which gives you a clearer view of where the $3.00 billion total is coming from:

Revenue Segment	TTM Revenue (Ending June 30, 2025)
Europe (Retail & Wholesale)	$1.61B
Americas Retail	$763.37M
Americas Wholesale	$356.09M
Asia	$249.25M
Licensing	$117.54M

Finally, you have Net Royalties from Licensing agreements. This is the high-margin stream because it requires minimal operational cost once the agreement is in place. For the full Fiscal Year 2025, this stream grew nicely, increasing 10% in both U.S. dollars and constant currency. Still, this segment faced some internal mix changes, as Licensing revenues were flat in the third quarter of FY2025 due to the internalization of the outerwear business.