Brand story 25.01.2021
The GUESS project

With every new season, GUESS delivers their latest vision to the world of fashion. From runways to print ads, customers have no lack of sources to discover the latest trends. But no medium encourages and influences customers’ purchases more directly than the point of sale. With 1,700 stores across 80 countries, GUESS is not only in need of high-quality graphics to match its chic products, but also an efficient and reliable system for planning their marketing campaigns and materials.

 

High quality standards and a widespread network of locations, coordinating a wide range of in-store equipment? A perfect example to showcase the many benefits of our dynamic campaign management tool, Cannikan.
To ensure that the tool covered all of GUESS’ requirements, they were involved as co-creators in the setup process for their iteration of Cannikan, helping to design several company-specific features. As with any Cannikan client, the system is adapted to GUESS’ working procedures—not the other way around.

 

The flexible tool’s standard utilities also help to streamline and coordinate their campaign management. With all information available online, the international team is constantly up to date with accurate data. Although primarily used by their Advertising Material Management team, colleagues from any GUESS location or department can access the latest campaign materials plans as needed. Information on each store plan and the corresponding equipment, as well as any planned upcoming layout or materials change, is available at any time—keeping all the information in-house and readily accessible.

 

That way, GUESS can operate independently, saving time and costs otherwise spent interfacing with suppliers to update data or plans. Cannikan is used to manage the material requirements and campaign planning of all 80 GUESS stores in Austria, France, Germany, the Netherlands, and Switzerland. In addition to the 10 annual campaign launches for all countries, individual countries roll out smaller-scale promotions in between. The intuitive online campaign management guarantees maximum efficiency and precision on both country-specific and international projects.

 

The results: simplified daily workflows, exceptional speed to market for new artwork, streamlined coordination of fast-paced campaign launches, and consistent color and quality in a wide range of products, from slim frame and lightbox banners to window stickers, posters, strut cards, backlit and board materials. We also manage distribution and when necessary coordinate with partners for installation. In short, we provide GUESS with high-quality full-service campaign management, from planning to installation.

 

And, as with all our partnerships, we continue to add improvements in close cooperation with the client. Whether directly by optimizing working processes, such as improved documentation of store POS specifications, or finding opportunities to improve sustainability such as with alternative substrates: with each launch, ARIAN and GUESS continue to refine an elegant and effective system.

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