By analyzing Retviews data, we know that guess was the brand with the least number of accessories in their assortment mix, specifically having a not enough wide range of miscellaneous goods, gloves and scarves. For footwear Guess was not up to date with the trend for loafers and was lacking ballet shoes.
As stated by Nicolai Marciano, Guess' new collection aims at bringing back the early persona of Guess, therefore for FW22 we are likely to encounter an increase in outerwear and in the usage of fabric such as leather and denim in their assortment. Moreover, considering popular accessible luxury brands' success and their prominence in accessories - could Guess target a wider audience and elevate its brand with a larger assortment in accessories?
By using Retviews, brands can analyze their competitors’ assortments in order to stay on top of rapidly evolving fashion trends and shifting consumer demands, understand if they are lacking in a trend, missing key opportunities for their assortment and pinpoint the right positioning for their offer.
Using Size Inclusivity to Their Advantage
Luxury brands are infamous for not being inclusive and for lacking in extended size ranges, especially for men. Companies are not considering and therefore missing an opportunity for a huge part of the market which could be extremely profitable, just consider that in 2021, the value of the plus-size men's market was 848.9 million U.S. dollars. In 2018, Gen Z shoppers accounted for a third of sales in the plus-size market, considering this already large amount, which has most likely increased in recent times. If Guess is to better target Gen Z consumers size inclusivity would be a relevant aspect to consider.