GUESS Inc., in collaboration with the Lifestyle-Tech Competence Center, successfully wrapped up the fifth edition of the GUESS GEN Z LAB insight workshop. This event took place at the brand’s headquarters in Bioggio, Switzerland, from May 23-24, 2024, bringing together students from various prestigious institutions.
This year’s workshop featured participants from universities including LIUC, POLIMI Graduate School of Management, University of Padua, Istituto Marangoni in Italy, the French International Fashion Academy (IFA), IED Madrid, SUPSI, and USI in Switzerland. The initiative is designed to strengthen GUESS’s connection with Generation Z consumers by directly engaging with them and sharing ideas. Additionally, it aims to equip students with essential tools for success in the fashion marketing industry.
Generation Z, also known as the iGeneration or iGen, represents the first generation of true digital natives and is the largest generation globally. With an estimated spending power of $44 billion, they constitute about 32% of the world’s population, making them a critical audience for fashion brands.
The fifth edition of the GUESS GEN Z LAB delved into the dynamic world of social media, which is central to Gen Z’s daily lives. Respected content creators from top platforms like Meta and TikTok participated in the event, offering their expertise and guidance. These sessions provided students with strategic insights and practical content creation techniques tailored to the respective platforms.
Leading up to the workshop, participants engaged in an immersive journey into the GUESS brand. Activities included store visits, detailed website analysis, and extensive exploration of the brand’s social media presence, allowing students to develop a comprehensive understanding of the brand ethos. This preparatory work laid the foundation for a collaborative and enriching experience, blending theory with practice.
Following a similar format to previous workshops, student teams were assigned specific ranges of GUESS clothing and tasked with creating photoshoots. The feedback from these activities was then used to draft their social media communication plans. This process enabled participants to work with peers from different countries while learning about crucial aspects of the fashion business, such as channel management, product ideation and development, marketing, and communication.
“Through our ongoing exploration with the GEN Z LABS, we were able to delve deep into the psyche of today’s digitally savvy generation, enabling us to collaboratively shape products and services that resonate authentically,” said Carlos Alberini, CEO and Director of GUESS?, Inc. “By expanding our reach to universities worldwide, we were thrilled to welcome students from diverse backgrounds. This initiative not only enriched our understanding of generational desires but also provided invaluable cross-cultural insights into the aspirations of youth globally.”
The GUESS GEN Z LAB also served as a testing ground for the brand’s marketing, sales, and e-commerce strategies. Managers received qualitative feedback directly from Gen Z participants on campaigns, product launches, and initiatives. In return, students gained hands-on experience in the fashion industry, analysing real-life case studies, social media posts, message ideation, and campaign messages.
This collaborative effort between GUESS and the LTCC continues to foster innovation, creativity, and a deeper understanding of the ever-evolving fashion landscape, ensuring the brand remains at the forefront of the industry while nurturing the next generation of fashion professionals.
“GUESS Lugano welcomed us with high expectations that will surely be met by the educational experience ahead. Guess has provided us with all the tools to start this adventure in the best possible way. It will surely be a short but intense experience that will allow us to get to know and interact with students from other parts of Europe,” said Gaia Puliatti, Master Fashion & Luxury Brand Management – Istituto Marangoni Firenze.
“For us students, having such a fantastic opportunity to broaden our knowledge and experience was an amazing opportunity for us to grow both professionally and personally. GUESS provided us with a new perspective, allowing us to see the behind-the-scenes of a renowned brand while focusing on creating social media content for it. Working alongside industry professionals and collaborating with students from diverse backgrounds and cultures, each bringing different points of view. It was a very enriching experience,” said Regina Garza Farías, Fashion Business Diploma – IED Madrid.
