GUESS Europe targets young consumers with GUESS Z Lab launch

GUESS Europe, the Lifestyle-Tech Competence Center (LTCC) and Microsoft have launched the Gen Z focused GUESS Z Lab.

A first workshop took place yesterday at GUESS Europe HQ in Bioggio with 32 students from Ticino universities USI and SUPSI.

A second one featuring international students is planned for the autumn, and a digital insights platform is a possibility for 2022.

deserves the close up 💚 shop #GUESSHandbags - https://t.co/MRAoSesurc #OOTD (📸: massechka_) pic.twitter.com/cRo77E4kfe
— GUESS (@GUESS) May 19, 2021

With this initiative, GUESS Europe is looking to open itself up to young consumers, listen, and exchange ideas with them.

Students and GUESS employees will work together, with marketing, sales, e-commerce, and advertising managers discussing and testing ideas in live environments.

“We were looking for a project that would connect us with the crucial part of our current and future market but would do so in an innovative way that would feel natural to the digital natives we are trying to reach,” says Paul Marciano, Chief Creative Officer at GUESS?, Inc.

“We want the project to be a two way conversation. We know that we will get extraordinary insights from them, but we also want to give them exposure to the business and show them what it means to build, position, and grow a brand.”