After leaving France in 1981 to avoid a tax bill (which they settled in 1986) from their previous retail store business, the brothers Marciano settled in Los Angeles to try their luck
. Among the items sold at their Beverly Hills store were jeans designed by the Marcianos. Branded GUESS, these jeans were different from what was currently available on the market but as the designer denim craze had faded, their popularity was uncertain.
In December of that year they convinced Bloomingdale’s in...
New York to display 30 pairs of their jeans on consignment which sold out in three hours. GUESS sales took off in 1982 and following an advertising campaign which was both suggestive and provocative, GUESS became a contender on the fashion front and the models which they used, celebrities in their own right.
In 1987 with much of their sales still in jeans, GUESS entered the women’s clothing market along with leather goods and footwear. Their men’s wear line which was originally introduced in 1982 and then ceased, was re-launched and proved to be very successful.
GUESS entered the fragrance market once again in 2003 with the intention of bringing to its customers perfumes and colognes that would capture the company’s image and that of its customers—sexy and casual. Though Revlon had previously produced their women’s fragrance line, it was with Parlux Fragrances that they partnered with this time. Popular GUESS perfumes include GUESS, GUESS by Marciano, GUESS Seductive and GUESS Gold. Men’s colognes include GUESS by Marciano for Men and GUESS Suede.