Guess Europe and Lifestyle-Tech Competence Center have launched The GUESS GEN Z Lab, an innovative project designed to collaborate and co-create with Generation Z.
The GEN Z Lab is a place where sales, e-commerce and marketing managers of the famous fashion brand Guess can test ideas for future campaigns and product launches, while getting qualitative feedback directly from Generation Z.
The project takes place around a workshop with international students in Europe specialized in fashion, design, marketing or communication. For this project, IFA Paris selected six of its’ students specialized in fashion marketing and fashion design who, under the tutelage of our professor Delphine Durieux, followed the digital steps of this collaboration. The goal of the GUESS GEN Z Lab’s research is to understand how jeans sell to Generation Z and how to reach this target through adapted marketing campaigns.
After completing questionnaires and conducting in-store analysis, students were given $100 gift cards to purchase Guess products online.
Following their purchases, they were able to give feedback on their online customer experience. In order to improve the Guess sales service, for the final stage of the project, the students had the opportunity to stay in Switzerland for the final workshop debrief. Throughout the process, the IFA Paris students were able to analyze the brand’s marketing campaigns, products and sales process. Participating in this research was a real opportunity for them to enjoy an enriching academic trip while meeting fashion industry professionals at the Guess workshop.
During the exchange, the students were exposed to potential job and internship opportunities within a major fashion brand.
The project was also very enriching for the brand, which was able to benefit from the feedback from the customers it wishes to understand and target. Moreover, being based on marketing and design students who already have a strong background in the fashion industry, the results of this research were very qualitative.
IFA Paris and the participants were thrilled to collaborate with the GUESS GEN Z Lab and move the brand’s sales departments toward more precise and effective targeting.