|GUESS will be making its first ever appearance at CIFF (Copenhagen International Fashion Fair), one of the leading international fashion shows in Europe, to be held in the Danish capital from 9 to 11 August 2017. The bi-annual CIFF platform, which also encompasses CIFF KIDS and CIFF SHOWROOMS, welcomes nearly 2,000 fashion brands, along with international buyers and the media across more than 60,000 square meters of exhibition space. The three-day event will be held at the Bella Center, one of the Scandinavia’s largest exhibition centres.
“Copenhagen International Fashion Fair is the largest and longest-running fashion fair in Northern Europe,” says Kristian W. Andersen, CIFF Fashion and Design Director. “Over the past five years, CIFF has become a major bi-annual destination for the international fashion industry, reinventing the trade show concept and earning the reputation for being one of Europe’s most dynamic and innovative sales platforms in the process. Thanks to its unique blend of curation, creative collaborations and an unfailing eye for spotting and nurturing emerging design talent, CIFF is now recognized as a beacon for the industry.”
“In some ways, the story of the GUESS brand is the quintessential fashion success story starting with a great pair of jeans and evolving into a global lifestyle brand. CIFF is tremendously proud to have GUESS as a member of the CIFF community”, states Andersen.
Scandinavia plays an important role in the brand’s overall expansion strategy, with its 27 million inhabitants and one of the highest GDPs in Europe. In 2016, GUESS opened a new subsidiary in Denmark to maintain strong control over brand development, and has since then inaugurated new stores in Denmark and Sweden.
In Denmark, GUESS opened a 313 sqm store in Bruun’s Galleri, in Aarhus, one of the biggest shopping centres in the country and one of the largest in Scandinavia. Another 250 sqm freestanding GUESS store is now located in Field’s, the second largest shopping centre in Copenhagen, while Ringsted has welcomed the first, 315 sqm outlet store. In Sweden, new GUESS stores were opened in Stockholm Quality, Outlet Sweden (453 sqm), Täby Centrum (245 sqm) and Malmö Emporia Shopping Mall (205 sqm).
GUESS plans to further develop the region by opening additional stores across Sweden, Denmark, Finland and Norway in the next 2 years, reaching a total of 20 stores across the region. Some of these openings will involve the Vestby Outlet in Norway and the Zsar Outlet and Helsinki Outlet in Finland.
“Our presence at CIFF marks an important step for our brand development in the wholesale business in the Scandinavian Market. Parallel to the retail development, we are creating a strong brand presence in wholesale by growing and establishing our presence in top department stores and key accounts across the region. At CIFF we aim to further establish our wholesale business and to build new partnerships for the coming seasons”. Said Victor Herrero, CEO of Guess?, Inc.
At CIFF, GUESS will showcase the new collections for Spring/Summer 2018 in a scenic 100 sqm booth surrounded by a stage of mirrored panels offering glimpses of what lies within. Special white and chrome mannequins will welcome visitors from the outside, while inside iconic GUESS posters featuring shots of the SS18 advertising campaign and large reproductions of the GUESS logo will stand alongside tropical palm trees to celebrate the brand’s LA origins. Key items of the GUESS Jeans collection will be displayed alongside Accessories and pieces from the Marciano Los Angeles collection, featuring contemporary proposals with urban and retro influences, and highlighting the brand’s young & sexy DNA.