Guess Opens Its First Lingerie Store in Spain, Marking a New Milestone for the Brand’s Style
Guess has evolved from its iconic 80s streetwear to opening its first standalone lingerie store in Spain, expanding its horizons.
The American fashion multinational GUESS continues to strengthen its presence in Spain, enhancing the country’s strategic relevance in its business plan. This time, it does so with the opening of its first independent store exclusively dedicated to its women’s lingerie line, “GUESS Lingerie,” in Alicante.
The Brand’s Beginnings
The story of GUESS begins long before its official launch in 1981. It actually dates back to the mid-1950s when founder Paul Marciano returned to France with his family. He then began his journey alongside the Marciano brothers, who always chose the United States as their source of inspiration, with iconic stars and stripes elements key to their designs. The brand initially emerged with a pair of ankle-length, stone-washed, distressed jeans featuring three zippers, which they named ‘Marylin.’
At the time, the distressed look was not commonly applied in the market, and the potential of manufacturing this product as a symbol of the country wasn’t yet seen. The designers decided to send the item to carefully selected department stores accompanied by a handwritten note. It was at ‘Bloomingdales’ where they were captivated by the product and placed an order for twenty-four pairs. The style and cut made the item a success within hours. In its first year in the United States, the brand was featured in many of the major department stores such as ‘Bergdorf Goodman,’ ‘Bonwit Teller,’ ‘Neiman Marcus,’ and ‘Saks Fifth Avenue.’
At that time, jeans were also a staple in workers’ wardrobes, but GUESS reinvented them, offering a new fashion concept with a wide range of innovative cuts and washes, giving them a chic and playful allure.
A New Concept Beyond the Classic Jeans Line
The GUESS leadership emphasizes the importance of Spain as a key market, where the lingerie line has gained significant traction in the company’s revenue in recent years. This growth has made the intimate apparel offering a crucial part of their strategic plan, aimed at increasing market share and strengthening their profile among consumers. The brand drives its expansion by creating new in-store experiences, such as the “GUESS Terrazza” cafés, and by updating its current stores.
The “Guess Lingerie” store is located in the ‘La Zenia’ shopping center, in a strategic tourist area between Alicante and Murcia. Paul Marciano, co-founder and creative director of Guess, celebrates the opening and highlights the value of La Zenia in attracting both tourists and residents, enhancing the brand’s profile in the European lingerie market.
As part of its strategic plan for international expansion and growth, Guess has bolstered its presence in Spain, where it has more than 90 stores. This presence is complemented by an extensive network of partners that sell their products through multi-brand channels, notably the Spanish department store chain ‘El Corte Inglés.’
