Global fashion brand Guess has appointed Red Havas Middle East as its official communications agency in the GCC.
The appointment comes as Guess joins forces with Chalhoub Group as their new franchise partner, aiming to reposition the Guess brand in the Middle East. Red Havas Middle East will manage all communications, PR, and influencer strategy services for the Los Angeles-based apparel and accessories retailer.
It is a significant step for both parties and one which will see the agency leverage its broad luxury goods expertise and merged-media model to reposition GUESS as a fashion leader.
Inspired by the Marciano brothers in 1981, with initial denim silhouettes such as the ‘Stone Wash’, ‘Slim Fit’ and ‘3-Zip Marilyn’, the brand phenomenon has grown into a global empire spanning over 80+ countries, with a full range of denim, apparel and accessories embodying a young, fashionable and adventurous lifestyle.
Today, in addition to the GUESS line, Red Havas will represent the brand's collections including Marciano by Guess, an elevated, fashion-forward collection for trendsetting women and men.
“The new Chalhoub and Guess partnership will allow the brand to reconnect with and get closer to our Middle East consumers. We are confident that our partnership with Red Havas Middle East will reinforce this mission by reaching various audiences in the GCC markets and drive brand awareness about the inspiring tale of Guess, a symbol of the American dream,” said Almira Cuizon, General Manager at Chalhoub.
Commenting on the agency appointment, Dana Tahir, General Manager for Red Havas Middle East, “GUESS is an exciting addition to our portfolio of global fashion brands. Our Red Havas fashion team is pleased to ensure the brand gains a stronger presence by handling its communications and promoting its collections across multiple regional platforms, ”