Byline: Janet Ozzard
NEW YORK — The back-to-school selling season is the biggest time of the year for denim, and to take advantage of that, Guess is launching its first storewide promotion next week with Bloomingdale’s.
All of the Los Angeles-based sportswear company’s licensed categories, as well as its junior, young men’s, misses’ and men’s apparel, will be featured at Bloomingdale’s flagship here, and at all units. Guess plans a variety of in-store events that will vary from store to store, according to a company spokeswoman.
The promotion begins Friday with an appearance by Andrew Shue, a star of the TV series “Melrose Place.” Guess is an underwriter of Shue’s not-for-profit organization, Do Something, which promotes grass-roots charity work.
Proceeds from the sale of Do Something T-shirts, which cost $15, will go back to the organization, according to the spokeswoman.
“The promotion was a joint idea,” said Chris Miller, Bloomingdale’s executive vice president for marketing. “We wanted to do a back-to-school promotion, denim is very hot right now and Bloomingdale’s has always had a good relationship with Guess.”
“Guess has enjoyed a long-standing partnership with Bloomingdale’s in launching new products,” said Maurice Marciano, the manufacturer’s chief executive officer. “Bloomingdale’s was the first to buy Guess when we began more than 10 years ago, and we felt strongly that our first major promotion including all product categories should be done with them.”
The promotion will reinforce the message that “Guess is more than just jeans,” Marciano said.
In-store events are being planned around categories such as leather goods, watches, footwear and innerwear. Guess and Bloomingdale’s have also created promotions with Condé Nast Publications that will bring in editors from its various magazines throughout the week to conduct merchandise-related seminars.
A Guess mailer featuring all product categories was sent out at the end of July to 175,000 homes. Miller said that as a result of the mailer, there was an 81 percent rise in sales over the previous week in the junior department at the flagship.
The promotion, which runs through Aug. 19, will be accompanied by ads in the New York Times this Thursday and Sunday and cooperative advertising in regional papers. Two of Bloomingdale’s Lexington Avenue windows and one corner window will be dedicated to Guess merchandise, as will displays on all floors.