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Guess is fast approaching the two million fan mark on Facebook.
According to Amber Tarshis, senior vice president of marketing at Guess, the company is focused on continuing to expand its fan base on the social media platform.
This story first appeared in the May 1, 2012 issue of WWD. Subscribe Today.
“We need to be where our customers are, and we know that our young, extroverted customer is an early adopter of new media,” Tarshis said. “For this reason, we’re going to continue to take risks and try new digital platforms as they become available.
“The digital landscape is changing every day, so it’s impossible to imagine what we’ll be using in six months, let alone a year. It’s all about bringing the brand to our fans and customers wherever they want to find it.”
But more than anything, it’s paramount for Guess, Guess by Marciano and G by Guess to maintain a single, consistent message across the digital media on which it is active, including a custom combination of Facebook, Twitter, Pinterest, Instagram, Google+, Foursquare and Tumblr.
She calls Facebook and Twitter the “backbone” of the company’s social media strategy. Being active on the two has allowed Guess to engage with a broad, global audience — but she notes that she’s seen much success with Pinterest, because “we love watching our fans draw inspiration from our products,” and with Instagram, because it “has quickly become a key marketing tool for us and has allowed us to give our fans a behind-the-scenes look at our exclusive events, photo shoots and inspiration, which they love.”
Tarshis said it’s critical to match the right digital medium with each specific marketing and communication effort. For example, the brand learned that as much as women “participate in droves” on Pinterest, the total opposite holds true for its male consumers.
For instance, Guess conducted a sweepstakes on the platform, and “The Guess guys weren’t interested — perhaps it felt too much like scrapbooking?” Tarshis said. “What we’re learning is that all platforms are not right for all initiatives or for all customers.”
Going forward, she contends bloggers will play an even larger role in the brand’s digital strategy — a notion Guess has experimented with in the past — as will merging the digital and in-store experience and further integrating social media into the e-commerce component of its Web site.