NEW YORK — Guess Inc. is widening the focus of its fashion empire in cyberspace.
Officials of the hot denim and sportswear brand announced Tuesday that Guess has begun processing purchasing transactions with its specialty retailers at its newly opened business-to-business Web site, the Apparel Buying Network, located at apparelbuycom.
Paul Marciano, co-chairman and co-chief executive officer of Guess, said in a statement, “Because the retail world is so fragmented, it is absolutely vital to develop an electronic forum for efficiently supporting a large number of buyers.
“Rather than calling five people at Guess to identify which clothes to buy and how to buy them,” Marciano added, “our retailers will benefit from a continuous electronic relationship with Guess.”
Prior to ApparelBuy’s launch, Guess retailers worked within the traditional procurement process of browsing a paper catalog and telephoning a call center during business hours. Now, those merchants can purchase products, check the status of their orders and review sales performance reports around the clock.
Once has established a customer base of specialty stores, Guess will invite other apparel makers to sell their goods through the portal.
Commerce One has provided the e-commerce infrastructure to host the Guess site, while PeopleSoft has developed the site’s electronic procurement system.