Organizational Communication in the News

Case Studies of Organizations and Organizational Communication in the Media

The Epic Fall of Guess Jeans And The Marciano Brothers


Source: Forbes

Technically, Guess went public in 1996. As far as control goes, though, it remains as much a family-run company–family-dominated, really–as when it was founded in 1981. Mercurial, obsessive and opinionated, Paul and his siblings, Maurice, Georges and Armand, erected a denim empire by imposing their will on everything: the jeans (tighter, lighter and more stylish), the marketing (the iconic and voluptuous Guess Girls, most notably Anna Nicole Smith, who turned a workman’s staple into a garment as seductive as lingerie) and, yes, even the glowing lettering in the headquarters…

That may ultimately be its undoing, according to numerous ex-employees and Wall Street analysts. “You need new management. Some new blood,” says Bridget Weishaar. “You need a new brand image. You need to be relevant to today’s youth.”

Story length: 2,258 words

Access the full story here

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Information

This entry was posted on July 3, 2015 by in Culture, GRADUATE/SENIOR, Leadership, Organizational Change and tagged , , , .

Archives

Top Rated Stories

%d bloggers like this: