Guess Europe, the Lifestyle-Tech Competence Center (LTCC) and Microsoft have announced The Guess Z Lab, a new concept designed to create and collaborate together with Gen Z.
The first workshop was held at the Guess Europe headquarters located in Bioggio, Switzerland, and included 32 students from the Ticino Universities USI as well as SUPSI. A second workshop for international students is scheduled for the autumn semester along with the possibility of a digital insight platform by 2022.
Guess Z Lab is one of the first initiatives by the Center for Lifestyle-Tech Competence, from which Guess is among the founding members. The project seeks to create services and experiences that appeal specifically to Gen Z consumers, born between 1996 and 2010. They comprise approximately 30 percent of the globe’s population.
The first event included students and Guess employees who discussed the areas of sales, marketing, and advertising, as well as e-commerce. explore concepts in a “live design-thinking environment,” said Guess.
Paul Marciano, a chief creative officer of Guess?, Inc. He said in a statement: “We were looking for an idea that could bring us into the most important portion of our future customers, and accomplish this in a unique manner that felt natural to the digital natives we’re trying to connect with.
“We would like the project to be a two-way dialogue. We are confident that we will gain valuable insights from them However, we want to expose them to the company and show the business what it takes to establish, position, and build an image.”
Carlo Terreni, LTCC president said: “LTCC was founded with the intention of enhancing local skills. This project, in conjunction with local universities in Ticino, offers us an opportunity to connect in dialogue with those in the Gen Z audience and expose them to the challenges of creating and establishing the brand.
“Any company that plans to interact with younger customers must be open for Gen Zers as well as actively interact with them. discover how to draw them in and help them with their careers in the future. The mission of the LTCC is to help foster these types of initiatives within established businesses through collaboration with big technology and, in this case directly with consumers.”
Guess is hoping to open the lab to students in the UK, Poland, Germany, Italy, and Spain in the fall, as well as to use its Guess Z Lab for research to assist students in completing internships and to give them easier access to information about how to work in the industry of fashion.
