The Guess Spring 2011 campaign has a retro beach theme which is actually quite popular this season. The doe-eyed models can be seen in pretty white dresses, chunky jewels, high-waisted shorts and tiny midriff-baring tops.
Implications - With each new season comes a plethora of efforts by businesses to sell a wide range of products to complement the new weather. While it may be difficult to prove to consumers that one company's products are superior than those of others, companies can benefit by depicting the experience and feelings generated by its line of items. In doing so, consumers will be able to forge a personal connection, making the company more approachable and thus desirable.