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Gen Z Fashion Labs

The Guess Z Lab Co-Creates Experiences with Gen Z

— May 27, 2021 — Fashion
Together, Guess and Microsoft launched the Guess Z Lab concept to co-create with Gen Z on everything from ideas and marketing to sales. The Guess Z Lab is one of the first projects from the Lifestyle-Tech Competence Center and it aims to speak directly to an influential generation that comprises about 30% of the world's population. "We want the project to be a two-way conversation. We know that we will get extraordinary insights from them, but we also want to give them exposure to the business and show them what it means to build, position, and grow a brand," says Paul Marciano, chief creative officer for Guess Inc.

The first workshop recently took place at Guess Europe’s headquarters in Bioggio, Switzerland with 32 university students. A second workshop is scheduled for the fall and a digital insight platform may be in the works for 2022.
Trend Themes
1. Co-creation with Gen Z - Guess Z Lab concept embraces co-creation with Gen Z, presenting a disruptive innovation opportunity to brands to collaborate with Gen Z.
2. Direct Marketing to Gen Z - Guess Z Lab provides a platform for direct marketing to Gen Z, suggesting a trend of more brands connecting with this influential generation in a more customized way.
3. Digital Insight Platforms - Guess Z Lab's potential digital insight platform in 2022 sets a trend for developing scalable and digital platforms to connect with Gen Z for better insight and collaboration.
Industry Implications
1. Fashion Retail Industry - Guess Z Lab presents an opportunity for Fashion Retail industry to collaborate with Gen Z and develop products according to their preferences, dislikes and expectations.
2. Tech Industry - Guess Z Lab provides a platform for Tech Industry to explore new technologies with Gen Z and come up with innovative ideas that suit the evolving needs of Gen Z.
3. Marketing Industry - Guess Z Lab's approach to direct marketing and co-creation with Gen Z presents a trend of new possibilities for Marketing industry to design brand strategies tailored to Gen Z preferences via direct communication.
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