Integrated Marketing Communications (IMC) in Guess Inc and Gap Inc

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Over the years, marketing has changed in profound ways. However, customers want to expect the same experience across retail channels. Now a days, in order to target new customers and boost brand image without spending millions of dollars, Integrated Marketing Communications (IMC) is achieved by using social media, online advertising, public relations and viral marketing. This helps consumers understand the message intended and are more inclined to make a purchase. Effective marketing management is crucial in every industry as innovative marketing increases a company’s brand awareness. The rapid advancement of recent technology is revolutionizing how the consumer shops. Online shopping has become vastly popular and consumers are…show more content…
Inc., Gap Inc and other world’s top fashion brands making the prices even affordable for the average consumer. This has created a big push in a young, hip direction. Even budget minded customers are utilizing such platforms through the use of Internet or mobile apps. GUESS?, Inc. is a global brand that exudes a fresh, sexy, and confident lifestyle, with a broad line of apparel and accessories. Their target market is men and women ages 16-23, and young children. The company operates stores in Europe, North America, South America, Asia, and the Middle East. With a total of 504 stores in the United States and Canada and 230 smaller-sized concessions in Asia and Europe, the company has plans for additional expansion domestically and internationally. GUESS hopes that targeting new customers in innovative ways and developing in new areas will help the company succeed in the up and down market in the fashion industry. GUESS? Inc. is wildly successful because of their relevancy in fashion and because of the way they market to a young, fashion-conscious consumer base. They have experienced a steady profit margin, and a stable stock level. Recently they’ve experienced a hefty increase in their stock earning profitability. “Diluted earnings per share increased 34% to $0.51 in the current quarter versus $0.38 in the prior year quarter” (Guess Inc). GUESS? Inc.’s success is based on their marketing strategy

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