“If you are cool, you belong in ComplexCon more than anything else" as told to WWD by Guess' CEO on the Business of Getting Cool
Read up on the Victor Herrero, Guess' CEO's thoughts about ComplexCon! A few excerpts below: "That was a ball set in motion with Guess’ collaboration with A$AP Rocky in 2016, followed by last year’s participation in ComplexCon. “It was the first time there [at ComplexCon] that we had a stand. [There were] a lot of queues, so it was very cool,” Herrero said. “It’s part of our marketing strategy but at the same time it’s [Guess Jeans U.S.A.] a product that is really in our DNA and we believe that this product is also helping us in terms of the relevancy of the brand. We are doing collaborations with Sean Wotherspoon, with Darren Romanelli, so plenty of people that are really into that urban fashion world where we believe we belong. Guess Jeans U.S.A. is helping us to capture the attention of people. For example, Generation Z and also some part of the Millennials that maybe we are not reaching sometimes with other product.” Herrero, said he would be there right alongside Guess at...
