Positioning

Let's define positioning. Positioning is the place the product holds to its target market relative to its competitors. I would say some of Guess' competitors are Bebe, Ralph Lauren, Calvin Klein and definitely others. The target market in my opinion would be teens to the late twenties. Obviously some buyers exceed the target market range. I included the link to a website I found interesting. It discusses how Guess wasn't always positioned so well. Their clothing did not always hold such a high place to its target market relative to its competitors a few years back. Now although Guess clothing may be a bit pricier to the target market compared to its competitors, they are growing faster than ever. So it is evident that the customers understand that they are paying more for quality. They are making more money from their products and still attracting many customers. This keeps Guess' positioning up high. The customers keep coming back because at Guess they can find fits and washes in denim that they can't get from there competitors; again putting them ahead. Guess has grown drastically and continues to do so because their revenue is increasing and they are surpassing their competitors with quality.

http://www.businessweek.com/magazine/content/06_51/b4014079.htm