Miriam Colon is the current operations manager for GUESS at Jersey Gardens Mall
in Elizabeth, NJ. Miriam has been working at GUESS for 4 years since beginning
in 2014. Before GUESS, Miriam was the operations manager for H&M for 3
years from 2011 to 2013.
GUESS was well-established in 1981 by the Marciano brothers
with Georges, Maurice, Armand and Paul. Georges designed the clothes, creating
GUESS’s signature style: the stonewashed denim, lighter in color, softer, and
more fitting than competitors. Maurice handles the product development, Armand
ran distribution, and Paul created the advertising.
slim-fitting jean, and the 3-zip Marilyn was one of Guess’s initial designs.
This specific design sold out within hours at the first department store to
welcome the brand, Bloomingdale, by ordering two dozen jeans.
GUESS became known as a symbol of a “young, sexy, and
In 2004, the company
expanded with a new concept for its contemporary collection called Marciano.
This brand offers fashion for trend-setting women and men. In 2007, the
infamous G by Guess concept was created, reflecting the Marciano brothers’
passion for the Californian lifestyle.
Currently in GUESS, there
are about 1,680 global stores, 547 in the Americas, 629 in Europe and Middle
East, and 504 in Asia with about 14,300 associates. 7 Million pairs of jeans
were made in the year of 2017 alone.
are 4 Competitive Capabilities that an operations manager must meet. These 4
capabilities are Cost, Quality, Time, and Flexibility. When it comes to
companies, each of these capabilities are incorporated somehow however; there
is always a capability that is used more than others which is called
our company GUESS, the order of these priorities from the first being the most
important and the last being the least important goes like the following;
Quality, Flexibility, Time, and Cost.
Quality- Quality is how well each product or service is being
produced. Quality is the number one
priority in GUESS because the company is focused on creating the best brand of
clothing which requires a high price. GUESS offers consistent quality, on each
of their products and services.
Flexibility- GUESS offers variety flexibility. Flexibility is handling
a wide assortment of products or services within the company.
Cost-Guess pride itself in giving affordable cost to its
customer for high quality product or services. Since GUESS offers a variety of
apparel, shoes, etc. with good material that lasts, they are not focusing on
price which makes the company focus more on quality.
Time- The time that they take to make their product available
to their customer is very efficient especially when they are responding to
their e commerce customers.
Process Structure- Guess
is front of the office because there is high interaction with customers at the
front of the store, the back of the store tends to be more for inventory and
only employees are allowed.
Guess is low on customer involvement ,
because customers are less involved in the process of the store, management
takes over more of the back of the office part because it would be chaotic to
have people involved in the inventory process.
Resource Flexibility- Guess
is high resource flexibility, employees are trained to have different set of
skills in the store to take care of customer needs and store needs as well.
Employees are trained to handle cash registers, sales, opening shipment,
keeping track of inventory in the back and in front of the store. Employees
have multiple skills to provide better quality to make Guess a profitable
Capital Intensity- Guess is high automation, the
company automated systems are in store computers, online web, and Guess app.
It’s crucial for the company to use all three for sales, customer interaction,
Total Quality Management
to specifications- Guess brand represents popular, quality clothing at an
affordable price. The clothes are durable, fit the latest trends, and are
offered at average prices relative to competitors.
for use- Clothing is offered in different sizes so that customers are
comfortable while being stylish and get the best experience from their
offers quality clothing at a good price. Customers can expect to not spend
a fortune for good clothes.
are immediately helped when visiting the store. Customer Services Reps can
aid a customer with any issue regarding their purchase; refund, exchange.
There’s also a website and a complaint line.
impressions- Stores are flashy, and trendy to exude quality and popularity
so customers feel like superstars buying clothes.
Culture & Teamwork- Employees are trained to provide excellent
customer service. Employees are given individual roles (cashier, stock,
sales) but work together to help customers and meet sales goals.
Kaizen- With information
system such as POS systems, Market research, and customer feedback, Guess
strives to continuously improve its practices to provide the best experience to
System is an operations system to maximize
value in reducing waste.
Guess clothing company had
to adopt a lean system layout because they were having problems with not having
a integrated systems that brought up chaos for European and American designers.
The company decided to act
and adopt a new system that integrated to help reduce risk and defects from
coming up with a product line so Guess would have the correct product line
manufacture for both Europe and the United States.
Based on Customer Reviews from GUESS:
· Bad Customer Service
· Poor online
experience for customers
· Over charge
· Quality has
dropped in the upcoming years
Our recommendations for
Guess Clothing Company, is how to improve their customer service. The company
should invest money into getting better training for their customer
representatives, to learn different ways to help the interaction between the
representative and a Guess customer. The company should monitor calls to get a
understanding in what the representatives are failing in customer satisfaction.
Also Guess can
ask their customers to take a brief survey after the call, and if the person
gives a bad rating,
there should be a follow up with the customer to see what the company can
Online experience is very important to customers in the 21st Century, most
online now. Guess should make their online website a little easier to navigate,
offering a live chat to help customers find what they need faster with the help
of a customer
representative. The website should be more elaborate in finding things faster.
categories more organized to make customers experience easier.
GUESS in stores
tends to be over charge customer’s prices for certain items. In the store they have
certain sales, but the systems tend to charge customers full price for items.
To change the system from having errors, it should be updated daily on sales
that will be going on that day.
Improve the inventory system to update the system and to ring up the right
prices at the
register. Schedule system maintenance weekly, to improve the problem of
customers. Guess has been known for having good quality products, in the upcoming
years their quality has decreased a bit according to customer reviews. Guess should
keep their quality high to maintain their customers. Guess has been known for
years to have high quality products,
customers now look for high quality products. Guess should campaign their
clothing more and
emphasize how they still maintain high quality as one of their top priorities.
GUESS has an operations system that is very integrated as well as very detailed
through. GUESS’s knowledge of the behavior from the customers, and employees
gives them the upper hand to correct any miscalculation that they may have,
making the company stronger and smarter than they were before. GUESS ensures
they abide by the laws, and protect the environment by doing so. In all, GUESS
is a great company to get the innovative work and a company that will always strive