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 utilizing this technology with the increasing practicality of the Internet and mobile devices. The apparel industry is cutthroat competitive in the global market. Retailers without a substantial competitive advantage do not stand a fighting chance. Now more than ever, competition amongst companies such as GUESS? Inc. and Gap Inc as well as other leading brands has become fierce. Internet marketers are pulling customers from stores. Smartphones have become the new phenomenon and have increased online shopping. Consumers are more aware of prices and have become better shoppers trying to purchases clothing with deep discounts. As a result, stores are forced to put special offers on items on a frequent basis knowing that consumers can buy that cheaper somewhere else. For this reason, GUESS? Inc.’s prices have declined over the years. Even companies like Gap Inc, known for selling products at reasonable prices, have changed strategy to keep up in the retail market. One factor boosting online shopping is ret...

... middle of paper ...

...a consistent message, tone, look, and feel across offline and online channels.

Works Cited

Tran, Khanh. "Q&A: Paul Marciano on 30 Years of Guess Campaigns." WWD. N.p., 01 May 2012. Web. 8 Sep 2013.
Strugatz, Rachel. "Guess Inc.'s Social Strategy." WWD. N.p., 01 May 2012. Web. 8 Sep 2013.
"Lucky Magazine Announces First-Ever Two-Day West Coast FABB: Fashion and Beauty Blog Conference." Yahoo! Finance. Lucky Magazine, 19 Mar 2013. Web. 6 Sep 2013.
Headden, Susan. "Made in the U.S.A. ." US News & World Report. N.p., 14 Nov 1993. Web. 16 Aug 2013.
Guess' Inc. (GES) -NYSE . Yahoo! Finance, 6 Aug 2013. Web. 6 Aug 2013.
Colbert, Catherine. "GUESS? Inc. – Industry Information." Hoovers.com. Hoovers, n.d. Web. 05
Aug. 2013.
Kelsey, Sarah. "Guess Celebrates 30 Years Of Sexy Ads."The Huffington Post Canada. N.p., 23 04 2012. Web. 10 Dec 2013.
(Kelsey)

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