«We were looking for a project that would put us in contact with the most important part of our current and future market, but that it did it in an innovative way, that it was natural for the digital natives we are trying to reach »he says Paul Marciano, Chief Creative Officer di GUESS?.
It is from these premises that Guess Europe and Microsoft have given birth to Guess Z Lab – one of the first projects of the Lifestyle-Tech Competence Center of which the brand is one of the founding members -, that is a creative laboratory designed to collaborate and co-create with Generation Z, none other than the large group of those born between 1996 and 2010. Students and brand employees will work side-by-side in generating new ideas, while marketing, sales, e-commerce and advertising managers will discuss and test ideas live with design thinking models.
“This project, in collaboration with Ticino universities, gives us the opportunity to involve Gen Z and expose it to the reality of what building and positioning a brand means”, he comments Carlo Terreni, President of LTCC. «Any brand that intends to target young consumers must open up to Gen Z kids and actively involve them, learn how to attract them and support them in their future career paths. Our mission at the LTCC is to promote these initiatives in established companies through collaboration with Big Tech, the technology giants, and, in this case, directly with consumers ».
The Lab has already started with the first workshop, held at the Guess Europe headquarters in Bioggio, and saw the participation of thirty-two students from the Ticino universities USI and SUPSI, while a second, with international students, is already planned for the autumn. An important opportunity for young students, who with this project can approach the fashion sector in an innovative way also through internships at the brand’s headquarters.
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