Guess to close all stores in China by April
The American fashion brand Guess has announced it will close all its online and offline stores in China by the end of March. Customers have already received corresponding SMS notifications.
The parent company Authentic Brands Group (ABG) stated this move is part of a "strategic adjustment," with Guess planning to operate in the Chinese market under a new model in the future, though no further details were disclosed. Analysts link the exit from direct retail to high operating costs and the brand's failure to establish a strong presence in emerging sales channels, particularly livestream commerce, which left Guess’s online segment weaker than competitors.
Guess entered the Chinese market in 2007 and at its peak operated over 250 stores. However, in recent years, its presence has been shrinking, shifting focus towards athletic apparel. The brand is expected to rethink its operating model to better adapt to the evolving market conditions in China.
