Launched in 1981, the Guess brand has been synonymous with sexy, cutting-edge fashion. Originally a jeans company, it wasn’t long before the brand expanded in to accessories and put its indelible stamp on that category, as it had on high-priced denim.
So suffice it to say that we were excited at the opportunity to get involved with the Guess brand, and to help them with the design, development and creation of a digital catalog to support their newest fall/winter 2010 of these fashion forward watches.
The project not only provided us with a chance to work closely with an iconic global brand and its licensee Sequel International, but also to help our new Guess partners explore some opportunities beyond traditional media.
We set out to design a total of four configurable “e-books” that would incorporate new trends in technology and user experience. To drive traffic to the e-book microsites we used rich media ad units, social media, earned media through the unique sharing capabilities the e-books possess.
As an interesting link between print and digital media, we are incorporating the use of printed QR codes on the Guess Watches printed collateral material and some point of sale merchandising. We developed four different e-books, each of which has its own QR code featuring a hyperlink that will direct viewers to the appropriate digital catalog.
The QR codes will be most widely used internationally, and can be read by downloadable barcode readers on iPhones, Blackberry Storms and other popular mobile devices, including those utilizing the Android operating system.
The e-books launched successfully and will become an important tool to help drive on-line sales for Guess watches and to increase traffic to the Guess distribution channel.