Guess has already been a major fashion brand since the beginning of the eighties and are about to introduce experiential marketing into their high street stores. One particular aspect in the company’s successes has been their ability to continually connect with teenagers as well as young adults, making sure the brand name never appears to age. Just as the legendary black and white photos define the Guess brand visually, music takes on an important part defining the brand name in-store.
In-store media specialist Mood Media offers a specialised music playlist in Guess shops throughout Europe. The playlist, that is created for Guess by Mood Media’s music developers and kept up to date monthly, features songs that evoke the modern day and sensual aspects of the Guess style.
For the launching of the double-fronted, 9600 sq foot main store on Regent Street in London, Guess turned to Mood Media to take this particular brand experience one step further. The crew at Mood Media developed a DJ booth in-store which was tied right into the store-wide Bose sound system. The live DJ performances raised the opening to a retail experience for everyone. The booth, a consistent feature in the store, will be employed for special promotions and events.
Mood Media’s producers combined the music with visual content material showcasing Guess imagery and messaging, that is prominently displayed on two 46” portrait flat screens.
To complete the sensorial shopping experience for Guess, Mood Media designed a model of the retailers signature scent ‘Seductive’ that could be utilized in-store. The fragrance is provided using scent dispersion units which provide even, sustained coverage throughout the shop. Using the scent in this manner presents it to customers at the point-of-sale, when they tend to be most likely to buy. And because the perception of smell has a strong association with memory storage, it creates an enduring association with the Guess brand.
About Mood Media
Mood Media Corporation (TSX:MM/ LSE AIM:MM) is a leading in-store media specialist that uses a mix of music, visual and scent media to help its clients communicate with consumers with a view to driving incremental sales at the point-of-purchase.
Through its subsidiaries Mood, Muzak and Mood Entertainment, Mood Media Corporation’s products and services reach 150 million people every day in more than 470,000 locations across 40 countries throughout North America, Europe, Asia and Australia.
Mood Media Corporation operates an international in-store media and music retail business with an extensive geographic footprint and a broad client base including more than 850 U.S. and international brands in diverse market sectors that include: retail, from fashion to financial services; hospitality, from hotels to health spas; and food retail, including restaurants, bars, quick-serve and fast casual dining