Guess Europe launches the second Gen Z Lab with IED students

Guess Europe collaborated with Lifestyle-Tech Competence Centre (LTCC) to launch the second Gen Z Lab and a workshop with IED Milan students on 14 December at the brand’s European headquarters.

The Gen Z Lab is a concept that was designed with the aim of co-creating with members of Generation Z, the first generation of digital content creators, to better Guess’ relationship with the younger generation and to comprehend what they are looking for as consumers.

To understand Gen Z, 42 IED Milan students took part in a number of research tests for three months including the following: design thinking workshops, focus groups, live shopping and e-commerce experiences and online surveys.

Students benefited from the Gen Z Lab by working with senior fashion managers and international brands and having the opportunity to participate in real customer testing experiences and to view how these processes such as feedback management happen.

Paul Marciano, chief creative officer for Guess?, Inc. said in a statement: “Running the Gen Z Lab has allowed the brand to better understand this complex generation, co-create with them and get direct feedback in order to create products and services that are meaningful to the members of this generation. This was also a very valuable experience for our teams across the organisation.”

Lucia Magarini, fashion marketing course leader at IED Milano, added: “It was exciting to see our students collaborate with such an important brand in the fashion world. This fantastic experience gave students the possibility to grow up from a personal and professional point of view and gave them the chance to learn and understand the paths of their future.”

Photo credit: Courtesy of Guess