AT&T helps Guess? Inc. leverage network technology to sustain growth.

You might say staying one step ahead of the fashion curve is a lot like staying ahead of the technology curve. Upscale apparel retailer Guess? Inc. has always had an instinct for the first and has quickly come to appreciate the second.

Thanks to a strong relationship with AT&T, Guess? Inc. has seen its investment in communications, networking and technology pay off with speed, efficiency, and savings. But this appreciation for routers, WANs and Web sites wasn't always there.

"I think if you looked back at the history of Guess? Inc., technology was something that was probably neglected over a long period of time," said Craig DeMerit, CTO, Guess? Inc. "Once the company got the idea that they needed to do it, they've gone full force with it, keeping up-to-date and keeping it consistent with what it needs to be."

Years ago, when Guess? Inc. executives realized the complexities of staying on top of technology's fast track, they decided they needed to partner with a network service provider that would keep their network evolving.

Founded in 1981, Guess? Inc. began with the blue jean and became an international fashion company. Today, the brand includes clothing and accessories for men, women and children as well as home collections. The company has 184 retail stores in the U.S., 213 international licencees around the globe and maintains shops in 1,135 stores.The company also operates virtual storefront at www.guess.com.

Using the same savvy that made the company an international fashion success, Guess? Inc. set out to maximize its communications investment by strengthening its networks. Specifically, the company wanted to speed up credit card verification time at its retail stores and provide reliable bandwidth and stability for its company-hosted Web site. It also needed an efficient way for corporate officials around the U.S. to exchange information and ideas. Guess? Inc. was determined to pursue a single vendor strategy for all communications services, from calling cards for employees to frame relay for its corporate voice and data network.

The company turned to AT&T to help address its networking needs. Guess? Inc. has a proactive relationship with AT&T, focused on maximizing returns on its communications investment, said DeMerit. "With AT&T's participation we built a network that we feel comfortable can be up 100 per cent of the time to be able to process transactions," he added.

AT&T Frame Relay helped Guess? Inc. reduce credit card transaction times from 35 seconds to less than five seconds.

"We saw a huge gain in the timeliness of service to our customers," DeMerit said. "Not only did it improve revenue performance, but it also improved customer service in that area."

Guess? Inc. also improved supply chain communications by using its network to alert its retail stores to incoming shipments. "Our stores now know what product is coming and when it's coming," said DeMerit. "In the past it wasn't done at all, and because we have a corporate network now we can send this information immediately to the stores. It really assists the store manager and staff in knowing when to staff up to deal with products coming in."

Guess? Inc. says it chose AT&T because of its solid reputation and strong portfolio of solutions. "When we come to the table with an idea, they provide us with multiple alternatives," DeMerit said. "On top of that, they bring a good relationship with other vendors, so they can bridge a lot of the relationships with large vendors. The fact that we can have a single solution vendor when it comes to communications is also extremely important to us."

Guess? Inc. also considered each vendor's viability as a company.  "We really looked for somebody who was going to be around for a long time," he added.

According to DeMerit, AT&T will help Guess? Inc. continue to expand its reach, domestically and internationally. "We recently acquired one of our international licensees in Canada.  Our next step is to really expand our communication structure outside the US. Working with AT&T in Canada and other countries, we will be able to build a single comprehensive network to support our entire business, whether it be in the U.S. or internationally."

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