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American fashion brand Guess, LTCC, & Microsoft launch Guess Z Lab
26 May '21
2 min read
Pic: Microsoft
American brand, Guess, has announced the launch of the Guess Z Lab, an innovative concept conceived to collaborate and co-create with Gen Z, in collaboration with the Lifestyle-Tech Competence Centre (LTCC), and Microsoft. The first workshop was recently held at the Guess Europe HQ in Bioggio with 32 students from Ticino universities, USI and SUPSI.
A second workshop with international students is planned for the fall, along with a potential launch of a digital insight platform in 2022. Guess Europe aims to open up to young consumers, listen, and exchange ideas with them directly. Guess Z Lab, one of the first projects by LTCC, of which Guess is one of the founding members, aims to co-create experiences and products that speak directly to this generation. Students and Guess employees will ideate hand-in-hand: marketing, sales, e-commerce, and advertising managers will discuss and test ideas in live design thinking environments, according to a media statement by Microsoft.
“LTCC was founded with the idea of growing local competencies. This project, in collaboration with local universities here in Ticino, gives us a chance to engage with the Gen Z audience and expose them to the realities of building and positioning a brand. Any brand which plans to engage with young consumers, needs to open up to Gen Zers and actively engage with them, learn how to attract them, and support them in their future careers. Our mission at the LTCC is to foster these initiatives in established businesses through collaboration with big tech, and in this case, direct with consumers,” Carlo Terreni, LTCC president said.
A second workshop with international students is planned for the fall, along with a potential launch of a digital insight platform in 2022. Guess Europe aims to open up to young consumers, listen, and exchange ideas with them directly. Guess Z Lab, one of the first projects by LTCC, of which Guess is one of the founding members, aims to co-create experiences and products that speak directly to this generation. Students and Guess employees will ideate hand-in-hand: marketing, sales, e-commerce, and advertising managers will discuss and test ideas in live design thinking environments, according to a media statement by Microsoft.
“LTCC was founded with the idea of growing local competencies. This project, in collaboration with local universities here in Ticino, gives us a chance to engage with the Gen Z audience and expose them to the realities of building and positioning a brand. Any brand which plans to engage with young consumers, needs to open up to Gen Zers and actively engage with them, learn how to attract them, and support them in their future careers. Our mission at the LTCC is to foster these initiatives in established businesses through collaboration with big tech, and in this case, direct with consumers,” Carlo Terreni, LTCC president said.
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