American fashion brand Guess, LTCC and Microsoft launch Guess Z Lab

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The American brand Guess has announced the launch of the Guess Z Lab, an innovative concept designed to collaborate and co-create with Generation Z, in collaboration with the Lifestyle-Tech Competence Center (LTCC) and Microsoft. The first workshop recently took place at Guess Europe headquarters in Bioggio with 32 students from Ticino universities, USI and SUPSI.

A second workshop with international students is planned for the fall, as well as a potential launch of a digital analysis platform in 2022. Guess Europe aims to open up to young consumers, to listen to them and to discuss ideas directly with them. Guess Z Lab, one of LTCC’s first projects, of which Guess is a founding member, aims to co-create experiences and products that speak directly to this generation. Guess students and employees will think hand in hand: Marketing, sales, e-commerce and advertising executives will discuss and test ideas in live design thinking environments, according to a press release from Microsoft.

“LTCC was founded with the idea of ​​developing local skills. This project, in collaboration with local universities here in Ticino, gives us the opportunity to engage with Generation Z audiences and expose them to the realities of brand building and positioning. Any brand that plans to engage with young consumers must open up to Generation Z and actively engage with them, learn to attract them and support them in their future careers. Our mission at LTCC is to foster these initiatives in established companies by collaborating with big technologies, and in this case, directly with consumers, ”said Carlo Terreni, President of LTCC.

Fibre2Fashion Information Office (GK)

The American brand Guess has announced the launch of the Guess Z Lab, an innovative concept designed to collaborate and co-create with Generation Z, in collaboration with the Lifestyle-Tech Competence Center (LTCC) and Microsoft. The first workshop recently took place at Guess Europe headquarters in Bioggio with 32 students from Ticino universities, USI and SUPSI.


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