Guess? (GES) Last Update 7/3/22
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TREFIS Analysis

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Potential upside & downside to trefis price

Guess? Company


  1. Licensing & Other constitutes 19% of the Trefis price estimate for Guess?'s stock.
  2. North American Retail constitutes 18% of the Trefis price estimate for Guess?'s stock.
  3. European Operations constitute 15% of the Trefis price estimate for Guess?'s stock.


  1. Guess Saw Mixed Q1 FY 2023
Revenue in the fiscal first quarter grew 14% year-over-year (y-o-y) to $593 million, beating the consensus estimate by $9 million. Its adjusted operating margin grew 7% during the quarter. However, adjusted earnings per share of $0.24, missed the Wall Street analysts by 5 cents.

Note: Guess' FY'22 ended on January 29, 2022. Q1 FY'23 refers to the quarter that ended on April 30, 2022.

  1. Guidance for Fiscal 2023
For the full fiscal year of 2023, the company anticipates 4% revenue growth and an operating margin above 10%.


Guess is a specialty retailer that designs, markets, distributes, and licenses one of the world's leading lifestyle collections of contemporary apparel and accessories for men, women, and children. Some of the company's most popular brands include GUESS, G by GUESS, and MARCIANO. Guess's core customers are style-conscious customers between the ages of 18 and 32. At the end of fiscal 2022, the company directly operated 1,068 retail stores in the Americas, Europe, and Asia. The Company’s partners operated 563 additional retail stores worldwide


Europe Segment is one of the largest contributor to the company's stock price

Guess' profitability in the European wholesale business is currently growing, which is evident from the fact that despite not growing the number of wholesale dealers significantly over the past year, the revenues from the wholesale business kept growing. Going forward, we expect European business revenues to reach around $1.5 billion by the end of our forecast period as the company expands in lucrative markets such as Russia and Germany. However, if Guess's European revenues increase to over $2 billion by the end of the Trefis forecast period driven by aggressive expansion in lucrative markets, there could be a 15% upside to our price estimate for Guess.


Foot traffic decline in the U.S. troubling stores

Due to a lack of footfall in the brick-and-mortar stores, Guess had been suffering in the Americas, specifically in North America, for quite a few years in the past. Hence, currently, the company is gradually trying to reduce its footprint and increase its profitability in the region. Now, the Americas contribute over 40% to Guess' total revenues. The management plans on reducing this contribution to around 25% in the future, and it plans on achieving a 7.5% overall long-term operating margin in the Americas. To achieve these goals, the company is creating a better balance between the American retail and wholesale businesses, while closing stores, improving its product offerings, and building a stronger online presence through celebrity endorsements, marketing, and promotions.

Susceptibility to currency fluctuations

Guess earns close to 50% of its revenues from outside North America, and hence, its growth is highly susceptible to currency fluctuations. In 2014, for instance, the dollar appreciated significantly against the euro and Asian currencies, which pummeled Guess's revenues coming in from Europe and Asia, adding to its existing problems. Though this is something the company cannot control, it remains a significant threat.