The new retail space will be located in the Metropolis shopping center. – PROfashion news/PROfashion magazine
GUESS opens Russia's first sports pop-up store
The American brand Guess announced the launch of the first pop-up retail store in Russia with a sports assortment. The opening of the retail space will take place on August 4, 2021 in Moscow on the third floor of the Metropolis shopping center.
stores are an important part of the GUESS retail portfolio of 38 stores across Russia. By the end of 2021, GUESS plans to open 10 sportswear stores in Europe, with further launches scheduled for 2022.
The Metropolis shopping center has 350 clothing stores of world and local brands of medium and high price segments, including the GUESS flagship store. As the largest retail outlet in Moscow, the mall has become an ideal venue for presenting Activewear and Athleisure collections to the Russian market, the company says.
The assortment of the store will be represented by lines of clothing, shoes and accessories from the Athleisure and Activewear collections. The women's collection includes oversized sportswear in neutral pastel colors, bright seamless sets with a logo and dance style. The men's collection includes tracksuits, hoodies and polos in azure, orange and beige tones for comfortable workouts both in the gym and on the street.
“Athleisure style is not a temporary trend, but a real fashion statement that seems to stay with us forever,” says Paul Marciano, brand founder and creative director of Guess, comments on the launch of the Moscow project, “customers are increasingly appreciating comfort and quality materials, and we are very happy with the success of our sports collection. The current crisis and the growing popularity of sports style forced us to reconsider our marketing strategy – the opening of a new store in the largest shopping center in Moscow allows us to highlight the sports collection and look at the development of this segment within a separate retail space in Russia.”
These brand directions are part of the company's sustainable policy. Guess continues to expand its sustainable manufacturing by using high-tech and recycled materials to create sports lines – antimicrobial SUPPLEX microfiber and nylon fabrics, as well as Lenzing certified Scuba organic viscose.
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