Bioggio/Lugano - Guess Europe has launched its third Gen Z Lab initiative together with the Lifestyle-Tech Competence Center in the Greater Zurich Area. For the first time, students from several European countries will be taking part in this workshop.

Guess Europe is continuing its campaign research with the third Gen Z Lab. It is taking place in collaboration with the Lifestyle-Tech Competence Center (LTTC), which is based in Lugano in the canton of Ticino. According to a press release, students from the LLTC partners, Università della Svizzera italiana (USI: University of Italian Switzerland) and University of Applied Sciences and Arts of Southern Switzerland (SUPSI), will be taking part in the third edition alongside those from the Munich Fashion & Design Academy, the International Fashion Academy in Paris, the Kozminski University in Warsaw and the Manchester Fashion Institute in the UK, as well as IED Barcelona and IED Madrid, which are the Spanish counterparts of IED Milan in Italy.

With this three-month course, the fashion company is aiming to get closer to the young target group of people born between 1996 and 2010, the so-called Generation Z (Gen Z for short). According to the press release, the Gen Z Lab is a place where marketing, sales and e-commerce managers at Guess can test ideas before directly receiving qualitative feedback from Gen Z participants on the campaigns, product launches and initiatives. For this purpose, the lab provides each university with modules that are tailored to the respective course. In addition, participants will work directly with executives at Guess during a two-day workshop at the fashion brand’s European headquarters in Bioggio in the canton of Ticino.

This unique consumer platform is described in the press release by Carlo Terreni, President of Lifestyle Tech Competence Center, as a “very efficient way of getting feedback from young generations”. He adds that the aim is to “keep refining the approach”. For this reason, Terreni concludes, “we are inviting other partners to explore this opportunity together with us and Guess”.

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