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Guess is an american clothing brand and retailer. In addition to clothing for both men and women, guess markets other fashion accessories such as watches, jewellery, perfumes, bags and shoes. Guess began in 1981 as a book of styles by georges marciano. Maurice, georges' brother, was first sought by georges to help with product development. Armand and paul, also george's brothers, were in charge of distribution and advertising, respectively. Armand ran distribution. And paul created the advertising, all of it in-house. Georges designed the clothes, burnishing guess' signature style: stonewashed denim, lighter in colour, softer and more form-fitting than the competitors. Georges had wanted to sell guess products in only the more exclusive stores, such as bloomingdales; while the other brothers decided they wanted a broader distribution strategy, which included discount stores. Georges continued to oppose the idea of marketing guess products beyond luxury retail outlets, and different alliances formed within the company.