Guess Gen Z Lab

Collaborated with GUESS on the Gen Z Lab project, an industry-led initiative exploring how the brand can better engage Gen Z consumers. The first phase focused on in-depth brand analysis, combining qualitative and quantitative research methods including consumer surveys, mystery shopping, and evaluation of the GUESS e-commerce experience to identify key touchpoints, gaps, and opportunities.

The project culminated in a two-day design thinking workshop at GUESS Europe HQ in Lugano, where insights from the research phase were translated into strategic concepts. Working within cross-functional teams, we developed ideas for integrated marketing campaigns and loyalty programme innovations, applying human-centred design principles to address Gen Z expectations around brand values, digital experience, and long-term engagement.