US fashion brand Guess has told customers it will close all its stores in mainland China by the end of March, reports the South China Morning Post. The move comes as analysts cite weak localization and strategy gaps.
In late February, Guess informed customers via text messages that it would close all its online and offline stores. As of Monday, all products from online flagship stores on e-commerce platform Tmall were removed from shelves.
In a notice on its official Tmall flagship stores, Guess said it would close its official online store and it had already removed all products from sale. The brand planned to reposition itself in the Chinese market under a new business model, according to the statement.