有了前车之鉴，GUESS的可能路径反而更清晰。重塑的关键并不在于渠道动作，而在于如何界定自己的核心资产。相比GAP强调基础款秩序、Forever 21押注快反与话题，GUESS若继续停留在“美式性感牛仔”的旧叙事，很难打开新的空间。
Photograph: Julian Chokkattu
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“尊重，你知道吗？”朱老板提高了声音。在朱老板的记忆里，彼时的小姐穿着典雅旗袍，谈吐得体，从音乐到人生，什么都能聊。客人很少会对小姐做过分举动，“碰杯不干杯”。带小姐出去吃饭，吃完饭就送回家。小姐呢，也很有原则，陪客人出去吃饭，从来不先讲价，却懂得体恤人，吃饭时拉个椅子，客人喝醉了递块热毛巾。