<ARTICLE> 5 <CIK> 0000912463 <NAME> GUESS ?, INC. <MULTIPLIER> 1,000 <PERIOD-TYPE> 3-MOS <FISCAL-YEAR-END> DEC-31-1996 <PERIOD-START> JAN-01-1996 <PERIOD-END> MAR-31-1996 <CASH> 8,583 <SECURITIES> 0 <RECEIVABLES> 55,708 <ALLOWANCES> 0 <INVENTORY> 90,472 <CURRENT-ASSETS> 160,271 <PP&E> 122,383 <DEPRECIATION> 55,855 <TOTAL-ASSETS> 239,267 <CURRENT-LIABILITIES> 66,401 <BONDS> 154,979 <PREFERRED-MANDATORY> 0 <PREFERRED> 0 <COMMON> 35 <OTHER-SE> 17,435 <TOTAL-LIABILITY-AND-EQUITY> 239,267 <SALES> 123,275 <TOTAL-REVENUES> 134,898<F1> <CGS> 70,479 <TOTAL-COSTS> 70,479 <OTHER-EXPENSES> 0 <LOSS-PROVISION> 0 <INTEREST-EXPENSE> 3,549 <INCOME-PRETAX> 25,318 <INCOME-TAX> 1,271 <INCOME-CONTINUING> 0 <DISCONTINUED> 0 <EXTRAORDINARY> 0 <CHANGES> 0 <NET-INCOME> 24,047 <EPS-PRIMARY> 0 <EPS-DILUTED> 0 <FN> <F1>TOTAL REVENUES INCLUDE NET ROYALTY INCOME OF $11,623 </FN>