C A L I G R O U P # 1 9B E B E

C I N D Y A L C A L AA S H L E I G H T R I B B L E

A S H L E Y T A Y L O RL A N I E Y O U N G

I T E R I C A D I C K E R S O N

BEBE

Founded by Manny Mashouf and opened the first Bebe

store in San Francisco.

Target market is women between the ages of 21 to 34

Bebe’s competitors Guess and Nordstrom

Bebe designs and develops the majority of their products;

tops, separates, dresses and active ware, in house

BEBE

Became incorporated in 1976

Market their products under the Bebe, BEBE Sport, bbsp, 2b

Bebe brand names.

Currently has 256 retail stores that operate in 36 states,

Puerto Rico, Canada, US Virgin Islands and Japan

President, Emilia Fabricant, resigned on August 17, 2012

bebe

MARKET ANALYSIS

Bebe, Inc. has a relatively small target consumer

group, which has led to the lack of brand presence.

The consumers can be segmented into three basic

subgroups: (1) the women at the high end of the age

range who has shopped Bebe for several years and who

is a fan of the core career items; (2) the fashion-forward

customer looking for contemporary apparel (novelty

separates, knits and novelty jackets); and (3) the

"aspirational" customer at the low end of the age range

who primarily purchases lower ticket items

Overall, bebe targets a hip, sexy, sophisticated, body

conscious woman who takes pride in her appearance

OBJECTIVES:

• There will be the planning process, a budget will be developed,

and the channels will be chosen to advertise through.

• 27 million on advertising

• Each year for the next 3 years the company will use measures to

determine how effective the advertising is for the company

EVALUATION

Communication effect research-direct rating method and portfolio tests

Sales effect research –depends primarily on sales

Evaluate the search engine visibility

BEBE

The company has appointed a new creative director, Rushka

Bergman. • Has worked at L’Uomo Vogue and as Michael Jackson’s stylist.

During New York Fashion Week the company was ahead of

the fashion curve with the debut of its Spring/Summer 2013

collection.

http://www.youtube.com/watch?v=2WvdfwuJFw

SWOT ANALYSIS

Strengths Weaknesses Comprehensive product line offering in

women’s apparel and accessories  Diversified format and geographical

presence 

Strong branding

Declining comparable store sales

Opportunities Threats

Store expansion in domestic market Declining consumer confidence

Counterfeit goods

Intense Competition

Strengths Weaknesses

Opportunities Threats

PROMOTIONAL CAMPAIGNS

Bebe would benefit greatly from placing an

advertisement in Cosmopolitan magazine• Cosmopolitan reaches women from

the age of 21-35 years old. • 98 percent of their readers hold a

college degree• “78% are considered trusted advisors

when it comes to purchasing products• 87% say that they have purchased

products seen in Cosmo

MAGAZINE AD

bebe

bebe

Vogue• Although, the advertisements in Vogue are

typically of a luxury brand, bebe could receive an increase in sales by advertising in this magazine.• Vogue’s target audience is females in their

late twenties to thirties, and is based around fashion.

• Many of the women who read Vogue are not able to afford the clothes and products being advertised, but it gives the reader something to aspire towards.

SPECIAL EVENT

Bebe locations across the nation will be hosting a special

event 4 times a year. This special event will be Happy hour

shopping .• Customers that attend this event will be able to partake

in drinks, light snacks, and special deals on merchandise.

• This event would create a closeness between customers and the employees, therefore creating more brand loyalty.

Currently bebe’s blog is all about style and not about the brand.

It is our goal to make the readers want to buy bebe and to

inform them of current fashion trends.

We will continue to be a style blog but to make each style a

representation of bebe.

http://blog.bebe.com/

STYLUST- BEBE’S BLOG

SALES PROMOTION

Perfume Samples• Bebe will send out perfume samples in

the mail to customers with a discount code on the packaging.• The discount would be 15% off and

specifically for the perfume• These samples would be sent out during

the holiday season and valentines day

REPOSITIONING STRATEGY

Bebe should be repositioned as a hip, youthful, modern, sexy,

chic and fun representation of sophistication. The brand should

create an heir of exclusivity, while catering to the target

consumers as well as potential consumers who are outside of

the target. It should focus more on fit and tailoring as to win

over the Express crowd, and throw in a little bit more color,

patterns and structure to appease the BCBG crowd.

BRAND MESSAGE

The message that will be communicated is that young

professionals as well as people who are innovative and trendy

when it comes to personal style can always count on bebe inc

for all of their stylish, chic, modern, sophisticated and fresh

looks. The brand will be more fashion forward and hands on

with the looks as well as the consumers.