Bebe was founded by Manny Mashouf and opened its first store in San Francisco. It targets women ages 21-34 and designs most of its products in-house. Currently it has 256 retail stores across the US, Puerto Rico, Canada, and Japan. The document discusses Bebe's competitors, markets, objectives to increase advertising, evaluation of advertising effectiveness, appointment of a new creative director, SWOT analysis, and several potential promotional campaigns including magazine ads, special events, blogging, perfume samples, and repositioning the brand.

1. CALI GROUP #19
BEBE
CINDY ALCALA
ASHLEIGH TRIBBLE
A S H L E Y TAY L O R
LANIE YOUNG
ITERICA DICKERSON

2. 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

3. 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

4. bebe

5. 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

6. 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

7. EVALUATION
Communication effect research-direct rating method and
portfolio tests
Sales effect research –depends primarily on sales
Evaluate the search engine visibility

8. 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

9. SWOT ANALYSIS
Strengths
Strengths Weaknesses
Weaknesses
Comprehensive product line
Declining comparable store sales
offering in women’s apparel and
accessories
Diversified format and geographical
presence
Strong branding
Opportunities Threats
Opportunities Threats
Store expansion in domestic market Declining consumer confidence
Counterfeit goods
Intense Competition

10. PROMOTIONAL CAMPAIGNS

11. MAGAZINE AD
 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

14. 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.

15. 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.

17. STYLUST- BEBE’S BLOG
 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/

18. 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

19. 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.

20. 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.