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Bebe. F ounded 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.
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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
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 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
Historical Context • bebe was founded in 1976 by Manny Mashouf • The first store was opened in San Francisco, California • bebe started off as a single boutique spreading only through the northern California area • Soon they moved on to opening an outlet division called 2b bebe • In 2003 the company launched bebeSPORT, which focused on selling active wear, outerwear, and accessories • Today bebe has 312 stores, including an online store at www.bebe.com
Cultural Context • The name bebe was inspired by famous Hamlet quote “to be…or not to be” • When bebe first launched there were only three categories dominating the women’s market: junior, bridge, and missy • bebe tapped into an unexplored market offering stylish, inspirational, and sexy clothing. • bebe is timeless; bebe is about attitude, not an age, about a mindset, not a stereotype
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=2wWVDfwuJFw
Competitor Analysis • Retail and apparel industries are all highly competitive due to low barriers to entry • Women’s wear accounts for 47.5% of global apparel, accessories and luxury goods markets value. In 2013 global apparel, accessories and luxury goods market is forecasted to have an increase of 42.7% since 2008.
SWOT Analysis Strengths Weaknesses Opportunities Threats
Industry Analysis • bebe benefits from its unique position as a lifestyle brand with fashion forward apparel at competitive prices • Bebe combines a strong brand franchise with controlled distribution. The company’s merchandising and planning strategies mainly focus on minimizing fashion risk while also providing a constant flow of new product to its stores • The specialty apparel retail industry is expected to cater to the boom in teen population. The teen population is growing about a third faster than the overall population in the United States • The bebe customer is a discerning consumer who demands value in the form of quality at a competitive price.
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
bebe • bebe: Target Consumer • 18-34 year old woman seeking current fashion trends • Hip, sexy, sophisticated, body conscious woman who takes pride in her appearance • Appreciates current fashion and high quality at a competitive price
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
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.
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/
Sales PromotionS • 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 bebeinc 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.
Thank you so much for your time! • Questions?
