2012 I NVESTOR CONFERENCE · •Modern AND Fashion Forward ... • Includes bridal gowns,...

2012 INVESTOR CONFERENCE

March 14th, 2012

CENTURY CITY, CALIFORNIA


Walter Parks

Chief Operating Officer


Today’s Agenda

2:00 – 2:05 Walter Parks, Chief Operating Officer

2:05 – 2:15 Manny Mashouf, Chief Executive Officer

2:15 – 2:35 Emilia Fabricant, President, bebe stores, inc.

2:35 – 3:00 Renee Bell, EVP Merchandising, bebe

3:00 – 3:30 Linda Vilaikeo, President, 2b bebe

3:30 – 4:00 Question & Answer Session


Safe Harbor Statement

Any remarks that we make today about future expectations, plans, and

prospects for bebe stores, inc. which are not historical facts, are forward-

looking statements that involve risks and uncertainties. For a discussion

of such risks and uncertainties, which could cause the Company’s actual

results to differ from those contained in the forward-looking statements,

please read the section entitled “Risk Factors” in the Company’s most

recent Form 10-K and Form 10-Q, each on file with the Securities and

Exchange Commission.


Manny Mashouf

Chief Executive Officer


: The Philosophy

TIMELESS

•An ATTITUDE, not an age

•A MINDSET, not a stereotype

SHE IS

•Sexy AND Feminine

•Modern AND Fashion Forward

•Sophisticated AND Playful


: The Portfolio

Two Brands Rooted in a Common Aspiration

• Domestic productivity improvement

• Closure of underperforming stores

• Improve gross margin

• Design, Quality, and Speed to Market

• E-commerce and International Growth

• Domestic store growth potential

• Target returns similar to bebe brand

• Ecommerce and Marketing

• Fashion authority at a value message

• Incremental classification opportunities

Sexy, Sophisticated, Modern, Affordable Luxury Fun, Flirty, Aspirational, Everyday Value


Increase Global Power of the bebe brand

• Entered 6 NEW countries in FYE 12 including Japan, Korea, and India

• Achieved 119 points of sale, or a +98% increase over LY

• Future expansion in China / East Asia, Western Europe, and South America

: The Portfolio

FYE 08 FYE 09 FYE 10 FYE 11 FYE 12 (P)

Southeast Asia 11 13 14 14 24

Middle East 8 12 19 22 59

Mexico / Central America 1 3 7 12 17

Eastern Europe 1 3 5 10 12

Northern Africa 1 3 2 2

East Asia 5

TOTAL 21 32 48 60 119

Y / Y Increase 52% 50% 25% 98%

Country Count 8 12 14 16 22

Cumulative International Store Count


Emilia Fabricant

President, Stores, Inc.


: Roadmap Objectives

DELIVER IMPROVED PROFITABILITY

• Design, Quality, and Speed to Market

• Recapture key categories

• Identify new opportunities

• 360 degree marketing approach

• E-commerce and International Growth


: Product

CORE STRENGTHS

• Exclusive Design

• Speed to Market

• Frequency and Assortment Turn

• Versatility and Lifestyle Range

• Affordable Luxury Positioning


: Product

GROWTH INITIATIVES

• Evolve “wear to work” assortment

• Recapture strength in tops

• Build accessories and shoe businesses

• Identify incremental lifestyle initiatives


: Product Launch- bebe bridal

• Launched on line at March 12th

• Available by appointment at four

bebe retail locations: Chicago/Oak

Street, Los Angeles/Rodeo Drive,

NYC/Soho & South Florida/Aventura

Mall

• Designed by Project Runway All Star

Rami Kashou in collaboration with

bebe’s design team

• Includes bridal gowns, bridesmaid

dresses plus wedding accessories

handbags, shoes and gifts


: Marketing

360 DEGREE APPROACH

• STRONG, CONSISTENT BRAND

PRESENTATION in-store & on-line

• EXPERIENCES that synchronize

product launches with events across multiple channels

• ENGAGEMENT through established

and new media, events, social

channels and loyalty rewards to

create long-term brand

commitment.


: Brand Growth Platforms

ECOMMERCE

• ALIGNED branding

• ENHANCED user experience that has improved conversion and spend

• CONTENT that keeps her coming back for more

• INTERNATIONAL

• GLOBAL BRAND consistency

• INDIVIDUALIZED PROGRAMS that

speak to country specific opportunities

• FOCUS on elevating brand

awareness and fashion authority


: Summer Marketing Campaign


Renee Bell

Executive Vice President, Merchandising


Summer Collection


Linda Vilaikeo

President, x


• Brand Philosophy

• Product Strategy

• Store Concepts

• 2bstores.com

• Marketing Strategy

: The Brand


Girls Just Wanna.. be Beautiful


• WOW Product

• Fun & Flirty

• Exclusive Designs

• WOW Pricing

• Inspired by H&M

• Bargainistas &

Recessionistas

• WOW Stores

• Touch of Vegas

•WOW Marketing

• Organic Approach

Objectives


• WOW Tops & Dresses

• Return of Woven Tops

• Grow Sweaters

• Exclusive Prints and

Color

• WOW Bottoms

• Exclusive Fits and

Detail

• WOW Shoes & Jewelry

• Expand Shoes

• Extend Accessories

WOW: Product Strategy


• Outlets:

• 18 stores

• 2b Merchandise + bebe

Logo + bebe Transfers

• Hybrid:

• 15 stores

• 2b Merchandise + bebe

Logo

• Both Outlets & Hybrid in

Outlet locations

WOW: Stores in Outlet Locations


• 2b stores in Retail Malls

• 9 stores and growing

• Exclusively 2b

Merchandise

• Opened in Fall

• Kings Plaza, NY

• Valencia, CA

• Del Amo, CA

• 3 New Spring Openings

WOW: Stores in Retail Malls


• Expand Mall based 2b Stores

• DRIVE profitable incremental

growth

• INCREASE market share from

existing fashion value

players

• ENTER Retail Malls OUTSIDE of

bebe’s real estate strategy

• TARGET:

• 4000+ square feet

• Lower Margins

• Lower SG&A

• Similar RETURNS as bebe

WOW: Growth Strategy


• 2bstores.com

• Launched 11/11/11

• Affordable Fun & Flirty

Fashion 24/7

• Meets growing demand for

2b in markets without brick

and mortar stores

• Despite small store base,

global visits show greater

brand interest

WOW: Growth Strategy


• One Vision, One Voice

• Organic Growth

• Direct Brand Engagement

• In-Store and On-line

• Social Media

Engagement

• Collaboration with

Local Bloggers

• Increasing focus on

social media

WOW: Marketing Approach

Levagabonddame.blog

spot.com

Lefashionmonster.com


• Increase Brand

Awareness with Value

Focused Editorial WINS

WOW: Marketing Approach


Spring Break..

Our Sweet Escape


Question & Answer Session

2012 I NVESTOR CONFERENCE · •Modern AND Fashion Forward ... • Includes bridal gowns,...

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Transcript of 2012 I NVESTOR CONFERENCE · •Modern AND Fashion Forward ... • Includes bridal gowns,...