CALI GROUP #19 BEBE CINDY ALCALA ASHLEIGH TRIBBLE ASHLEY TAYLOR LANIE YOUNG ITERICA DICKERSON 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 Bebes 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 LUomo Vogue and as Michael Jacksons stylist. During New York Fashion Week the company was ahead of the fashion curve with the debut of its Spring/Summer 2013 collection. SWOT ANALYSIS StrengthsWeaknesses Comprehensive product line offering in womens apparel and accessories Diversified format and geographical presence Strong branding Declining comparable store sales OpportunitiesThreats Store expansion in domestic market Declining consumer confidence Counterfeit goods Intense Competition StrengthsWeaknesses OpportunitiesThreats PROMOTIONAL CAMPAIGNS Bebe would benefit greatly from placing an advertisement in Cosmopolitan magazine Cosmopolitan reaches women from the age of 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 Vogue Although, the advertisements in Vogue are typically of a luxury brand, bebe could receive an increase in sales by advertising in this magazine. Vogues 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 bebes 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. STYLUST- BEBES 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.