Bebe stores

Infobox Company
company_name = Bebe stores, Inc.
company_type = Public (Nasdaq|BEBE)
company_
foundation = 1976
location = 400 Valley Drive
Brisbane, California

United States
key_people = Manny Mashouf; Chairman
Gregory Scott; Director and CEO
industry = Clothing retail
products = Apparel
revenue = profit$509.5 million USD (2005)
num_employees = 3,400 (2005)
homepage = [http://www.bebe.com/ www.Bebe.com]

Bebe stores (pronounced Bee-Bee) [ [http://www.bebe.com/gp/browse.html/ref=sc_bb_c_6_121974011_5/002-2834719-1205648?ie=UTF8&node=15398961&no=121974011&bbBrand=core&me=A2FMOXN01TSNYY&clicked=center-65 Bebe official website] ] is an American clothing retailer founded in 1976 by the Iranian-born Manny Mashouf, who emigrated to the United States in the early 70s and opened the first Bebe store in San Francisco. The company designs, develops, and produces contemporary women's apparel and accessories, catering towards the 21-35 year-old woman who "seeks current fashion trends to suit her lifestyle". According to the company's SEC filing for 2005, the "Bebe look" attempts to appeal to a "modern, sexy, sophisticated, body-conscious woman who takes pride in her appearance."

Mashouf owns 54% of the company. [http://www.sec.gov/Archives/edgar/data/1059272/000095013407021610/f33100def14a.htm SEC, US government] ]

tores

The company markets its products under the "Bebe", "Collection Bebe", "Bebe Sport", and "Bebe O" brand names through 279 retail stores, of which 202 are Bebe stores, 56 are Bebe Sport stores, 20 are Bebe outlet stores and one is a Bebe accessories store located in the United States, U.S. Virgin Islands, Puerto Rico, and Canada. The company also operates [http://www.bebe.com/ a website] and licenses 14 international stores. [http://www.sec.gov/Archives/edgar/data/1059272/000110465907069182/a07-23570_110k.htm United States SEC data] ]

*Bebe: the first store was opened in San Francisco in 1976.

*Bebe Sport: The company launched "Bebe Sport" in fiscal year 2003 to focus on active lifestyle via sportswear, tops, sweaters, outerwear, and accessories.
* Bebe outlets: Bebe outlets provide clearance merchandise, Bebe logo merchandise and special cuts produced under the Bebe O label exclusively for the outlet stores.

* Online: Bebe.com provides "Bebe" and "Bebe Sport" merchandise.

Marketing

Advertising Campaigns

The company utilizes an outside advertising agency to produce quarterly ads which are featured in fashion and lifestyle magazines, outdoor advertising, catalog, in-store visual presentation and on the Bebe.com website.

Models used in Bebe advertising campaigns include Adriana Lima, Alice Dodd, James King, Isabeli Fontana, Magdalena Wrobel, Nina Brosh, Rose McGowan, Shirley Mallmann, Valeria Mazza, Yamila Diaz, Susan Eldridge and Josie Maran.

To further brand exposure, the company signs celebrities for longer ad campaigns. Brenda Song was the face of Bebe's 2007 ad campaign. The company signed actresses Rebecca Romijn as the face of bebe from Spring 2007 through Spring 2008 and Eva Longoria as the face of Bebe Sport from spring 2007 through spring 2009. Mischa Barton was the face of Bebe's 2006 ad campaign.

Events

Additional marketing is provided by scheduled events. Bebe has semi annual collection preview events where clients are invited to preview the latest collections at Bebe stores. Additionally, the company partners with national and regional magazines to host events benefiting non-profit organizations. [http://www.sec.gov/Archives/edgar/data/1059272/000110465907069182/a07-23570_110k.htm]

Vertical Integration

The company designs and develops the majority of merchandise in-house with outsourced manufacturing.

External links

* [http://www.bebe.com Bebe official website]
* [http://artlung.com/fansite/bebe/ Bebe ad fan site] has examples of Bebe advertisements

References

* [http://www.sec.gov/Archives/edgar/data/1059272/000110465905044080/a05-15993_110k.htm Bebe Stores 2005 Annual Report ]