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C A L I G R O U P # 1 9B E B E
C I N D Y A L C A L AA S H L E I G H T R I B B L E
A S H L E Y T A Y L O RL A N I E Y O U N G
I T E R I C A D I C K E R S O N
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
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 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
SWOT ANALYSIS
Strengths Weaknesses Comprehensive product line offering in
women’s apparel and accessories Diversified format and geographical
presence
Strong branding
Declining comparable store sales
Opportunities Threats
Store expansion in domestic market Declining consumer confidence
Counterfeit goods
Intense Competition
Strengths Weaknesses
Opportunities Threats
PROMOTIONAL CAMPAIGNS
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
MAGAZINE AD
bebe
bebe
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.
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/
STYLUST- BEBE’S 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.