Clothing Company Definitions — United States clothing company definitions from Apparel Search
Bebe stores is an American clothing retailer founded in 1976. Iranian-born Manny Mashouf, who emigrated to the United States in the early 1970s, opened the first bebe store in San Francisco, aimed at a demographic of stylish women that was neither junior nor bridge. Bebe designs, develops and produces a distinctive line of contemporary women's apparel and accessories, marketed under the bebe, bebeSPORT and 2b bebe brand names.
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bebe designs, develops and produces a distinctive line of contemporary women's apparel and accessories, which it markets under the bebe, bebeSPORT, and 2b bebe brand names. bebe stores, inc. currently operates 312 stores, of which 215 are bebe stores, 32 are 2b bebe stores, 64 are bebeSPORT stores (this includes bebe/bebeSPORT 2-in-1 stores) and 1 is a bebe accessories store. These stores are located in the United States, the District of Columbia, Puerto Rico, the U.S. Virgin Islands and Canada. bebe also has an international division in Dubai, Egypt, Israel, Singapore, Indonesia, Malaysia, Mexico, Russia, Saudi Arabia, Thailand, Turkey, and UAE. In addition, there is an online store at www.bebe.com. Mashouf owns 54% of the company.
bebe stores, inc. currently operates 312 stores,
of which 215 are bebe stores, 32 are 2b bebe stores,
64 are bebeSPORT stores (this includes bebe/bebeSPORT
2-in-1 stores) and 1 is a bebe accessories store.
The company also operates a website and licenses
39 international stores.
bebe: the first store was opened in San Francisco in 1976. bebeSPORT: The company launched bebeSPORT in fiscal year 2003 to focus on active lifestyle via sportswear, tops, sweaters, outerwear, and accessories. 2b bebe: bebe's outlet division provide clearance merchandise, bebe logo merchandise and special cuts produced under the 2b bebe label exclusively for the outlet stores. online: bebe.com provides bebe and bebeSPORT merchandise. Advertising CampaignsThe 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 bebeSPORT from spring 2007 through spring 2009. Mischa Barton was the face of bebe's 2006 ad campaign. In 2008, Bebe selected advertising agency MD70, with Creative Direction by Fredrik Peterhoff to produce Bebe Holiday and Spring 2009, Bebe Sports and Bebe Accessories Spring 2009 campaign. Photographed by Camilla Åkrans, styled by Julia von Boehm and shot in Beverly Hills, Los Angeles, the Bebe Spring campaign features model Anne Marie van Dijk. The spring campaign appeared in the February and March titles of Vogue, Elle, Cosmopolitan and Glamour, as well as billboards and phone kiosks in New York, Los Angeles and Las Vegas. A campaign video will run in stores and online at Bebe Video. EventsAdditional 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. Vertical IntegrationThe company designs and develops the majority of merchandise in-house with outsourced manufacturing. External links |
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Bebe stores |
Bebe's founding insight was about market categories. Women's wear retail in 1976 was organised into junior, bridge and missy departments, and Mashouf identified the customer those categories missed: a grown woman who wanted contemporary, distinctive fashion that was neither junior's youthfulness nor bridge's conservatism. A chain built precisely on that gap could own its customer, because she had nowhere equivalent to go. The bebe store concept — designed, developed and produced in-house rather than bought from other labels — kept the whole assortment pointed at that one woman.
The brand architecture that followed is the standard playbook for a successful specialty retailer. The core bebe name carried the main line; bebeSPORT extended it into sport-influenced apparel; 2b bebe addressed a more value-conscious version of the same customer; and an accessories-only store tested the highest-margin category on its own. Running several nameplates at once lets a retailer take multiple positions in the same mall and keep each store's identity clear, and bebe's international division carried the formula to markets from Dubai to Singapore through local partners.
Bebe was founded in 1976 by Manny Mashouf, who had emigrated to the United States from Iran in the early 1970s. He opened the first bebe store in San Francisco.
Bebe designs, develops and produces a distinctive line of contemporary women's apparel and accessories. It markets them under the bebe, bebeSPORT and 2b bebe brand names.
Bebe operated 312 stores, of which 215 were bebe stores, 32 were 2b bebe stores, 64 were bebeSPORT stores including combined bebe and bebeSPORT locations, and 1 was a bebe accessories store, across the United States, Puerto Rico, the US Virgin Islands and Canada, with an international division in several other countries.