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cALI Group #19 bebe Cindy Alcala ashleigh Tribble ashley Taylor lanie Young Iterica Dickerson
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CALI GROUP #19 BEBE C I N D Y A L C A L A A 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 R L 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
description
cALI Group #19 bebe Cindy Alcala ashleigh Tribble ashley Taylor lanie Young Iterica Dickerson. Bebe. F ounded 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 - PowerPoint PPT Presentation
Transcript of cALI Group #19 bebe Cindy Alcala ashleigh Tribble ashley Taylor lanie Young Iterica Dickerson
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
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
SWOT ANALYSISStrengths 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
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
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
