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bebe stores, Inc.

Type	Public (NASDAQ: BEBE)
Founded	1976
Headquarters	400 Valley Drive Brisbane, California United States
Key people	Manny Mashouf; Director and CEO
Industry	Retail
Products	Apparel
Revenue	▲ US$603 Million (FY 2009)[1]
Operating income	▲ US$16.6 Million (FY 2009)[1]
Net income	▲ US$12.6 Million (FY 2009)[1]
Total assets	▼ US$571 Million (FY 2009)[2]
Total equity	▼ US$459 Million (FY 2009)[2]
Employees	4, 433 (2008)
Website	www.bebe.com

bebe ("be" "be" as it comes from the philosophy of "to be or not to be" which was the feeling of the 1970s decade, in which the company was founded)^[3] stores (name is legally and officially uncapitalized)^[4] 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^[5] during a time when three categories dominated the women's wear market: junior, bridge and missy. Having discovered a demographic that was neither junior nor bridge, Manny aimed to break the mold by offering this under-represented population of stylish women distinctive and inspirational fashion bearing an unmistakable hint of sensuality. His concept stuck and bebe reaped early success.

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.^[6]

Stores

bebe stores headquarters in Brisbane

A typical bebe store, at Aventura Mall in Aventura, Florida

bebe stores, inc. operates 307 stores, of which 212 are bebe stores, 33 are 2b bebe stores, 61 are ph8 stores and 1 is a bebe accessories store.^[7] 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. In 2009, bebeSPORT stores were converted to PH8 with BEBE SPORT product now sold in bebe and 2b bebe stores.

PH8 The company converted BEBE SPORT stores to PH8 stores stores in November 2009. PH8 offers casual weekend apparel, work-out attire and accessories such as bags, shoes and various seasonal items.

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.^[8]

online: bebe.com provides bebe and bebeSPORT 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.^[8]

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.^[8] 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^[9]. 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.

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.[1]

Vertical integration

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

References

External links

• bebe official website
• bebe ad fan site has examples of bebe advertisements
• bebe Stores 2005 Annual Report