Bebe Stores
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| Type | Public |
|---|---|
| Traded as | NASDAQ: BEBE |
| Industry | Retail |
| Founded | 1976 |
| Headquarters | 400 Valley Drive, Brisbane, California, United States |
| Number of locations | 312 |
| Key people | Manny Mashouf Founder, Chairman, CEO |
| 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 |
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This article appears to be written like an advertisement. (April 2009) |
Bebe Stores, Inc (stylized bebe stores)[3] is a women's retail clothier established in 1976. Founded by Manny Mashouf, who emigrated from Iran to the United States in the early 1970s, where he opened the first Bebe store in San Francisco[4] during a time when three categories dominated the women's wear market: junior, bridge and misses. The brand develops and produces a line of contemporary women's apparel and accessories, which it markets under the Bebe, BebeSport, and 2b Bebe monikers.
The company 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 one 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 Lebanon, Kuwait, Egypt, Israel, Singapore, Indonesia, Malaysia, Mexico, Russia, Saudi Arabia, Thailand, Turkey, and UAE.
Mashouf owns approximately 55% of the company.[5]
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Name and inception [edit]
While it is commonly thought that there is a dramatic pronunciation to the brand's name (often inappropriately accented with a pro-European long 'e' sounding bébé or bay-bay) is incorrect. The name has a Persian etymology in which it means "lady". The name is correctly pronounced with a short English 'e' sound literally "bee bee". Thus, the name is never capitalized as it is a combination of two verbs forming a metaphorical verb as whole which reflects the brand's constant and progressive motion of forward fashion.
Stores [edit]
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 BebeSport product now sold in Bebe and 2b Bebe stores.
PH8: The company converted BebeSport 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.[6]
As of 2012, Bebe has currently launched a bridal wear line available in select stores throughout United Sates. However, additional bridal salons are currently under consideration for future development. The bridal wear line debuted with a collection designed by Project Runway runner up Rami Kashou. [7]
Marketing [edit]
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.[6] Mischa Barton was the face of Bebe's 2006 ad campaign.
In 2007, 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.[8] 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 YouTube channel.
Events [edit]
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 [edit]
The company designs and develops the majority of merchandise in-house with outsourced manufacturing.
President [edit]
As of August 9, 2010 Emilia Fabricant became president of Bebe Stores. She reports directly to CEO Manny Mashouf and her core responsibilities include oversight of design, marketing, merchandising, internet sales, production, and retail planning.[9]
References [edit]
- ^ a b c Bebe stores (BEBE) annual SEC income statement filing via Wikinvest
- ^ a b Bebe stores (BEBE) annual SEC balance sheet filing via Wikinvest
- ^ bebe official website
- ^ SEC 10-K filing by Bebe stores, inc.
- ^ SEC, US government
- ^ a b United States SEC data
- ^ Crotty, Nora. "Rami Kashou Talks His New Bridal Line for Bebe, Says Project Runway Is Just ‘a Game Show’". Fashionista. Retrieved 12 January 2013.
- ^ Graphis, Grapgis Profils, 2009
- ^ Forbes Online Profile
