BEBE » Topics » Marketing

These excerpts taken from the BEBE 10-K filed Sep 18, 2008.

Marketing

        We have developed our advertising and direct marketing initiatives to elevate brand awareness, increase customer acquisition and retention and support key growth strategies.

        During fiscal 2008, our advertising expenditures, as a percentage of net sales, were 4.5% of net sales compared to 4.1% in fiscal 2007. This supported the growth of our direct to consumer business, including national and regional print advertising and outdoor advertising, catalog circulation and the

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clubbebe loyalty program. In fiscal 2009, we currently anticipate that advertising expenditures as a percent of net sales will be 4.1%.

Direct to Consumer

        In fiscal 2008, we increased our catalog circulation and maintained the number of catalogs produced. Clubbebe, our customer loyalty program, was launched in fiscal 2006, and as of July 5, 2008, had over 1.7 million members.

Advertising

        We continue to build brand awareness through targeted advertising campaigns that maintain a focus on core customers while adding new image building media strategies to further elevate the brand to "attainable luxury" status.

        We work with an outside advertising agency to create edgy, high-impact, provocative ads which are produced quarterly and are featured in leading fashion and lifestyle magazines. The images are also used for outdoor advertising, catalog, in-store visual presentation and on our website, bebe.com. To further our brand exposure, we signed Eva Longoria as the face of BEBE SPORT from Spring 2007 through Spring 2009. We entered into an agreement with Eva Longoria to amend the length of her contract to September 2008. In the future, we plan to continue to establish business relationships with models and celebrities who best represent the bebe brand image.

Events

        Our semi-annual collection preview events, where clients are invited to preview the latest collections, have become strategically important events in our stores. Additionally, we schedule major events throughout the year in partnership with national and regional magazines to benefit non-profit organizations.

Marketing



        We have developed our advertising and direct marketing initiatives to elevate brand awareness, increase customer acquisition and
retention and support key growth strategies.



        During
fiscal 2008, our advertising expenditures, as a percentage of net sales, were 4.5% of net sales compared to 4.1% in fiscal 2007. This supported the growth of our direct to
consumer business, including national and regional print advertising and outdoor advertising, catalog circulation and the



4











clubbebe
loyalty program. In fiscal 2009, we currently anticipate that advertising expenditures as a percent of net sales will be 4.1%.



Direct to Consumer



        In fiscal 2008, we increased our catalog circulation and maintained the number of catalogs produced. Clubbebe, our customer loyalty
program, was launched in fiscal 2006, and as of July 5, 2008, had over 1.7 million members.




Advertising



        We continue to build brand awareness through targeted advertising campaigns that maintain a focus on core customers while adding new
image building media strategies to further elevate the brand to "attainable luxury" status.



        We
work with an outside advertising agency to create edgy, high-impact, provocative ads which are produced quarterly and are featured in leading fashion and lifestyle
magazines. The images are also used for outdoor advertising, catalog, in-store visual presentation and on our website,
bebe.com. To further
our brand exposure, we signed Eva Longoria as the face of BEBE SPORT from Spring 2007 through Spring 2009. We entered into an agreement with Eva Longoria to amend the length of her contract to
September 2008. In the future, we plan to continue to establish business relationships with models and celebrities who best represent the bebe brand image.



Events



        Our semi-annual collection preview events, where clients are invited to preview the latest collections, have become
strategically important events in our stores. Additionally, we schedule major events throughout the year in partnership with national and regional magazines to benefit non-profit
organizations.



This excerpt taken from the BEBE 10-K filed Sep 14, 2007.

Marketing

We have developed our advertising and direct marketing initiatives to elevate brand awareness, increase customer acquisition and retention and support key growth strategies.

During fiscal 2007, our marketing expenditures, as a percentage of net sales, were consistent with fiscal 2006. This supported the growth of our direct to consumer business, including national and regional print advertising and outdoor advertising, catalog circulation and the clubbebe loyalty program. In fiscal 2008, we currently anticipate that advertising expenditures as a percent of net sales will be similar to fiscal 2007.

Direct to Consumer

In fiscal 2007, we increased the number of bebe catalogs mailed from fiscal 2006 and produced an additional bebe holiday catalog. In fiscal 2008, we are increasing our catalog circulation and maintaining the number of catalogs produced.

Clubbebe, our customer loyalty program, was launched in fiscal 2006 and as of July 7, 2007, had over 1.8 million members. Our improved client database, which has increased approximately 75% over the same time last year, has significantly contributed to increased direct mail performance.

Advertising

We continue to build brand awareness through targeted advertising campaigns that maintain a focus on core customers while adding new image building media strategies to further elevate the brand to ‘attainable luxury’ status.

An outside advertising agency works to create edgy, high-impact, provocative ads which are produced quarterly and are featured in leading fashion and lifestyle magazines. The images are also used for outdoor advertising, catalog, in-store visual presentation and on our website, bebe.com. To further our brand exposure, we signed actresses Rebecca Romijn as the face of bebe from Spring 2007 through Spring 2008

4




and Eva Longoria as the face of BEBE SPORT from Spring 2007 through Spring 2009. In the future, we plan to continue to pursue partnerships with models and celebrities who best represent the bebe brand image.

Events

Our semi annual collection preview events, where clients are invited to preview the latest collections, have become strategically important events in our stores. Additionally, we schedule major events throughout the year in partnership with national and regional magazines to benefit non-profit organizations.

This excerpt taken from the BEBE 10-K filed Sep 14, 2006.

Marketing

Our advertising and direct marketing initiatives have been developed to elevate brand awareness, increase customer acquisition and retention and support key growth strategies.

During fiscal 2006, we increased our marketing expenditures to approximately 4.1% of sales from 3.3% of sales in fiscal 2005. This increased expenditure supported the growth of our direct to consumer business, national and regional print advertising and outdoor advertising, catalog circulation and the clubbebe loyalty program. We currently anticipate that advertising expenditures as a percent of sales will be less in fiscal 2007 than fiscal 2006.

Direct to Consumer

In fiscal 2006, we maintained the number of bebe catalogs from fiscal 2005 and produced a separate SPORT catalog for Holiday 05. In fiscal 2007, we are increasing our catalog circulation and number of catalogs, including an additional holiday catalog in December and additional separate SPORT catalogs.

Clubbebe, our customer loyalty program, was launched in fiscal 2006 and now has over one million members. Our improved customer database, which has increased 30% over the same time last year, has significantly contributed to increased direct mail performance.

We anticipate as we go forward there will be a continued improvement in our mailing list which will positively impact the customer’s response to the catalog.

Advertising

We continue to build brand awareness through targeted advertising campaigns that maintain a focus on core customers while adding new image building media strategies to further elevate the brand to ‘attainable luxury’ status.

4




An outside advertising agency works to create edgy, high-impact, provocative ads which are produced quarterly and are featured in leading fashion and lifestyle magazines. The images are also used for outdoor advertising, in-store visual presentation and on our website, bebe.com. To further our brand exposure, we signed actress Mischa Barton as the face of bebe from Spring 2006 through Spring 2007. In the future, we will continue to pursue partnerships with models and celebrities who best represent the bebe brand image.

Events

Our semi annual collection preview events, where customers are invited to preview the latest collections, have become strategically important events in our stores. Additionally, major events are scheduled throughout the year in partnership with national and regional magazines to benefit non profit organizations.

This excerpt taken from the BEBE 10-K filed Sep 14, 2005.
Marketing

Our advertising and direct marketing initiatives have been developed to elevate brand awareness, increase customer acquisition and retention and support key merchandising strategies.

We believe that our advertising promotes brand awareness and supports numerous product line expansion opportunities. For fiscal year 2006, we plan to increase our marketing expenditures to approximately 4.0% of sales from 3.3% of sales in fiscal year 2005. This additional expenditure will support the growth of our direct to consumer business and continue to extend the reach of the bebe brand. In addition, we will increase spending in core publications and outdoor media for the bebe brand. We will also increase funding for BEBE SPORT marketing.

We continue to build brand awareness through targeted advertising campaigns that maintain a focus on our core customers while adding new image building media strategies to further elevate the brand to ‘attainable luxury’ status.

An outside advertising agency works with our internal marketing department to create edgy, high-impact, provocative ads which are produced quarterly and are featured in leading fashion and lifestyle magazines. The images are also used for outdoor advertising, in-store visual presentation and on bebe.com.

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