bebe Brand Concept satisfy the fashion needs of modern, sexy and sophisticated women

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2 bebe Brand Concept satisfy the fashion needs of modern, sexy and sophisticated women Bebe woman: not defined by her look, but by her attitude: assertive, sexy, stylish, confident & cutting edge design, develop and produce a distinctive line of contemporary women's apparel and accessories signature look: hip, sophisticated, body conscious fashion

3 bebe Culture & Roots To be or not to be Visionary Hamlet s quote which inspired store name Visionary At time of launch 3 categories of women s clothing dominated the market: junior, bridge & missy bebe tapped into unexploited demographic of women by offering stylish, inspirational & sexy clothes

4 bebe: Brand ID Physical bebe logo Body conscious designs Women s ready to wear apparel Physical Personality Relationship Modern Innovative Fashion forward Relationship Culture Reflection Sexy Feminine Exhibitionist Reflection Self Image

5 bebe: Brand ID Personality Sexy Edgy Confident Culture Californian Provocative Self Expression Youthful Porno Chic Physical Relationship Personality Culture Self Image Fierce Sexy Confident Socially Elevated Reflection Self Image

6 bebe: brand architecture Branded House with sub-brands bebe 1 st store in 1976 Women s ready to wear apparel 211 bebe locations & 1 bebe accessory store Average 4,000 square feet Primarily located in regional shopping malls & freestanding street locations 2b bebe Launched 1997, now 34 locations Sell bebe logo, 2b bebe merchandise & bebe retail markdowns Average 4,530 square feet Primarily located in outlet malls BEBE SPORT (PH8) Launched 2003 Sportswear/footwear under BEBE SPORT & bbsp brand names 62 locations averaging 2,500 square feet Primarily located in regional shopping malls 2009 BEBE SPORT converting to PH8 bebe.com Extension of bebe store experience Complete bebe & BEBE SPORT collection Communication vehicle

7 bebe: Target Consumer 18 to 34-year-old woman seeking current fashion trends Hip, sexy, sophisticated, body-conscious woman who takes pride in her appearance Appreciates current fashion & high quality at a competitive price

8 Bebe: Competitive Environment Primary Competitive Factors Brand Name Recognition Product quality Product pricing Customer service Product styling Product presentation Store ambiance Convenience Global apparel, accessories & luxury goods market shrank by 6.6% in 2008 to $1,334.1 billion Womenswear accounts for 47.5% of global apparel, accessories & luxury goods market's value In 2013, Global apparel, accessories and luxury goods market is forecast to have an increase of 42.7% since 2008 Retail & apparel industries: highly competitive due to low barriers to entry

9 Bebe: Competitive Environment Luxury Polo Ralph Lauren Chanel Tommy Hilfiger Jones Apparel Anne Taylor Nordstrom Banana Republic Club Monaco Dior Guess? bebe Conservative Gap Urban Outfitters Sexy XOXO BabyPhat Victoria Secret Old Navy American Apparel Mass

10 Bebe: Short History One of the top women s retailers developing the contemporary market for the masses Founder Manny Mashouf (current chairman & CEO ) opens 1 st boutique in San Francisco Opened 1 st 2b bebe (bebe outlet store) 1998 Went public & launched online store 2003 Launch of BEBE SPORT 2009 All BEBE SPORT stores & merchandise converting to PH8

11 Bebe: collaborations Madonna s Greatest Hits compilation What? Purchase & download individual songs/whole album from bebe website Why? Positive Brand Association: Madonna is a fashion/music icon known for her confident, edgy & sexy style

12 Bebe: collaborations Pussycat Dolls Shhh What? Dec 2008: partnered with Pussycat Dolls creator Robin Antin to launch Pussycat Dolls Shhh lingerie line bebe stores & bebe.com. Why? Brand Extension & PR: created buzz while launching new product line designed by hip band that emanates brand values

13 Bebe: collaborations Nicole Richie for bebe What? Fall 2009: debut jewellery line created exclusively for bebe Keepsake bracelet sold at select bebe stores & bebe.com will donate 25% of proceeds to Richie-Madden Children s Foundation Why? Positive Brand Association, PR & CSR

14 bebe: Special Services What? Bebe iphone & ipod Touch application How? users can search, browse & purchase products on bebe.com Why? Great Brand Association Attracts younger target market Increases foot traffic on bebe.com

15 bebe: Special Services What? Virtual Bebe How? Opened Virtual World shop on THERE.com Why? Creates buzz Attracts younger target market Increases foot traffic on bebe.com

16 bebe: Special Services What? How? betxted Users text VIP for exclusive offers & promotions sent to their mobile phones Why? Creates buzz Attracts younger target market May generate spontaneous purchases

17 bebe: Special Services What? How? Clubbebe 1 point per $1 $10 bonus with every 250 points Double points events Exclusive in-store events Why? Strengthens customer loyalty May generate spontaneous purchases

18 bebe: mass market price comparison bebe Gap Urban Outfitters Victoria s Secret Jacket $259 $148 $298 $218 Dress $139 $59 $78 $88 Pants $119 $69 $58 $69 Sweater $69 $45 $78 $48

19 bebe: luxury market price comparison bebe Anne Klein Guess? Inc. Tommy Hilfiger Jacket $259 $650 $320 $675 Dress $139 $350 $130 $299 Pants $119 $195 $185 $179 Sweater $69 $140 $95 $194

20 bebe: charity & CSR bebe discontinued buying products with animal fur starting January 2008 begreen initiative: making bebe a greener company Produce 1/3 products in California decreases greenhouse gasses associated with transport Use of 100% recyclable boxes & materials, etc.

21 bebe: charity & CSR AIDS Walk (San Francisco, Los Angeles, New York): 14 th years of support Raised over $264K since 2006 Leukemia & Lymphoma Society Team in Training 2008 Regional Food Banks Los Angeles & San Francisco

22 bebe: charity & CSR MAVI Foundation (Puerto Rico) Helping disabled youth Bebe s Season of Giving 2008 Campaign (Puerto Rico) Helping various charities

23 bebe: charity & CSR Susan G Komen for the Cure (Los Angeles) donated $48K in 2008 Dress for Success donated over 3000 articles of clothing in 2008 Breast Cancer Research Special Edition clothing & accessories

24 bebe: advertising channels Edgy, high-impact, visual advertising campaigns Use: print, outdoor, in-store, direct mail & Runway collections since 2006 Line of merchandise branded with distinctive bebe logo to increase brand awareness GOAL: maintain focus on core customers while elevating brand to "attainable luxury" status Attract customers by playfully sensual & evocative imagery of bebe lifestyle

25 bebe: faces Mischa Barton new face of bebe beginning Summer 2006 Eva Longoria new face of BEBE SPORT launching for Spring/Summer 07 Rebecca Romijn new face of bebe launching for Summer 2007

26 bebe: website bebe.com Source of testing new concepts Building client community Providing comprehensive product offering ships to: US, Canada, Puerto Rico &U.S. Protectorates bebe Affiliate program rewards patron who refer shoppers from their website to bebe.com for every purchase made by their referral

27 bebe: licensing agreements August Skechers Footwear to produce entire BEBE SPORT/bbsp footwear products & distribute to bebe stores & other stores worldwide began selling 2008 Safilo Eyewear to develop, market & sell sunglasses in bebe stores & Solstice owned stores first sunglasses sold 2007 July 2008 Inter Parfums, Inc. to design, develop, manufacture, distribute, advertise &promote fragrance & color products available in 2009 August 2009 Titan Industries to design, manufacture & distribute women's non-casual footwear In stores Spring 2010 Eyewear license agreement for optical eyewear represents less than 1% of business in 2009 expires on June 30, 2010

28 bebe: International Distribution Business Model Wholly owned stores US, Canada, Puerto Rico, & US Virgin Island Do not wholesale

29 bebe: International Distribution Business Model 33 Licensed Stores South East Asia, United Arab Emirates, Israel, Russia, Mexico & Turkey In fiscal 2010, plan to expand from 33 to 54 licensee operated stores including Oman, Qatar, Bahrain, China & Hong Kong

30 bebe: Store Concept Upscale, visually stimulating boutique environment enhances bebe brand, builds customer loyalty & online shopping experience Market products under brand names: bebe BEBE SPORT bbsp 2b bebe Through: 308 retail stores 33 international licensee operated stores

31 bebe: Merchandising Strategy Provide current, timely fashions in a broad selection of categories to suit the lifestyle needs of customers in-house design team Quickly reacts to fashion trends, bringing newness into the merchandise mix to complement core assortment Control distribution of merchandise Enables price control, flow of goods, visual presentation & customer experience

32 bebe: Events Semi annual collection preview events clients preview latest collections at bebe stores Host events benefiting non-profit organizations partners with national and regional magazines to host events benefiting non-profit organizations

33 bebe: Key Success Factors Exclusive distribution Convenient locations Brand name recognition Competitive product pricing Strong international distribution model Strong brand values & brand positioning Presence in most profitable product categories

34 Thousands bebe: Measurement of Success $700 Financials $600 $500 $400 $300 $200 $100 $ Net Sales Gross Margin Income from Operations Net Income

35 bebe: Measurement of Success Cost of goods sold/net Sales Cost of goods sold has an upward trend, rising much faster in the last 3 years. bebe must either raise prices or change suppliers to remain financially healthy!

36 Thousands bebe: Measurement of Success $600 $500 $400 $300 $200 $100 $ Debt Total Assets Working Capital

37 Dividend Amount bebe: Measurement of Success $0.25 Dividend Declared $0.20 $0.15 $0.10 Dividend Declared $0.05 $

38 bebe: Measurements of Success

39 bebe: Measurements of Success Based on current retail environment, there is limited opportunity to expand the number of bebe, BEBE SPORT (PH8), & 2b bebe stores in new and existing markets Fiscal 2010 Plans open 6 new stores relocate & expand 1 existing store close up to 13 stores, resulting in net square footage reduction of approx 1%

40 bebe: Measurements of Success bebe stores Fiscal 2010 Plans open 6 bebe stores no new accessory only stores Fiscal 2009 opened 6 & closed 6 relocated 1 existing bebe store to a larger space converted 1 bebe store to a 2b bebe store BEBE SPORT stores Fiscal 2009 opened 1 & closed 2 expanded 1 existing store to a larger space 2b bebe stores Fiscal 2009 opened 6 converted 1 bebe store to 2b bebe store converted all of existing outlet stores to new name, 2b bebe Fiscal 2010 Plans no changes to 2b bebe stores Store Closures Fiscal 2009: closed 8 stores Fiscal 2010: plan to close up to 13 stores

41 bebe: Appraisal of Brand Equity Creation Financially intriguing seems quite weak in 2008 & 2009 as profits plummet; however it has no long term debt Strong brand recognition due to consistent communication to consumers Leveraging Knowledge Strategic locations & good use of international franchising

42 bebe: Appraisal of Brand Equity Creation Strengths Comprehensive product line offering in women's apparel and accessories Diversified format and geographical presence Strong branding and CRM initiatives Opportunities Store expansion in domestic market Weaknesses Declining comparable store sales Legal proceedings Threats Declining consumer confidence Increase in online retail sales Counterfeit goods IS&T strategic plan to increase process efficiency Increasing labour rates impact profitability Intense competition

43 THANK YOU!