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Bebe stores offers clothing for upscale, educated women (between the ages of 18 - 34) who want to look sexy. "If the consumer economy had a sex, it would be female . . . Women are the driving force of global economy . . . Men are usually the people . . . creating retail environments to attract women." (Brennan, 17)…
". . .the best companies create value for their customers in five interlocking ways . . . solutions to their needs, respect, and connect . . . on an emotional level . . . set prices fairly [not necessarily cheaply] . . . easy for people to find what they need, pay for it quickly, and then move on . . . sounds exceedingly simple . . . surprisingly difficult." (Harvard Business Press, 1).
Bebe's definitely creates value for their customers in all 5 areas. When I visited the store, a black and white, polka-dot handbag ($130.00) caught my eye. The price was more than I wanted to pay, but definitely worth it (genuine leather). I interviewed a loyal customer who said she started shopping at Bebe's in West Palm Beach. She said that the prices "were reasonable." Her 7 items ranged from $59.00 to $100.00 each. (Rosebud)
The store image is sleek, sophisticated, clean, and urbane. The manager definitely has achieved the goal of making the internal and external image draw traffic. There was signage throughout the store. No stockouts. The environment was clean and organized. The employees, who were attentive and knowledgeable, wore attire that reflected the store's image. Although I thought the target market was for twenty-one year olds, one of the employees correct my preconceived ideas by telling me that "my mom shops here and she is over 50." (Braswell). ...
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