Photograpic Brief by
ANGEL NICHOLLS N0214012
Brand / company background
The first Bebe boutique opened in 1976 in San Francisco by founder Manny Masouf. Since then it has been a key player in the US retail market. They have consistently delivered contemporary, sexy and chic designs to US women for decades. Net sales in the first quarter of this 2009 fiscal year equated to $163.3 million, with an increase of 1.37% since last year.
Brand values
and proposition The tone of voice of the Bebe brand does not feature a direct mode of address. However Bebe is able to communicate with its consumer on a personal level by referencing what would appeal to them as the tone of voice at times reflects a magazine-type style. Therefore it appeals to the fashion conscious who are knowledgeable about key trends. The tone of voice is dramatic also yet still retains a colloquial manner, for example, Bebe refers to the latest stock as ‘what’s hot’ which is a term the consumer may use herself.
Rationale for campaign The objective for this campaign is to help secure the success of Bebe’s future launch into the UK retail market. The decision to enter the UK has been strongly considered and is of a direct result following Bebe’s success internationally in certain countries, namely: Israel, Indonesia, Egypt, Singapore, Thailand, Turkey and the United Arab Emirates. The Bebe name has continued to flourish over recent years and to break such a strong retail market as the UK it is necessary to produce a memorable campaign that works well in both outdoor and press communication. This is vital in order to raise awareness of the brand and to position Bebe amongst it’s UK competitors and in turn increase it’s international market share.
Perceptual map
high RRP (Recommended Retail Price)
French Connection
All Saints Bebe Topshop
Oasis abundance of outdoor / press communication
lack of outdoor / press communication
H&M Primark low RRP
Target consumer “The Bebe woman is not defined by how she looks – she is defined by her attitude: assertive, sexy and stylish. She’s confident and cutting edge, demanding the same cachet from her clothing. For her, Bebe’s signature look of hip, sophisticated, body-conscience fashion is the ultimate expression of her own style.”- bebe.com 2009.
Pen-portrait Katrina Jones, 24, wakes for work at 7.30 am entwined in her clean and chic Laura Ashley sheets. She crosses the room to her en-suite to begin her daily beauty regime, as her appearance is something that is paramount to her and her image. For work she wears a pair of killer heels, a pencil skirt and crisp white shirt with statement accessories that define her individual sense of style. However, she is a commuter. Although you may see her on the tube reading a London newspaper she is partial to the odd celebrity style magazine and cannot go without renewing her yearly subscription to Vogue. In her morning commute she takes the underground from a central London station to her work place where her world unravels into an exciting day that could play out in the office environment or take her outside of it, meeting new people constantly. She is a playful girl at heart so after work she hails a taxi and heads to a local, stylish bar for some drinks with friends. She orders a fruity cocktail and giggles part of the evening away. However when she gets home the weekend is just beginning so she showers again and prepares for the rest of the evening out. Chanel perfume spritzed on, hair elegantly dishevelled, clutch in hand and blackberry in pocket; she’s ready to go. Although Katrina appreciates the finer things in life this does not mean to say that she lives outside of her means. She has mastered the technique of mixing high, mid and low market fashion to create a look that is distinctly hers. She is sexy and stylish but her aura demands respect. She sees herself as an optimist, a dreamer whereas her friends and colleagues are aware of the logical head that rests on her shoulders. She is reliable however is forever five minutes late. This is one pen-portrait detailing a day in the life of a Bebe consumer. However, Bebe still prides itself on its ability to deliver stylish and sleek clothes that will fit the lifestyle choices and tastes of many women. This is reflected in the sister brands: Bebe 2b (to cater for the less affluent consumer) and Bebe sport (to cater for the gym-goer). However all of these women take pride in their appearance and are strong-minded individuals.
Key message Bebe has arrived referencing an era of nostalgic glamour and creativity. Invest in statement colour and opulent yet affordable quality.
Mood and era The theme and era of the shoot should reference the 1940s. An era that, although saw fashion’s hardest time, was still arguably the most archetypal decade for glamour. This era also seems appropriate considering the current financial climate, where people seem to be have fewer money to spend on clothes. In the US Bebe has taken a more modern twist on the glamour of the 40s which has featured in it’s most recent press campaigns. It is felt that a more upmarket approach is destined to pleasantly surprise the British consumer and draw them in. More attention should be paid to the location and setting. The model should be positioned against the backdrop of a design studio, clothing warehouse and pattern cuttings, much like the recent editorial in the Mail on Sunday’s supplement, You magazine. However the background should remain as such and not dominate. The creative atmosphere signifies the need for creativity in the 1940s where material for clothes was at a minimum. This also in turn signifies the creative nature of Bebe itself and how its ready to revigorate itself to enter the UK market at a slightly more upmarket level where the main focus would be on quality, borrowing ideas from the legendary Hardy Amies of the 40s as the clothes had bursts of deep block colour that resonate like jewels.
Photographer The photographer that is felt to best suit this project is Laura Alice Hart. Much of her work references and captures the class and whispering modesty in beauty of the 1940s. Her work has featured in Drama and Oyster Magazine. Her works have also shown a huge understanding and remarkable ability to portray various eras. www.laura-hart.com
Stylist The chosen stylist is Mariel Haenn. She is best known for styling singing sensation Rihanna and A-list couple Will Smith and Jada Pinkett-Smith. However her talent has successfully stretched to editorials and ad campaigns. The reasoning behind choosing such a stylist lies in her chameleon-esque ability to portray different eras and themes from the soft 40s iconography that has featured in Rihanna’s I Hate That I Love You video to the edgy futurism for fashion magazines. www.marielhaenn.com
Location As stated before the location should not dominate. However a background of a mostly creamy, plain colour is necessary. It should also feature a creative environment. One execution would preferably be with dress mannequins.
Deliverables A total of five executions are required. They should all feature different backgrounds and styling. They must be suitable for both outdoor and press communications.
Word count: 1097
Mood board: 1) CONSUMER
Mood board: 2) THEME / ERA