This article: Can Bebe Stores Fashion a Comeback? about Bebe is worth a read, if you follow such things as women’s apparel.
Bebe?s top priority is staging a return from casualwear to what it does best-?career and dressier clothing that resonate with stylish 20- to 30-year-olds. Bebe veered off course about two years ago when the denim business took off and it began moving away from the career category. ?That hurt them?their average transactions haven?t been as high,? said Liz Pierce, retail analyst at Wedbush Morgan Securities.
I find their ads great, as you know.
(Thanks Aileen for the pointer!)