The latest retailer to expand into catalog marketing is trendy women’s apparel manufacturer/marketer Bebe Stores. In early April it mailed 200,000 copies of its first catalog, Bebe Sport, to customers of its Bebe Sport store.
The Bebe Sport catalog, like the six Bebe Sport stores, sells sportier clothing and accessories than the core Bebe Stores retail chain. The idea, says marketing director Sandra Alvarenga, is to provide clothing for the active woman who doesn’t want to sacrifice her stylish look for comfort. “A typical customer might be a young mother with an active lifestyle, who wants to wear something sporty yet sexy,” Alvarenga says.
The 22-page, 7-1/4″ x 9-1/2″ catalog features French terry pants, tank tops, and short skirts, among other items. Prices range from $22 for a purse to $89 for pants; the average price is $45.
Because the Bebe Sport line is less dependent on trends and changes less frequently than the core Bebe line, the Brisbane, CA-based company decided that it was better suited for a print catalog. “It seemed appropriate based on the longevity of the collection,” Alvarenga explains.
The next mailing is planned for fall. So far, Alvarenga says, the catalog is performing better than expectations.