Global Brands Group partnering with bebe

18 Jun '17

4 min read

Global Brands Group Holding Limited, leading branded apparel, footwear, and fashion accessories companies, is partnering with the bebe brand ("bebe") to relaunch a newly transformed e-commerce platform and its international brick-and-mortar stores designed to meet the heightened shopping expectations of the savvy, confident female consumer.

The announcement represents the first initiative under Global Brands' direction of bebe's e-commerce platform, direct-to-consumer divisions and international operations. The company has also appointed designer Nathan Jenden as creative director to lead this effort. Jenden is known for his eponymous collections, as well as his time as creative director at Diane von Furstenberg.

"bebe is an iconic fashion brand with a loyal, global following," said Sandra Campos, who was recently appointed president of the bebe division at Global Brands Group.

"With Global Brands' renowned expertise behind us, we see a tremendous opportunity to relaunch a new e-commerce platform that best reflects who our global customer is and how she shops. We are very excited to welcome Nathan on board, as he's a strong and proven design talent, with a remarkable pulse on keeping up with today's consumer. He understands who she is, where she's going, and how she wants to be reached. And we are confident that he is uniquely positioned to best lead the creative vision of the bebe brand," Campos said.

Jenden joins Global Brands Group's bebe division after spending over a decade working with fashion icon Diane Von Furstenburg, and then catering to a prominent client list that counted music mogul and mega star, Madonna. He launched his own label during New York Fashion Week 2005, and by his third collection, he had Philip Treacy on board for the headpieces, and Christian Louboutin doing the heels - an impactful collaboration, which got him noticed by WWD and the International Herald Tribune. Jenden studied at Central Saint Martins and the Royal College of Art, and made his foray into the fashion world as an apprentice to John Galliano.

"bebe is one of the original brands in the world of contemporary, chic women's fashion, which brought something new to market that wasn't like anything we had ever seen at that time," said Jenden.

"I believe passionately in the brand's diverse consumer who adores seductive, decorated and feminine clothes through her life twenty-four seven, and our vision is to target her complete lifestyle from clothes to accessories and beyond. We are looking at what a woman wants now, how she shops, and what she needs, and we'll seek rich and engaging conversations with our customers to ensure we are part of their integral global community," Jenden said.

Joseph Gabbay, chief executive officer of Bluestar Alliance, which forged a partnership with bebe stores, in 2016 to create new licensees and product extensions for the brand, commented, "As we continue to build out the wholesale and department store distribution for the bebe brand, it was a natural transition for Global Brands Group to take over the bebe e-commerce platform. Global Brands Group has been a strategic licensee and can now seamlessly synergise the international distribution, e-commerce platform and wholesale business. Our efforts will concentrate on an omni-channel distribution approach to service and expand the bebe customer, both domestically and internationally."

Ralph Gindi, COO of Bluestar Alliance, commented, "A robust marketing initiative is set to be shared for the upcoming Fall 2017 season. Since our acquisition less than a year ago, we have introduced two major advertising campaigns. First featuring globally recognised model Irina Shayk, shot on the islands of Greece, followed by the more recent and active campaign featuring model Hailey Clauson.” (SV)

Fibre2Fashion News Desk – India

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