Bebe was founded by Manny Mashouf and opened its first store in San Francisco. It targets women ages 21-34 and designs most of its products in-house. Currently it has 256 retail stores across the US, Puerto Rico, Canada, and Japan. The document discusses Bebe's competitors, markets, objectives to increase advertising, evaluation of advertising effectiveness, appointment of a new creative director, SWOT analysis, and several potential promotional campaigns including magazine ads, special events, blogging, perfume samples, and repositioning the brand.