Bebe—the brand known for sparkly clothing and party-girl dresses, is shifting its design focus toward a more sophisticated direction, according to WWD. In an effort to “tone down” its party-girl image, the brand is repositioning its image while staying true to Bebe’s DNA. The company plans to offer more fashion-forward dressy-casual options and stylish businesswear to its current consumer, “who likes sexy clothes that accentuate her curves and wants to be noticed,” CEO Jim Wiggett told the publication. Along with product updates, the company adjusted its operating model to highlight and reflect the store’s elevated new image. Head to WWD for more details!
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