bebe is “the go-to destination for chic, contemporary fashion. The brand evokes a mindset — an attitude, not an age. It’s a true original, always defining fashion’s next stride forward. Designed for the confident, sexy, modern woman, bebe is a global label that embodies a sensual, sophisticated lifestyle.” It operates 250 retail stores and has more than 100 international-licensee operated stores.

The chain is a big believer  in multichannel (omni-channel) retailing. According to  Matt Pillar, editor-in-chief for Integrated Solutions For Retailers:

“Hamid Mashouf has served as head of technology at bebe for more than 10 years. During his tenure there, Hamid and his IT teams have replaced and revamped the entire spectrum of the company’s technology assets, from telecom to infrastructure to security. They’ve also upgraded the enterprise applications at bebe from the supply chain to the stores, enabling the business to grow internationally and expand the borders of digital and mobile.” 

“According to Mashouf, “the omni-channel journey” takes retailers down two parallel roads: One leads to the external optimization of the customer experience at all touchpoints along the path to purchase, while the other leads to the internal optimization of systems and core platforms to accurately manage orders, promotions, inventory, style/product, and customer data in a channel-agnostic manner. Both, he says, are dependent on the centralization of data.”

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