The bebe store brands' segmentation strategy is very straightforward. They strictly choose their segments in the market. In the population of the area that the group targets, they segment to females. In that segment they are promoting to 21-35 year olds specifically. Within this age group, bebe is specially targeting the very hip and trendy women with a very sophisticated mindset.

From these women they specifically develop campaigns that attract those that have a trendy personal style. To market the brand, Mashouf feels aside from brand exposure in print and outdoor advertising, which has been very successful, it’s critical to provide a continually changing in-store experience to give consumers a reason to shop at bebe stores. "To do this we deliver new products, new floor sets and new windows on a weekly basis," he emphasizes.