VEGAS 2010: 90210 set for bebe stores
CBS Consumer Products and top women’s contemporary speciality store retailer bebe stores, inc. will introduce a branded clothing line - ‘bebe for 90210’ - based on CBS Television Studios’ 90210 television series for The CW.
The apparel partnership programme represents an unprecedented collaboration between producers and wardrobe stylists from the show and bebe’s creative design team. The line will be introduced simultaneously on-air for viewers and in-stores for consumers. The new line will launch in conjunction with new episodes of the hit series’ third season this fall and include styles worn by various characters in the show along with products inspired by the series.
“Working with the 90210 and bebe creative teams was key in developing a fashion-forward apparel collection featuring styles inspired by and seen on the show,” said Liz Kalodner, executive vice president and general manager of CBS Consumer Products. “This collaboration provides seamless integration between the show and retail and will provide fans with the very best quality apparel available for today’s hip and contemporary young woman.”
"Partnering with 90210 makes perfect sense because there is a natural synergy between our bebe brand and the adventurous energy and sexiness portrayed by the characters in the show," said Manny Mashouf, founder and CEO of bebe. "With the launch of this integrated marketing and product placement initiative we have created an exclusive 'bebe for 90210' collection that closely aligns with the aspirational spirit of the show."
The apparel programme will consist of four collections annually including dresses, tops, bottoms and accessories which will be available in a variety of fabrics and colors targeting the contemporary, stylish and sexy woman. The CW and bebe will support the new line with an integrated marketing campaign along with in-store signage and key positioning within bebe stores. The collection will be available for sale exclusively in select bebe stores nationwide as well as on www.bebe.com.
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