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Article: BEBE TAPS REBECCA ROMIJN FOR ADS.(Bebe Stores Inc.)
- Article from:
- WWD
- Article date:
- January 16, 2007
- Author:
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Byline: Emili Vesilind
Bebe Stores Inc. has yet another - slightly older - new face.
The company has hired model-turned-actress Rebecca Romijn to succeed Mischa Barton as the marketing symbol of its bebe contemporary brand. Earlier, the retailer named actress Eva Longoria to be the face of its activewear division, Bebe Sport.
The signings of the thirtysomethings - Romijn is 34, Longoria, 31 - might suggest the company's intent to market to a slightly older customer (Barton is 20). But chief executive officer Greg Scott said bebe's target demographic, 25- to 35-year-old women, will remain constant.
"We never thought of Mischa as her ...