Bebe (BEBE) stores is in the midst of a turnaround plan to get the women's apparel retailer back on track with a laser-like focus on who its consumer is and the kind of clothing she's looking to buy. 'There have been paradigm shifts within the company and they didn’t work. So, what we did is settle down, go back to our roots, pay attention to who our customer is, pick our lane and stay in it,' said CEO Jim Wiggett. Wiggett officially became the CEO of the retailer in December 2014 after serving as interim CEO for six months. Wiggett points to missteps along the way with the retailer's target demographic and its merchandising assortment. Over the years, who exactly the 'Bebe woman' was became unclear. Today, Wiggett says there is much more focus within the company. 'There is a perception today that the Bebe customer today is the young 20-year-old party girl and the reality is she’s not. The average age of the bebe customer is 32. She ranges in age from low-20s to high 40s. It’s a woman who takes care of herself, who’s confident, who wants to be noticed.' TheStreet's Ruben Ramirez reports from the Nasdaq Marketsite.
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