Kiabi unveils Beebs' new brand identity, integrating the second-hand platform into its fashion offerings with a global rebranding campaign.
Beebs rebranding unveiled
Kiabi has revealed a new brand identity for Beebs, a second-hand clothing platform that Kiabi acquired in 2024. The rebranding includes a new logo, updated colors, and new icons to reflect the platform’s integration into Kiabi’s ready-to-wear product range, available both online and in physical stores.Rebranding launched in October
The new brand identity for Beebs has been rolled out since October 29, first in France and then internationally. This update aims to align Beebs more closely with Kiabi’s overall brand image and to highlight the sustainability aspect of second-hand fashion.Marketing campaign launched
A comprehensive marketing campaign titled “Beebs, la mode qui a du sens” (Beebs, fashion that makes sense) began on November 4 and runs through November 17. The campaign uses multiple channels, including radio, customer relationship management strategies, and social media, to promote the rebranding and the platform’s mission.Augmented store concept tested
An activation event is also planned from November 4 to 7 at Kiabi Village, where a new concept of an augmented store will be tested. This initiative aims to enhance the shopping experience by integrating digital elements with physical retail, offering customers a more interactive and immersive environment.
