BCBG Target Market

BCBG Mission Statement

“Bon chic, bon genre,” meaning good style, good attitude, is the phrase that makes up BCBG Max Azria. BCBG is committed to designing, marketing, and providing fabulous work to nightlife apparel for the sophisticated woman. BCBG strives to create excellent, innovative high fashion garments at a conservative price point for the young professional woman.


Although there are several different lines for BCBG at different price points, the target market being addressed here is the high fashion level line. BCBG Max Azria’s high fashion line is tendered towards women between the ages of eighteen and thirty-five. These intended women would have an income starting from $50,000 and up. Their occupation choice could be a range of careers or jobs; anywhere from retailer to nightclub owner to travel agent would fit. Ethnicity is vague and this line would be suitable for women of any ethnic background, as long as they are big city dwellers, living in places like Los Angeles or New York. The price zone would be considered designer; at lowest diffusion could be considered.

History and Background

Founded in 1989, BCBG is the lifetime vision of one man: Founder, Designer, Chairman and Chief Executive Officer Max Azria. In 1981, after eleven years of designing a line of women's wear in his native Paris, Azria moved to the United States and launched Jess, a series of new-concept retail boutiques offering hip French fashion to American women. After years of success, Azria decided to pursue his dream of launching a design house that spoke to the modern woman-thus BCBGMAXAZRIA was born. Named for the French phrase "bon chic, bon genre," a slang meaning "good style, good attitude," the brand embodies a true combination of European sophistication and American spirit. With the launch of the BCBGMAXAZRIA brand, he redefined the designer category by offering innovative, high-quality clothing at contemporary price points. As a result, Azria was inducted into the Council of Fashion Designers of America (CFDA) in 1998.

Reinforcing BCBGMAXAZRIA as a premiere American fashion brand, Azria successfully launched his collection on the runway for the first time during New York's Fall 1996 Fashion Week. The following season, The New York Times hailed, "Mr. Azria imbued his collection with worldly elan." In February 2006, in response to both his critical success and the needs and aspirations of his most discerning customers, Azria launched an exclusive runway designer collection called Max Azria. The collection allows Azria to explore his creativity full force, ultimately resulting in a line of directional, sophisticated designs in the most luxurious fabrics. In 1998 BCBGMAXAZRIAGROUP acquired the Herve Leger fashion house, marking the first time in history that a French couturier had been absorbed by an American designer. Azria relaunched the Herve Leger label in early 2007. For Fall 2008, in addition to showing BCBCMAXAZRIA and Max Azria during New York Fashion Week, Azria presented his Herve Leger by Max Azria collection. This marked the first time that an American designer produced three major fashion shows for three distinct collections during one New York fashion week.


The Fall 2008 season also witnessed the merging of the BCBGirls and To The Max collections to create one, comprehensive, young-contemporary lifestyle brand named BCBGeneration, which is designed for women of all generations seeking fashion that balances a feminine, sexy aesthetic with an eclectic and urban sensibility. In Fall 2009, Azria again expanded the Group with a new collaborative collection with teen superstar Miley Cyrus.

The BCBG Brand

BCBG, a French acronym for "bon chic, bon genre," meaning "good style, good attitude," represents the vision of founder, owner, and fashion designer Max Azria. With critically acclaimed collections, a loyal following of Hollywood's top celebrities and a strong worldwide presence, this fashion powerhouse has evolved into one of the hottest names in the fashion industry today. Continuously expanding while defining trends, Max Azria has let the industry know that he is indeed building a global empire. BCBG now owns 65 boutiques in the United States, Asia and Paris. With an ardent collection of sorts to uplift to its great name, BCBG stores will definitely continue to captivate the hearts of many and portray the single valued feminine styles that will be adorned and loved by many.