NEW YORK (TheStreet) -- Bebe Stores  (BEBE) is looking to the world's second-largest economy to broaden its customer base.

CEO Jim Wiggett says one-third of the apparel retailer's customers in the U.S. are Asian. He sees expansion into China as a natural fit and sees high potential. Despite the recent disruption in China's economy, Wiggett takes a long-term view.

"There is a customer there. She has good taste. She is looking for a unique American-branded product and we have that," he added.

Bebe's newest "Be Iconic" collection is for the woman who is confident, has a little personality and likes to be seen. Wiggett said women are moving away from wanting to look alike. Bebe is going after the modern female buyer who wants a unique, authentic look. The brand is making exclusive products by seasons.

The company will try to tap into its second-largest demographic, the Latina market. With New York Fashion Week kicking off, Wiggett revealed said Bebe's fall and holiday collection includes a lot special fabrics with intricate designs and some bedazzle that make women look and feel special.