Bershka

Nikhat Shaikh
Bershka : The Brand.

– Bershka is a clothing retailer company. It is part of the Spanish Inditex group( owner
of Zara) that was created in April 1998 as a new store and fashion concept, aimed at
a young target market.
– Bershka presents itself as a reference point for fashion targeting this increasingly
demanding public and in just 2 years, hansconsolidated its brand image in 100
shops. Today, after 18 years, It now has over 1000 stores in 71 countries around the
world with sales that represent 10% of the total revenue for the whole group.
– On 6 September 2011, the company (alongside its sister brands) launched into the
online market in France, Germany, Greece, Poland, Italy, Ireland, Netherlands,
Portugal, Spain, China, Latvia and United Kingdom.
The Concept.

– Bershka shops are distinguished throughout the world by their strategic location
and well-detailed architecture. The establishments are converted into spacious
trend-setting showcases with a carefully thought through image extending from
the windows to the arrangement of the goods inside. Bershka selects the best
commercial sites in each city and positions itself in the most notable areas of
the main shopping centers. Unique buildings are often chosen, which the
Bershka architectural studio refurbish and adapt to its brand image and
philosophy.
– Music, screens, projections, modern graphics, fashionable colors, contemporary
furniture design, state-of-the-art lighting and so on, are all features that turn
Bershka into a shopping ‘experience’.
A store in
Tokyo, Japan.
– The shop’s interior is designed to give maximum importance to
displaying fashion. The layout, music, lighting, furniture, graphics and
the materials used have been designed and carefully chosen to provide
maximum freedom to customers as they discover the latest fashion
trends. All the shop’s elements are designed by the Bershka image team
and are updated every season. Bershka shops are designed to be
appealing to young people in a space where they feel comfortable,
which means the shops are fun. While browsing, choosing and trying on
clothes, they can listen to the latest music and check out urban art
trends displayed in the graphics and photo sessions featured in the shop
decoration. Bershka attaches great importance to its windows,
displaying the most important items of the collection and the
predominant theme to its public. The windows are constantly being
renewed every season and the garments match the style of the shop’s
interior, reflecting the trends of the whole season. The new Bershka
shop concept transforms the entire shopping space into a shop window,
leaving a large glass front that allows the whole shop and complete
collection to be seen.
 The Target.

– Bershka’ s public is cauterized by

adventurous young people, who
are aware of the latest trends and
are interested in music, social
networks and new technologies
and innovations.
– Bershka is aiming to present the
colorful, attractive and renewed
products to youth , make easy to
reflect their own styles.
Product Lines.

– The shops have separate spaces intended for the various different product lines that
Bershka offers. In each section, Bershka, BSK & Man, the products are placed
according to their style, creating a wide spectrum ranging from casual wear to
sports and from basic garments to more fashionable items.
– The area dedicated to women's wear is the most important. This section has two
product lines: Bershka and BSK. The first focuses on the latest fashion and includes
the leading trends. It has a wide range of jeans wear, eveningwear, casual wear and
latest fashion-wear. BSK is the brand for younger people, and always caters to the
interests and needs of this public by basing its collection on their taste in music,
their idols, rock stars and so on. The men’s section offers much more than
fashionable jeans wear for young people. This product line offers casual, sports and
fashion wear as well. In addition, apart from the wide range of clothing, Bershka
also offers a wide range of accessories and footwear.
Marketing Strategy.

– Bershka ’s marketing strategy focuses on product variety, speed-to-market, and

store location. It is also notable for what it excludes. Bershka does not advertise
in the traditional sense. If you want to find out what’s currently suitable at the
Bershka stores you have two options : go to the website or go to the store.
Bershka puts 1000 different items on the store shelves in a single year. It can
take a new style from concept to store shelf in 0-14 days in an industry where
nine months is the norm.
No Advertisements Agenda.

– Why the company does not advertise is because if a customer wants to know
what Bershka has, he or she must go to the store. The stock changes often, with
most items staying on the shelf for only a month, so the customer often finds
something new and appealing.
– By the same token, if the customer finds nothing to buy this visit, the store’s
regular customers know that tomorrow or next week new goods will be on
Bershka ’s shelves. That makes it worth another visit.
Price Strategy.

– Bershka’ s business model makes it more profitable then any other retailer. We
already know from marketing that the retailer gets almost half the price of the
commodity sold. So by playing the role of the manufacturer and the role of the
retailer, Bershka is definitely much more profitable than the average retailer
with similar posted prices.
– Bershka’ s pricing strategy is to set price equal to cost plus a target margin,
Bershka prices are based on comparable within the target market, subject to
covering costs plus a target margin.
– Shipping and duty may increase prices by about 25% but this will not change
target market and still be consistent with the location.
Psychographics

– Early adapter
– Avid music listener
– Stays current on trends
– Male and females
– 16-25
Latest
Trends
SWOT Analysis.
Strengths & Weaknesses :
– Affordable
– Financially stable
– Stable supply chain
– International presence.
– Unique products.
– High debt load.
– High staff turnover.
– Difficult to merge with cultures.
Opportunities & Threats
– Financially able to expand quickly.
– Innovative.
– Increase online presence.
– International expansion.
– Bad economy.
– High competition in fast fashion industry.
– Keeping up with trends.