Bershka

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About

Bershka was created in 1998 as a new brand of the Spanish group Inditex, with a new retail format that responds to the demands of a sector of young people who are interested in and highly aware of new trends. Bershka presents itself as a reference point for fashion targeting this increasingly demanding public and, in just 2 years, has consolidated its brand image in 100 shops. Today, 13 years on, the chain has over 750 shops in more than 54 countries, with sales representing 10% of the total revenue of the group. Bershka has a sales area of over 260,000 square meters. The company's business encompasses the design, manufacture, distribution and sale of fashion in the shops. In order to always have the latest trends at the shop; Bershka uses its flexible business model to adapt to any changes occurring during the seasons, responding to them by bringing new products to the shops within the shortest possible time. The models for each season are developed entirely by their creative teams, who take as their main source of inspiration the fashion trends prevailing in the market, through information received from the shops, as well as the customers themselves. The Bershka design team consists of more than 60 professionals who are continuously assessing the needs, desires and demands of consumers, and offering more than 4,000 different products in their shops each year.

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The Target

Bershka's public is characterized by adventurous young people, who are aware of the latest trends and are interested in music, social networks and new technologies.

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 centres. 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 colours, contemporary furniture design, state-of-the-art lighting and so on, are all features that turn Bershka into a shopping ‘experience’. 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. 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.

References

http://www.bershka.com

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