CONTENTS • • • • • • • • • • •
History 1 Brand positioning 2 Customer profile 3 Product/service 4 Mission statement 5 Strapline/tagline 6 Brand onion 7 Brand identity prism 8 Brand re-positioning 9 PESTLE analysis 10 SWOT analysis 11
HISTORY • Bershka is a clothing retailer company owned by the Spanish Inditex group which is popularly known to be the parent company of Zara and other affordable retailers such as Stradivarius and Pull&Bear as well more pricey labels such as Massimo Dutti and Uterique. • Within two years the clothing retailer were quick to create a brand image for themselves through a 100 shops. • Conceptually their clothing has always appealed to a more youthful target market who experiment with their style. • There are now over 1000 stores globally, two stores were opened in London the Capital for fashion in 2011. • 9% of Inditex sales come from Bershka. • Every season Bershkas creative team use trend forecasting to make sure the customers needs are met. • The location of the Bershka stores are well thought out as they want to create the ultimate showcase for their customers. • Bershka has a variation of clothing lines from casual wear to sports and basic garments to more fashionable pieces.
BRAND POSITIONING Bershka is moderately priced favouring their young aspirational consumer market. They design products according to popular fashion trends.
LOOKS Appearance •
Young target market of mainly females within the age range of 15-25 years old.
LIKES Psychographics Introverted in terms of personality but extroverted in terms of style Creative flair for fashion stems from an interest in popular culture such as books and films Digitally competent; regularly post on Instagram, occasionally blog/vlog, use YouTube and Pinterest for fashion inspiration Support local bloggers such as @sarahjoholder and independent magazines such as galdemzine Politically left-winged, these views are reflected through certain pieces of clothing
• • •
• •
LIFE Demographic •
• • •
•
Live in the North/South of England, day to day activities are pretty basic. As a student they go to university and work part-time. Social grade- ABC!/2 Romantic relationships aren’t very serious as they are still finding their own identity. Has two years worth of customer service experience, currently looking to work for a fashion retailer. Family, friends and colleagues are both accepting and supportive of where they are headed in life.
LOVE Aspirations • •
• •
•
They have a good nature Hope to find their true identity through fashion and hold female empowerment close to their heart. Want to create a brand for themselves which would also help other women struggling to find their identity. Enter anything in life with an open mind Mainly shop online at Bershka and PLT, fast-fashion is the fastest and most affordable way to keep up with the latest trends. Depop makes them happy as fastfashion becomes sustainable in a way
ATTRIBUTES •
•
‘Join Life’ section on their website and instore which is a sustainable collection of clothing. As well as this, delivery packaging is cardboard paper. Both these things prove that they are moving towards becoming a more sustainable retailer as this is Inditex’s aim.
NOVELTY
DISTINCTIVENESS •
Youthful twist to statement pieces for e.g. blazers are made cropped
•
They use popular culture and celebrity endorsement to market their brand. For e.g. a recent collection with Billie Eilish reflects her style. Bershka did this as there was widespread controversy across social media because of her dress code. As well as this, seasonally Bershka create a collection which makes their target market nostalgic of their childhood for e.g. Barbie
•
They have their very own hashtag on Instagram #bershkastyle
Free delivery for orders over £40, free pick up in store for orders made online and £3.95 for next day delivery and pick up points
•
Same day delivery in London for £6.95.
•
3 months free tidal membership when you sign up to the Bershka website
Mission statement We are one of the world's largest fashion retailers. Our aim is to create beautiful, ethical, quality products. Our aim is to create fashion that is Right to Wear (Inditex)
• Bershkas public is characterized by adventurous young people • The brand believes it is a reference point for fashion • Music, screens, projections, modern graphics, fashionable and colours shape the brand
Straplines/Taglines ”Unleash your inner style spirit”
Brand onion
Action • • •
Collaborations: Billie Eilish, Barbie, Converse etc Join Life: Sustainable clothing section on the website as Inditex are aiming to become a eco-efficient brand Seasonal sections: Party/Halloween for e.g. Horror Cinema II’
Personality • • • • •
Outgoing Empowering Trendy Individuality Adventurous
Values Aims to empower both introverted and extroverted individuals by creating collections which match their interests in music, social media and new technologies
Essence
For the trend conscious youth
1.
Physique – Colour palettes are often seasonal. However the length and styles of products reflect Bershkas conceptually. Quality is always fairly good and products are long lasting.
.
3 Relationship – They consider themselves to be a ‘reference point for fashion’, they distinguish themselves from others brands by keeping up to date with the youth lifestyle i.e. interests and spending habits
5. Reflection - The brands target market can often be confused with their sister brand ZARAs. Although both brands give off a similar kind of essence, Bershkas personality is a lot more outgoing whereas ZARA is quite subtle.
2. Personality – It often seems their designs are both experimental and spontaneous in order to appeal to the ‘adventurous’ young person
Brand identity prism
4. Culture – The Spanish people want to be comfortable but trendy whilst having fun. This idea is resonated through Bershkas products especially in the summer they are exotic for e.g. summer collections contain denim skirts, shorts, flowy pants, skirts, long and short sundresses and jumpsuits.
6. Self-image – Bershkas customers feel satisfied when wearing the products because fashion trends are widespread however the products that Bershka design always have a unique twist to them.
Brand re-positioning Bershka are taking steps towards becoming more sustainable. They will still aim their products at a young target market but will now also aim their products to an environmentally conscious young market too. Their prices may vary but not so much as the brand is targeted at a young market.
PESTLE analysis Political Although a left-wing government is In power there is conflict between the two left-wing parties as they didn’t form a coalition and now they’re struggling. It now seems that a right-wing party will come into power. The liberal young people of Spain are not happy with this as the right-wing government will not favour their liberal lifestyle and will limit their identity and freedom of expression which will reflect in their their fashion sense.
Technological Spain have just released a free cyber-safety hotline so when a customer is shopping online their personal details are protected as well as being protected from dodgy websites.
Economic Spain has been a member of the EU since 1986. The EU has free trade agreements with other economic associations (e.g., the European Free Trade Association or EFTA) and countries, providing a higher level of mutual market access.. However this will be limited when Brexit takes place and the Spanish market will find it difficult to deliver their products in the UK because of import tax.
Legal Consumer laws aren’t very lenient in Spain, most chain stores allow a ‘no-quibble’ return within 7-15 days. If a product is damaged however the seller has to refund or replace the product.
Social The Spanish hold culture close to their hearts and this is reflected in their fashion industry which is very out there..
Environmental With 18 months to save the planet. Spain have put $53 billion public investment towards climate change. This makes it very clear that the fashion industry will be forced to make changes to be become more sustainable
SWOT analysis Weaknesses
Strengths • • • •
Bershka is the second largest chain by store count in Inditex’s entire operation, they have more than 1010 stores worldwide and generate 9% of Inditex’s sales. Their strong brand image is shaped by different aesthetics and motifs which are delivered through their collections and shop décors. On trend but unique products Working towards fair living wages, working towards a transparent supply chain, encouraging worker empowerment, obtainment of certifications and industry collaborations to improve supply chain and working conditions, establishing company policies, and auditing and supplier relationships.
Niche consumer market Average quality Fast-fashion will limit Bershka from reaching sustainability goals as new designs need to be released far too regularly.
• • •
Threat
Opportunity • • • • •
Collaborations with celebrities, cartoon and toy companies Just Life collection – Sustainable line Since re-branding in 2015 they have been opening increasing amounts of stores globally. Online shopping You can view products through social media before released, this builds up the consumers desire for their products.
• • • •
Competition from sister brands Pull&Bear and Stradivarius who target a similar target market. There is also competition externally from brands such as Topshop, Monki and H&M. Have to consider their target markets spending habits, while also having to consider sustainability which would make production costs higher. Politically Brexit would interfere with communication between the Bershka headquarters in Spain and the UK stores. Benchmarks for living wages are being set worldwide.