INTRODUCTION TO BRAND

Following the brand Bershka, this project will review the product development cycle for their range of skirts for the season SS22. The project is divided into research, development and processes while using range plans and costing sheets to explore the brand. Using the concept to carrier bag model throughout this process will inform the research and development process. Bershka is part of the Spanish group Inditex alongside brands such as Zara, Pull & Bear and Massimo Dutti. Founded in 1998, “The chain has more than 1000 stores in over 70 markets, with sales that represent 9% of the total revenue for the whole group.” (Bershka 2021) As a brand Bershka promote inclusivity, showing personality through fashion and empowerment. “Bershka’s public is characterized by adventurous young people (mainly females), who are aware of the latest trends and are interested in music, social networks and new technologies.” (Bershka 2021) Bershka’s target consumer is young people aged between 16 and 25, although the brand could appeal to consumers older than this demographic too such as more fashion forward consumers in their twenties due to Bershka’s trendy clothing.

The garment category chosen is summer mini skirts, and this category will be followed through the product development cycle from start to finish. Mini skirts make up 24% of the product mix for skirts, sitting just below midi skirts at 38% (WGSN 2021). In Bershka’s product mix, skirts make up 2% of all products and mini skirts make up 63% of the skirt category (Edited 2021). Shown in the customer portrait below, Bershka’s core customer is young females and mini skirts are the most popular category bought by millennials and gen z (Insider 2020). Bershka’s inspirational brands are All Saints, And Other Stories and Urban Outfitters as they all carry similar trendy lines to Bershka but are at a much more expensive price point. The items at these retailers are slightly more fashion forward than Bershka’s but similar enough to be competitors. Carhartt and Stussy are Bershka’s inspirational brands for streetwear, which influences garments that Bershka sells, alongside the catwalks.

Bershka’s high street competitors are shown in figure 1, these are their closest competitors and brands who sell similar items at similar price points. All of these brands are trend driven and sell basic garments along with an assortment of trend led garments to enhance a basic wardrobe.

TRICKLE UP Figure 1 (Authors Own, 2021)

Bershka is a high street brand that follows both the trickle down and trickle up market theories. The trickle down theory is when trends start at the catwalk and in haute couture, and work their way down through the market levels until they eventually reach the high street. The trickle up theory is when trends start from street culture and work their way up to high street and bridge brands.

Figure 2 (Authors Own, 2021)

Bershka sits around the middle of early majority on Rogers adoption curve as shown in figure 3. Bershka are not one of the first brands to adopt trends but they follow and early adopters such as Zara and ASOS. Figure 3 (2021)

CUSTOMER PORTRAIT

• Ellie is 21 years old. • She is studying Fashion Communication at University. • Lives in London. • Has a part time job at a fashion retail store. • Average fashion budget of £80 a month • Trendy fashion style on a budget. • Likes to buy her basics at Bershka as well as more trendy pieces a couple times a month to keep her wardrobe up to date.. • Uses runway fashion shows as inspiration for her outfits and takes parts of high end fashion trends into her wardrobe to create wearable looks. • Has shopped at Bershka for a few years but also shops at other high street retailers.

Figure 4 (Coll 2020)