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Bershka #bershkastyle
By Jodhi Mae Rutherford
Table of Contents z ▪
1 – Executive summary
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2 – The history of Bershka
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3 – The brand
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4 – Brand idenity prism
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5 – Brand onion
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6 – Mission statement
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7 – The customer
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8 – Customer profile chart
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9- Bershka customer moodboards
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10- Brand colour palette
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11 – Customer colour palette
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12– Brand imagery
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13– Bershka online services
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14- Collection moodboard
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15- Bershka controversy
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16- Brexit affect on Bershka
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17- PESTLE Analysis
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18- SWOT Analysis
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Executive Summary â–Ş
In my PowerPoint you will find my findings and research behind my chosen brand Bershka. I have researched facts and figures and also different viewpoints within the brand to find what Bershka is about and what makes it tick as a brand. Also the different types of people that shop at Bershka and how Bershka caters to its customers and stays current in the present day and against its competitors.
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The History of Bershka In 1998 the inditex group created Bershka , a brand with an innovative sales format , in response to an emerging younger , dynamic and more demanding public with a passion for the latest trends. After 19 years' experience they continue to grow. They have more than 1,000 stores in over 70 countries. The brand is aimed at young , outgoing and fashion conscious people. The typical Bershka customer is aware of the latest trends in music , fashion , culture and technology and constantly access this information and communicate through social media.
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The brand
Bershka is a clothing retailer company , it is part of the Spanish inditex group which also owns brands such as Zara , Massimo Dutti and Pull + Bear to name a few. The products in each season are all planned and developed by Bershka's creative team. Bershka as a brand is very fun and all about expressing personality and doing so through wearing interesting clothes and accesorries it is is also about inclusivity and youth joining together.
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Brand identity Prism
Affordable unique products
Well respected Good rapport
Fun and young growing brand
Creative , Unique , Personal
International Spanish Growing
A Fun celebration of life and youth
Personality Male and Female Personal Creative Unique
Bershka brand onion
Action Unique marketing Collaborations with creatives Limited edition pieces
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Mission Statement
"Through its business model, Bershka aims to help the sustainable development of society and the environment with which it interacts." - Bershka
z Men and Women 16-25
The customer
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. My customer Scarlett Mae is a 21 year old white British Female she earns ÂŁ12,038 a year and is a Fashion design University student who works part time in a boutique and lives in her family home with her Mum , Dad and older brother. She likes to buy clothes that sell soomething a bit more interesting than the "ordinary" . She likes to buy pieces that tell a story and express her own individual personality. She also loves a good bargain and upcyling her clothes. She loves jackets , especially bomber jackets and collects earrings. She is a country girl mixed with a city girl and she loves having the best of both worlds.
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Interested in Fashion and creativity , the great outdoors , boutiques and music
Likes to upcycle and wear unique fashion trends also to be as sustainable as possible
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Customer profile chart
Mainly shops in boutiques and charity shops but also uses online for Spanish brands and especially Bershka
Reads magazines mainly fashion but also indipendent magazines such as oh comely reads a lot of indipendent and music blogs
Aspires to wear brands such as Preen and And Rixo London also Anthropologie
Uses Instagram and Pinterest as main forms of social media
Boutiqes , One off pieces , Bershka
Demographic is mainly young Men and women
Emotional motivations are mainly Wanting to express herself and Wear statement pieces
Follows the trends of elegance And mixing boutique with high Street
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Bershka customer moodboards
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Brand colour palette
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Customer colour palette
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Bershka online services â–Ş
Bershkas website is really easy to navigate and has lots of helpful tips and information at the bottom of the landing page such as a shopguide and an online chat service , also Terms and conditions of service , UK act on modern slavery and secure online payment.
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Bershka controversy â–Ş
Bershka Lebanon caused controversy in 2013 by creating a Bershka skull tshirt that has likeness to The virgin Mary it was called religious direspect and was accused of demonizing religious holy figures for the sake of having fun. Bershka's tshirt offended both the religious and non religious.
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Brexits affect on Bershka
Brexit could really affect the sales of Bershka in the UK as originally Bershka is a Spanish brand and has more stores over in Spain than here in the UK . And for example if a hard Brexit happens where exisiting trade deals dissapear and designers , retailers and manufacturers would have to pay to trade with the EU. Which would mean Clothing and footwear tarrifs of about 11 percent , or just over ÂŁ1 billion more each year. And whatever happens the price of clothes will in all likeliness go up after Brexit. Things such as shop staff , designers , warehouse staff , delivery drivers. As Brexit happens the pool of available staff is likely to shrink meaning a big impact on the inflation of wages and it is likely to be massively disruptive. Therefore this would have a huge impact on many brands especially ones that work so closely with other countries such as Bershka.
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PESTLE Analysis ▪
Political – Bershka throughout its buisness model aims to help the sustainable development of society and the environment with which it interacts.
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Economic - Over 1000 stores in 71 countries around the world , sales from Bershka represent 10% of the inditex group over 4000 different items delivered to the store each year.
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Social - 8.3m followers on instagram , 447.4K followers on twitter , 11M likes on Facebook. Bershka sites are frequently update to engage customers and advertise the styles. Often hold discounts online which attracts customers.
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Technological - Online help to customers via all social media channels , Use of social media platforms attracts traffic and engages customers. Website very easily to navigate and good to browse through.Offers lots of information online.
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Legal - Bershka are are responsible for forseeable loss and and damage caused by them. They have a legal duty to supply items to the customer that are in conformity with the contract that can be viewed online.
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Environmental - Bershka aims to save energy ECO efficient shop reducing waste production and recycling and sharing this commitment with all staff and raising awareness within the team. And with the products they sell , Incorporating fabrics with organic cotton and manufacturing PVC free footwear. Bershka also supports organic farming and uses organic cotton in selected garments ( 100% cotton) completley free of pesticides , chemicals and bleaches. Finding the pin pointed ethical garments in store and online is asy as they have a distinctive label.
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The Bershka lorry fleet which carries over 200 million garments each year , uses 5% biodiesel fuel. This measure allows for the reduction of over 500 tonnes of CO2 emissions to the atmosphere.
z Strengths – Financially stable - Stable supply chain – International presence –Unique products – Affordable
SWOT Analysis
Weaknesses -High staff turnover -Difficult to merge with cultures -High debt load
Opportunities -Financially able to expand quickly -Increase online presence -International expansion - Innovation
Threats -High competition in fast fashion industry -Government regulations -Keeping up with trends -Bad economy
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Brand repositioning
â–Ş Bershka's current competition is Forever 21 , Monki , Desigual. High quality
Desigual Bershka Low price Monki Forever 21
Low quality
High Price
I have positioned Desigual at the highest quality and highest price as Desigual is of a very high standard in all of its presence , online and In store it is also usually of a high standard and also a high price. I have then positioned bershka at a mid-point as the quality is lower than Desigual but still of a higher quality and also the prices can vary but usually are at a mid-point. Then I have placed Monki beneath as it Is a sister brand of Bershka but still competition and stands at around the same quality and price point. I have then priced Forever 21 beneath that , Forever 21 is both low price and low quality.
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Brand repositioning â–Ş If I was going to reposition Bershka , I would make a range for
adults both male and female. To give it a wider target audience and give older adults more interesting places to shop. As the high street can be very bland once you reach a certain age. I would also up the quality to a higher quality so that it would overpass it's highest competitor Desigual and therefore this may make the price increase a little. High quality Bershka Desigual
Low price
Monki Forever 21 Low quality
High price
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Useful links from research
https://www.bershka.com/gb/women/collec tion/new-c1010378020.html - Bershka website https://woven.agency/blo g/what-is-the-brandidentity-prism/ - Kapferer brand identity prism
http://economicsfiles.pomona.edu/jlikens/Se niorSeminars/Likens2013/r eports/inditex.pdf - Inditex stratergy report
https://www.elitedaily.com/p/wh at-is-bershka-zaras-sisterbrand-is-even-more-affordableyou-can-shop-it-now-6690153 Elite daily