Features:

• [The brand] - Bershka was born in 1998 as the new brand of the Inditex Group
• - Bershka is presented as a fashion reference point aimed at this increasingly demanding audience and, in just 2 years, reaches 100 establishments thus consolidating its brand image. Currently, after 18 years, the chain has more than 1000 stores in more than 70 markets, with sales accounting for 9% of total revenue across the group.
• - To always bring the latest trends to the store, Bershka takes advantage of the flexibility of its business model to adapt to changes that can occur during the campaigns and thus react to them with new products in stores in the shortest possible time. The models of each campaign are developed entirely by their creative teams, which take as main sources of inspiration both the prevailing fashion trends in the market and the customers themselves, through the information received from the stores. Bershka's team of designers consists of more than 60 professionals who constantly assess consumers' needs, desires and demands, offering more than 4,000 different products in their stores each year.
• [The concept] - Music, screens, projections, current graphics, colors
• - Bershka's stores in the world are characterized by its strategic location and careful architecture. The establishments become avant-garde spaces, wide and with a careful image that covers, from its windows, to the layout of the garments inside. Bershka selects the best commercial areas in each city and is positioned in the most outstanding areas of the main commercial hubs. Unique buildings are often chosen, which Bershka's architecture studio renews and adapts to its brand image and philosophy. Music, screens, projections, current graphics, fashion colors, contemporary furniture design, state-of-the-art lighting... all these features turn the Bershka store into a Shopping experience.
• - The interior of the stores is designed to give the utmost relevance to the fashion exhibition. The distribution of space, music, lighting, furniture, graphics and all the materials used have been carefully conceived and chosen to offer maximum freedom to their customers while discovering the latest fashion trends. All elements of the store are designed by Bershka's image team and each campaign is updated.
• - The Bershka store is designed as a space for young people to be attracted and comfortable, making it an entertainment. As they look, select and test the garments, they can listen to the latest in music and follow the urban art trends that represent the graphics and photographic sessions reflected in the decoration of the establishments. Bershka attaches great importance to his windows. Bershka presents to his audience the most important garments of the collection and the predominant theme.
• - The windows are constantly renewed each campaign and the product adapts to the fashion of the interior of the stores, reflecting the trends of the whole season. In the new Bershka store concept has transformed the entire commercial space into a showcase, leaving a wide glass facade that shows the store and the collection in full.
• [The target]
• - Bershka's audience is characterized by daring young people, knowledgeable of the latest trends and interested in music, social media and new technologies.
• [Product lines] - BSK, is the youngest collection of the brand, always attentive to the tastes and needs of this audience.
• - The stores have differentiated spaces dedicated to the different product lines offered by Bershka. In each section, Bershka, BSK & Hombre the product is located according to its style, creating a wide spectrum ranging from informal to sporty fashion and basic garments to the most trendy ones.
• - The area dedicated to women's clothing is the most important. This section has two product lines, Bershka and BSK. The first focuses on the most current fashion and includes the most avant-garde trends. It has a wide range of cowboy fashion, nightwear, casual and latest trendy fashion. BSK, is the youngest collection of the brand, always attentive to the tastes and needs of this audience. BSK bases its collection on the tastes and interests of this audience, interests such as music, idols, rock stars... The men's section offers much more than trend cowboy fashion for younger people. This product line also offers informal, sports and fashionable clothing. On the other hand, apart from the wide range of clothing, Bershka also offers a wide range of accessories and footwear.