Store Bershka

Product range. Not that durable range of clothing for women and a more limited range of menswear, footwear and accessories, all executed in a pretty much unsophisticated style yet in an honest attempt to be on-trend. The share of denimwear is notably high. Bershka designers abuse upmarket labels as their muses and then make the ideas flesh with inexpensive fabrics, barely-there lace finishing and standard prints that occasionally feature kitschy texts. Overall, the final product looks appealing for the target market, with the core of the latter from the very inception being 13-23 year old girls, which neatly explains the observed fact that crowds of high-school girls enjoy spending their leisure time frequenting the company stores.

Originality. Nothing you can't find at the stores next door like Tammy Girl, Forever 21 and River Island. It's basically a matter of personal taste whether to choose Bershka over its competitors, there's not much difference to tell, but the company does its best to stand out by obtrusively promoting the club-like sociocultural component as essential to their store architectonics and shopping experience.

Chic. All collections are released with the current seasonal trends in mind, which makes Bershka a nice source of budget versions of catwalk hits. If compared to Topshop and Zara, Bershka is on the simpler side, funky and cheap, which makes for its relative popularity.

Pricing. Cheap. The collections are updated several times a year with the unsold items made available at discount prices with more than 50% off. Of note is that discounted items are offered through outlet malls.

Corporate history highlights. The label was conceived by Inditex group (the happy owner of Zara, Pull&Bear, Massimo Dutti, Stradivarius, and Oysho) in 1998 as catering for the tastes of young women. Menswear collections were introduced in 2002.

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