Bershka

Summary

Bershka is a Spanish clothing retailer that is part of the Spanish Inditex group which also owns brands such as Zara, Massimo Dutti, Pull&Bear, Oysho, Uterqüe, Stradivarius and Zara Home. The company was created in April 1998 as a new store and ‘fast-fashion’ concept, aimed at a young consumer base. As of January 2022, the brand has over 973 stores in seventy-five countries.

History

What began in April 1998 as the new company of Spanish multinational company Inditex is today a formidable fashion brand with over a thousand stores in seventy-five countries. The sales from Bershka form ten per cent of the parent group and the fashion brand has a team of professionals whose work is to observe newest trends and reconstruct them into modern styles for men, women and teenagers, as soon as possible.

Bershka presents itself as a reference point for fashion, targeting this increasingly demanding public and, in just two years, consolidated its brand image in a hundred shops which have segregated spaces for its different product lines — Bershka, BSK and Man. Bershka focuses on denim, evening wear and casual wear for women while BSK has denim, sportswear and casual wear for teenagers. Today the chain has more than a thousand stores in over seventy markets, with sales that represent nine per cent of the total revenue for the group.

Bershka shops are distinguished by their strategic location and well-detailed architecture. The establishments are converted into spacious trend-setting showcases with a carefully thought through image extending from the windows to th arrangement of the goods inside. Bershka selects the best commercial sites in each city and positions itself in the most notable areas of the main shopping centres. Unique buildings are often chosen, which the Bershka architectural studio refurbish and adapt to its brand image and philosophy.

Music, screens, projections, modern graphics, fashionable colours, contemporary furniture design, state-of-the-art lighting and so on, are all features that turn Bershka into a shopping ‘experience’. The shop’s interior is designed to give maximum importance to displaying fashion. The layout, music, lighting, furniture, graphics and the materials used have been designed and carefully chosen to provide maximum freedom to customers as they discover the latest fashion trends. All the shop’s elements are designed by the Bershka image team and are updated every season.

Bershka shops are designed to be appealing to young people in a space where they feel comfortable, which means the shops are fun. While browsing, choosing and trying on clothes, they can listen to the latest music and check out urban art trends displayed in the graphics and photo sessions featured in the shop decoration. Bershka attaches great importance to its windows, displaying the most important items of the collection and the predominant theme to its public. The windows are constantly being renewed every season and the garments match the style of the shop’s interior, reflecting the trends of the whole season.

In order to always have the latest trends at the shop Bershka uses its flexible business model to adapt to any changes occurring during the seasons.. responding to them by bringing new products to the shops within the shortest possible time. The models for each season are developed entirely by their creative teams who take as their main source of inspiration the fashion trends prevailing in the market through information received from the shops as well as the customers. The Bershka design team consists of more than sixty professionals who are continuously assessing the needs, desires and demands of consumers and offer more than four thousand different products in their shops each year.

Vision

Bershka envisions itself as a trailblazer in youth-centric fashion, consistently staying ahead of trends to deliver innovative, accessible, and vibrant styles that resonate with young, fashion-driven individuals. The brand focuses on creating collections that reflect the spirit of urban, street-inspired designs while maintaining a balance between creativity and wearability. This emphasis on trend-driven affordable collections that celebrate bold, expressive styles underscores Bershka’s commitment.

Sustainability and inclusivity are core elements of Bershka’s vision, as the fashion brand acknowledges the evolving values of its target consumer. By integrating sustainable materials, eco-friendly production practices, and recyclable packaging, Bershka aims to reduce its environmental impact, making conscious fashion accessible to its customers. Additionally, the fashion brand places emphasis on inclusivity, ensuring that its design appeal to diverse body types, identities, and cultures. Bershka’s goal is to foster a sense of belonging, where customers feel represented and empowered through their style quotient.

Beyond style and sustainability, Bershka seeks to create a global community that inspires creativity, self-expression, and connection. Through digital innovation and immersive retail experiences, the fashion brand strives to connect with its audience on a deeper level, using technology to bridge the gap between online and offline shopping. Bershka envisions its stores as hubs where young people can engage with the brand and with each other.

Mission

Bershka’s mission is to make fashion accessible, expressive, and meaningful for young, style-conscious individuals. As a brand, Bershka is committed to designing trend-focused, affordable clothing that allows customers to experiment with the newest trends. Through a combination of bold aesthetics and versatile wardrobe staples, the fashion brand seeks to empower young people to express their individuality. Bershka’s collections align with the latest global fashion trends, ensuring that its customers have access to high-quality, on-trend pieces without compromising on the price. By championing creativity and self-expression, Bershka aims to be a go-to brand for those who seek to stay ahead of the style curve.

Equally important to Bershka’s mission is its dedication to sustainability and inclusivity. Aware of its social and environmental responsibility, the brand integrates eco-conscious practices in its design and production processes, striving to reduce its carbon footprint and promote ethical fashion. From sourcing sustainable materials to implementing recyclable packaging, Bershka is actively working towards a more sustainable future in fashion. Additionally, the brand places great importance on inclusivity, creating designs that accommodate a range of body types and aesthetic preferences. Bershka’s mission extends beyond clothing to building a community that fosters diversity, inclusivity, and environmental awareness, setting an example for other brands and inspiring positive change in the fashion industry.

Products And Services

Bershka’s collections are a dynamic blend of current trends and versatile wardrobe staples designed to cater to the fast-paced lifestyle of today’s youth. With a focus on contemporary, street-style aesthetics, Bershka offers apparel, accessories and footwear that reflect the latest global fashion trends, incorporating vibrant colors, bold prints, and unique textures. From casual wear to statement pieces, Bershka’s collections empower customers to experiment with their looks, allowing them to seamlessly transition from day to night while expressing their individuality.

In addition to its extensive collections, Bershka offers services designed to enhance the retail experience, both online and in-store. Through its user-friendly website and app, Bershka provides easy access to its latest collections, complete with style guides, recommendations, and the convenience of virtual try-on tools. In-store, Bershka creates immersive shopping environments where customers can experience the brand’s unique aesthetic firsthand. Furthermore, Bershka prioritizes eco-conscious options, offering recycling bins for used garments and sustainable collections made from recycled materials.

Leadership Team

Antonio Flórez (CEO)
Jose Antonio Vasquez (CFO)
Pau Orts (Digital COO and Business Development Director)

References

• Official website Bershka
• LinkedIn profile of Bershka LinkedIn
• Instagram profile of Bershka Instagram
• Twitter profile of Bershka Twitter
• Youtube profile of Bershka Youtube
• Wikipedia profile of Bershka Wikipedia
• Wikipedia profile of Inditex Wikipedia
• Amancio Ortega Wikipedia
• Antonio Flórez named as new Bershka COO Retail Gazette
• Amancio Ortega Forbes