Bershka was founded in 1998 as a new store and fashion concept of the Spanish Inditex group, aimed at the younger generation. Bershka presents itself as a reference point for fashion aimed at this increasingly demanding audience and has opened more than 100 stores in just 2 years since it was founded. Today, after 18 years, the chain features more than 1,000 stores in more than 70 markets and sales account for 9% of the total revenues of the entire group. Bershka's customer base consists of daring young people who are aware of the latest trends and are interested in music, social networks and new technologies.
To always have the latest trends in the store, Bershka uses a flexible business model to adapt to any changes during the season, reacting to them and introducing new products to the stores in the shortest possible time. The models for each season are developed entirely by their creative teams, who, as their main source of inspiration, take the trends in the market, thanks to the information received from the stores as well as from the customers themselves. Bershka design team consists of more than 60 specialists who continuously evaluate the needs, desires and requirements of consumers and offer more than 4,000 different products in their stores every year.
Bershka stores are recognizable throughout the world by their strategic location and detailed architecture. The premises are transformed into spacious, trend-setting showcases with a carefully thought-out image stretching from the windows to the layout of the goods inside. Bershka selects the best commercial websites in each city and positions itself in the most visible areas of major shopping centres. Unique buildings are often chosen that the Bershka architectural studio renovates and adapts to the brand image and philosophy. Music, screens, projections, modern graphics, trendy colours, contemporary furniture design, state-of-the-art lighting and so on — all this makes Bershka a 'shopping' experience. The interior of the store is designed to maximize the fashion presentation. The layout, music, lighting, furniture, graphics and materials used are designed and carefully selected to give customers maximum freedom to discover the latest fashion trends. In an effort to be a leader in youth clothing, Bershka stores are designed to be attractive to young people in places where they feel comfortable, which means the stores are cool.
While browsing, selecting and trying on clothes, they can listen to the latest music and check the trends of urban art displayed on graphics and photo shoots in the store decoration. Bershka attaches great importance to its window displays, showing the most important elements of the collection and the dominant theme for its customers. The window displays are constantly refreshed every season and the clothes match the style of the store interior, reflecting the trends throughout the season. The new Bershka store concept transforms the entire retail space into a store window, leaving a large glass front that allows you to see the entire store and the entire collection. The stores have separate spaces for the different product lines offered by Bershka. The most important is the area devoted to womenswear.
This section has two product lines: Bershka and BSK. The first focuses on the latest fashion and includes leading trends. It has a wide range of denim, evening, daily and latest fashion clothing. BSK is a brand for younger people that focuses on the interests and needs of this segment, basing its collection on their musical tastes, their idols, rock stars and so on. The men's section offers much more than fashionable jeans for young people. This product line offers also everyday, sports and fashionable clothing. In addition to a wide range of clothing, Bershka also offers a wide range of accessories and footwear.
Through its business model, Bershka aims to help the sustainable development of the society and environment with which it works. Commitment to environmental protection is included in the Inditex Group's corporate responsibility policy. The brand is developing a 'green' store management model, integrating sustainability and efficiency criteria to reduce energy consumption by 20%. This management model proposes measures in all processes, from store design, installation of lighting, heating or cooling systems, to possible recycling of furniture and decoration.
The recycling of hangers or alarms, which are collected in stores and processed into other plastic articles, is an example of waste management. Every year millions of hangers and alarms are processed. Furthermore, both the cardboard and the plastic used in the packaging are recycled. Bershka supports organic farming and uses organic cotton in selected clothing (100% cotton, completely free of pesticides, chemicals and bleach). Finding them in the store is easy because they have a distinctive label.
Bershka's truck fleet, which transports more than 200 million clothes each year, uses 5% biodiesel. This measure reduces over 500 tonnes of CO2 emissions into the atmosphere.
Earlier this year, Inditex, to which Bershka belongs, announced that Carlos Crespo has been promoted to Chief Operating Officer. Already as Director of Internal Control of the Group, he will report directly to the President and Director-General, Pablo Isla. In April, in the new edition of the design week, Bershka launched The Cube, the brand's new technological design.
Last year, Inditex strengthened its presence in the US. On 17 October, the Spanish clothing group established itself as its young fashion brand Bershka in New York's SoHo district, opening a pop-up store that operated until the end of the year. It was the first physical presence of a label in the US to support the introduction of Bershka's e-commerce, which took place last spring.
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