What is Bershka’s marketing strategy? In the ever-evolving fashion landscape, Bershka has managed to carve out its distinctive niche. In fact, from its foundation in April 1998, it has been keeping up with the newest trends thanks to its marketing. The brand stands out not just for its fashion-forward collection but also for its innovative marketing strategy.
Setting a price, defining a target audience, choosing distribution channels, and building a promotional plan – forming a marketing strategy is no easy task. However, Bershka has managed to navigate these challenges and emerge as a trendsetter in the fashion industry.
Let’s explore how Bershka keeps up with the trends and sets the pace with a marketing strategy that resonates with the audience.
What is Bershka’s goal?
Before creating a marketing strategy, we must first set out objectives. Otherwise, we won’t achieve anything. That’s why this brand works together with a Barcelona marketing agency to integrate both factors.
Setting clear objectives is the cornerstone of any successful marketing strategy, and Bershka understands this principle well. That’s why the brand has collaborated with a leading Barcelona-based marketing agency to ensure its vision aligns with strategic marketing goals.
This agency has long directed Bershka’s digital campaigns based on its objectives.
Increasing the visibility of the brand has been one of the main objectives. For this reason, relevant actions have been carried out for the brand, and e-commerce has been one of them. Noteworthy among these are three highly successful campaigns that have significantly contributed to elevating Bershka’s presence on the global stage:
- This or that: Contest for the Facebook page.
- Hello Japan: Inauguration of the brand in Japan.
- Bershka Space Ibiza: Creation of a logo for an event in collaboration with Space Ibiza.
Who is Bershka’s target audience?
As time goes by, a brand’s marketing strategies can vary according to the needs that customers acquire. If we have to define the target audience for Bershka, we can say that it’s full of young people.
As a result, it’s an audience that genuinely loves fashion and mainly follows trends.
Similarly, it’s worth noting that the target audience of this brand mainly uses social media.
Besides, it also keeps up with the latest advances in technology. That’s why this brand takes these characteristics into account when creating a strategic plan.
What is Bershka’s strategy?
Next, we’ll show you the strategy that Bershka and its marketing team have created to achieve its objectives. This strategy consists of different campaigns and actions based on several factors.
To meet the expectations of its customers, the brand understood that its target audience follows trends. This is why they make an effort to follow the newest ones to please them.
A clear example of this is the “Best Friend Crew” collection, characterized by replicating human clothing. This way, both owners and their pets could share an outfit.
Besides, Bershka focuses on inclusive fashion. A clear example of this is its “Sailor Moon” collection. In it, we were able to see clothing for both women and men. In short, the brand has, without a doubt, followed different trends to meet the demands of its audience when it comes to dressing.
We are in the era of collaborations, so this plan has not gone unnoticed. The Bershka team considers that partnerships increase their popularity by a high percentage through social media. Besides, offering a more detailed image and working through communication channels such as Facebook can meet this objective of greater popularity.
Among the most important collaborations, that of María Pedraza from Elite in 2020 stands out. The protagonists of Elite make constant collaborations with the brand. We have been able to appreciate this Spanish film actress, sharing a post with the hashtag #BershkaStyle. As a result, this collaboration has achieved an engagement rate of approximately 4.80.
The collaboration with songwriter Bad Gyal in 2021 has also been astounding. The announcement was made through a post on the composer’s Instagram. The brand showcased a capsule collection that gave a lot to talk about on social media. In addition, this collaboration was accompanied by a promotional video that stole the audience’s attention.
Bershka continues to win many consumers worldwide, despite being criticized by many for offering fast and disposable fashion. The truth is that this brand creates its collections with patience and a juicy number of designers to have them ready at the right time. In this way, customers can be offered the products they demand without waiting so long.
This speed is thanks to its marketing strategy and a modern logistics system. The said system allows them to reach any part of the world quickly.
This brand intertwines with technology, making it one of the most fitting adjectives to describe Bershka. Recognizing the imperative of meeting the needs of the millennial public and Generation Z, the brand strategically incorporates the myriad advantages of technology into its marketing plan.
This essential factor technology allows Bershka to remain finely attuned to ever-evolving trends. This ensures the brand anticipates and consistently surprises its audience with precisely what they crave.
How to get Bershka to sponsor you?
Today, influencer marketing is being used by many brands, and Bershka has been no exception. It has been working alongside celebrities and people with social media authority for years now.
In fact, on one occasion, the brand created an exciting strategy with Mexican influencers to present original content through social media. Besides, anyone could upload a photo mentioning the brand, and in this way, they could obtain benefits.
By 2022, the brand will continue to use influencer marketing as it is a sure way to increase visibility and give credibility to products.
Want To Have A Rewarding Marketing Strategy?
That’s why a brand as prestigious as Bershka has opted to carry out different marketing activities through many collaborations to differentiate its products.
To add value to your brand and meet the needs of your target audience, you also need an action plan.
At BluCactus, we can help you design the marketing strategy your brand needs to increase your visibility and sales.
Contact us, and we will gladly assist you.