Bershka Marketing Plan

I. Executive Summary

Bershka was created in 1998 as a new brand of the Spanish group Inditex. Inditex also owns the brands Zara, Massimo Dutti and Pull and Bear to name a few. Bershka was created by the Spanish group to cater to a new market-- the young people who are interested in fashion and are highly aware of new trends. Unlike the other brands under Inditex, Bershka has a new retail format that responds to the demands of its target market.

Currently, Bershka is in over 64 countries with 885 shops worldwide. The brand itself is contributing 10% of the sales to Inditex’s total revenue. In order for the brand to continue to uphold its great contribution to the sales of the group, the brand makes sure that it has the latest trends at its shop through using flexible business model to adapt to any changes occurring through the seasons, responding to them by bringing new products to the shops within the shortest possible time. Bershka’s creative team is mainly inspired by the fashion trends prevailing in the market which is then filtered through the information received from the shops and as well as the customers themselves. This creative team that Bershka has is composed of more than 60 professionals who are continuously assessing the needs, desires and demands of consumers and offering more than 4, 000 different products in their shops each year.

II. General Background

A. Corporate Structure

Legal Status

Inditex Group is composed of 100 companies operating in textile, design, manufacturing and distribution. The corporation manages to overlook the company’s success through its board of directors, shareholders and investors. In the Philippines, Bershka is exclusively distributed by International Specialty Retailers Inc (ISRI), a subsidiary of Stores Specialists, Inc. (SSI) which also brought in Michael Kors, Nine West and Tory Burch and Make Room & More. (The Philippine Star, 2013)

Directorate

Brand Manager

Gerard Gimena

Head of...