Bershka Joe and Uniqlo Marketing Plan

Bershka

Bershka was set up in 1998 as an innovative fashion retail concept, which targets the youngest hipsters in the market. There are 973 Bershka stores in 67 markets. Bershka is also part of the Spanish Inditex group who also owns the brands of Zara, Massimo Dutti, Pull and Bear, Oysho, Uterque, Stradivarius and Zara Home. Under the company’s segmented marketing strategy, each brand tailors its product offering to separate groups and enables catering for multiple customers, allowing Inditex to maximize its consumer base. Bershka's urban hip style characterizes its spacious stores to create a meeting point where customers can find a blend of street fashion, music and art. Shopping at Bershka means immersion in the very latest fashion trends.

The sales made from Bershka represent 10% of the Inditex group. According to the Inditex’s 2013 Annual Report, Bershka brand achieved 1,556 million euros (1912 million USD) net sales globally. Currently, the brand has 976 stores in over 64 countries around the world, 8 in Africa, 86 in Central and South America, 162 in Asia and 720 in Europe.

Joe Fresh

Joe Fresh is a fashion brand and retail chain created by designer Joe Mimran for Canadian food distributor Loblaw Companies Limited. "Joe," as the label is often called, is promoted as stylish and affordable apparel and accessories that includes adult and children's wear, shoes, handbags, jewelry, beauty products and bath items. The line is available at over 300 Canadian supermarkets and superstores, in addition to standalone locations.

Joe Fresh has also entered the American market with permanent and pop-up stores in New York City and region, with an international flagship store located on 510 Fifth Avenue. Most recently, the brand has also opened some 680 stores within J.C. Penney outlets throughout the United States.

Grocery giant Loblaw Companies Ltd. Is going to take the Joe Fresh discount clothing line overseas in a major expansion that will target...