BRAND TOUCH POINTS AND IDENTITY
Bershka’s key marketing tool is social media. The brand utilises various platforms to promote products and campaigns, and engage with their young consumers. According to PEW Research centre, 92% of teens report going online daily – including 24% who say they go online “almost constantly” (Lenhart, 2015). These statistics show how important social media is for Bershka as their target market is constantly available. ‘#bershkastyle’ has created a community where consumers can share their styles and inspire each other to purchase products from Bershka. Their instore staff promote this campaign by wearing printed t-shirts and sweatshirts with ‘#bershkastyle’ on. By promoting the hashtag instore as well as online, Bershka are reaching out to more consumers who may not follow the brand on social media.
Bershka also use their website to promote their style and products through inspiration edits; editorials, trends, and collaborations with bloggers. This content adds to the cultural and art concept of the brand as the focus is on rich visual content. Bershka’s Young Designers Project is another example of how the brand is inspired by art and technology. Showcasing promising young designers work in the windows of their flagship stores attracts their target consumer who is interested in art, music, and technology.
The instore experience reflects Bershka’s young, music and technology inspired image. Stores have an urban look with mirrored walls, graphics, and bright lights. The shop floor is filled with digital screens displaying campaign images, videos, and social media buttons. Small digital screens are placed amongst products to display product names and prices. Bringing technology into stores engages their young consumers and creates a new shopping experience their competitors do not offer. ​
“Bershka’s public is characterised by adventurous young people, who are aware of the latest trends and are interested in music, social networks and technologies” (Bershka).
After researching the brand touch points, it is clear Bershka successfully give a consistent brand message. They successfully target young consumers who are interested in the latest trends, music, social networks, and technology. This is shown through the content on their website, the instore experience, and high levels of engagement on their social media content. For example, their posts on Instagram receive an average of 30,000 likes. Posts on Facebook promoting new trends and looks receive an average of 1,000 likes. However, posts featuring key products receive a much higher level of engagement; between 7,000 – 20,000 likes. Bershka have clearly identified who their consumer is, and understand their wants and needs.