COMPETITORS
Price Comparison
The brands identified as Bershka's key competitors are:
- Forever 21
- Pull and Bear
- Monki
Market Positioning Map
Like For Like Products
FOREVER 21
Forever 21’s digital marketing strategies are successful in engaging their young target market. Their social media presence is immense with 12.8 million followers on Instagram, 13.8 million likes on Facebook, and 2.3 million followers on Twitter. Instagram is Forever 21’s most successful platform in terms of consumer engagement. Pictures receive an average of 100,000 likes and videos receive up to 1 million views. Unlike Bershka, Forever 21 utilises the power and influence of bloggers by featuring them across their website with edits such as ‘Blogger Faves’ and collaborating with bloggers for special collections. ​
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However, Forever 21 does not promote their men’s range as heavily as their women’s range. For example, Forever 21 Men has only 235,000 followers on Instagram. On their Facebook page, menswear is rarely promoted.
PULL AND BEAR
Pull and Bear’s collaboration with Spanish World Champion racer Marc Márquez was promoted across social media and successfully engaged their consumers. For example, the campaign video was viewed over 100,000 times on Instagram which is a positive amount as Pull and Bear have 2.8 million followers. The hashtag ‘#pullandbearcommunity’ has also been a successful marketing tool as their online website is rich in user generated content which inspires others to share their Pull and Bear looks.
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However, Pull and Bear’s app has a customer rated average of only 2 stars. Many users find the app difficult to use and experience glitches when trying to purchase items. This creates a poor shopping experience and may cause potential customers to purchase elsewhere.
MONKI​
Monki successfully uses marketing tools to deliver their brand identity. The Monki Blog and ‘#monkifesto’ address and promote issues central to young women by creating a discussion and community. The hashtag ‘#monkistyle’ has also been a successful marketing tool with over 60,000 uses on Instagram despite having only 331,000 followers.
However, Monki does not offer its consumers an app which hinders the brands accessibility.