Consumers | bershka

CONSUMER

primary research

Results from a research investigation into the ages of consumers purchasing from Bershka’s flagship store on Oxford Street, London, show a correlation between the consumers targeted in Bershka’s marketing.

This primary research shows that 13-17 years’ olds are Bershka’s key consumers; with 32 purchases over a 1 hour period. The customers who fell into age bracket ‘40+’ were mothers shopping with their teenage daughters. Whilst observing the ages of consumers, the researcher also identified other places these consumers had purchased from - Zara, River Island, Gap, Primark, Selfridges, H&M, and Topshop. It was also noted that most teenage girls were shopping in friendship groups of approximately 2-4. The consumers observed over this 1 hour period were all identified as female, apart from 3 males who fell into age bracket 18-21.

A questionnaire was also produced and published on Facebook and The Student Room to gather further information - 58 responses in total. The data identified the age range of 13-17 as Bershka’s key demographic. Although a high number of 18-21 year olds were identified as consumers during the observation research, this questionnaire shows only a total of 2/12 18-21 year olds shop in Bershka, whilst 8/12 have heard of the brand.

13-17 Results

18-21 Results

consumer profile 1

THE TEEN

Age: 13-17

Gender: Female

Occupation: Student

Education: High School/College

Disposable Income: None – low (may have a part time job)

ACORN Classification: Category 3. Group H. Type 27

Family Lifecycle: Bachelor Living at Home

Adoption Process: Early Majority

Fashion Type: Casual; Trend led – copy style from their peers

Interests: Socialising with friends / Music / Technology / Shopping / Instagram / YouTube

Engagement: Follows Bershka on social media platforms, receives newsletters, and sees Bershka featured in magazines

consumer profile 2

THE TEEN

Age: 13-17

Gender: Male

Occupation: Student

Education: High School/College

Disposable Income: None – low (may have a part time job)

ACORN Classification: Category 3. Group H. Type 27

Family Lifecycle: Bachelor Living at Home

Adoption Process: Early Majority

Fashion Type: Casual; Trend Led – copy style from their peers

Interests: Socialising with friends / Sports / Music / Technology; Gaming / Social media

Engagement: Follows Bershka on social media platforms and receives newsletters

consumer profile 3

THE STUDENT

Age: 18-21

Gender: Female

Occupation: Part time job either in retail or at a bar/restaurant

Education: University student

Disposable Income: Low range

ACORN Classification: Category 2. Group F. Type 20

Family lifecycle: Bachelor Stage

Adoption Process: Early Adopters

Fashion Type: Likes to keep up-to-date with fashion items but also mixes it with more casual items

Interests: Socialising with friends; shopping; going out for food; partying / Posting on social media / Music / Art / Beauty / Following influencers; blogs and YouTube / Gym

Engagement: Follows Bershka on social media platforms, receives newsletters and sees Bershka featured in magazines