Bershka’s current marketing strategy is generally effective, but could be improved in certain areas. It successfully targets its chosen audience of teenagers and young people – survey data yielded by the researcher shows the consumers in stores match their target audience closely, suggesting Bershka’s brand message is getting through and their brand identity is clear.

 

Bershka has an effective social media strategy which engages with its target audience around the world. For example, they have 4 million followers on Instagram and posts receive an average of 30,000 likes. Their ‘#bershkastyle’ has created a large community over various social media platforms, including Twitter and Instagram, as consumers can share their individual styles with each other. However, survey data yielded by the researcher shows Bershka’s UK consumers are not actively engaging with their social media platforms, suggesting this is an area Bershka need to improve. Competitors such as Forever 21 and Pull and Bear make better use of marketing trends such as influencer marketing and personalised marketing through range collaborations and student discounts, and are also effective on new social media channels such as Snapchat. Bershka has also chosen to confine its UK operations to London, which may be a hindrance – target consumers are spread across the country so expanding outside the capital could be an easy way to boost sales.

 

It is therefore clear Bershka needs to improve its marketing strategy to broaden their reach in the UK market. Aligning with UK influencers is a possible way to effectively engage with young consumers, increasing brand awareness and loyalty.