Inditex launches new brand identity for Bershka

By

Triana Alonso

Published
Sep 25, 2015

The Spanish fashion chain for young women has turned 17 and to celebrate this milestone, Inditex has decided to give it a brand revamp. The new store concept will be called Stage and be driven by music, announced Inditex this Thursday from its headquarters in A Coruña, Spain.

The new retail concept will unveil stores that recreate backstage concert areas and are inspired by industrial aesthetics, with exposed walls and ceiling. The aim is to create functional and versatile retail points with a dynamic atmosphere.

Technology will also play an important part in Bershka’s new brand image, and interactive mirrors will be used in stores. These will allow the label’s consumers to try on the clothes digitally and explore different combinations.

Additionally, Bershka will keep its sustainable line, using recycled materials and committing to an efficient energy system.

The new Stage concept has already been implemented in a store in Spain and will soon be adopted by other key locations in Barcelona, Burgos, Santander and Cordoba. Inditex' goal is to roll out the brand’s new identity gradually in all its locations worldwide.

Inditex ended the first half with 17% growth in sales, reaching revenue of $9.421 million euros. In the same period, sales at Bershka rose 15% to $839 million euros.

Currently, the brand has more than 1,010 stores and is present in 68 countries.