It’s a worldwide brand boasting over 910 stores in more than 64 countries and with five in the UK, Brighton welcomed the store to Churchill Square Shopping Centre last year. With its innovative lighting, contemporary coloured spaces and floor to ceiling music systems, it certainly makes for a different kind of shopping experience.
Its target market is the young and fun fashion goer, think teenage years and upwards unlike the young professional shopper, the Bershka shopper can literally shop till they drop and are on the constant look out for new evolving trends to suit them, their friends and their social scene. I don’t think there is any other high street store out there that suits this girl or boy better than Bershka.
Last month I popped down to the Brighton store to meet Store Manager Lida and Assistant Manager Blair, who took me through the concept behind Bershka. And luckily for me, new trends had just hit the store that day so the shop was full of looks to get me in the mood for summertime.
The store is split into two sections, cleverly shown through the colour of the floor. The area with white flooring is Bershka for fashion goers aged 16 and upwards and the grey floor is for the early teen. There’s even a new sports range called Start Moving. Launched late last year, Start Moving is a smaller capsule collection of modern fashionable sportswear with this season seeing a nod to tropical, neon prints as seen on reversible boxing shorts, trainers and sweat friendly work out gear.
There’s about four to five trends in store at one time but the difference being at Bershka is that they are forever changing, so no one look will stay in store longer than about a week, making it ever evolving and bang on trend. There is an outfit to suit every young savvy shopper including a smarter range called Modern which is all about the mono trend and is fresh in store for A/W14 (yes I know, autumn, but good to be prepared!). Think daytime to party time with New York skyline printed tops, lace all-in-ones (very Kim Kardashian), stripes, denim shorts, jumpsuits and bowling bags (I love this satin lace detailed jumpsuit below).
Moving away from autumn/winter and back into the present, comes their Kimono Style, Gypsy and Boho trends. Kimono is their number one best-selling range and consists of gorgeous floral blazers and satin kimonos. Think Ibiza with their Gypsy trend, a soft neutral trend full of crochet, fringed waistcoats, embroidery and lace perfect for balmy days by the beach. With Boho, think festival fun denim waistcoats, long floaty dresses, slogan tees and jersey dresses.
I spied some great looking jeans in their denim section. What I look for first in a jean is the shade and the feel of the fabric Bershka’s vintage style skinnies come in soft denim and are available in a range of distressed shades from lighter dove blues to acid royal blues.
New to Bershka this season is their beauty range. A full range of makeup must haves for both day and night, from creamy lipsticks and tropical coloured glosses to blusher compacts and nail polishes in contemporary shades such as Holiday, Sunshine and Flame. Look out for their clever nail wraps these cool stickers wrap around your nail for instant glamour. I love the pineapples and palm tree prints, perfect for pool side.