Saturday 8 May 2010

Bershka, Mall of the Emirates, Dubai

Here in the Mall of the Emirates is the latest offering from Bershka. I have to admit that I didn't warm to the brand initially when I first saw the store back in London, however, they have been doing some interesting stuff recently that warranted another look. Of course, the brand is part of the House of Zara and the Inditex group. Although what is interesting is how different this brand is from its sister company. So often high street multiples seem to rationalise their spending particularly during a recession and use the similar shop fit across their brands in order to keep cost to a minimum regardless of who they are targeting. Anyway, Bershka clearly have their own defined personality which shines through in this store. Here we have a pseudo, possibly American highway scene? with printed backdrop and Oil drum carrying a pile of merchandise. The miniature VW and the illuminated lettering spelling BSK placed between the mannequins and the backdrop are fun props that complete the scenario.

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