Cheap and multinational brands such as Zara and H&M are booming. Small wonder that Bershka, which is a family member of the Inditex group, wants to pick up at the success and, therefore, has changed its PR strategy (especially in relation to menswear). After the very successful collaboration with the Italian singer and songwriter Fedez, the brand has published another promising campaign – “SELFIE_ISH” – and its efforts are paying off. “The cheaper Zara”, as young teenies call the house, is now available in the USA and seems to strengthen its market position.
