Bershka, the young fashion brand of the Spanish group Inditex, has introduced the “Loop” function in its mobile app in Spain. This is a vertical feed with short videos. It allows you to discover clothes through dynamic content and add them to your shopping cart without interrupting navigation.
This update speaks the same language as the brand’s consumers. They use platforms like TikTok or Instagram every day.Reels for inspiration. This comes at a time when competition for attention on social media is more intense than ever.
By combining product discovery, visual content and easy shopping in one place, the app reduces navigation friction. It turns browsing into a direct buying opportunity. This reflects a deep understanding of the audience’s digital habits, demands and the way they interact with fashion.
In 2024, Bershka was Inditex’s second strongest brand in terms of sales and profits, after Zara. Sales amounted to 2.93 billion euros, an increase of 11.8 percent compared to the previous year, and pre-tax profit was 548 million euros. This financial year, the brand’s “outstanding online performance” was particularly emphasized. The results for the 2025 financial year were announced on Wednesday – Inditex reported new records for sales and profits.
Loop combines user-generated content (UGC) with videos produced by the brand itself. In these, the garments are shown in motion and in a more spontaneous, less editorial visual style. The format allows endless scrolling through the clips while the products are displayed highlighted. This means users can add them to their shopping cart in just a few seconds without leaving the video stream.
According to an analysis by the influencer marketing platform Kolsquare Short videos and user-generated content have established themselves as one of the most effective formats for digital strategies in 2026. They are particularly effective at attracting attention and achieving measurable performance.
The initiative is part of a larger trend in digital commerce known as Social Commerce. This describes the merger of social networks and e-commerce. This phenomenon started with the Hauls on YouTube. It further developed through a Rebranding the traditional teleshopping format to what we call it today Live shopping know. The change continues and now integrates short videos as a central tool for reaching young, digitally native target groups.
With this approach, shopping apps are evolving into content platforms where inspiration, entertainment and transactions are integrated into a single environment – just like Bershka has done.
The goal is to create what analysts call Closed loop commerce denote: a closed loop in which product discovery and purchase take place within the brand’s own ecosystem.
Capture inspiration at the right moment
Social media overstimulation has led to a more passive discovery dynamic. Users often do not open fashion apps with a specific search query, but rather are looking for inspiration or entertainment. It has therefore become common for some consumers to come to stores with screenshots of clothing items. They saw these on the profiles of influencers without first visiting the brand’s official website.
In this context, integrating product discovery into your own app makes it possible to capture the desired moment directly at its origin. Instead of consumers discovering a piece of clothing on social media and then looking for it in the online shop, inspiration arises directly in the app.
The result is a more fluid shopping experience and a greater ability to retain the attention of users who are already acting as advocates in an increasingly competitive digital environment.
Behind such developments is a sustained investment in technological infrastructure by the brand’s parent company, Inditex. In July 2020, the group announced a €2.7 billion investment plan to accelerate its technological integration. Around one billion euros was allocated to strengthen the online business, while 1.7 billion euros went to modernizing the integrated store platform and introducing advanced technologies, such as the virtual try-on with artificial intelligence introduced by Zara
This article was created using digital tools translated.
FashionUnited uses artificial intelligence to speed up the translation of articles and improve the end result. They help us to make FashionUnited’s international reporting quickly and comprehensively accessible to a German-speaking readership. Articles translated using AI-based tools are proofread and carefully edited by our editors before they are published. If you have any questions or comments, please email [email protected]