One reason why the bird on the shirt that caught my eye was modified to its female form could be due to the fact that the BSK line is a female-centered brand. However, the less obvious reason would be because merely having the character of a viral game wouldn’t grab the attention of the consumers as much as it would have when it was made more unique. Later that day, I saw more t-shirts of the original Angry Birds characters at the Virgin Megastore. What is important in the social world of youth is not only to be in sync with the various and ever-changing trends but also to stand out amongst their peers. Bershka has created a commodity that would make the consumer a unique trend follower, not only giving the wearer of the t-shirt a chance to draw attention to themselves but also to their brand. The creative teams of Bershka had perceived the game to be something more than a mere game, but a tool that the youth of today were using to socialize, like how I would play Angry Birds together with my roommate and bond over. But it is clear that the bird has been given a makeover for pure commercial reasons, just like the creation of its original form.

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