As the market size of men’s wear in India continues to grow to reach Rs.2, 95,795 crore by 2026, so is the number of brands catering to this segment. While India has witnessed a number of new national as well as international brands foray into the market, the consumers still have not forgotten the most reliable names in the sector.Blackberrys, since its inception in 1991, has consistently risen to become the definitive fashion partner to men. It was Blackberrys that first started to source fabrics from around the world and serve the finest to its customers. Recently, the brand associated with the movie Race 3 and also unveiled the Exclusive Race 3 Collection. We talk to Ramesh Kaushik, Vice President - Brand Experience, Blackberrys, about the association and the future plans of the brand.
Tell us about the brand and its USP?
Ramesh Kaushik (RK): Blackberrys is India’s leading premium fashion brand. Credited with many firsts in the country, Blackberrys pioneered suits of impeccable fits, introduced wrinkle-free khakis, dress line trousers and it’s certified ‘whitest shirt in India’. Addressing to the burning drive of the progressive men, today the brand stands as the one-stop shop for formal, casual and hipster fashion wear with the brands Blackberrys, BlackberrysCasualeand Urban Blackberrys.
Tell us about your product range and target audience?
RK: Blackberrys aims at the millennials with the extensive product range that’s affordable and premium. It offers formals, casuals as well as denim wear collection. Blackberrys aims at early millennial, Casuale is for the mid and late millennialswhile Urban is purely late millennials and GenZ. The target audience of the brand is in between the age group of 25-40 years.
Introduce us to Blackberrys’ new Race 3 collection. Is it any different from other Blackberrys collections?
RK: The Blackberrys Race 3 collection is the exclusive handpicked collection for you to rock any glamorous event, business meeting or a cocktail party. The craftsmanship lets you stand out from the crowd with its deep tones and rich texture. Designed to follow the impression of a star, Race 3 collection is a reflection of Blackberrys impeccable style. The limited-edition collection is available across all Blackberrys stores. Here are the highlights of the collection:
The fashion tuxedos with satin lapels are the highlight of the season. Be the most checked out man in checkered suits with bright blues and deeper tones which effortlessly emanates vibes of power while bringing out your charming personality. Suits made up of structured fabrics from Blackberrys Race 3 collection is all about making you look affable and dapper.
Bring out the chivalrous part of you with smartest B91, B95 and phoenix fit which gives a very smart and tapered look. Add a warm and fuzzy feeling to every event with the coolest collection of wonderfully drape fashion statement. Look astounding in our checkered trouser of deep tones like navys and blacks with rich and vibrant textures as you walk like a celeb on all occasions.
Be an eye catcher wherever you go with rich textured fashion formal shirts made up of premium lustrous fabrics.Bring out your inner style icon and flaunt best of prints, profound structures, contemporary checks and fashion formal colours as you rock every event like a star.
Tell us about your marketing strategies. What percentage of your overall revenue goes into marketing and promotions?
RK: In terms of our marketing strategies, we use all media vehicles with huge presence on digital space. A 360-degree marketing approach leading to best of the class consumer experience is the route for new opportunities. The brand spends 4.5 percent of the overall revenue on marketing and promotions.
What are your plans for expansion in terms of retail presence and also product assortment?
RK: We plan to expand our footprints across the country through our exclusive stores and with the presence in MBO/LFR model, in tier -I, -II and -III cities. For FY 2018-19, we plan to open over 100 exclusive stores including standalone stores for our brands BlackberrysCasuale andUrban Blackberrys. With our brand relaunch, we have broadened our product assortment via our three brands designed for different moods, tastes and age groups. There are shirts, trousers, blazers for the office goers, the ones who travel and for the younger and free-spirited crowd who like to keep their dress sense edgy.
Blackberrys has become the official style partner of the movie Race 3. Tell us about this agreement and the terms attached with it.
RK: We have partnered with Tips Industries for the Salman Khan starrer blockbuster Movie “Race 3”. Blackberrys is the official style partner in the movie where the star cast has flaunted the Blackberrysformal wear in the movie. Blackberrys will be marketing and selling the exclusive Race 3 collection in all its store.
Why do you think franchise is a viable model for expansion?
RK: Franchise model enables fast expansion more economically. We have over 50 FOFO stores. It has been a great way of expanding the branches of our exclusive stores, with collaborative investment and effort with the franchisees.