Fashion United: Established in 1991, Blackberrys, the premium men’s ready-to-wear formal label has rapidly transformed from being a Rs 100 crores brand to a Rs 530 crores giant in the last five years. And it has now set its eyes on becoming a Rs 1,000 crores brand in the next three years.Yogesh Tiwari, the brand’s custodian, spearheading the sales and marketing divisions, reveals the recipe for its success. Tiwari explains that retail expansion is one way of reaching the revenue targets. Today, Blackberrys’ “Sharp Edged Clothing”
merchandise can be accessed across India through about 900 plus outlets, 125 company-owned showrooms and all large format stores like Shoppers Stop, Lifestyle, etc. “Right now we have some 150 exclusive stores and we will add 30 to 35 more by the end of the year. Currently, 85 per cent of our EBOs are company-owned and 15 per cent are franchisees. Going forward, it will all be company-owned. We are in some 800 MBOs. Among large formats, we are present only in Shoppers Stop and Lifestyle,” he says. Also on the agenda is exploring markets beyond India like the Middle East in the next six months, under the Blackberrys brand name. Tiwari confirms that the high-end brand is now looking at growth in Tier II, III towns through the MBO route. Tier II regions are its main areas of concentration at present. And he also affirmed that the brand is evaluating opportunities for product expansion. The product portfolio has grown with time to include trousers, khakis, and shirts, suits and jackets. Targeted at high-profile men between 23-35 years, Blackberrys’ vision for 2020 is to be the first preferred brand in its category in India and SAARC countries. It has been Blackberrys’ ceaseless endeavor to delight the fashion forward customer with great style and care teamed with speed and innovation. It divides its collection into two themes – the Autumn/Winter and Spring/Summer. “Our philosophy is that each of our garments has that additional fashion twist which makes it different from anything available in the market. This differentiation is contextualized by the occasion segmentation. Therefore, we have an extremely small percentage of basic products. Even our regular office wear has that differentiation quotient, whether in detailing or fits. Today, 80 per cent of our shirts are in slim fit which is in vogue. To put a figure, we are about 90 per cent fashion and 10 per cent regular,” he sums up. Source: Fashion United
merchandise can be accessed across India through about 900 plus outlets, 125 company-owned showrooms and all large format stores like Shoppers Stop, Lifestyle, etc. “Right now we have some 150 exclusive stores and we will add 30 to 35 more by the end of the year. Currently, 85 per cent of our EBOs are company-owned and 15 per cent are franchisees. Going forward, it will all be company-owned. We are in some 800 MBOs. Among large formats, we are present only in Shoppers Stop and Lifestyle,” he says. Also on the agenda is exploring markets beyond India like the Middle East in the next six months, under the Blackberrys brand name. Tiwari confirms that the high-end brand is now looking at growth in Tier II, III towns through the MBO route. Tier II regions are its main areas of concentration at present. And he also affirmed that the brand is evaluating opportunities for product expansion. The product portfolio has grown with time to include trousers, khakis, and shirts, suits and jackets. Targeted at high-profile men between 23-35 years, Blackberrys’ vision for 2020 is to be the first preferred brand in its category in India and SAARC countries. It has been Blackberrys’ ceaseless endeavor to delight the fashion forward customer with great style and care teamed with speed and innovation. It divides its collection into two themes – the Autumn/Winter and Spring/Summer. “Our philosophy is that each of our garments has that additional fashion twist which makes it different from anything available in the market. This differentiation is contextualized by the occasion segmentation. Therefore, we have an extremely small percentage of basic products. Even our regular office wear has that differentiation quotient, whether in detailing or fits. Today, 80 per cent of our shirts are in slim fit which is in vogue. To put a figure, we are about 90 per cent fashion and 10 per cent regular,” he sums up. Source: Fashion United
