Blackberrys new SS’20 collections launched under its sub brands: Formal, Casuale and Urban, are a perfect blend of suave look and classic styling. The collections launched under Formal are an extensive range of tuxedos, lightest jackets and suits and non-iron shirts. “We have also launched a ‘Multitude’ collection of easily convertible outfits and shirts in this collection,” notes Nikhil Mohan, Founder of the brand. Another of its collection includes the Lord of Giza that features style staples in deeper tones like purple, mauve and peach. “We have also introduced glossy fabrics to add a superior touch to the whole look,” adds Nikhil.
Stylish assortment for the enterprising men
The Blackberrys’ Casuale collection offers a stylish assortment for men with an enterprising attitude, “Comprising khakis, shirts, blazers, polos and jackets, the collection curates smart-casual dressing for sociable, sharp and focused men,” adds Nikhil. Urban collection adds utility and functionality by crafting hybrid garments like a shacket or a shirt inspired from a T-shirt, and offers multi-occasion garments.
Nikhil says, many global fashion brands are entering the Indian apparel market. “These international fashion brands are bringing in a new fashion wave, which is affecting the customer’s purchase pattern,” says Nikhil. “They are forcing Indian brands to enhance product designs and advance technologies which are compelling Indian brands to go beyond set standards and offer new varieties to customers,” he adds.
Adapting to diverse customer preferences, these brands are revising their pricing strategies to gain customer confidence while offering the best options to choose from. From quirky prints to plain outfits; vibrant hues like orange and purple to subtle shades of black and tan. “They are targeting the luxury and mid-luxury segments that primarily cater to the upper middle-class. Though their products justify their price-points, their predefined sizes do not cater to a diverse market like India,” Nikhil explains.
Targeting smaller markets
To counter growing competition, Indian brands are adopting innovative strategies to uphold their position in the market. “They are foraying into the Tier II and III cities with value-added products like multi-purpose suits that offer extra comfort, perfect fittings and premium quality,” states Nikhil. On its part, Blackberrys plans to reach out to more customers by expanding its presence pan India. Currently present in over 350 cities with over 280 EBOs and 800 MBOs, the brand now plans to increase its presence in Tier II and III cities. “Though North and West remain our strongest markets, henceforth we also aim to focus on South India,” he sums up.