CREATING A RANGE PLAN

Submitted to: Prof Dr. Swapna Pradhan

Group No: 09
RM10 Dhaval Gohil
RM12 Harshal Jain
RM22 Mayur Gavande
RM35 Sonakshi Somya
RM59 Vinit Hule
 BLACKBERRYS
Blackberrys is one of India's leading formal wear brands in the menswear category. It
is known for setting new standards in India's lifestyle space. Blackberrys exists in a
man’s world to be his partner-in-success, as he sprints towards his ambitions with a
burning desire to keep winning. The brand will do all it takes to enable this man to write
his success story while keeping him sharp and always in style. Blackberrys has the
ability to spot trends first & bring them onboard before anybody else. With a recorded
growth rate of 40%, Blackberrys has over the last two decades set a mark for itself as
a renowned fashion label with a strong brand presence across over 100 cities and
towns in India.
History
Born in 1991, Blackberrys cemented its place as one of the most preferred
fashion brands in the country with innovative creations and a steadfast philosophy of
quality first. The founders recognized the growing need for branded, structured
clothing for the changing needs of the Indian male. Blackberrys started in an office of
500 sq. ft. space in the vicinity of Kotla, Delhi. Today it boasts of a 22000 sq. ft plant
specially designed for the manufacturing of suits and jackets that produces 500 units
per day and 1200 formal trousers and 1500 casual trousers per day. This reflects in
the theme collections Blackberrys launches twice in a year. The brand is established
as the manufacturer of impeccably designed trousers and suites.
A progressive & agile organization, Blackberrys is in the space of continuous
innovation. It was the first to introduce khakis in India keeping in mind the sultry
summer, first to showcase the largest collection of wrinkle free & clean front trousers,
and many more firsts.
Blackberrys collections have been associated with innovations in fashion. It's
ceaseless passion of innovation is reflected in the theme collection they launch twice
a year. The brand today enjoys a high recall value and is perceived as premium
clothing brand. Addressed as 'the best FIT' the Blackberrys brand represents an image
of the 'Young Power Dresser'.
A testimony to its superior quality and unmatched technique, Blackberrys has
won several industry accolades over its 20-year history including 'The Pinnacle Award'
from Shoppers Stop in Best Men's Classic Category for two consecutive years (2004,
2005 & 2007), the coveted Lycra Images Fashion Award '07 for the Most Admired
Trouser Brand of the Year category and The CMAI Award for 'Best Formal Wear Brand
in 2007 & 2008'. The brand was also awarded the 'Best Formal Wear Brand' and
'Trouser Brand of the Year' at the CMAI Award for three consecutive years in 2007 &
2008 & 2009. Besides this, it has been awarded the Best suits & blazers brand 2007-
08, Iconic suits & blazers brand 2008-10 & the most admired youth menswear brand-
Global youth marketing awards.
 1991
Pioneered Suits of
impeccable fit and to
cater the needs of
modern man.
2014
2017
Introduced the “Whitest
Launched the new
shirt in India” with the
brand positioning,
highest whiteness
‘Burning Drive’
certified by the CIE.

2013
Launched URBAN – 2019
1996
a concept of dressed- Introduced Knitalia –
First time introduced
up casuals inspired India’s first 100%
wrinkle-free Khakis
by the super cool cotton knitted Khakis.
New York vibe.

2000 2006
Unravelled Dress-line First brand to use
Trousers for the first globally sourced
time in the country. fabric.

Philosophy
Blackberrys aims at continuously anticipating the fashion of the future and
innovate through design and details. They craft apparel and products to increase
confidence in men and inspire them to keep achieving great things in life. Blackberrys
commits to bring new looks and style uniquely. They strive to transform the fashion
needs and desires of today’s men and work tirelessly to deliver the promised. They
believe in not going with the trends but creating them.
Blackberrys tagline is “Keep Rising” which represents stability, richness and
legacy. It has built a brand image in a bid to reflect its identity that will strike a chord
with today’s progressive cosmopolitan men. They want to become one stop solution
for men’s every clothing need. For this they are effectively using the omnichannel
approach too. By empowering store executives through technology, Blackberrys is
raising the bar on consumer engagement.
Blackberrys brand values include:

• Innovation - It takes informed risks, challenge the conventional and champion

new ideas to action
• Integrity - They uphold absolute integrity in our words and the actions
promised.
• Agility - Blackberrys reach breakthroughs by being nimble and steadfast in
their execution.
• Perseverance - They are determined to have every man loved by all,
consistently.
 • Responsibility – For Blackberrys consumer are the focus and at the core of
everything they do

Product Lines Offered

It has been 29 years since the humble beginnings of Blackberrys in the bylanes
of Chandni Chowk, New Delhi. Ever since Blackberrys has grown by leaps and bounds
to redefine occasion wear. From starting as a garment manufacturer, the company
has evolved from a wholesaler to a retailer, and it is today a leading fashion brand.
Since the time of its inception, the brand has always served as a catalyst for success.
With its formal linen clothing for a very specific audience, Blackberrys has been
renowned as a niche label for years. And, in keeping with the market's strong
predisposition toward quick fashion, Blackberry has recognized the importance of
staying current with trends and redesigning the brand identity to reflect the changing
times.
The brand is credited with numerous firsts in India, including the introduction of
wrinkle-free khakis, dress line pants, and certification as the "whitest shirt in India."
Through Blackberry Formal, Blackberrys Casuale, and Urban, the company has
evolved into a one-stop shop for formal, ceremonial, casual, and hipster fashionwear,
catering to a varied range of clientele.

• Blackberry Formal: Blackberry's Formal collection, exquisitely designed for

inspired professionals, revolutionizes men's fashion for the boardroom and
beyond. The carefully selected formalwear collection, which includes suits,
shirts, dress line pants, waistcoats, jackets, and knits, is expertly mixed and
matched to provide an effortless style that is modern, confident, and relaxed.
• Blackberry Casuale: Here you will find a variety of products aimed towards
trendy men on the go who are friendly, clever, and determined to achieve. The
line curates smart-casual wearing for men with sophisticated taste, from a high-
powered business meeting to a weekend social affair. Khakis, shirts, polos,
blazers, and jackets with a trip theme are included in the collection.
• Urban Blackberrys: The House of Blackberrys newest offering, Urban,
embraces individualism and optimism in a stylish way. Urban embodies the
youthful wanderers who follow their hearts and enjoy living in the fast lane. He
is audacious, confident, and expressive. Denim, shirts, shorts, polos, and
jackets make up the hipster assortment.
Every year, Blackberrys release two distinct collections: Autumn/Winter and
Spring/Summer. To maintain freshness, each collection is further separated into
different product stories. Apart from that, the business produces flash collections
regularly to bring the latest runway trends to the market.
Product Mix

Number of Stores/ Channels

Blackberrys has been curating fine clothing and wardrobe essentials since
1991. Blackberry is currently present in over 350 cities across India, with over 280
exclusive brand outlets and 800-plus multi-brand outlets like Shoppers Stop, Lifestyle,
and Central. With each passing year, the brand grows in popularity and acclaim.
To enhance online sales, Blackberry invested in a digital platform and engaged
with omnichannel partners in addition to physical locations. Blackberry has its e-
commerce site, as well as a prominent presence on Amazon, Flipkart, Myntra, and
other e-commerce platforms. The future will be multichannel integration and seamless
offline/online commerce. Fashion has established itself as a strong e-commerce
industry, with rapid growth during the pandemic. The company is concentrating on
online sales, and its e-commerce ties with Flipkart, Myntra, and Amazon have been
strengthened. It has also revamped its e-commerce website.

Segmentation
Segmentation
Blackberrys had a constant target audience of
Age
men who are in the age group of 25 to 35
A family may be in bachelor stage (young and
single people), newly married couple -marriage
Demographics Family Size
alters the needs also Household size from
2 people to 8+ people
Professionals, businessman, college goers(for
Educational Level
casual wear)
 Households with income Rs 5-20 lakh per
Income
annum, Affluent and Aspirers
The introduction of fashion element into
workwear has enhanced the personality,
Occupation
Working Class people do extensively use the
Brand.
Social Class Socio-Economics Class A B and C
All Urban Class TCL: Urban TCL: TCL 40L+, 10-
Region Size
40L, 05-10L, 01-05L
Geographic
Usage more in Cold weather conditions and mild
Climate
in Hot and Humid weather
Fashion-forward Indian man whose motivation is
Personality Traits
to stand out from the crowd.
Blackberry has always catered to consumer
Personality
personalities who are concerned with quality,
Motives
fashion, style, and appearance.
Blackberrys has introduced Blackberrys Urban
Psychological and Blackberrys Casuale in recent years with the
goal of catering to men of varying ages and
Personality personalities. Today, the brand is a one-stop
Lifestyle shop for men's formal, casual, and hipster
fashionwear, offering everything from khakis,
shirts, denims, and T-shirts to innerwear, shoes,
and accessories.
Blackberrys best fit clothes are a perfect wear for
corporate offices. Its semi-formal attire is also a
go to for men in office parties and social events.
Occasions
Blacberrys urban casual collection provides
decent western wear tshirts, trousers and shorts
for boys.
Many customers buy Blackberrys clothing
because of its best fit tailored made suits, best
Benefits fabric material, color and the feel. People also
Behavioral
get a chance to be the early adopters of trend by
wearing new collections.
Blackberrys focusses on the working class who
likes sharp edged clothing and believe in
User Status innovation. It has successfully placed itself as the
brand who believes in confident and progressive
men.
With the introduction of blackberry casuale and
Usage Rate
urban the brand is attempting to broaden its
 portfolio in order to meet the daily needs of
today’s men
Blackberrys focus as a product is on innovation,
luxury and attention to detail, ensuring that the
consumer looks fresh and commanding at his
respective field. Moreover, keeping in mind the
weather and regional outlook they work towards
designing products considering regional
Buyer Readiness
preferences. For example: They focus massively
on shirts in South India keeping in mind the
cultural preferences and climatic conditions of
that region. This allows them to be at a
commanding position and become more buyer
friendly.
Customer’s delight is of utmost importance at
Blackberrys. They invest in wardrobe solutions,
quality products and exclusive offers to uphold
Loyalty Status their preference for Blackberrys. They strive to
exceed the customer expectations and also
deliver value added services as a part of their
loyalty and retention strategy

Target Market
Blackberrys is known to be a niche brand with its formal linen garments and
specified target audience. It has cemented its place as one of the most preferred
fashion brands in the country with innovative creations and a steadfast philosophy of
quality first.
For a long period of time, Blackberrys had a constant target audience of men who are
in the age group of 25 to 35, but introduction of URBAN has turned the tables around
for the brand. Their target audience is the young Indian male in metro, Tier I and Tier
II cities. They appeal to the fashion-forward Indian man and his motivation to stand out
of the crowd. Therefore, the key to connect with him has not only been to keep pace,
but to introduce him to the latest international fashion trends.
Furthermore, with the market size of menswear in India slated to reach Rs. 2,95,795
crore by 2026 and the simultaneous increase in the number of brands catering to the
segment, revamping an already established name in the sector seemed like the best
move forward and this facilitated Blackberrys to introduce Blackberrys Urban and
Blackberrys Casuale. Today, the brand stands as a one-stop shop for formal, casual
and hipster fashionwear with products ranging from khakis, shirts, denims, T-shirts to
innerwear, shoes and accessories for men.
There are people who have been loyal to the brand, who have aged and now fall into
the age group of 40 to 50. But the heart of the target audience is 25 to 35.

Market Size of Formal Menswear in India

With the rising fashion-consciousness and increasing importance of
personal appearance among men, the demand for menswear is escalating
across the globe. Besides this, the significant growth in the e-commerce industry
and an increase in their purchasing power have prompted the male population
to spend more on clothing. This has also encouraged them to purchase clothes
through online shopping platforms as they offer convenience, save time, and
provide numerous options. Other factors, such as the rising influence of social
media and the aggressive marketing strategies, including celebrity
endorsements, festive sales and promotional discounts, adopted by the
manufacturers, are also driving the market growth.
The global menswear market exhibited moderate growth during 2015-2020. Looking
forward, the market is expected to grow at a CAGR of around 5% during 2021-2026.
The market value of men's apparel was estimated to be about 3.3 trillion Indian
rupees in 2028 across the country. This was a significant increase from 1.6 trillion
rupees worth of men's apparel market in 2018 which was dominated by the shirts
segment.
Competitive Anaylsis
1. RAYMOND
Raymond Group is an Indian apparel company headquartered in Mumbai. The
group owns various famous brands like Raymond, Park Avenue and ColorPlus. The
company also has a chain of organized retail outlets called “The Raymond Shop”.
Raymond has gained popularity with its famous tagline “Raymond: The Complete
Man”.
Raymond Ltd. is one of India's, and the world's, leading producers of worsted fabrics,
claiming some 60 percent of the Indian formal wear market. The company's Textiles
division, which accounts for 50 percent of group turnover, produces more than 25
million meters of wool and wool-blended fabrics each year, placing the company at
number three worldwide. The company is also a major fabric innovator, and is one of
just two or three manufacturers in the world capable of producing the Super 210s and
Super 220s grades of pure wool, made from 13.2 micron and 12.69micron wool,
respectively.

The market revenue of Raymond in India was estimated to be 37 billion rupees in

2020-21.
Strengths: -
• Popular Tagline “Raymond: The complete man”: Raymond has been able
to create a strong and well-renowned tagline “The complete man”. This tagline
has been defining Raymond over the years. This has helped Raymond create
 a strong image and brand recall of Raymond and has made its advertisements
very popular.
• Product Line Extension: Raymond has been successful in extending
its product line into other popular brands to target various age and income
groups. Raymond owns popular brands Park Avenue, ColorPlus & Park. These
brands have been successful in enhancing the customer base for Raymond
and adding new revenue sources.
• The Raymond Shop: The Raymond Shop is a chain of stores through which
the company retains all the brands under it. It has been a successful venture
for Raymond in terms of engaging its customers through its brands and has
also contributed heavily in increasing the sales.
• Strong Brand Name: Raymond is almost a 100-year-old brand and has
sustained through different phases and fashion trends in India and all over the
world through the trust and credibility of its customers. It has strong brand loyal
customers in the market.
2. ALLEN SOLLY
Allen Solly is a clothing brand owned by Madura Fashion & Lifestyle, a division
of Aditya Birla Fashion & Lifestyle. With a looming presence in the field of digital
marketing and 207 stores across India, Allen Solly is a brand poised to expand
internationally as well.
Strengths: -
• Brand Allen Solly: The Brand Equity of Allen Solly has grown steadily since
its inception. Allen Solly is known for its casual clothing. Allen Solly is a well-
known brand that has a high brand value.
• Sub Brands: Allen Solly has a wider reach to the apparel market. Allen Solly
is known for its casual wear, sportswear, jeans, and professional clothes for
women. Allen Solly also has a wide range of Children Casuals.
• Financial Backing: Allen Solly is owned by Madura Fashion. Madura Fashion
has brands such as Peter England, Louis Philippe, Van Heusen and Allen Solly
under its umbrella.
• Experienced Team: Allen Solly has an experienced team that understands the
changing desires and demand of consumers and innovates new designs and
products.
• Good Training and Development Programs for its Employees: High-level
personal skills can be acquired through training and development programs.
Allen Solly is providing rigorous training to its employees resulting in an
enthusiastic and motivated team.
• Rich and International Feeling: Allen Solly is an Indian brand but due to its
showroom ambience and quality of products and its advertising it gives a feeling
that it is an international brand. Allen Solly clothing has a rich feel.
 3. ARROW
Arrow had its genesis in 1851 when the first detachable collar was
manufactured in a small factory in Troy, New York. The company was based on the
idea of sharp and smart getup. Through the course of the following century, the arrow
clothing included 400 different collar styles in the market. Over time, the brand became
known as the expert shirt-maker, pioneering some of the greatest innovations such as
shrink-free, stain-free, and wrinkle-resistant arrow mens shirts. Arrow has a wide
range of formal wear shirts, trousers, and pants for men and women. It also features
accessories like belts, cufflinks, wallets, and ties to jazz up 9 to 5 attire.
Strengths: -
• “Best in class” Quality and Consistency: Arrow brand is known for its quality
and consistency. The brand value in the customer’s mind is really strong
because of its Quality.
• Premium Brand Image: Arrow has a strong brand image in the minds of the
consumer because of the quality of products, the popularity of the brand; also,
high ranked corporates choose Arrow which makes it a desirable brand for
many.
• Brand equity and awareness: Because of Arrow’s strong brand image, the
brand equity is really high which also helps in increasing awareness about the
brand. This also enhances the market reach of Arrow.
• Global Presence: Arrow is present in over 55 countries and is renowned shirt
brand for the professionals. Thus increases the reach, widens the customer
base and rules out the disadvantage of being over-dependent on a single
market.
• Strong Distribution Network: Arrow has proven to have a strong distribution
network that can reach almost its entire market. A centralized distribution
network has allowed its salespeople to expand their role to also provide
information about the company’s products and overall service.
4. Louis Philippe
Crafted under Aditya Birla Group, Louis Philippe India is a brand which caters
to the needs of young India. One of the best formal wear brands in India, Louis Philippe
is about premium wear clothing for men which includes shirts, sweaters, suits &
blazers, jackets, sweatshirts, tees, footwear, and accessories. The premium fashion
brand has two sub-brands – LP Sport and Luxure. Luxure is the latest edition of ultra-
premium clothing which celebrates the best of craftsmanship.
Strengths: -
• Product Range: Louis Philippe has a wide collection of products like apparel,
footwear, and accessories. The various apparel products include shirts, t-shirts,
suits & blazers, jackets, sweaters, sweatshirts, trousers, jeans, and shorts.
Their footwear is available for formal, casual, and party wear.
 • Brand Leader: Louis Philippe is a brand leader in formal and semi-formal wear.
This brand is a popular one and is a status symbol to wear the brand’s apparel.
• Availability: Louis Philippe has set up its store location in many places and
their products are easily available in many places. Their products are available
at more than 1000 exclusive and franchise store, and also more than 2000
premium multi-brand trade outlets.
• Designs: Louis Philippe designs are unique and are inspired by the latest
global trends. Its design meets the current fashion trend as well.
• Excellent Advertising: This brand has an excellent advertising feature and
due to which it is, in fact, has greater visibility worldwide.
• Signature Premium Gifts: Louis Philippe has introduced Signature which is
the finest gifting range that gives a great experience for gifting for both who give
and receive it. This is an excellent feature that leaves a mark on gifting.
• New Age Work: Louis Philippe presents its Ath Work, a New Age Work Wear
for men on the move that is a big hit among the customers.
Need Gap Analysis
In FY2020, the Indian Sports Apparel Market was valued at USD 498.68 million,
and it is expected to increase at a rate of 16.06 percent.
Sports apparels are sport specific clothing, that are actively used by the population for
physical activities. Because of rising health concerns and disposable wealth among
the people, the market is likely to rise. Furthermore, sports apparel benefits such as
increased durability, enhanced range of motion, material flexibility, and superior
comfort are some of the primary drivers driving the Indian Sports Apparel Market.
Growing economic standards, changing lifestyles and increasing awareness about
fitness are leading to an increase in sales of sportswear. Moreover, the rise in the
number of people using e-commerce has led to a further increase in demand for the
India sportswear market. Rising social media influence among the consumers coupled
with the surging number of health diseases have made the Indian consumers more
and more fitness and health conscious which has led to a massive growth in the
demand for sports apparels in India. Also, Indian icons are often self-promoting various
sports brands, that drives the Indian Sports Apparel Market growth in the forecast
period.
Moreover, the expanding working-class population has a higher tendency to have a
sedentary lifestyle as they are hooked into desk jobs for major part of the day. For
them, the only source of activity comes from their daily workout, which is further driving
the demand for workout clothes, thus helping in providing the support in the growth of
the Indian Sports Apparel Market.
The Indian Sports Apparel Market is segmented based on product type, end-user,
distribution channel, region and company. Based on product type, the market is further
fragmented into t-shirts, sweatshirts, sports vests, track pants & tights, others. Sports
t-shirts are anticipated to dominate the market on account of preference by the
common population.
T-shirts are preferred among the population owing to the comfort level they provide.
Track pants are preferred among morning joggers and professional athletes equally.
The rising concerns among the health-conscious population is driving the overall
market.
Organized modern retailers are formulating a planned approach for the distribution
and logistics management that targets the urban and rural population, thereby
supporting the growth of the market in the future years. Moreover, the momentum has
become so massive that even street retailers are seen to be introducing sports apparel
sections.
The India sportswear market registered a decline in demand during 2020 on account
of the outbreak of COVID-19 which led to the lockdown in the country. However,
increasing awareness towards health and a surge in the online sportswear market
along is seen post-2020. The increase in online shopping during the pandemic has
also had a positive effect on sales of sportswear in India. The footwear segment is the
leading contributor in the India sportswear market followed by the apparel segment.
The retail outlet's segment is dominating the market on account of the availability of a
wide number of options and assistance from sales executives. However, the online
channel is expected to be the fastest-growing segment owing to the increasing number
of smartphones and internet users, fast-paced lifestyle, and the growing popularity of
e-commerce.
Merchandise Line Forecasting
• T-shirts
• Sweatshirts
• Sports Vests
• Track Pants & Tights
• Swimsuits
• Sports Hoodies
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