Blackberrys Explains the Idea Behind Re-branding of a Company

Menswear brand Blackberrys aims to grow over 60 percent in two years to register Rs 1,500 crore turnovers by FY2020, as the company is expanding its sales network.

In an interaction with Franchise India, Ramesh Kaushik Vice President- Blackberrys [Brand Experience] said, “The core DNA values of Blackberrys continue through product evaluation and evolution. For 25 years we have always stood for innovation and provided the Indian men with premium wardrobe solutions.”

Blackberrys now is an umbrella of 3 brands, Blackberrys for business formals & nightlife clothing, Blackberrys Casuale for smart-casual work & leisure wear and Urban Blackberrys for the youth with its denim and hipster wear.

 Building a Brand

Kaushik explains the important points which collectively make a brand as “A brand is an emotional connection between the customer and the product. It is the experience created across all touch points that include stores, advertising, sale, and people. “

Kaushik speaks about the craft of branding as, “Converting your consumer into a fan can only come when you deliver what they seek, what brings excitement among them. Its gut v/s analysis and it’s the strategy an entity builds to connect to its consumer.”

Adhering to Core Strength

A brand might undergo reinvention and rebranding but the core strength remains the same because that’s their first identity and that’s how the customer identifies them as a brand.

He says, “We believe that in this competitive environment, one needs to be a specialist. The value that we bring forth for menswear in India is immense and as specialists. Though we understand women’s wear is a much faster-growing category in the market, we are sticking to menswear for the exclusivity it demands.”

Matching Steps with Change

Change is inevitable and every business has to change its functions as per the taste of the customer changes, which is why some brands undergo re-branding or reinvent themselves.

Kaushik says, “With changing consumer needs with their changing lifestyle and growing aspiration, we felt the need to reinvent ourselves to match the needs and moods of today’s cosmopolitan man.”

He says, “The plan has the expansion of our 3 brands with exclusive store launch in tier 2 and tier 3 cities. We plan to add 100 new stores this fiscal.”

Kaushik Further adds, “We have over 50 FOFO stores, which run by the brand’s functions. It has been a great way of expanding the branches of our Exclusive stores, with collaborative investment and effort with the franchisees.”