Blackberrys keeps focus on suits, A/W ’16 is all about slim fit

Bandys are the next chartbusters for Blackberrys’ Autumn/Winter Collection 2016. The trend seems to be fast catching up in the northern India. Blackberrys’ latest collection features narrow lapels. The slim fit has been refined into a modern slim silhouette. It now comes with BlackBerrys’ ‘B95 Fit’ trouser. The collection features navy, beige, grey, charcoal and a little bit of green as well as the introduction of the colour wine. There are lots of sleeveless jackets with mandarin collars, so called Bandys. Highlighting trends, David Platen, Design Head, Blackberrys, says, “The trend is towards slim suits with a modern cut that flatters the wearer and makes him look contemporary with an athletic build. Collars and lapels are getting a narrow treatment and the blazers are a little shorter than last season.”

Talking about the new collection, Platen says, “Most suits and trousers are slim and modern. For Blackberrys’, we use the fit B95. The waistcoat category is growing and Blackberrys offers many options. The clear winner is the Bandy. It seems to be more popular every season, especially in North India.”

Living up to customers’ expectations

Platen believes the gap between international and Indian fashion is diminishing. This means formal suits in Indian market are more fashionable and less regional. “The Indian consumer has a good grip on international fashion trends these days. The Indian customer is moving towards lighter materials suitable for the Indian climate. Customers want a modern versatile suit. This means light fabrics, slim cut and fashionable detailing,” he explains. Blackberrys is targeting millennials, people in the age group 25-35 years, having more than Rs 10 lakh annual income. Adds Platen, “Our individual style and style statement targets entrepreneurs as well. The USB of the brand is the FIT and a lot of attention is given towards modernising it, creating a modern and contemporary look. The design element, fabric and detailing is what drives the consumer to a particular style.”

Readymade suit market to continue growth

The organised suit market is estimated at 5 lakh pieces per annum. However, ready-made segment is estimated to be only 26 per cent of formal suits market and is expected to grow at a higher rate than the average overall growth rate of suits because customers are shifting from tailor-made to ready-made. A young population that needs a suit for an occasion will boost market grow he feels. And as Platen says, “BlackBerrys’ suit offering is mainly occasion driven for the marriage market. The young customer prefers Blackberrys because of the fit, fabric and design, which gives us a considerable target audience.”

The market for tuxedos is growing well. The festive spirit of tuxedo works equally well for marriages and parties. Tuxedos are becoming an important part of collection from year to year for Blackberrys. Platen explains design, fashion, diversity and new proposals are driving growth of the market. Customers want fashion and new detailing with a classical twist. A younger consumer with a fashion sense and wanting to stand out from the crowd as well as occasions to wear them are what driving market growth.

The company plans to grow in each segment of formal suits and be a beacon for formal and occasion wear in India, from business to formal suits, casual unconstructed suits to high value suits, waistcoats, etc.