Blackberrys launches ‘Unofficial Collection’ for Spring/Summer ’10

Blackberrys, the formal wear brand is betting big on khakis for Spring/Summer 2010. The brand that prides itself as being a pioneer in khakis in India sees a return of the trend, “In the coming season or latest by Spring/Summer 2011, we will see a return of khakis. It’s

because the washed shirt segment is growing fast. And with washed shirts, one would obviously want to wear khaki trousers. Khakis that can be paired with the washed shirt will be the new look,” says Yogesh Tiwari, General Manager, Sales & Marketing, Blackberrys, the brand is manufactured by Mohan Clothing Company.
“Over the last two years, khakis have grown by about 15 to 20 per cent. And that’s partly because of the innovations Blackberrys has made,” says Tiwari. For its Spring/Summer 2010 range Blackberrys has launched the ‘Unofficial Collection’, it replaces the anticipatory closeted look with a clean and confident one. Aimed at the young office executive, the new collection makes a sharp statement as an alternative office wear. “This season, we have redefined the way official wear is understood. That’s why our campaign for Spring/Summer 2010 is ‘unofficial wear. The concept is that this is a very unoffice like range and not the usual striped blue shirt, which I feel is dead and gone. We present dark shirts and subtle sheen trousers to be worn to the office,” Tiwari explains.
The company that has over 50 exclusive brand outlets (EBOs) is now planning to open new ones by March 2010. “We have followed dual concept of EBOs -- franchisees and company-owned. There are 67 EBOs as of today. By March we should have a total of 70-75 EBOs and we will add another 40 to 45 in the coming financial year. Besides EBOs, we are also present in 800 MBOs, across India,” Tiwari says. The brand that has a turnover of Rs 250 crore is now looking at 30 per cent growth in the next financial year.