Blackberrys | Owner | Mohan Clothing Co. Pvt Ltd | Country | India | Introduced | 1991 | Markets | India |

Blackberrys is an Indian formal wear brand owned by Mohan Clothing Co. Pvt Ltd. It was established in 1991 and mainly caters to men. Blackberrys is one of India’s leading premium menswear fashion brands. Pioneering branded structured clothing for the evolving Indian male. Its iconic Suits and Jackets to Khakis to DLT trousers, has gradually ‘liberated’ the Indian male in his quest for a fashion forward look. Today, Knits, Polos and fashion accessories are pushing the boundaries of a distinct Blackberrys ‘look’.

Visual merchandising is the art and science of displaying and presenting product on the sales floor and in the windows with the purpose to increase store traffic andsales volume. Along with the store design, it is a key component of store’s unique identity and best form of advertising. Visual merchandising can be defined as everything the customer sees, both exterior and interior, that creates a positive image of a business and results in attention, interest, desire and action on the part of the customer. It includes the presentation of merchandise as well as other important, features that create the store’s overall atmosphere. Visual merchandising is directly involved in two-third of the entire process of converting a mere visitor into a buyer.
The basic objective for visual merchandising is a desire to attract customers to a place of business in order to sell the merchandise.Through visual merchandising it is able to communicate to target customer brand’s identity, and what is unique and special about the offering and what makes this store better than other stores.

Blackberrys Flagship Store- Bangalore

Analysis of Visual Merchandising of Blackberrys-Express Avenue Mall,Chennai

* Signage- The use of bright colors like turquoise,yellow and green on the discount stickers and esal boards are communicating to the customers quickly and easily that it is the end of season sale for Spring-Summer collection.Through the bright colors and contrast it is adding to the visual ambiance of the store. VERY DIFFERENT FROM OTHER BRANDS.

Classic minilism is the basic criteria for the visual merchandising in the Store major reason being end of season sale going on.

* Placement of the Merchandise-
The merchandise is arrange size wise and not the style wise just to make it convenient for the customers and to increase the sell through. All the shirts are placed on the niches size wise.Each shelf has different sizes on them like all the small size shirts on one shelf ,large size on the other etc. The polo T-shirts are hanged on the hanger rods so that it becomes easier for the customers to browse through the different sizes of merchandise and can select the product they want.

* Color Blocking-
Color blocking was missing in the store because of the end of season sale going on so that it gives an impression that there are lots of colors and variety present during the sale time to increase the sales.

* Layering-
Layering is done in a very unique manner like in this one,the polo t-shirt has been layered with a waist coat and not just with a regular shirt giving it a unique style.

* Fixtures-
Merchandise presentation includes the ways that goods are hung, placed on shelves, or otherwise made available for sale in retail stores.The fixtures in the store like the U-bars and the T-bars are properly placed so that the merchandise can be displayed properly. There is a proper fixture for the belts and ties and for the other accessories.

* Lights-
Lighting is another element of the visual merchandising.The choice of the right lights in the store creates an ambiance and making the shopping environment pleasing for the customers.Light reflections are well analysed.