After shirts, Callino now plans to offer T-shirts

For one-year-old brand, Callino, which specialises in men’s shirts, it’s been a good running so far and they can easily expect 35-40 percent growth this year. Next year, they plan to diversify into T-shirts. After consolidating in North India, they will spread out to East or West India. Definitely, in a year’s time, they hope to be present in 100 stores from the present 50.

Other than shirts, the brand also stocks blazers, trousers in cotton stretch fabric, waistcoats and suits. Of these, it is the waistcoats which are doing brisk business. It is a growing segment, thanks to Prime Minister Narendra Modi.

Blazers and suits blaze a trail

“Of the products we have, waistcoats are doing the best business. These are followed by blazers. Suit sale depend on the weather. These sell during weddings or winter,” says Bhushan Gupta, Associate Vice President, Callino. Callino offers a wide variety of blazers as they are much in demand. The formal blazers are not made from the traditional wool or cotton blend. The fabric is usually fashion fabric sourced from the international market. These are usually two button blazers in bright two toned colours. They also have tweed or the classic blazer with designs such as the Harris Tweed or Houndstooth on the fabric. Some are made from terrywool, others from polywool. In the suit category, their bestselling ones are the business suits made from TR and wool blended fabric and meant for young entrepreneurs and business tycoons. The colours are earthy. They also stock full and half tuxedo. “Since we are in the north, we are a season based player. Every three months there is a change in fashion and a change in weather. So we have to change accordingly. In other parts of India there is more of a change in the product than the category,” says Gupta.

Price matters for selling right

If the suit or blazer is priced right, it has high chances of selling more. The best prices for selling suits in the fashion category is Rs 4,000. In other categories, the price starts from Rs 6,500. The market is price sensitive. It is easy to sell suits in the range Rs 10,000-12,000. Only 5-10 per cent customers opt for suits priced above Rs 15,000 and only a niche segment goes for those above Rs 20,000.

Callino is not per se into customisation and has this facility only at its sole EBO. Also, they do innovation but only limited because as Gupta says, “a five-button shirt can’t be changed into any other format.” One of the challenges the company faces is from the market which doesn’t work always the way it should. Casual wear is another challenge though only till a certain point as sooner or later, men opt for formals, especially suits. Another big challenge is the weather.