Callino hopes to strike a chord with new collection

For one-year-old brand, Callino, which specialises in men’s shirts, it’s been 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, the brand will spread to East or West India. As of now, they are out with the Autumn/Winter 2016 collection.

Bhushan Gupta, Asst. Vice President Sales &Marketing says “The Autumn/Winter 2016 collection will be focusing on suits and blazers. It will be a combination of evening, party andclub wear i.e tuxedo, bandhgala etcm as well as tweeds and checks. In shirts, Callino will focus on texture, colours and party shirts. The fits for shirts are very contemporary. Trousers are fashion fit. Major focus is on cotton trousers.”

Blazers blaze the trail this season

In blazers and suits, the brand is offering double breast options. Callino offers a wide variety of blazers as they are in demand. They are not made from the traditional wool or cotton blend. The fabric is usually fashion fabric sourced from 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 which are made from TR and wool blended fabric and meant for young entrepreneurs and business tycoons. The colours are earthy.

Winter wear is a big market

The winter wear market was pegged at Rs 15,670 crores in 2014 and is expected to grow at a CAGR of 8 per cent to reach Rs 33,590 crore by 2024. The Rs 2,48, 250 crores apparel market in India is expected to grow at a CAGR of 10 per cent to reach Rs 3,94,450 crores in 2019 and Rs 6,40,800 crores in 2024.

Gupta believes bright colours with a domination of wine/orange and black color will be in vogue. “In shirts, there will be a small range of brush cotton shirts. Trousers are all in front crease with permanent crease. For winter, cotton blend, PV, New Age fabrics will dominate, PV. Prints will continue to play in all product categories. Checks will come back. Stripes are vanished. Texture/self print will play a vital role in all merchandise.”

Callino is present in 75 MBOs, 2 EBOs, 4 FOL and is now planning to expand with 100 plus store in stores this winter. Besides North, they will now focus on Andhra Pradesh and Bihar, Jharkhand and West Bengal. Gupta feels Callino will see sunny days, “Being a new brand, everyday we are making the record, dealers are supporting us in a big way, we are attaching a strong channel partners in Punjab, Rajasthan and other parts of India.”