Callino targets youngsters with A/W ’16 collection

For the A/W 16, Callino India will be focussing on suits and blazers. The range is a combination of evening party/club wear i.e tuxedo, bandhgala, as well as tweeds and checks. ‘Fashion Formal’ with contemporary styling aime at the youth is the company’s style statement. Callino has added evening/party line with moderate fashion in shirt, blazer and suits. “India is price sensitive market while international market is entirely quality and finishing oriented,” explained Bhushan Gupta, Asst. Vice President-Sales and Marketing, Callino India while discussing the price points of products. He says super premium/premium market is expanding at a slow pace in India.

A/W trends

Giving a peek at the collection Gupta says, colour palette for the season is going to be bright with domination of wine/orange and Black colours. The fabric is predominantly cotton, blends, linen and some others. For winter, cotton blend dominate along with PV and New Age fabrics. “Prints continue to play in all product categories. Checks are to make come back while stripes have vanished. Texture/self plays are vital in all merchandise,” elaborates Gupta. He points out innovation and experiment improve sales and can lead to a revolution. “We look out for ideas globally and more so from Italy, which is the fashion capital of the world and customise them as per our customers’ requirements,” he asserts.

Competition queers the pitch

The advent of big players will certainly eat into the existing market for local players, feels Gupta. “As far as our customer base is concerned, 20 per cent are new customers, the millennials, are rising target consumers for our products. These days, the young customers are aware about sizes and fits and they know the trends well. Rest are more conscious about the fit – not about size,” he adds. As far as the segment is concerned, it is divided between unbranded: which makes up 60 per cent; mid segment is 20 per cent; premium is 15 per cent and super premium 5 per cent.

Gupta says, high investment, regional taste, shorter selling period, omni-channel expanse, as well as low customer base are some of the biggest challenges facing the industry. Growing popularity of other ethnic wear such as Jodhpuri and bandhgalas is also adversely impacting suits segment. While challenges are there, the company sees opportunities in the segment in terms of limited players, high value garment contributing to big ticket value, attracting big ticket customers and increasing corporate culture of wearing formal suits in metros. Moreover, demand is picking up in women’s wear as well.

The company is at present retiling through over 75 MBOs, two EBOs, four FOL, and is looking to add more than 100 shop in shops this winter. Besides North, the company will focus on AP and Bihar (Jharkhand) along with Bengal. “We currently offers shirts, trousers, suits, vest coats, blazers, t-shirt, accessories, like ties, cufflinks, combo, cravats etc, we are also adding belts and wallets in accessories,” Gupta sums up.