Men’s brand Callino London plans a women’s range

Named after a Greek poet, Callino was launched in 2014. And since it was registered in London, the name was changed to Callino London. “We intend to take the brand to London and make it truly international,” says Ashok Singal, Callino London, adding, “The brand offers formal and semi-formal men’s wear. We have a textile base and our fabric sourcing is strong. At some point we may get into women’s wear.”

Men’s fashion gets smart and stylish

According to Singal, there have been positive changes in men’s wear in terms of colours, fits, styles and prints. “Everyone wants to look young. The market for classic wear is shrinking. People now prefer smart wear. Even formal shirts are looking like smart casuals. Brand loyalty is non-existent since there are many options available. Shopping patterns have changed,” he avers.

Callino’s target audience is the mature buyer. For summer ’16, the company will launch tops and bottoms like shirts, blazers, jackets and T-shirts. For autumn/winter season, blazers are in checks, shirts in solids or prints or structures are in trend. “No one wants plain shirts. Customers want value addition or detailing in shirts. Shirts are pink, lemon, carrot, saffron coloured. Electric blue is popular among youngsters. Youngsters prefer non-formal or smart casual trousers but denims are a hot favourite among them,” explains Singal.

Pan-India distribution plans on cards

The brand is retailed in family stores. It has 70 shop-in-shops. Next year, the company plans to perk up its distribution model to increase its reach on a pan India level. Elaborating on the retail expansion plan, Singal says, “We will have two distributors for western India, one for Gujarat and one for Goa and Maharashtra. For eastern India we will have two or three distributors, in Assam and in Kolkata. In the north we will have both shop in shops and distributors. I feel five good shop-in-shops are equal to one distributor. They help in branding otherwise you can be lost in the crowd.”

He finds business prospects better in Tier I and II cities compared to metros since in metros supply is more than demand. “Tier I and II present great opportunities. Awareness has come in. And snazzy malls have come up. But there are limitations. Business in these areas is not organised. At some point I will go online. It is a good vertical. I think brands are putting their unsold merchandise on e-commerce along with an attractive discount you won’t find in the market. And customers get tempted. But this game can’t go on for long, at the most four or five years. I feel this business has a greater impact on footwear, sport wear and T-shirts. A brand like ours is not much affected,” asserts Singal.