“We aim to be the trend-setters in luxury menswear in the next few years,” says Ashok Singhal, CEO of the formal and fashion wear brand Callino. The brand recently revamped its suits and blazers category by adding a new structure and stripes. “Checks dominate around 80 per cent of our blazers; another 15 per cent are plain while remaining 5 per cent have stripes on them,” he adds. The three major attractions of the brand include checks in blazers, classical prints on shirts and partywear suits.
Ensuring international standards through quality features
Callino shirts are known for their classiness featuring international quality standards. These shirts have technical features like 18 stitches per inch using Gutermann thread form Germany. “We have recently added a unique ‘Pen and specs pocket’ concept in our blazers and suit in them,” adds Singhal. The colour palette for these shirts includes colors like Sky Blue, Green, Rust, Black, Grey, Navy, Carbon/ Brown and Khaki, etc. The brand is also using high end niche fabrics like 100 per cent Giza cotton, Egyptian cotton, Fine Wool, Rayon, Modal and Linen, etc. “These fabrics are sourced from the best global locations i.e. Italy, Turkey, and China in exquisite palette of designs and shades in unique weaves and textures,” adds Singhal.
For a seamless retail experience
Currently present in 200 MBOs and 6 EBOs across North India, Callino likens omnichannel retail to viewing the experience through the eyes of the customer. “Omni-channel anticipates that customers may start operating through one channel but move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer,” Singhal notes. The brand plans to venture into the LFS format in future besides opening new EBOs. “We also plan to launch a t-shirt range in 2020 besides foraying into the athleisure segment,” he adds.