The Stiff Collar COO talks menswear in India

For men, online shopping is like a gift from the God of retail therapy. Over a quick chat with DNA, Rushabh Sanghavi, co-founder and COO, The Stiff Collar, talks about the scope of menswear segment in India…

When it comes to men’s fashion where do you think the Indian retail industry really stands?
Men’s fashion in India has generally been polarised in terms of for many years. At one end is the high-end /designer market and the other end are the multiple brands all selling commoditised products in terms of formal, casual, ethnic wear. In the last few years the massive influx of foreign brands, especially in the casual space, has forced Indian brands to think hard when it comes to designs, patterns, style and to innovate. However, this motivation has generally been absent in the formals space where brands are dishing out pretty much the same fare.

People say it’s hard to please a woman; but we believe it’s harder to cater to a man’s fashion needs in India because of the lack of understanding between customer and vendor? Agree?

I would say it is difficult to cater to the fashion needs of the Indian male of today and specially in the office wear segment as compared to the other segment, where he has a lot of established foreign players as well as Indian brands who are now waking up to international trends. The Indian male is looking for ways to stand out as opposed to conforming to the usual, which was the trend in the past. Apart from the perennial white, the next best selling colour of shirts would comprise the mauve, pink, purple, lavender and lilac group of colour. The French Cuff shirts or the Banker’s shirts have been received very well through our portal. We started with a limited three-shirt range in the French Cuff collection, which sold out in no time and we had several customers writing to us asking for more variety and we have just launched an additional three shirts besides continuing the perennials.

Where does Stiffcollar fit into the whole scheme of things?
Stiff Collar is looking to fill the void in the men’s formal wear segment. We offer a product like no other brand, to the Indian office-goer at a price that does not pinch his wallet. Our shirts are very thought-through products. Our longer lengths make sure that the shirt stays tucked in even after a long day at work. Our butterfly gussets ensure that the seams can take that extra stress. Our Windsor Cutaway collars make him look sharp as ever adding structure to his face. Our special curved shape ensures he looks good without being uncomfortable. Our 100% cotton guarantee ensures the shirt is comfortable and breathes even in the harsh Indian summer. Our split yoke ensures that he is comfortable while stretching out for something or bending to tie his own shoe-laces; all this in the convenience of his home or office. No traffic to get past, no long queues for parking, no having to deal with pesky salesmen and expensive shirts to pay for. We are in the business to make good quality, actually, great quality differentiated apparel accessible to the Indian consumer of today who does not want to fit-in but wants to stand out.

Do you think men are much more comfortable shopping for their needs online?
People shop online for three things — price, range and convenience. We were very clear about the fundamentals from the time we conceptualised it. We will sell a differentiated product at a very affordable price. The internet medium allows us to do this beautifully. The customer once he comes in, there is no going back. Indians as a whole be it men or women are all shopping online due to the three reasons I mentioned earlier and I see this as no different in our case. We offer a large range of shirts in multiple fabrics, styles at a price that is very competitive delivered to your doorstep.