The single-most important element that determines the longevity of a brand is its ability to adapt. Adaptation to changing norms and fashions is key to sustaining success. Philip Shah, Partner at 9 to 7 Fashions LLP, is a third-generation entrepreneur who is carrying forward the legacy of creating customised formal wear for men. The business is approaching 50 years of operation.

Today, they provide a wide array of brands to choose from and provide the service of having a designer visit the client's house or office after a booking. Getting fitted and picking materials at home is a luxury that few competitors offer. In addition to western wear, they provide bespoke Indian wedding wear for men.

In conversation with GlobalLinker (GL) Philip Shah (PS) shares the story of his business, its history, and his plans for its future.

GL: Tell us about your business.

PS: 9 to 7 Fashions has been involved in the business of ‘Made to Measure’ for five decades and I am the third generation in this line of work. We were established in the year 1958. My ancestors have toiled hard to build this business which has become a family legacy.

GL: What are the challenges you have faced in establishing your business?

PS: The challenge which I took up in the year 2013 was to re-brand and make our brand more contemporary and current in nature. That is the time when we adopted a new identity and embraced change which has led to the yielding of rich dividends.

GL: What is the USP of your business?

PS: The USP is our product:

• Mill made, fresh grade merchandise which is exclusively available across Mumbai. 
• Materials sourced from different parts of India and abroad.
• Products made with natural fabrics like cotton, linen, silk, jute, wool etc.
• More than150 samples created for ease of choice for the client.
• Pure wool suiting fabrics (sourced from Italy and UK) available.
• Unique samples (not the typical ones) designed by freelance designers which lend exclusivity to the client when he wears it to a special occasion.
• Add-on accessories like broaches, ties, bows, cufflinks, belts and wallets are also available.
• Top-quality material used in the tailoring process which includes German fusing, branded buttons (shirts), two-ply cotton pocketing, high end grippers (trousers), top-end lining and fusing (suits & ethnic wear).
  
  

When it comes to our service we have a legacy of more than five decades in the field. Our stores and workshops have an excellent ambiance. Our staff is knowledgeable when it comes to fabrics and fittings and we provide styling and designing tips for free. We provide home services wherein clients can also avail of viewing sample swatches along with designs and trials and delivery at home. We also courier finished garments all over the world. We provide in-house tailoring of shirts, trousers, suits, ethnic wear and embroidering.

Clients prefer us for our quality fabrics coupled with personalised tailoring in our formal department. In the case of our Wedding Department, clients prefer us for our subtle and distinctive designing coupled with personalisation.

GL: What are some of the milestones of your business?

PS: We achieved the figure of more than 10,000 satisfied clients (which is a big number in Made to Measure) in the year 2016. In the same year, we also received the Award from Brands Academy for Business & Service Excellence 2016, within the category for Best Customised Men’s Formal, Indo Western & Wedding Wear Boutique in Mumbai.

GL: What role do you feel GlobalLinker plays in connecting and assisting SMEs?

PS: The journey of an entrepreneur is generally very lonely and decisions need to be taken on an individual basis or in tandem with partners. GlobalLinker with its inherent connectivity provides a perspective of what’s going on in the business landscape around us. Besides, there are discussions on relevant topics which are of tremendous interest to the SME sector that help in knowledge building. One can reach out and connect to a spectrum of entrepreneurs and professionals in our sphere which is a huge plus.

GL: What is your big business dream?

PS: Our vision is to build a sustainable fashion business which attains global leadership.

Our mission is to leverage our domain knowledge in fabrics and custom tailoring, to enable men to put their best foot forward.

In line with our vision we would like to build on our core competencies and expand in various geographies, providing value-added services to our clients. 

GL: What is your message to aspiring entrepreneurs?

PS: Treat ‘work’ as a journey which is pleasurable and fun and your ‘goal’ shall be a breeze. Cultivate the attitude of ‘continuous improvement’ within yourself and your team members. 

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