GRADUATION PROJECT

ARVIND LIFESTYLE BRANDS LIMITED, BENGALURU

SUBMITTED BY

RIYA KEDIA

BATCH 2011-2015

DEPARTMENT OF KNITWEAR DESIGN

NATIONAL INSTITUE OF FASHION TECHNOLOGY, BENGALURU

GRADUATION PROJECT

By

Riya Kedia

Knitwear Design

2011-2015

Submitted by Ms. Riya Kedia to NIFT in partial fulfillment of the requirements for the degree of Bachelor of Design ( Knitwear

Design) of the National Institute of Fashion Technology at Bengaluru and hereby certify that in the judgment of the following

members of jury it is worth of acceptance:-

Name Institute / Organization Signature & Date

________________ __________________ _______________

________________ __________________ _______________

________________ __________________ _______________

CERTIFICATE

The work presented in this document is authentic and original and is the outcome of the Graduation Project at Arvind Lifestyle

Brands Ltd. No portion of this work has been submitted in support of any application for another degree or qualification to this

institute or any other university or other institute of learning.

Date: FACULTY GUIDE:

Dr. Nilanjana Bairagi

Department of Knitwear Design

Place National Institute of Fashion Technology, Bengaluru

DECLARATION

The work presented in this document is authentic and original and is the outcome of the Graduation Project done by me at Arvind

Lifestyle, my own ideas and labour in presenting the Knitwear Design Collection. No portion of this work has been submitted in

support of any application for another degree or qualification to this institute or any other university or other institute of learning.

Date: Student Name & Signature:

Riya Kedia

Department of Knitwear Design

Place National Institute of Fashion Technology, Bengaluru

ACKNOWLEDGEMENT

This project has been a great and fulfilling learning experience for me, as it has provided me a very clear perspective of a

professional environment. Arvind Brand -Elle, India has helped me understand the industry with a much better point of view and

has helped me understand the apparel industry in further depth. Being present during season changes has helped me gain a strong

perspective upon how apparel design can take pace on a professional basis. I would at first like to acknowledge the entire team of

Arvind Brands India for giving me this opportunity for being a part of the industry for the period of 4 months. The entire office of

Arvind Brands located in Bengaluru has been extremly supportive over the span of my project.

I would like to thank Ms. Poorva Baley (Design Manager, Elle) for having giving me this opportunity. The team of Elle, all the

departments have been a huge support and helped me understand the entire functions, operation and procedure of the company, the

organizational structure and flow of information came to my understanding through these departments.

The design department played a vital role in helping me understand the entire apparel manufacturing process from design to

sampling in detail. It also helped me in understanding the design system, aesthetics, techniques and presentation of the brand. The

design department helped me gain a more solid perspective of the industry and gave me a better understanding of the industry and

its functioning process.

I would also like to acknowledge the National Institute of Fashion Technology for providing me with the opportunity of doing the

Industry based project to gain this experience and understand the industry through this project. Without the assistance and guidance

of the institute this project would never have come to existence. I would also like to acknowledge my mentor for this project, Dr.

Nilanjana Bairagi for her constant guidance and mentor ship throughout this project.

CONTENTS

ARVIND LIFESTYLE BRANDS

ELLE

PRODUCTION PROCESS

GRADUATION PROJECT

COLLECTION 1

COLLECTION 2

Arvind Mills, the flagship company of the Lalbhai Group, is one of India‟s leading composite manufacturers of textiles. Its

headquarters is in Ahmedabad, Gujarat, India. It manufacturers a range of cotton shirting, denim, knits and bottom weights fabrics.

It is India‟s largest denim manufacturer apart from being world‟s fourthlargest producer and exporter of denim. In the early 1980s,

the company brought denim into the domestic market, thus started the jeans revolution in India. Today it not only retails its own

brands like Flying Machine, Newport and Excalibur but also licensed international brands like Arrow, Lee, Wrangler and Tommy

Hilfiger, through its nationwide retail network. Arvind also runs a value retail chain, Megamart, which stocks company brands. The

original budget for the company totaled $ 55 thousand, at present it is $ 500 million Arvind feature is that its enterprises are

equipped with highly advanced equipment of a full cycle – from painting the fiber to the finished product.

In 1931, the inception of Arvind Mills Limited took place at the hands of three brothers - Kasturbhai, Narottambhai and

Chimanbhai Lalbhai. Arvind established itself amongst the foremost textile units in the country. In 1980, Arvind records highest

levels of profitability. The new strategy – „Reno vision‟, pointed at changing the business focus from local to global, towards a

high-quality premium niche market. Then, Arvind entered the export market for Denims with a dual focus - Denim for leisure and

Denim for fashion wear.

Arvind Limited started with a share capital of Rs 2,525,000 ($55,000) in the year 1931. With the aim of manufacturing the high-

end superfine fabrics Arvind invested in very sophisticated technology. With 52,560 ring spindles, 2552 doubling spindles and

1122 looms it was one of the few companies in those days to start along with spinning and weaving facilities in addition to full-

fledged facilities for dyeing, bleaching, finishing and mercerizing. The sales in the year 1934, three years after establishment were

Rs 45.76 lacs and profits were Rs 2.82 lacs. Steadily producing high quality fabrics, year after year, Arvind took its place amongst

the foremost textile units in the country. In the mid 1980‟s the textile industry faced another major crisis. With the power loom

churning out vast quantities of inexpensive fabric, many large composite mills lost their markets, and were on the verge of closure.

Yet that period saw Arvind at its highest level of profitability. There could be no better time, concluded the Management, for a

rethink on strategy. The Arvind management coined a new word for it new strategy – Reno vision.

ARVIND LIFESTYLE BRANDS LIMITED

It simply meant a new way of looking at issues, of seeing more than the obvious and that became the corporate philosophy. The

national focus paved way for international focus and Arvind‟s markets shifted from domestic to global, a market that expected and

accepted only quality goods. An in-depth analysis of the world textile market proved an eye opener. People the world over were

shifting from synthetic to natural fabrics. Cottons were the largest growing segments. But where conventional wisdom pointed to

popular priced segments, Reno vision pointed to high quality premium niches. Thus in 1987-88 Arvind entered the export market

for two sections –Denim for leisure & fashion wear and high quality fabric for cotton shirting and trousers. By 1991 Arvind

reached 1600 million meters of Denim per year and it was the third largest producer of Denim in the world.

In 1997 Arvind set up a state-of-the-art shirting, gabardine and knits facility, the largest of its kind in India, at Santej. With

Arvind‟s concern for environment a most modern effluent treatment facility with zero effluent discharge capability was also

established.

Year 2005 was a watershed year for textiles. With the multi-fiber agreement getting phased out and the disbanding of quotas,

international textile trade was poised for a quantum leap. In the domestic market too, the rationalizing of the cenvat chain and the

growth of the organized retail industry was likely to make textiles and apparel see an explosive growth.

Arvind has carved out an aggressive strategy to verticalize its current operations by setting up worldscale garmenting facilities and

offering a one-stop shop service, by offering garment packages to its international and domestic customers. With Lee, Wrangler,

Arrow and Tommy Hilfiger and its own domestic brands of Flying Machine, Newport, Excalibur and Ruf & Tuf, Arvind set its

vision of becoming the largest apparel brands company in India.

Arvind is amongst a few organizations worldwide with a portfolio of brands that are as distinctive and relevant across diverse

consumers. At Arvind, brands work across multiple channels, price points and consumer segments. The expanse of the Arvind

brands is spread across the Indian market with around 273 standalone brand stores in addition to 975 counters selling through key

accounts and multi-brand outlets across India.

Arvind created a unique one-stop shop service on a global scale, offering garment packages to reputed national and international

customers. Arvind expands its presence in the brands and retail segment by establishing MegaMart – one of India‟s largest value

retail chains. In 2010, Arvind launches The Arvind Store, a concept putting the company‟s best fabrics, brands and bespoke styling

and tailoring solutions under one roof. Arvind launches its first major Real Estate projects. Arvind becomes one of India‟s largest

producers of fire protection

ARVIND’S PHILOSOPHY

THEY BELIEVE in people and their unlimited potential; in content and in focus on problem solving; in teams for effective

performance, in the power of the intellect.

THEY ENDEAVOUR to select, train and coach people to obtain higher responsibilities; to nurture talent, and to build leaders for

the corporations of tomorrow; to reward, celebrate and activate all intellectual business contributions.

THEY DREAM of excellence in all endeavors; of mutual benefit and prosperity; of making the world a better place to live in.

ARVIND: A TIMELINE

►2014: Joint venture with PVH Corp for Calvin Klein Business in India.Launches formal suits with Goodhill Corporation Limited

of Japan

►2010 Arvind launches The Arvind Store, a concept putting the company‟s best fabrics, brands and bespoke styling and tailoring

solutions under one roof. Arvind launches its first major Real Estate projects. Arvind becomes one of India‟s largest producers of

fire protection fabrics.

►2007 Arvind expands its presence in the brands and retail segment by establishing MegaMart – One of India‟s largest value

retail chains.

►2005: Arvind creates a unique one-stop shop service on a global scale, offering garment packages to reputed national and

international customers

►.

►1997: India‟s largest state-of-the-art facility for shirting, gabardine and knits is set up at Santej.

►1991: Arvind emerges as the third largest manufacturer of denim in the world.

►1987-88: Arvind enters the export market for Denims with a dual focus - Denim for leisure and Denim for fashion wear.

►1980: Arvind records highest levels of profitability. The new strategy – „Reno vision‟, points at changing the business focus

from local to global, towards a high-quality premium niche market.

►1934: Arvind establishes itself amongst the foremost textile units in the country

►1931: The inception of Arvind Mills Limited at the hands of three brothers - Kasturbhai, Narottambhai and Chimanbhai Lalbhai

The underlying theme running across the broad spectrum of all business activities at Arvind is that of enhancing lifestyles of

people, across all diversities and demographics. To serve that end, the corporate vision for Arvind states:

We will enable people to experience a better quality ofl ife by providing enriching and inspiring lifestyle solutions‟.

BRANDS UNDER ARVIND

MAJOR BRANDS UNDER ARVIND

DEBENHAMS

Debenhams plc is a multinational retail chain operating under a department store format in the United Kingdom, Ireland and

Denmark, with franchise stores in other countries. The company was founded in the eighteenth century as a single store in

London and has now grown to 172 locations across the UK, Ireland and Denmark. It is listed on the London Stock Exchange and

is a constituent of the FTSE 250 Index..

Debenhams is leading international, multi-channel brand with a proud British heritage which trades out of 240 stores across 28

countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands,

international brands and concessions. In the UK, Debenhams has a top four market share in womenswear and menswear it also

has a top 10 share in childrenswear. It leads the market in premium health and beauty.

Debenhams is available online in 70 countries and is the 11th biggest UK online retailer by traffic volume. In 2012 Debenhams

was awarded Multichannel Retailer of the Year at the Oracle Retail Week Awards. Debenhams has been investing in British

design for 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Ted Baker, Jeff

Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Roksanda Illincic, Betty Jackson, Jonathan Kelsey, Carol

Lake, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Jenny Packham, Pearce Fionda, Preen, Janet Reger, John

Rocha, Jonathan Saunders, Lisa Stickley, Yukari Sweeney, Ashley Thomas, Eric Van Peterson and Matthew Williamson.

In the UK the company operates a retail website, as well as a mobile-enabled website and mobile apps that allow customers to

shop the online range and scan product barcodes in store. Localised retail websites for Ireland and Germany have also been

introduced. Debenhams provide store card and credit card services, operated by Santander Cards UK. Insurance products are

also provided under the Debenhams brand by other financial companies.

FLYING MACHINE

Flying Machine is casual clothing & accessory brand whose target customers have always been young fashion conscious people

and that might be the reason why face of brand is Virat Kohli. Flying machine has a tie up with the famous Italian designer Chicco

who has designed for names like Brad Pitt, Beyonce etc. Chicoo has given brand an Indo-Italian touch which has added to the

brands style quotient and popularity. The tagline of the brand I am sexy when I am me has a Very good recall value as youngsters

can easily relate to it.

Flying machine product assortment includes apparels, footwear, accessories . Flying machine collection every season is different,

better and funkier than the last one. The clothing line of Flying Machine includes denims, t-shirts, shorts, shirts etc. for men and

women. Flying machine has really trendy footwear in bright as well as monochromatic colors. The shoes are available in different

styles like high ankle, distressed etc which complements the uber cool clothing line of the brand. Flying Machine also has a range

of accessories which includes sunglasses, caps etc under its name. The association of the designer Chicoo has given a vintage touch

to the brand and made it a unique combination of trendy present and classy pass.

ARROW

With a heritage dating back to 1851, Cluett, Peabody & Co., Inc. is celebrating its 162th anniversary of selling superior quality

apparel. In 1820,Mrs. Hannah Montague created the first detachable shirt collar in her home in Troy, NY as a way of cleaning her

husband’s collar without laundering the entire shirt. In 1851, Ebenezer Brown recognized the possibilities in the detachable collar

industry and began manufacturing collars in the back of his general store in Troy and the predecessor to the original Cluett,

Peabody & Co., Inc. was born.

This modest beginning would eventually lead to the introduction of the ARROW brand in 1885 as a pioneer in men’s fashion.

From that point forward, the history of ARROW and its products closely followed the shifts and trends in American culture. As

times changed, ARROW adapted accordingly, offering the product, fabric and fit that its consumers demanded. After WWI,

detachable collars were abandoned in favor of soft attached collars like those soldiers had become so accustomed to on their

uniforms. Conventional white shirts ruled in the 50's and flamboyant colors and patterns reflected the turbulence of the 60's and

70's.

Fashion marched onward, and ARROW delivered a redesigned product, appealing to the renewed conservation of the young, urban

professional in the 1970's and 1980's. This unique ability to cater to the needs of its customers while offering “authentic American

style” has been the foundation of the ARROW brand’s continued success.

ED-HARDY

Arvind Lifestyle Brands Ltd has signed a long term licensing agreement with Iconix Lifestyle India Pvt Ltd, a JV between Iconix

Brand Group, USA and Reliance Brands Ltd for Ed Hardy. Ed Hardy is the alternative lifestyle fashion brand that celebrates the

classic American tattoo as an art form across apparel and accessories.

Arvind Brands Ltd. will hold the exclusive multi-year license to manufacture and distribute Ed Hardy apparel and accessories

throughout India. Ed Hardy launched in India during Spring Summer 2014 with a new global product and price strategy.

“Ed Hardy is a well-known internationally recognized brand and enjoys the status of a 'cult classic' with massive fan following and

a unique cutting edge image. As the brand rolled out in SS14, it had a very successful launch. Ed Hardy will also substantially

strengthen Arvind Brand’s portfolio in the youth segment.”

NAUTICA

Nautica, a modern American classic, offers quality, design and value while capturing the essence of an active, adventurous and

spirited lifestyle.Founded in 1983, Nautica has evolved from a collection of men's outerwear t o a leading global lifestyle brand

with products ranging from men's, women's and children's apparel and accessories to a complete home collection. Now part of VF

Corporation, a leader in branded quality apparel,

Nautica has become one of the most important American lifestyle brands throughout the world Nautica took its name from the

Latin word "Nauticus" for ship. Since one of mankind's first accomplishments in exploring the world was to take to the seas, a

spinnaker logo was designed as a symbol of adventure, action and classicism. Today the world of Nautica represents both a

rediscovery and reinterpretation of what Americans have always wanted to wear. Nautica is currently available in more than 64

countries with more than 170 Nautica branded stores worldwide.

Nautica™ is the outfitter of choice for those who lead an active, adventurous, and spirited lifestyle. Founded in 1983, Nautica has

grown from humble roots as an outerwear provider to a global lifestyle brand that leads the field in quality apparel. By focusing on

bringing a modern look to American classics, Nautica has followed their own example, sailing the globe for contemporary designs

and essential quality.

GANT

GANT is a lifestyle brand, with an American sportswear heritage, offering modern high quality casual wear with a European touch.

The company’s values are based on its authentic American East Coastheritage, dating back to the launch of the brand in 1949.

Since then the brand has been further developed, taking inspiration from Europe in terms of fabrics, designs, and lifestyle

influences. Today GANT is a truly global lifestyle brand offering a full range of clothing for men, women, and children. In addition

GANT branded timewear, footwear, eyewear, fragrances and home furnishings are designed and marketed by licensees.

GANT’s history began when Bernard Gant started making shirts in New Haven, Connecticut. He quickly turned his passion for

quality and design into the business of making casual sportswear. His sons, Marty and Elliot, later joined the company and

maintained their father’s dedication to garment craftsmanship and attention to detail.

NEXT

Next plc (LSE: NXT) is an multinational clothing, footwear and home products retailer headquartered in Enderby, Leicestershire.

It has around 700 stores, of which 540 are in the United Kingdom and Ireland, and around 200 are in continental Europe, Asia and

the Middle East. Next is the largest clothing retailer by sales in the United Kingdom, having overtaken Marks & Spencer in early

2012. It is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

The company was founded by Joseph Hepworth in Leeds in 1864 as a tailor under the name of Joseph Hepworth & Son. In 1982

Hepworth & Son acquired Kendall & Sons Ltd, a Leicester-based rainwear and ladies fashion company from Combined English

Stores. The intention was to redevelop the Kendall's stores as a womenswear chain of shops. Terence Conran, the designer, was

Chairman of Hepworth's at this time and he recruited George Davies, who went on to become Chief Executive of Next. The first

Next shops opened on 12 February 1982, with the Kendall's conversion complete by the end of 1983.

Next has three main channels: Next Retail, a chain of 500+ retail branches in the United Kingdom and Ireland; Next Directory, a

home shopping catalogue and Website with more than 2 million active customers, and Next International, with 180+ international

stores. Its other businesses include Next Sourcing, for own brand products; Lipsy, which designs and sells its own branded younger

women's fashion products through wholesale, retail and Website channels.

ELLE

Elle is a worldwide lifestyle magazine of French origin that focuses on fashion, beauty, health, and entertainment. Elle is also the

world's best selling fashion magazine. It was founded by Pierre Lazareff and his wife Hélène Gordon in 1945. The title, in French,

means "she" or "her".

Elle was founded in France in 1945. In the 1960s or was considered to "not so much reflect fashion as decree it", with 800,000

loyal readers and a then famous slogan:"Si Elle lit Elle lit elle( if she reads, she reads Elle)". In 1981, Daniel Filipacchi and Jean-

Luc Lagardere purchased Hachette magazines, which ink included the then-struggling Elle. Elle was then launched in the U.S.

Today, it is the world's largest fashion magazine, with 43 international editions in over 60 countries. Technological speaking, the

Elle brand is a global network encompassing over 33 websites. Subscription account for 73 percent of readers. There are 33 Elle

websites globally, which collectively attract over 25 million unique visitors and 370 million page views month.

As an international magazine, Elle had its headquarter in Paris, France as well as licensed publisher in New York city, London,

Toronto, Mexico city, Istanbul, Brussels, Tokyo, Warsaw Belgrade, Oslo, Helsinki, Bucharest, Athens, Delhi, Madrid, Milan

,Munich, Jakarta, Kiev and other cities.

ELLE FASHION WEAR

ELLE Fashion wear is a French fashion brand launched in India by Arvind Lifestyle Brand Ltd. that retails women's clothing,

shoes and bags. It is owned by the French Lagadere Group that is the parent company of the world’s largest selling fashion

magazine - ELLE. From chic Day Dresses to the proverbial Little Black Dress, from smart denim casuals to sassy jumpsuits, ELLE

fashion wear is poised to make runway fashion accessible to the coming of age new Indian women.

ELLE DNA

ELLE links fashion and real women inspiring them to develop a personal style informing them with intelligence and optimism

entertaining them with seriousness in frivolity. ELLE enjoys the best of all worlds with its mix-and-match soul: From luxury to

high.

PRODUCT RANGE

An unerring eye for what's next in fashion. A relentless drive to exceed expectations. For more than a decade, Elle has worked to

deliver the best possible shopping experience, helping customers possess style-not just buy fashion.

Elle being a luxury boutique studio, aims to bring French fashion and styles to the modern Indian women. ELLE enjoys the best of

all worlds with its mix-and-match soul: From luxury to high street, from red-carpet dressing though casual chic, from cutting-edge

trendy though classic style.

The vast range of products has been distributed among 3 core divisions.

•Elle woman

•Elle young

•Elle denim

•Elle kids

The signature style of Elle flows neo-classical to contemporary, and they try to push the boundaries of design and aesthetics, to

create harmonic and fashion-for-ward garments.

•8 offices in 4 continents

•More than 140 licenses

•4 Main Region: Asia pacific, Europe, United states and Japan

•25000 POS worldwide

•Products sold in 80 countries

•Universes: Woman, kids, Men Home decor

•Fortnightly infusion of new themes.

PRICE

•Elle’s roots being based in France, the products categorizes to be allocated in a higher price range

•The price range starts from Rs.600 for camisoles and exceeds till Rs. 5500 for trench coats.

•The prices are allocated according the fabrics, trims, and generic market value of the product

MARKET ANALYSIS

MARKET ANALYSIS

SEGMENTATION

•Age: 18-35 years old

•Income: 6 lakhs + pa

•Marital Status: married/unmarried

•Gender: females

•Social Status: upper/upper middle class

•Occupation: students, working professionals, homemakers

•Region: Urban

•Population: Tier I, Tier II

•Interests: Fashion, Fitness, Travelling, Outgoing

•Occasion: Occasional, Sales, Celebration

•Benefits sort: Style, Comfort, latest trends

TARGET MARKET

18-35 year old women; Young and urban, self- aware, style conscious open minded, sophisticated, women who think about life as

an adventure and old enough to have the means to live it. For children- 3-13 year old girls

POSITIONING

Elle reflects the brands ‘feminine and chic’ positioning. The collections developed have an optimistic, liberal and unique persona

and distil the brand values of proximity, open-mindedness, freedom and optimism. The product lines for the Indian market

comprise of women’s wear, kids wear and accessories. Delivering on the brand’s promise of a quintessentially French experience,

the store recreates the Parisian High Street allure for timeless fashion. Clothes offered are elegant and comfortable. Prints used are

quirky, colourful and unique. These add a feminine feel to the brand.

IMAGE

Image of the Elle brand is very elegant. It is considered to be an upscale brand since the quality of the products offered is fine. The

clothing is inspired by French fashion. It is a high street fashion wear. The brand has a great reputation because of its association

with ELLE, the largest selling fashion magazine in the world.

SWOT ANALYSIS

STRENGTH

1. Strong Recognition being a Global Brand

2. Strong distribution Network globally

3. Presence in more than 90 countries and more than 1000 retail stores in North America, Europe, Central and South America and

Asia Pacific.

4. Cool, Paris Style designs

5. Associations and promotion from popular celebrities

6. Advertising and brand visibility is very popular

7. Magazine also serves as a catalogue

WEAKNESS

1. Segment has huge competition from established brands hence brand loyalty is low

2. Brand Protection and Maintenance Costs are high

OPPORTUNITY

1. Innovation in apparels

2. Expansion of product line and Services

3. Increasing amount of disposable income in emerging economies

THREATS

1. Intense Competition from international brands

2. Economic slowdown which will cause reduction in demand for premium priced products

3. Constantly changing fashion trends means inventory issues

COMPETITORS

•ZARA

•MANGO

•PROMOD

•FOREVER NEW

•VERO MODA

Low PriceHigh Price

Practical

Classy and Distinctive

Des

ign

In

no

vat

ion

Price

FOREVER NEW ZARA

PROMOD

MANGO

ELLE

VERO MODA

PERCEPTION MAPPING OF ELLE AND IT’S COMPETITING BRANDS

CLIENTALE

ELLE YOUNG

Buying Characteristics

Frequency of shopping is random. Can be weekly/monthly.

Bargain purchases/street shopping is a viable option. Brand

conscious, but only for categories like jeans. Sharing of clothes is

acceptable, hence a good dress can do the rounds.

Age: 18-24 years

Profession: Student

ELLE WOMAN

Buying Characteristics

Frequency of shopping is more studied/specific/ Brands are clearly

preferred over random shopping. Self indulgent with clear priority of self.

Age: 25-28 years

Profession: working professionals

ELLE MATURE

Buying Characteristics

Frequency of shopping is very specific. Always short on time, the time

spent is less and decisions faster. A clear link between fashion and fitness.

While fitness is not reflected though perfect bodies, the interest in fitness

is real. Shopping budgets are shared with kids. Interest in fashion is

carried over to dress kids as well.

Age: 28+ years

Profession: Working mothers

PRODUCTION PROCESS

THE PRODUCTION PROCESS

Today’s garment designers have to move with frequent changes in demand and the developing technologies utilized in

manufacturing and production. To find out customer requirement, they regularly visit retail outlets, and come up with latest updates

from frontline staff. In order to keep an eye on developments in sourcing, site visits are made every week to mainland factories to

meet suppliers and study production. In garment merchandising, there is no specific rule, so it is important to be able to think on

one’s feet.

1. Understanding sample order: A designer has to understand the customer’s requirement after receiving specification in the sample

order. In many cases, there are modifications pertaining to the specifications in the order to dispatch on time and the right quality.

He/she has to talk with the in-house veterans on the execution problems of sample orders, as the right information is required in

decision making.

2. Managing order route card and production timetable: Along with the merchandisers, the designers have to manage every single

production schedule and order route cad that helps to follow up the execution in the planned way. It is expected to be

acknowledged of the various descriptions like design, no of modules, and no of operators, how many processes, and date of

dispatch, quantity, output capacity, and deadlines in the schedules.

3. Using route cad to reschedule activities: To get updated on the current status on the order, the route cards should be utilized. The

latest status can be Fed into the computers. In case, the buyer asks for the goods prior to the deadline, then merchandiser has to

reorganize the schedules to accomplish tasks, output capacity, no. of pieces to be produced daily, substitute arrangements, time

availability, supply time, scheduling critical ratio, etc.

4. Submitting pre-production samples: The pre-production samples should be provided on time to the concerned designers. Quality

of the sample must be verified. If required, revised samples should be made available to the buyers. Merchandiser should adjust to

the required changes demanded by the buyer. The execution of bulk orders should be made only after samples are approved by the

designer.

5. Solving shortage problem: The designer should know about the dearth of any commodity, such as fabric, yarn, etc from the

beginning. Actions should be taken immediately to arrange required materials, after discovering the shortage. It is expected that the

merchandisers should verify quality of the goods prior to execution of the order, If the material is found unavailable, the superior

should be informed about the concern.

6. Communicating with associated people It is essential for the designers to communicate with the merchandisers regarding the

order. It is expected to give some time to the designer to read the sent messages. In many cases, merchandisers have to provide

order status to the designers. Also, designers have to communicate with the people that are in-house, venders, contractors and lob-

workers. Only through the right communication can one meet deadline for the concerned orders.

SAMPLING PROCEDURE

Sampling is the research and development section of the garment industry. In this the replicas of the bulk are produced. The

samples are produced according to the specs sheet in the single size and sent for buyer's approval, the sample is the representative

of the bulk. The sample garment is prepared in the sampling department with the great care because these samples represent the

capability of the company and in order to procure orders it must be made with perfection.

Arvind always concentrates and spends manpower/money in sampling; they have dedicated sampling units all over 300 machines

for knits, woven-Men & woven-women and turning around 15,000 samples every month, The sampling units are equipped with the

latest technology machines and well-experienced tailors to handle all kinds of samples with a short lead-time.

They also have a library for woven / knit which can support the latest trends In the market and the buyers can select the fabric and

make the samples with a quick turnaround time, In addition they have a library of trims/accessories to support the sampling.

Sample is the physical form of buyer’s specification or style/design. After drawing the sketch, a sample is prepared for the buyers

and sent to the buyers. Sampling could be done in two ways:

•Sampling after conformation of price

•Sampling before confirmation of price

For sampling a merchandiser need fabric, yarn, etc.

Sampling is done for:

•Procurement of orders

•Order of confirmation

•Final look of the garment

•For knowing the critical areas

•For knowing the cost of production

•Operation required

•Machines required

•To know the number of operations

TYPES OF SAMPLES

•First pattern: The first physical version of any garment as per the artwork done by designer and/or developer.

•Second Pattern: Usually designer/developer always ask for some changes to the first pattern. Second Pattern is made as per

comments.

•Sales man sample: Sample is made when price is confirmed and orders are on speculation, usually in L size in all colour

combinations expected.

•Production Sample: It is a reference to the buyer that the bulk is being produced as per specification. Buyer wants to be assured

that correct material is being sourced and line workmanship is confirmed to the quality.

•Counter Sample: It is where first pattern is made on designer’s artwork, counter sample is to make not on designer’s artwork, has

to follow another sample given by merchandiser.

•Proto Type Sample: Samples are made with actual colour and material to be worn by the models on the event of shooting for

catalog.

•Approval sample: In any discrete period of time.

GRADUATION PROJECT

GRADUATION PROJECT

PROJECT BRIEF

The graduation project is an 18 week client sponsored industry project. The graduation project is a way to demonstrate the application of

academic inputs and its application in a real life industry situation. This leads to the development of a knitwear collection with the sponsoring

company.

PROJECT METHODOLOGY

The design collection has been done after a discussion with my mentor. The collection has been designed keeping in mind young girls who are

experimenting with fashion.

Two collections have been designed for ELLE fashion wear.

After doing research on the current trends in market, I have chosen key trends that I thought would be interesting. These key trends include

other sub trends that are becoming fashion statements at present, example: pastels, eyelets, laces, embroidery, embellishments, etc.

Forecasts were followed as basis for all designs.

METHODOLOGY PROCESS