mercahndis g process

8/2/2019 Mercahndis g Process

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SUMMER PROJECT REPORT

Merchandising Process For Spring 12: Triburg

By: Divya Srivastava

MASTER OF FASHION MANAGEMENT

Batch (2010-2012)

DEPARTMENT OF FASHION MANAGEMENT STUDIESNATIONAL INSTITUTE OF FASHION TECHNOLOGY

PATNA


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DECLARATION

I, Divya Srivastava, hereby declare that the Summer Project document

submitted to the Triburg, Delhi as part of academic requirements is an

original work done by me under the supervision Mrs. Mona

Gera(Mentor) Triburg, Delhi.


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TRIBURG

Triburg is the leading apparel sourcing company based in India .

Triburg is strategically located at the Jebel Ali free trade zone in Dubai,United arab emirates ,triburg

apparel buying agents is a single point resource for quality apparel for global markets. With over 20

years of experience serving some of the worlds best known brands, Triburg takes care of your

business with total commitment and capacity. From cost-effective sourcing of raw materials to

contract manufacturing ,quality assurance ,packing and shipping ,Triburg apparel buying agents takes

care of all apparel sourcing needs.

Triburg can be counted upon for its reliability,experience,professionalism,superior product quality,

fast turnaround, proactive services, competitive pricing,flexibility, HR compliant vendors, e-

commerce connectivity.

HISTORY:

In 1979, when two young technocrats decided to give a new meaning to ApparelSouth Asia, they targeted their entrepreneurial drive at becoming a market leadinWith their hands-on approach ,a personal commitment to responsibility, meeting

needs proactively and delivering world-class quality on time, that vision becameThey grew from strength to strength, picking and training their growing team witbasic values. Their motto is the Mission statement which is epitomized in all ouroffices (Dubai, Sri Lanka & India),and our 22 branch & Liaison offices spread ovthe United States.

The fact that we have grown to over US$ 225 million in sales and that we have 300 youngprofessional associates, is a proof of our credibility and an assurance that 2 decades havebeen well invested. Our commitment to business integrity and win-win associations hasbrought us a galaxy of stars - our Customers, Vendors and Suppliers - whose businesses wehave enriched and who are witnesses to our claims.

In synch with our industry-leading partners, we remain alert to the constantly changingneeds of the market and the customer. Applying international standards to domestic groundrealities and finding the winning equation is our forte.

We do not rest on our laurels - our company motto is " We are only as good as our lastprogram"

Turnover: in the past eight years its turnover has accelerated from US $ 60 million

to US $225 million.


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MISSION:

TAKE RESPONSIBILTY , ACT PROFESSIONALY AND DELIVER SATISFACTION ALWAYS.

OBJECTIVE:

To present a total logistics solution to maximize the efficiency, productivity and profitability of

the supply chain of our partner customers"

WORK STYLE:

What we do differently - we act, not react


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Marketing Teams are customer dedicated

Source the product to customers requirements. Co-ordinate the program from inception to delivery at customer's warehouse. Follow Triburg's Control System (TCS) to track the program, communicate and update

customers Work with customers' design teams on products

Production and Quality Teams are Vendor/Product dedicated

Guided by their Leaders who are trained at customers facilities these are highly skilledinspectors with strong manufacturing background.

They complement the Marketing team and are YOUR eyes and ears at the factory. They ensure that the product meets specifications and is delivered on time by using

Triburg's Control System (TCS) for Pre- production & In-Line controls. Quality control is further enhanced by SPC (Stastical Process Control) to reduce repairs

and rejects, thus making production more cost effective. Triburg continuously educates and trains vendors on systems, new technology &

methodology.


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TRIBURG BELIEVES

Customer success is their success.

Deliver world-class quality on time consistently.

Add value to the brand.

Ensure a win-win outcome for all stakeholders- clients, vendors, associates.

Be a responsible, reliable business associate.


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ADDITIONAL FUNCTIONS

Dial-In Queries any time

Split SKU's

Management Reporting

Order and Consignment tracking

SOP

Replenishment Planning

Automated Code Generation


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ERROR PRVENTION OVER ERROR

ELIMINATION

Our operation

Our Management

Our Additional Services

Client control of Products

Accurate Forecasting

Client control of Services

Reduce Shelf life to Increase Profit

Reduced volume,increased

frequency


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OPERATIONS

A one-stop shop offering complete supply-chain solutions

Comprehensive Global network and freight partnerships

Freight-management, warehousing and inventory management, logistics

and fulfillment services.

Better management of lead times

Complete flexibility and simplified administration.

World-class warehouse and fulfillment infrastructure

The optimum path to increased sales & profits , reduced costs, improved

customer satisfaction


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MANAGEMENT: THE BEST IS NOT GOOD ENOUGH

On-Line Management information systems

Dedicated staff on call, always

Single point of accountability

Costs and charging management

Flexibility to integrate software

Ability to increase manpower on demand

Purchase and Sales order management

A Strong Health, Safety and Environmental policy

A disaster recovery plan


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CLIENT CONTROL OF PRODUCTS

Up-to-date access to view SKU's at all times

Order tracking until delivery

Reduced damages and shortened deliveries, as physical replenishment can be carried out

immediately for short or damaged SKU's, completing the original order in time.

Timely knowledge of sold/unsold SKU's available to distributor

Controlled product distribution

Ability to handle returns, or resell returns to other markets

Option to change orders instantly upto one hour before physical delivery

Accurate tracking of precise quantity delivered, always


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EVOLUTION OF TRIBUR


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TRIBURGS APPROACH

The work at Triburg is guided by a set of 6 core principles.

1. SPEED TO MARKET

Systems, processes and people ensure that products are delivered in the minimum lead time.

This has been achieved through the following:

Building capacity and expertise in the sample room leading to faster and accurate fit

submissions.

Streamlining factory and accurate fit submissions.

Extending partnership in accommodating design and merchandising changes.

Executing trend infusions.

2. PRODUCT INNOVATION AND DESIGN

Triburg has an advanced design capability through an in house design studio and crafts centre

managed by seven designers and several artisans. Every season, the design team analyses

trends and makes specific collection for each customer. This supplements the customers in

house design efforts in bringing newness and trend.

3. SEAMLESS FLOW

For products to reach stores in short lead times, merchandise has to flow seamlessly across

the globe. Whether it is fabric, trims, after treatments or logistic management. The ability to

orchestrate supply chain management ensures that customers receive the merchandise on

time.

4. COST OPTIMISATION

Driving competitive pricing with vendor.

Providing cost alternative.

5. TECHNICAL SUPPORT AND QULITY

The role of Triburg technical team extends beyond usual tech responsibility including

creation of pattern library, CAD management, and monitoring and training factory technical

staff.

Quality assurance through shop floor excellence including introduction and sustaining of

sops , cross-function training, auditors certification and rigid application of AQL system.


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6. HR AND SOCIAL COMPLIANCE

Working collaboratively with customers standard of engagement and monitoring

guidelines.

Monitoring level of compliance at facilities.

Participation in remediation and verification process.

CUSTOMERS

Ann Taylor

77 kids

Pea in the pod

American eagle outfitters

Gap

Converse

Calvin Kline

Van Heusen

Vineyard vines

Nordstrom

American living

Anchor blue

Aerie

Armani exchange

Arrow

Bandolino

Gymboree


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Izod

Bonton

Polo Ralph Lauren

Chaps

Brookes brother

Destination maternity

Christopher and banks

DKNY

J Crew

Gloria Vanderbilt

Nanette Lapore

Sainsbury

Sean john

New York And Company

Truworths

Timberland


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TRIBURG CORPORATE OFFICE: DELHI

TCPL(TRIBURG CONSULTANCY PVT LTD.) TSW(TRIBURG SPORTS WEAR)

AMERICAN EAGLE OUTFITTERS


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ADVANTAGES WITH TRIBURG

Trade & Vendor Compliance Team is socially aware

believe Social responsibility is the right attitude & good business sense

implement the highest standard irrespective of Customer or price

ensure compliance by regular, routine and surprise visits.

protect our customers' interests at all times.

Management Team is hands-on

remain actively involved at all times

strategize for our customer's and their ever-changing needs.

identify new partners and ventures

train, nurture and encourage talent & reward excellence

Additional Advantage

offer on line access for selected customers, for up-to-the-minute statuson their business, through our web site.

offer Store ready goods & Assist in Supply Chain Management

offer Quick Response (QR) on core/basic program


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PARTNERS

large international vendor base comprises the best factories in theirrespective regions , with a capacity of over 2.5 million units/month

committed to Triburg. On average, Triburg has loyalty/association of over15 years with our top 50 vendors, who are certified by our existingcustomers.

Vendors are located in the Middle East, India, Srilanka & Africa. This givesus flexiblity of moving programs or the fabric to optimize the costefficiency, quota advantage or Lead times to customers' advantage

Co-ordinate raw material supply - nominated or sourced from Hong Kong,Taiwan, Korea, Japan, China, India, Italy, Ireland, Belgium, USA, Turkey,

Indonesia & Pakistan with equal ease. Our understanding of the unique local

requirements for documentation as well as the product quality standards to be

applied, ensure trouble-free production and delivery.


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INFRASTRUCTURE

Over 125 factories in 15 countries with production capacity of over 2.5million pieces per month

Over 300 experienced QA/Technical Staff, Merchandisers and facilitators

Over 22 offices in Asia, the Middle East, Africa, USA.

Over 20 years of hands-on industry experience , meeting the demands of

the world's best known brands

Ultra-modern technology and communication network


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PRODUCTS

Lingerie, Softlines, Sweaters, Swimwear, Outerwear, Accessories & made-ups

All types of Fashion High Fashion, Casual, Semi-formal & Formal

All Customer classification Infants, Kidswear, Juniors

Missy/Petite/Largersize/Maternity for women Young-men, Regular and special sizes formen

Quality Standards Based on customers requirements the AcceptableQuality

Vendor's Technical Abilities High Level of sophistication includingauto-cutting, state-of-the-art semi-auto sewing, auto under-bedtrimming,laundry and finishing equipment.


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ASSOCIATES

Over 125 factories vendor base, located in 15 countries A capacity network of over 2.5 million units/month committed to Triburg An average loyalty/association of over 15 years with our top 50 vendors. Most vendors

are certified by our existing customers.


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COMPETITORS

Li and Fung

Impulse


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industry mentor details

phone

ID

designation

department


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TRIBURG LEARNING CENTRE

Over the years, we have acquired vast expertise in design, manufacture and sourcing of

fashion. We believe it is our responsibility to share this expertise with the global

apparel industry.

Triburg delivers value, service, innovation, supply chain, optimisation and strategic

partnership.


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TRIBURG SUPPLY CHAIN

Global hub, strategically located between east and west.

Easy access to 1.4 billion customers in and around the gulf.

International road,sea and air networks with regular schedules.

Flexibility to move cargo of any quantity via variable, competitive and reliable services.

Easy customs and port formalities for smooth and efficient flow.

Standard customs formalities followed by most countries

Flexibility to follow terms of purchase

Order despatch and door delivery within a day in UAE, and upto 6 days to countries

within and around the gulf.


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TRIBURG OFFICES

Corporate office: Sultanpur Delhi

US office

Bangalore office

Chennai office


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AMERICAN EAGLE OUTFITTERS

Chairman : Jay L Schottenstein

CEO : James V O Donnell

Headquarters : Pittsburgh, Pennsylvania, United States

Revenue : 2.99 billion

Products : Apparel, Accessories, Intimates, Personal Care

Areas Served : US, Canada, Puerto Rico, Kuwait, Dubai, Lebanon, Israel, Russia.

No of locations : 929 Stores

Development

When the Silvermans first opened an American Eagle Outfitters store in 1977, they were

looking to diversify their menswear business. Stores were set up in shopping malls and

a catalog was established. The chain grew for much of the 1980s. In 1989, the owners

decided to refocus their business on American Eagle Outfitters, selling their other retail

chains. At this time, there were 137 American Eagle Outfitters stores including 37 in the

United States.

Despite the plans for quick growth after the reorganization, American Eagle Outfitters

opened only 16 new stores by 1991 and the company was losing money. At this point,

the Schottensteins, who had been 50% owners of the chain since 1980, bought out the

founding Silverman family's interest. This change in leadership resulted in American

Eagle finding its present niche: casual clothing for men and women selling private label

clothes. AE opened the first Canadian store in 2001.


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When the company began trading on the NASDAQ stock exchange in the second

quarter of 1994, it had 167 stores and a healthy cash flow. With the cash infusion

from the IPO, the company opened more than 90 new stores within the next year.

Several new executives joined the company in 1995 and '96, leading to another

change in the target demography The company now wanted to reach more

women and focus on people between the ages of 18 and 32.The strategy

worked, and over the next five years, revenues quintupled to $1 billion by

2000. American Eagle claimed 1101 stores across three brands (American Eagle

Outfitters, Aerie, and Martin + Osa) in November 2008 and $3 billion in revenues

for the most recent fiscal year.

TARGET CUSTOMERS:

American Eagle Outfitters is a leading lifestyle retailer that designs, markets, and sells

its own brand of relaxed, versatile clothing for 16- to 34-year-olds, providing high-

quality merchandise at affordable prices. AE's lifestyle collection includes casual basics

like khakis, cargos, and jeans; fashion tops like rugbys, polos, and graphic T's; and

functional items like swimwear, outerwear, footwear and accessories.

PRINCIPAL COMPETITORS: The Gap, Inc.; Eddie Bauer, Inc.; Abercrombie& Fitch Co.


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MERCHANDISING PROCESS: SPRING 12

Merchandisers are important in the success of any garment retail business. They provide the

right products at the right time, enabling a company to match with the tallest market trends and

meet the market demand. In the merchandising concept, time management is a gig to manage

ones time properly, so he can focus on value adding actions. Todays garment merchandisers

have to move with frequent changes in demand and the developing technologies utilised in

manufacturing and production. To find out the customer requirements, 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 its important to be able to think on

ones own feet. The main procedures of merchandisers are as followed:

Understanding sample order: merchandising has to understand the buyers requirements after

receiving specification in the sample buyers requirements after receiving specification in the

sample order. In many cases, there are modifications pertaining to the specifications in theorder to dispatch on time and the right quality. He has to talk with the in-house veterans on the

execution problems of sample orders, as the right information is required in the decision

making.

Managing order route card and production time table: merchandiser has to manage every single

production schedule and order route card that helps to follow up the execution in the planned

way, it is expected to be acknowledged of the various description like: design no of modules,

no of operations, how many processes, ate of dispatch, quantity, output capacity, and deadlines

in the schedule.

The subordinates are normally assigned to follow up with execution of the plan. Merchandiser

plans the activities depending upon the essentials and the non essentials and top priorities are

given to the most essential tasks. This is customary that the essential activities are handled

personally or with the support of juniors merchandisers/subordinates.

In a daily schedule, merchandiser has to carry-out and categorize which is the most

significant and urgent task. The activity that has to be focussed with full attention to sweep off

non essential activities. Non essential activities are to be corrected by prioritising, to meet the

dead lines.


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Using route card to reschedule activities: to get updated on the current status on the order, the

route cards should be utilised. The latest status can be fed into the computers. In case the

buyers ask for the goods prior to the deadlines, then merchandiser has to reorganise the

schedule to accomplish task.

Submitting preproduction samples: the pre production samples should be provided on time to

the concerned buyers. Quality of the samples must be verified. If required the verified samples

should be made available to the buyers. Merchandisers should adjust to the required changes

demanded by the buyers the execution of bulk orders should be made only after the samples re

approved by the buyer.

In case of non confirmation, it is better to focus on the concerns of quality. Merchandisers that

work on the complete orders have to convey deviations to the production teams so that any

amendment can be done to avoid the non- conformities.

Soling shortage problems: the merchandiser should know about the dearth of any commoditysuch as fabric, yarn etc. from the beginning. Actions should be taken immediately to arrange

required materials, after discovering the shortage. It is expected thet the merchandisers shoyld

verify quality of the goods prior to the execution of the order. If the materials is found

unavailable, the superior should be informed about the concern.

Communicating with associated people and buyers: It is essential to communicate with buyers

regarding the order. It is expected to give some time to the buyers to read the sent message.

Merchandiser should to go through the messages received from the buyer and reply on time. In

many cases, merchandisers have to provide order status to the buyers. Also merchandisers

have to communicate with the people that are in-house, vendors, contractors and job-workers.

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

Apart from the above mention procedure, merchandiser has to assign subordinates to help him

in the order execution and direct the procedures. He has to revise his knowledge from time to

time to know current market trends. To record preferences for all the planned activities, use

daily or time log systems.

The merchandisers should find out exact reasons of times value and keeping it safe, as it is

necessary to keep record of time value and keeping safe, as it is going to be shared with

concerned buyers. It is certain that merchandising jobs need huge time planning.


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CUSTOMER NEED IS THE POINT FROM WHERE THE BUSINESS FOR A BRAND

ARISES AND SO DOES THE BUSINESS FOR A BUYING HOUSE.


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To design a range, taking into

account the international

To manage the order production,

coordinate with factories, getting the trims

& fabric approval, ensuring quality

standards & ensure timely delivery of

The QA Team is responsible for checking

the product quality at various stages of

production. It performs Initial, Mid & Final

Inspection & submits a quality report to

the merchandising team. No shipment can

be dispatched without a go-ahead by the

QA team. The compliance team ensures

that the vendors are complying with the

requirements set by the buyer & have the

The shipping department becomes

active once the shipment is packed &is ready for shipping to the buyer. The

shipping team is responsible for

arranging the containers, making

invoice & getting the shipment

DEPARTMENTS AND THEIR


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The process of merchandising starts with the first contact from buyers side asking for options

that a buying house can offer with respect to the samples sent/showed to buyers by the buying

house before.

The steps that a merchandising process goes through for a specific season

are as follows:

Buyers development mail

Buyers likes and dislikes

Different types of samples

Production merchandising process flow

Sample approvals

Costing of garments

Price quotations for buyers

Order confirmation and documentation

External/ internal communication in merchandising department

Receipt of orders from buyers

Fit cycle

Fabric ordering

Audit

Trim ordering

Swatch

Detailed T&A

Pre production meeting

Pilot run

Bulk production

Audit

Delivery


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MERCHANDISING CYCLE


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The process throu h which a whole season

mercahndis g process

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