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
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