I N MUMBAI ... THE CITY OF D REAMS
BRIEF STATISTICS
°
NSL FASHION PVT. LTD.
4 members 130 members
Neeta Lulla whirled into the fashion scene more than two decades ago. Hailed as the ‘Czarina of Indian Fashion’ Neeta Lulla is today a force to reckon with in the glamour and the fashion retail industry. Her designs have not only been recognized in India, but have also acquired great acclaims globally. Expertise, clarity and creativity, humility arising from quiet confidence has earned her both respect and clientele of Bollywood’s famous personalities such as Aishwarya Rai, Katrina Kaif, Priyanka Chopra, Deepika Padukone, Rani Mukherjee, Juhi Chawla, Sridevi, Shilpa Shetty, and Sushmita Sen just to name a few. Her several shows in different parts of the world such as the US, Canada, Monte Carlo, London, Dubai etc. have played a pivotal part in spreading the glory of Indian fashion. With over 375 films to her credit she has extended her design expertise to Hollywood projects like ‘Bride and prejudice’, ‘One night with a king’, ‘Mistress of Spices’, ‘Provoked’ etc. Her several awards accolades include three President Awards for the films ‘Lamhe’ & ‘Devdas’, and ‘Jodha Akbar’ & many more. The Neeta Lulla flagship store was launched in Mumbai, India in 2005 to cater to her growing clientele and creative needs. Diffusion, Luxury prêt, trousseau consultancy and bridals is what the Neeta Lulla label caters to. Neeta also heads a firm called NSL Fashions Pvt. Ltd. that deals with exclusive bridals and trousseau packages. She is one of the leading names India’s industrial houses and high profile personalities swear by when it comes to their personal attire and bridal wear. She was also recently awarded Woman Entrepreneur of the year, 2010 and the firm NSL Fashion Pvt Ltd rated as one of the top 100 Small Business of the year 2010. Her undying love for her work and her immense creativity serves as a motivating factor for many aspiring designers. For her designing is not merely a profession but a fanatical passion. For someone who says “I want it all. My family and my work, and I work towards it”, has certainly stood by it and has redefined success and burgeoning creativity.
AWARDS & ACCOLADES Recognition Award for the film ‘Shivaji’ – 2008 Felicited by Mukta Arts for her contribution in the momentous success of Mr. Subhash Ghai as a film maker Kingfisher Fashion Award for “Contribution to Fashion” – 2005 Bollywood Fashion Award for ‘Devdas’ – 2002 Bollywood Awards, NY- Best costume Designer 2001- for Mission Kashmir Salute Bombay Fashion Awards - Best costume Designer 2001 Women Achievers Award – 2000 by Lion’s Club Lioness ‘Alka Phatak’. The Bollywood Award Trophy, New York - Best Costume Designer for ‘Taal’ – 2000 The Screen Videocon Award in 1999 – for Best Costume Designer in Subhash Ghai’s ‘Taal” in 2000. Salaam Bombay Award – Winner of the Best Costume Designer in 1996 The SNDT Alumni Award For Best Designer in 1993.
FASHION WEEKS INTERNATIONAL Fashion Week in Bangkok - 2013 London Fashion Week – 2010 Dubai Fashion Week - 2008 Multiple shows in Dubai for Me Bank in past decade. Altaroma Rome Fashion Week - 2007 Shows in New York as a part of Bollywood Fashion Awards – early 2000’s Showcased collection in Monte Carlo along with international designers & brands : Escada, Ungaro, Lanvin & Georges Chakra – 2003 The International Gen & Jewellery Show ‘BASEL 2002’
NATIONAL
Blender Pride Tour 2013 Lakme Fashion Week – 2012 Lakme Fashion Week – 2011 Amby Valley India Bridal week 2011 Lakme Fashion Week – 2010 Lakme Fashion Week – 2009 Chivas Fashion Show - 2008 Lakme Fashion Week - 2008 Chivas Fashion Tour – 2007
PRODUCT LINES
BRIDALS
• BRIDALS : The exclusive range of bridals which is also the signature line is custom made for most of clients. • We pride in providing unique and distinct designs for each of our client which are never duplicated
COUTURE
• COUTURE : The couture line consists of high end ranges of saris, stitched saris, corsets, gowns etc • Through the couture line high end fashion is redened using ethnic prints & designs
DIFFUSION
• DIFFUSION : The diffusion line caters to informal occasions consisting of tunics, saris, skirts, kurta etc • The diffusion line forms a lower price band as compared to the bridal and couture range
PRÊT
• PRÊT : The prêt line consists of ready-to-wear outfits consisting of tunics, shirts, tops, kurta, etc • The prêt line is the lowest price brand as compared to couture and diffusion
FILMS
• FILMS : Having designed for more than 375 lms & having won National awards & Presidents awards today Neeta Lulla is one of the most renowned bollywood designer in the lm industry • Currently working on projects only for leading banners in the Indian film industry
PRODUCT LINES DIFFUSION
BRIDALS
COUTURE
PRODUCT LINES FILMS
PRÊT
STORE
The Neeta Lulla flagship store is located right on SV . . Road, Santa Cruz (west) in Mumbai. The interiors are contemporary and sophisticated in an under-state manner and reflect not just her eclectic and embellished collection but also her love for crystals and her true creative self. The store, a bi-levelled treat for the senses, highlights her diffusion collection and the haute couture collection. Designed in two contrasting effects by architect, the first level is on minimalistic lines with colors in beige, rubbed with mild gold on the walls giving the entire area a warm feel. The focus point converges in the centre on a mannequin in the centre of the store encompassed by a ray of blue light emanating from the floor. The store is managed by Lulla's young daughter, Nishka Lulla. The area is approximately one thousand square feet and is designed in such a way that the clothes do not scream for attentionthey are all placed neatly in golden hangers on golden rods. The place is done in a way to reflect Neeta's love for design, color, embroidery and zari and everything her ensembles are all about.
STORE
Neeta Lulla - Flagship Store # 6, RNA Classic, SV Road, Santacruz West, Mumbai, Maharashtra 400054 022 2605 5580 ¡ neetalulla.com
The ‘Neeta Lulla Store' redefines grace and beauty. If you wish for a wedding like that of the 'royal wedding', Perhaps, this is the store you are looking for. This two storeyed exclusive designer outlet smells 'fashion' in every nook and cranny. From jewellery to gowns, from traditional chaniya cholis to purses, you have everything in front of you under the very same roof. The quality is undoubtedly a-class and hence, the price tag is on the higher range. Your shopping there will be hassle free with perfect customer service and you can even make prior appointments in the shop and in case you do that, you get the entire floor to take as long as you wish to and try on whatever you wish to.
STORE Summer Collection - Anarkalis
PLANOGRAM
Tunics Trail Room Window Display Counter
STORE
Heavy Sarees Way to basement - Bridals & Meeting area Diffusion Sarees
PRODUCT MIX
Upper Area
Basement
Categories
Price Points (₹)
Placement
Diffusion (All sarees)
19500-30000
1st right side wall
Tunics (Nisshk)
5600-22000
1st left side wall
Tunics (Neeta Lulla)
4900-8500
1st left side wall
Heavy sarees
40000-60000
2nd right side wall
Summer Collection sarees
25000-48000
2nd left side wall
Bridal
3 Lac Onwards
Sarees
60000-1 Lac
PRESENCE ONLINE: Retail through: - MBO’s such as Indiva & Crossover
T h e b ra n d h a s a n international reach via the ecommerce platform.
Canada
USA Retail through: - MBO’s such as Pashmanas, Saffron International
Retail through: - Flagship store - MBO’s such as Aza, Samsara - Individual client Appointments
India
There is a heavy influx of international visitors on our online store which generate considerable exports. Online store: www.store.neetalulla.com
Branding Website: www.neetalulla.com
RETAIL : E-marketing turns out to be a very vital aspect of the Neeta Lulla brand which helps it cater to an existing client base as well as increase its presence across international geographies. Inline activities, coupled with offline events play a crucial role in boosting the awareness of the brand as well as enhancing visibility across the globe.
They Currently own a flagship store in Mumbai. The brand also retails through Multi Brand Retailers within India, USA and Canada as shown. The Neeta Lulla brand promises great service quality and timely delivery through this online channel which is at par with any of its stand alone stores internationally.
MEDIA & PROMOTION Every year a new collection is launched in the month of October with emphasis on colors, fabrics and prints or embellishments just as a season clothing collection in the store. The designer only invites her close friends, regular customers, celebrities and the media people for the new collection. Release of her new collections are also done at large stage of fashion shows conducted for example Lakme Fashion Week, Dubai Fashion Week, Blenders, Chivas Regal Tour, MTV style Award Fashion Show and a number of launch parties. Her collection gets a huge amount of publicity and there are articles published in a number of fashion magazines and also gets covered by a number of fashion and news channels in India and abroad. Also a number of hoardings are put up in the city advertising her grand designer work and creativity. To promote her label and brand name, Neeta Lulla along with her daughter Nishka Lulla are seen in a number of page 3 parties held in the city. Also the press conferences conducted for fashion, the presence of her can always seen.
COMPETITION
Manish Malhotra
Manish Arora
Ritu Kumar
Ritu Beri
Sabyasachi Mukherjee
Tarun Tahiliani
NISHKA LULLA : NISSHK NISHKA LULLA Fashion Designer Young, Vibrant & Fresh are the words appropriate to describe Nishka Lulla. A graduate form SNDT college, Mumbai, Nishhk by Nishka Lulla is currently one of the leading brands of the fashion industry. Coming from a creative background she has been exposed to fashion all her life. Expressing interest in design as a child, she always wanted to pursue her career as a designer and decided to hone her skills by assisting her mother and mentor Neeta Lulla. Nishka rose to limelight after winning the Creative Excellence Award for the Barbie all Doll d' up show at the Lakme Fashion Week 2009 where India's leading designers participated to design an outfit for Barbie for her 50th Anniversary. The outfit is being displayed at Barbie museums internationally. Nishka's clientele includes various Indian celebrities like Katrina Kaif, Genelia D'souza, Neetu Chandra, Amisha Patel, Sameera Reddy, Dia Mirza, Sushma Reddy, Zarine khan, Shruti Hasan, Tamanna Bhatia to name a few. She is also a design consultant for the fashion brand 'Provogue ' and for the shoe brand 'Mochi' in India. Her latest work includes Bollywood projects for leading banners such as Rajshri productions' 'Love U Mr.Kalakaar ' as well as several projects for leading celebrities in South Indian movies like ‘Anaamika’ - upcoming movie starring Nayantara.
ORGANISATIONAL HIERARCHY Accountant 1
Accounts
Supervisor Accountant 2 Machine Embroidery
Production
Tailoring Unit Hand Embroidery
Inventory Management NSL Fashion Pvt. Ltd.
Stock Keeping Sourcing Packaging Textiles
Design Team Apparels Public Relations
Business Development
Developer
Sales & Store
Online
Communications Multi Brand Outlets Exclusive Brand Outlet
NSL FASHION PVT. LTD. - SWOT ANALYSIS
STRENGTHS:
customization attention to detail Quality adherence Efficient planning Department Brand Name Client list Advertisement
OPPURTUNITY:
Infrastructure Flexible Manufacturing New stores Upcoming movies
WEAKNESSES: Slow processes due to sourcing
from country wide Excessive work to handle Slow work in account department
THREAT: Competition by other designers
PORTICO NEW YORK
NEETA LULLA FOR PORTICO PORTICO NEWYORK APPROACHES NEETA LULLA After the successful venture with Manish Arora, Portico Newyork eyed Neeta Lulla to make an exquisite bedding collection. The project is referred as “Neeta Lulla for Portico” where the bed linen designed will be sold to “Portico Newyork” as a solitary limited edition collection. Portico Newyork plans to release 4 collections with an assorted set of 12-15 bed linen sets under inspirations of World tradition for the festive season. The first collection inspired from the ‘Baroque’ is all set for release. It is termed as the ‘Saath Phere’ collection which is ready to be launched into the markets.
CLIENT BRIEF : BRIEF BY PORTICO NEWYORK To design and develop ONE COLLECTION : 8 Bed Ensembles under one theme for the festive season targeting the marriage market. The project is referred as “Neeta Lulla for Portico” where the bed linen designed for “Portico Newyork” will be launched as a solitary limited edition collection.
Target Audience
Bridal Limited Off the shelf
25 - 40 years
Focussing the Marriage Market
Collection essence
Fabric
Printed Bed Products: Each Emsembel must consist of: 4 cushion Covers 4 pillows Covers One Duvet/Comforter Bed runner Bedsheet
400 - 500 TC Cotton With Satin finish
8 Ensembles = 1 collection
High Price Point
CONCISE TARGET SEGMENT:
FABRIC:
The bed emsembles must cater to the needs of the bridal or the marriage market. Thus focusing on women aged between 25 years to 40 years.
TC is the Thread Count. The thread-count of bedding refers to the number of horizontal (weft) and vertical (warp) threads in one square inch of fabric.
Heavy all over designs are most expected.
Using a less-fine thread will result in a lower thread-count and a stiffer feel to the sheets. The soft, luxurious feel that most people desire in their bed sheets is created with a thread-count between 180 and 420 using 1-ply thread with a yarn size between 40 and 100 pounds/yard. Thus, 300 - 500 TC is the best count to be used.
The Indian colours are rich and brilliant in nature. Thus choosing a theme that conveys the Indian bridal mood is important. COLLECTION ESSENCE:
SATIN FINISH: An ensemble is a unit or group of complementary parts that contribute to a single effect. Each emsembel must consist of: 4 cushion Covers 4 pillows Covers One Duvet/Comforter Bed runner Bedsheet A set of 12 ensembles must be created. The technique used is rotary printing. Portico has vendors in Mumbai where rotary printing takes place. PRINTING TECHNIQUE: Rotary printing: For heavy all over designs.
The degree of flatness or gloss of a finish is defined by the reflectivity. The four graded terms commonly used are: Full gloss Semi gloss Satin Flat Satin is achieved by mixing flatting agent with the finish. The more agent that is mixed in, the flatter the finish. During drying, the flatting agent floats to the surface, causing the flat or satin finish.
ROTARY PRINTING Textile printing can often be considered part of the finishing industry. Fabric printing is an art form and can be done in many different ways. It is essentially a decorative pattern or design that is applied to constructed fabric.
ROTARY PRINTING: This process involves a print paste (like a thick paint) that is applied to an engraved roller, and the fabric is guided between it and a central cylinder. The pressure of the roller and central cylinder forces the print paste into the fabric. Because of the high quality it can achieve, roller printing is the most appealing method of printing designer and fashion apparel fabrics. Long runs of the same fabric design are produced on a roller print cylinder machine operating at speeds between 50 and 100 yards a minute. As many as 10 different colors can be printed in one continuous operation, but each colour must have a separate roller. The design is cut into the surface of copper rollers; by varying the depth of the engraving on the roller the shade depth can be altered. Sharpness of line and fine detail can be achieved this way. A typical printing machine has a large padded drum or cylinder, which is surrounded by a series of copper rollers, each with its own dye trough and doctor blade that scrapes away excess dye.
ROTARY PRINTING The tubular screens rotate at the same velocity as the fabric, the print paste is distributed inside a tubular screen, which is forced into the fabric as it is pressed between the screen and a printing blanket (a continuous rubber belt). It picks up colour from the engraved area of each roller in sequence. The printed cloth is dried immediately and conveyed to an oven that sets the dye. Knitted fabric is mostly printed in this method as it does not pull or stretch the fabric.
(Design repeat)
w
w
The circumference of each cylinder is the width (w) of a design repeat.
ROTARY PRINTING: SPECIFICATIONS The Rotary printing rollers are used for very high yardage of fabric, for fabrics of yardage more than 1000 meters. The Rotary rollers are in different dimensions as per the requirement. Below are the details of the roller dimensions for each of the unit in the ensemble. NOTE: As the number of colours increases, the Rotary cylinders increase and the cost of production increases. The ensembel composes of: Co-ordinate Unit
Dimensions
BEDSHEET
91 cm, 82 cm and 64 cm refer to the width of the repeat which is also the circumference of each cylinder. 284 cm refer to the length which is constant. Thus, The ďŹ nal finished dimension of the bedsheet would be: ~ 273 cm x 284 cm ( 273 cm = 91 x 3 times ) ~ 287 cm x 284 cm ( 287 cm = 82 x 3.5 times ) ~ 256 cm x 284 cm ( 256 cm = 82 x 4 times )
91 cm
82 cm
284 cm
284 cm
91 cm x 284 cm 82 cm x 284 cm 64 cm x 284 cm
284 cm
Dimensions of one repeat to be printed on a bedsheet comes in three variations:
64 cm
RESTATEMENT OF BRIEF
THEME - VIVAAHAYATI
Every little girl dreams that her wedding will be nothing less than a dream come true – a handsome knight, the brightness of lights, the sweet smell of flowers, a heart filled with love, eyes gleam with the hopes of tomorrow, the giggle of friends, the pampering of relatives does make the D day, a day to remember. The ‘Bidaai’, entry of the bride into the new family, reception, all are occasions to celebrate. In short, an Indian wedding is a rich bonanza, replete with rituals and ceremonies. ‘Vivaahayati’ - When the husband leads his wife into her new abode - his life and his new home..
Affluent
Ethnic Grandeur
Florid
INSPIRATION - THE WALLS OF BLUE MOSQUE, ISTANBUL
INSPIRATION - THE WALLS OF BLUE MOSQUE
The Sultan Ahmed Mosque is a historic mosque in Istanbul. The mosque is popularly known as the Blue Mosque for the blue tiles adorning the walls of its interior. ARCHITECTURE: The Sultan Ahmed Mosque has one main dome, six minarets, and eight secondary domes. The design is the culmination of two centuries of both Ottoman mosque development. It incorporates some Byzantine elements of the neighboring Hagia Sophia with traditional Islamic architecture and is considered to be the last great mosque of the classical period. The architect, Sedefkâr Mehmed Ağa, synthesized the ideas of his master Sinan, aiming for overwhelming size, majesty and splendour. At its lower levels and at every pier, the interior of the mosque is lined with more than 20,000 handmade ceramic tiles, made at Iznik (the ancient Nicaea) in more than fifty different tulip designs. The tiles at lower levels are traditional in design, while at gallery level their design becomes flamboyant with representations of flowers, fruit and cypresses. THUS, Different walls of the mosque would act as an inspiration for 8 different ensembles. 8 DIFFERENT STORIES. Further, each emsemble would have different colour palettes since, each wall is different in the mosque from the other. Also, the colour palettes would also be based on the Indian bridal colours taken into consideration.
DESIGN INTERVENTION : BEDSHEET LAYOUTS
A huge central motif with the same motif running on either sides.
A huge central motif with the same motif running on background (tone on tone)
The dual band of motifs running continuously all thorough out with gaps.
Motifs running In the vertical direction with a central medallion
DESIGN INTERVENTION : BEDSHEET LAYOUTS
A huge central motif with co-ordinates running all over alternatively.
Absence of a central motif. Heavy motifs around th edges.
The band of motifs running conitnuously along the length wise direction.
Motifs running in the brick format. Several combinations possible.
DESIGN INTERVENTION : BEDSHEET LAYOUTS
Movement is created by the criss cross placement of motifs.
Diagonal placement of motifs in groups to form geometric layouts.
Playing with the motif sizes to create radial movement along the central medallion
Motifs in groups to form blocks arranged in checks pattern
DESIGN INTERVENTION : COMFORTER LAYOUTS
Darker motifs over lighter ones.
Diagonal Lines
Horizontal bands at equal intervals.
Square shaped
Brick format.
Diagonal Lines semi-merged
Diamond shape
Diamond shape
DESIGN INTERVENTION : CUSHIONS
Rhythmic
Steps
Motif centralised around several other motifs
Crossroads
Diagonal Layout
Crossroads
Diagonal Layout
Dense until deďŹ cit
DESIGN INTERVENTION : PILLOW LAYOUTS
A central medallion with co-ordinates running in the sides.
The medallions running in one of the sides with a lot of motifs crowded in one of the sides.
Motifs running into the other side as it fades out.
Co-ordinate motifs running in abundance on one side only
A row of motifs running centrally.
A central motif with co-ordinates surrounding it.
DESIGN INTERVENTION : PILLOWS
A central medallion with co-ordinates running in the sides to form a diamond shape.
The medallions running in one of the sides with a lot of motifs on either sides of the motif.
Central medallion with faded out effect around it.
Motifs running in horizontal with motifs in the vertical
A box of motifs running in the form of checkerboard.
A central motif with co-ordinates surrounding it.
DESIGN INTERVENTION : BED RUNNERS
Central medallion with a lot of co-ordinates on the sides.
The central medallion placed inside a diamond.
Motifs arranged in checks pattern with the medallion on 1/3rds
Motifs running in the vertical direction all over.
Vivaah TROPICAL PINK PANTONE 178 C
SOFT PINK PANTONE RED 0331 C
FADED PINK PANTONE 706 C
PINK PANTONE 700 C
INITIAL CONCEPTS
FINAL CONCEPTS
CO-ORDINATES
Design no: T2013001 Type: Bedsheet No of Colours: 4 Repeat Size: 91 cm Width fabric: 112� inches Fabric TC: 300 TC
BED SHEET
MOTIFS USED:
CO-ORDINATES
CUSHION 1
Design no: T2013002 Type: Cushion No of Colours: 2 Size: 16” x 16” Fabric TC: 300 TC
CUSHION 2
Design no: T2013003 Type: Cushion No of Colours: 3 Size: 12” x 12” Fabric TC: 300 TC
PILLOW 1
Design no: T2013004 Type: Pillow No of Colours: 4 Size: 20” x 30” Fabric TC: 300 TC
CO-ORDINATES
BED RUNNER Design no: T2013006 Type: Bed runner No of Colours: 4 Size: 114” x 24” Fabric TC: 300 TC
PILLOW 2 Design no: T2013005 Type: Pillow No of Colours: 3 Size: 20” x 30” Fabric TC: 300 TC
ENSEMBLE 1
Vivaah.. The costing of the ensemble is taken as a whole and ranges from â‚š 12,500 - 15,000
Aagamana
PANTONE 435 C
PANTONE 1805 C
PANTONE 7541 C
PANTONE 7483 C
PANTONE 280 C
INITIAL CONCEPTS
FINAL CONCEPTS
BED SHEET
CO-ORDINATES
Design no: T2013008 Type: Bedsheet No of Colours: 5 Repeat Size: 91 cm Width fabric: 112� inches Fabric TC: 300 TC
CO-ORDINATES
CUSHION 1
CUSHION 2
Design no: T2013009 Type: Cushion No of Colours: 4 Size: 16” x 16” Fabric TC: 300 TC
Design no: T2013010 Type: Cushion No of Colours: 5 Size: 12” x 12” Fabric TC: 300 TC
PILLOW 1
Design no: T2013011 Type: Pillow No of Colours: 2 Size: 20” x 30” Fabric TC: 300 TC
CO-ORDINATES
BED RUNNER Design no: T2013013 Type: Bed runner No of Colours: 5 Size: 114” x 24” Fabric TC: 300 TC
PILLOW 2
DUVET Design no: T2013012 Type: Pillow No of Colours: 3 Size: 20” x 30” Fabric TC: 300 TC
Design no: T2013014 Type: Comforter No of Colours: 5 Size: 114” x 114” Fabric TC: 300 TC
ENSEMBLE 2
Aagamana ₹ 12,500 - 15,000