GRADUATION PROJECT AT CALVIN KLEIN ARVIND FASHION PVT LTD
ICONIC HIT TRACKS
Submitted by Priya Chauhan Under the supervision of Mr. Akhilendra Pratap
Department of Fashion Communication National Institute of Fashion Technology May 2019
ICONIC HIT TRACK : STORY TELLING THROUGH VISUAL MERCHANDISING
Priya chauhan BD/15/5511 2015-2019 B.Des Fashion Communication CALVIN KLEIN REGIONAL VM MUMBAI Industry Mentor Kuldeep Arora Regional VM, Calvin Klein Faculty Mentor Akhilendra Pratap Asst. Professor
Priya Chauhan
CERTIFICATE
This is to certify that Ms. Priya Chauhan of Fashion Communication Department at National Institute of fashion technology – Rae Bareli, has been evaluated for her Graduation Project Report titled ICONIC HIT TRACKS and have fulfilled the requirement set by the institute and the evaluation jury. Her work has been found satisfactory.
Mr. Akhilendra Pratap Assistant Professor-FC (Course Coordinator)
Mr. Akhilendra Pratap Assistant Professor-FC (Faculty Mentor)
JURY CERTIFICATE
This is to certify that Ms. Priya Chauhan, (BD/15/5511) 8th Semester student of Bachelors in Design, Fashion communication completed her graduation project entitled “ICONIC HIT TRACK’’ at Calvin Klein Arvind Fashion Pvt Ltd from 7th January to 30th April under the guidance of her faculty Mr. Akhilendra Pratap and industry mentor Mr. Kuldeep Arora.
EXTERNAL JURY
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Copyright Š 2019 by National institute of Fashion Technology. All rights reserved. No part of this document may be reproduced, stored in retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording and scanning or otherwise in any form without the written permission of the copyright owners. Design: Priya chauhan Printed at Rae Bareli, UP, India
DECLARTION
I, Priya Chauhan hereby declare that the Graduating Project Presented and documented to the department of Fashion Communication, NIFT, Rae Bareli as part of my academic requirements is an original work done by me under supervision of industry mentor Mr. Kuldeep Arora at Calvin Klein Arvind Fashion Pvt. Ltd. And my faculty mentor Mr. Akhilendra Pratap, Fashion Communication, NIFT, and Rae Bareli
Priya Chauhan
(Mentor) Akhilendra Pratap Assistant Professor Department of Fashion Communication NIFT, Rae Bareli
ACKNOWLEDGEMENT
The beatitude, bliss and euphoria that accompany successful completion of any task would be incomplete without the expression of gratitude to the people who made it possible with their every bit of help. As success in any work is credited to hard work, but without a proper guidance it may be out of one’s reach. So with reverence and honor, I acknowledge all those who helped us in carrying out this project successfully. First of all I would like to thank National Institute of Fashion Technology, Rae Bareli and Calvin Klein Arvind fashion Pvt. Ltd. for giving me this opportunity to learn about the industry and utilize the knowledge given by the institution to make a contribution towards the company. I would like to thank my mentor, Mr. Kuldeep Arora and Ms. Lakshmi Vijayakumar for their valuable guidance, advice and immense motivation throughout my Graduation Project and who has provided me with an opportunity and motivation to gain knowledge the field of Visual Merchandising through this project. I hope to utilize the practical knowledge gained from this project in my career. I express my whole hearted thanks to, Mr. Akhilendra Pratap, FC Department, and NIFT, who guided me with valuable help in channelizing my efforts in the right direction during the course of the project. I would like to thank my director Mr. Bharat Shah and the NIFT Rae Bareli fraternity for their constant guidance and support. Lastly, I would like to thank my parents and friends for their constant support, love and guidance for all these four months.
CONTENT ~ INTRODUCTION ~ABOUT ARVIND ~ABOUT CALVIN KLEIN /PVH ~AREA OF WORK ~SCOPE OF WORK ~STRUCTURE OF WORK
15-17 19 20-21 22 23 24
PROJECT 1 : CALVIN KLEIN ~ SS19 WINDOW
27-58
~THEME : ICONIC ~PROJECT APPROACH ~TARGET CUSTOMER ~BRAINSTROMING ~INSPIRATION BOARD ~SKETCHES ~THEME BOARD ~MOOD BOARD ~FINAL PROPS FOR SS19 ~PLAN/TOP VIEW ADAPTION ~3D RENDERING ~IMPLEMENTATION PROCESS ~FINAL LOOK OF WINDOW ~BUDGET/COSTING PROJECT 1a : CALVIN KLEIN ~THEME : 37.5 ~MOOD BOARD ~FINAL PROPS FOR SS19 ~PLAN/TOP VIEW ADAPTION ~3D RENDERING ~IMPLEMENTATION PROCESS ~FINAL LOOK OF WINDOW ~BUDGET/COSTING
27 28 36 37 38 40 41 50 52 53 55 56 58 60-68 61 62 63 65 66 67 68
PROJECT 1b : VM MANUAL ~ABOUT THE BRAND ~MISSION & VISION ~MANUAL PURPOSE ~PROPS MAINTAINED ~GUIDELINES ~HOW TO TAKE PICTURES ~DO AND DOES FOR MANNEQUINES PROJECT 1c : SPACE DESIGN
69-73
~ IFF EXHIBITION ~3D RENDER ~TOP VIEW OF SETUP ~ IMPEMENTATION PROCESS ~FINAL LOOK OF THE SETUP
69 70 71 72 73
INTRODUCTION
An Iconic Hit Track is a concept that speaks of ‘Story telling through VM’. It is a project under taken to demonstrate how stories can be incorporated into display windows so that they speak the language of the brand. The project speaks of how a regular window display, when connected to a story or theme, can be a more interesting communication tool. The scale of the project is very vast as it caters to the large number of audiences. The windows have been designed for the brand CALVIN KLEIN which has a large target audience as it is a best fashion brands in the world. The placement of these windows is also in strategic locations all across the country in 8 different cities, the footfall of the store and viewers passing by create a large viewership for the display windows.The demographics include customers from the age of 20-45 since the range offered by the brand is large and suitable for most age groups. I would to like to thank TOMMY HILFIGER brand for the collaboration work during IFF (India Fashion Forum)
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ICONIC HIT TRACK Story Telling Through Visual Merchandising Windows are now a medium to express not just brand value and status but are also a medium to express its brand identity. Visual Merchandising is one of the more effective communication tools present for the retail business, and its impact can make or break a brand. An Iconic Hit Track is a concept that speaks of ‘Story telling through Visual Merchandising’. Since windows change frequently and so does the collection of merchandise in the store, it’s important to weave the change into each window that is displayed to maintain a connection with the viewers. A window communicates the identity of a brand, speaks the language to make you understand what their brand values stand for and for the same time it needs to have an emotional connect with the consumers. If each window is designed with a thematic story around it, it would evoke emotions and a connection with the consumers. The fact in today’s world lies in the fast paced changes and developments happening on the retail design front which have made it difficult to make connect with a brand. We live in world where people are moving towards shopping online. a world where people are paying extra for experience. Visual merchandising has the power to enhance your shopping experience; it has the power to influence buyers for a certain mood, a certain emotion. With the kind of advancements in technology and the kind of effort put into creating a certain aura around a brand has raised the bar for brand individuality. The thematic representations also give you a cutting edge over your competition and create a niche and loyalty for your brand. “Iconic Hit Track” is a concept that equates visual merchandising to a blank canvas, a canvas waiting to be drawn on, a canvas ready to bring a story to life! A window can bring a story to life enhancing and adding to a brand’s value. Be it drama or be it evoking the feeling of class or being iconic, everything is possible because the window all about the iconic hit!
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ABOUT ARVIND FASHION
ARVIND FASHION PVT LTD. Arvind Lifestyle Brands Limited designs, distributes, and retails apparels and accessories in India and internationally. The company offers its products under the FLYING MACHINE, GAP, and TCP brand names. Its international portfolio brands include TOMMY HILFIGER, CALVIN KLEIN,ARROW, GANT, U.S. POLO, ELLE, NAUTICA, DEBENHAMS, NEXT, and HANES.The company is also involved in apparel value-retailing business under the international brands, such as Cherokee, Mossimo, and Geoffrey Beane. It owns and operates approximately 800 stores and 14.2mn retail space. The company is based in Bengaluru, India. Arvind Lifestyle Brands Limited is a subsidiary of Arvind Brands and Retail Limited.
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ABOUT THE COMPANY
CALVIN KLEIN A global lifestyle brand that is the most frequently purchased BIL (Bridge to luxury) brand in the world. Known for its boldness, progressive ideals and a seductive, and often more minimalistic and aesthetic. Calvin Klein is an iconic name in the world of fashion. Sleek, minimalist clothing, luxurious perfumes, and unforgettable advertising campaigns are all things that are associated with the brand. Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, they have built their reputation as a leader in American fashion through their clean aesthetic and innovative designs. By 1971, Klein had added sportswear, classic blazers, and lingerie to his women’s collection. In 1973, he received his first Coty American Fashion Critics’ Award for his 74-piece womenswear collection - the youngest recipient at that time. Calvin Klein was acquired by PVH Corp. in 2003 PVH Corp., has excelled at growing brands and business with rich American heritages, becoming one of the largest apparel companies in the world. Formerly known as the Phillips-Van Heusen Corporation, is an American clothing company which owns brands such as Van Heusen, Tommy Hilfiger and Calvin Klein among many others. Calvin Klein specializes in leather, lifestyle accessories, home furnishings, perfumery, jewellery, watches and ready-to-wear. The company has substantial market share in retail and commercial lines as well haute couture garments. In India we just have Lifestyle accessories, Perfumery, Watches and Ready-to-wear. The Calvin Klein stores have been categorized into four different types, differentiating each in its lay outing and presentations. Namely: a. Infusion Formats b. LED Formats c. JEANS 2015 d. Lifestyle
“In India, Infusion format being the oldest form of store layout, LED formats being the next version of the store layout to Jean 2015, the newest format store to which all the stores are being changed into now. Lifestyle is also one of the newest format store that will be seen in the stores soon”.
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ABOUT THE PVH CALVIN KLEIN
In mid-December 2002, Calvin Klein Inc. (CKI) was sold to Phillips Van Heusen Corp (PVH),whose then CEO Bruce Klatsky was the driving force behind the deal, for about $400 million in cash, $30 million in stock as well as licensing rights and royalties linked to revenues over the following 15 years that were estimated at $200 to $300 million. The sale also included an ongoing personal financial incentive for Klein based on future sales of the Calvin Klein brand. CKI thus became a wholly owned subsidiary of PVH. In the beginning, Klein himself, who was included as a person in the 15-year contract he had signed with PVH, remained creative head of the collections but then continued as an advisor (consulting creative director) to the new company from 2003 on and has since been more withdrawn from the business. Barry K. Schwartz was said to concentrate on his role as chairman of the New York Racing Association, a horse-racing club. The current President and COO of the CKI division within PVH is Tom Murry, who had filled this position already before the acquisition.
A story about the kind of business we are and the one we want to be. The fashion industry is changing, and at PVH, we recognize our responsibility and opportunity to drive fashion forward – for good.
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AREA OF WORK
Brand known all over the world for the bold and minimalistic look of it in all sense.. be it in the store’s look, ambience, the merchandise and the visual shoots, competing with all the other brands in merchandise and display formats and visual merchandising aspects. Calvin Klein India, with its head office in Bangalore, comprises of different departments such as Buying team, Planning team, IT team, Finance team, marketing team and VM team. All of these departments keep the company in line through individual objectives with each and every ongoing phase and projects. India has been categorized in four zones as East zone, West zone, North zone and South zone. All the zones have a VM Department heading all their respective zones, further reporting to the head office. Calvin Klein India has sub categories: (i) CALVIN KLEIN JEANS (CKJ) (ii) CALVIN KLEIN UNDERWEAR (CKU) (iii) CALVIN KLEIN MALE LABEL (CKML) I was conducting my Graduation Project under the Visual Merchandising Props team of the company for the entire West zone. Here I was managing around 20 stores of the West region. The area of work was in-store executions and official desk jobs. In store works included window launch, checklist works and observations. Whereas, the desk job included Check lists and following up with all the stores on daily basis. The work also included field visits to material and vendor shop for arrangement of materials, props and communication offer boards.
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SCOPE OF WORK
Calvin Klein combines the apparels and accessories of in-brand for men and women. Categorizing itself into CALVIN KLEIN JEANS, CALVIN KLEIN UNDERWEAR and CALVIN KLEIN MALE LABEL. There are two types of stores that I was managing and handling, namely: FSS (Free Standing Store) SIS (Shop in Shop) / K A (Key Accounts) As it requires the Visual Merchandising field, my work was related to creating the artworks, getting the artworks created and execution. Along with follow up with all the 20 stores that I am handling all over the West. Instore and official are the two fields where I have been working. This is not only giving me field experience of the idea execution, but also the process of idea generation, rendering, prop finalization, sourcing and execution. The clients handled by the Visual Merchandising team are the COMPANY OFFICIALS, CONSUMERS of the brand and the STAFFS of the stores.
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STRUCTURE OF WORK
CALVIN KLEIN
HEADOFFICE NEW YORK ASIA HEADOFFICE HONG KONG INDIA HEADOFFICE BANGALORE INDIA NORTH, EAST, SOUTH, WEST New York is the global head office sends us two to three boards for inspiration. The Hong Kong office and Bangalore office work together for the final window and props finalization. Which when finalized, is implemented and then the photographs are collected all over the world and are approved by the New York team.
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PROJECT 01 CALVIN KLEIN ICONIC WINDOW
PROJECT BRIEF: The main brief was to design a communication tool through which we can display the collection of your ss19 new arrivals. Creating appealing and eye catching window display that leads the customer through the entire store. So, a proper window display required to be design for all the west region stores and instore props and special promotion displays CLIENT: Calvin Klein Jeans/ Calvin Klein DELIVERABIES: Design concepts for the CKJ window. Window adaptations of selected window for all stores (west Zone). DESIGN APPROACH: Since the brand stands luxury, the window design approach will be highlight the best collection of new season.
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ABOUT THE PROJECT In the field of visual merchandising with Calvin Klein, a global lifestyle brand that is the most frequently purchased BIL (Bridge to Luxury) brands in the world Known for its boldness, progressive ideals and a seductive, and often more minimalistic and aesthetic. Calvin Klein is an iconic name in the world of fashion. Sleek, minimalist clothing, luxurious perfumes, and unforgettable advertising campaigns are all things that are associated with the brand. I have done my Graduation Project in the field of Visual Merchandising and explored both in store and the official desk work where i was in touch with the head office and worked with them for the west region. The project that i have worked on started from the basic research about the brand and its target audience, the present and past media presence of the brand to the observation that i came up with. This helped me to design the final props for SS19, which required a lot of brainstorming; mind mapping and research to get on to something which was further worked upon and was finalized as a prop. Being in the visual Communication team designing a communication tool and seeing it in use is the best thing that i could’ve got from this learning. Thus, designing a communication tool for SS19 and identified problems of the company and provide the solution accordingly.
APPROACH TOWARDS THE PROJECT The process was started with the basic research about the brand and the development of the brand, its present scenario and the target customers, the media presence of the brand. The 1968’s CALVIN KLEIN and the 2019 CALVIN KLEIN. For this project to be completed i have taken the following methods and ways to get onto the final result of delivering props for SS19, Space designing and create the communication guideline manuals.
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TARGET CUSTOMER Target Audience, is the pool of customers to whom you one potentially sell their products or services. Researching about the target audience for Calvin Klein, isn’t a rocket science to figure out. It’s obvious, considering the celebrities, bloggers and influences they reach out to in order to share their product or be in their latest campaigns. With celebrities like Kendall Jenner, Shawn Mendes and Justin Bieber and bloggers like Chiara Ferragni and Aimee Song, Calvin Klein has been mostly targeting the younger generation with its uniqueness in everything. The demographics of the people would be men and women between the ages of 15-30, most likely not married and have a median income. The psychographics of these people would be that they are interested in music, art, books, TV, film, shopping, and photography. They are very open-minded and into social media. Thus, the rise of social media in the last decade has led brands to establish a strong digital presence to attract a growing, highly influential audience. Calvin Klein has succeeded in choosing the right target audience and the appropriate way of promoting them on the right platform of social media. Calvin Klein being a global company has been marketing to audiences with simplistic, but often provocative marketing campaigns for the last 50 years. It’s most famous campaign was released in 1980; only thirty seconds long, it featured a 15-year-old Brooke Shields, who flirtatiously looked into the camera and asked, “You wanna know what comes between me and my Calvin’s? Nothing.” Also, the target audience for my project ‘Iconic hit tracks: story of a Visual Communication” are the Calvin Klein store staffs and the store team.
ANALYZING TARGET CUSTOMER Identifying and analyzing the target customer: #FEATURES OF THE BRAND, PRODUCT AND SERVICE: Noted for their simple designs, Calvin Klein collection stays true to their traditions, creating a versatile line perfect for anyone. Right from Calvin Klein Jeans collection to Calvin Klein Male Label which consists of formals for men and Calvin Klein underwear collection, organic fabrics as well as a burst of color amidst all the pristine white with the CALVIN KLEIN tag on the merchandise. PRODUCTS: It designs and make its ready-to-wear collection for women’s and men’s clothing most of its profit comes from licensing the calvin klein name for items such as shoes, Jeans, Underwear and watches. Calvin Klein owns or licenses namesake stores worldwide.
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ANALYZING TARGET CUSTOMER #HOW AND WHY DOES THE TARGET CUSTOMER SHOPS: Calvin Klein is known for its minimal looks and creates a versatile line of collection. What catches most of the customers attention for calvin klein is their logo and the tag name : CALVIN KLEIN. There are many reasons about why the target market shops from this particular brand. On asking this question to few of the customer face to face interviewing method was used. The customers has developed a sense of belief and confidence when they go around wearing ck merchandise, some are brand conscious, social status is what came out from many women for their choice to go for the brand, satisfaction with the merchandise. While, some people are born shoppers, Hence, they keep shopping around. The Demographic of the people inclined towards calvin klein Jeans brand would be men and women from the age group of 15-30, mostly likely not married and have a nice earning salary would prefer the world of calvins
BRAND CONSCIOUS STATUS OF LIVING SOCIAL STATUS BRAND BELIEF CONFIDENCE SHOPPERS
#WHAT IS THE TYPICAL AGE AND GENDER OF THE TARGET MARKET? The demographic of the people who are too much into the “MY CALVIN“ and CALVIN KLEIN JEANS tag would be the men and women between the ages of 15-30, who are mostl likely not married and have a median income considering Calvin Klein. The psychographic of these people would be that they are interested in music, art, books, Tv, films, Shopping, Photography. They are very open-minded and into social media. According to me, the target customer be the aspires and the explorers. This is because aspires are very materialistic, oriented to image and appearance, personal and fashion. They are also attracted to the packaging of products way more than what actually inside of them. They are also the younger generations. The explorers pride themselves on being an individual. They value difference and adventure. They are the first to try new brands and they tend to be younger, specifically students.
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MEDIA PRESENCE OF CALVIN KELIN
RESEARCH ABOUT MEDIA PRESENCE OF CALVIN KLEIN The rise of social media in the last decade has led brands to establish a strong digital presence to attract a growing, highly influential audience. Calvin Klein, an $8.4 billion global company, has been marketing to audiences with simplistic, often provocative marketing campaigns for the last 50 years. It’s most famous campaign was released in 1980; only thirty seconds long, it featured a 15-year-old Brooke Shields, who flirtatiously looked into the cam era and asked, “You wanna know what comes between me and my Calvins? Nothing.” To attract certain customers in the greater millennial market, brands are increasing their digital marketing presence. According to a study found, Calvin Klein adopted distinct social media platforms for each campaign to interact with users. Brand’s online presence grew exponentially on Facebook, Twitter and Instagram.
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CALVIN KLEIN 1968 :: 2019 Calvin Klein, casual chic style brought American fashion into its own and onto a par with Paris. Calvin Klein, single-handedly created the designer jeans craze of the 1970s, and then revolutionized fashion advertising in the 1980s. Today his name adorns everything from merchandise, to underwear, to footwear and to perfume. Calvin Klein has been known for his stylish designs and business acumen has built a fashion empire. But unlike his clothes, Calvin Klein’s rise to the top of the fashion world has been anything but uncomplicated. In 1973, with youthful silhouettes, a pristine use of colors and fine fabrics, his relatively affordable sportswear first caught the attention of American women. Movie-going teens in 1985 catching the summer blockbuster back to the Future walked out of theaters sure of two things the possibility of time travel and the coolness of calvin klein underwear of all the futuristic wonders Marty McFly could bring back to 1955, his purple Calvin Kleins were the ultimate.
CALVIN KLEIN 1968 :: 2019 Calvin Klein’s new 2019 adds and campaign with Shawn Mendes, Kendall Jenner, Noah Centineo and Asap Rocky, the hearthrob sensation and the favorites of the youth have recently been seen in all of the latest adds and campagins of the brand, which has certainly inclined everyone’s attraction and view towards the brand, CALVIN KLEIN. In 2019, shawn Mendes has enlisted to break instagram, joined in the campaign by fellow Noah Centineo, as well as a slew of equally genetically blessed cool kids, including the models Jasmine Daniels and former CL face Anna Ewers. The iconic label has created thrills and sensations with a new set of steamy pictures and videos and adds featuring the hunks of the moment contemplating everything from finding power in vulnerability to how they prefer to identify their identity as “wacky“ over sexy. Enough to get the feels and chills of staying in “#MYCALVINS“. “If you ain’t got no scars, you’re either really afraid, really cautions, or you’re just really lucky“
#1980 Series of commercials by photographers Doon Arbus and Richard Avendon that featured 15-years-old model Brooke Shields stating. “Nothing comes between me and my calvins,” made Klein’s new line of tight jeans a nationwide phenomenon selling 200,000 pairs the first week alone.
The ads are meant for capturing the raw, honest, emotional experiences of the youth today. All the adds, Photography’s and video’s campaign star talked a tittle about the power of young people to mark the campaign as #MYCALVIS and #OURSHOW.
Brooke shields in her 1976s Calvin Klein Ad
Noah Centineo in his 2019 Calvin Klein Ad NIFT / GRADUATION PROJECT/ 31
DESIGN INTERPRETATION
Starting from the basics.. Understanding the basic about the brand for further understanding and clarity
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COMPETITOR ANALYSIS
The competitive analysis has been made keeping many points in mind. Right from the product range, to the pricing quotation of the brands and their products, based on their visibility online and offline, the preference for the customer’s choice.. their presence in the fashion show, the growth in terms of high end brands and differentiating in terms of brand values.
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COMPETITOR ANALYSIS The competitors of Calvin Klein are: TOMMY HILFIGER : An American fashion and retail industry that was formed during the year 1985, headquatered in New York, United States. The company produces mid range products to luxury fashion products. It is all over the world known for products varying in clothing, footwear, fragrances, kidswear, accessories, eyewear and watches. Their new marketing innovation is one of the reason for its visibility. The marekting campaigns are different and unique. It is a most widely used brand and because of this, it is known to be a too competitor of Calvin Klein. ARMANI JEANS : Also a top Calvin klein competitor, Armani is an Italian luxury fashion industry that was founded by Giorgio Armanii. It was eastablished during the year 1975 and is headquartered in Milan, Italy. It designs, produces, distributes and retail various products and also focuses on offering quality and classy global appreal. The complete look of the products is very beautiful and exclusive that is adored and owned by many people. The company would not have flourished if there would not have been a good marketing strategy. Armani has a good innovative marketing strategy and has a strong asscoation with various celebrities as well. GANT : Being a popular, sophisticaed Sweden fashion company. GANT was established in the year 1949 and is headquatered in Stockholm, Sweden.It is known for designing products and sells many lifestyles and fashion products like appreal, eyewear, home furshings, watches and many more. The company brought button down shirt to the mass market. GANT, initally created merchandise and products mainly for the adult that was meant just for the formal and party wear appreal. Later they expanded to producing and catering products for the younger generation too, Producing products in various segments, same like Calvin Klein. NIFT / GRADUATION PROJECT/ 34
G-STAR : An Dutuch fashion industry that was eastablished during the year 1989. G-star is headquatered in Amsterdam, Netherlands. Focusing on fashion and raw denim- an unwashed denim by having its stores across the globe. G-star influnced by military clothing. It is a multi branded organization that has great visibility in the international market. G-star has been updated in the fashion world. The company has a strong value chain with many suppliers and retailers. NAUTICA : It is a semi-premium American mid-range brand was formed during the year 1984 and is headquatered in New York, USA. The brand is known for Apparel, accessories, as well as home,watches and fragance.
EMPATHY MAPPING TRAGET CUSTOMER
#YOUTHFUL
#ATTITUDE
#SHOPPING
#METROPOLITAN CITY #NETFLIX
#SOCIAL MEDIA NETWORK
#HOLIDAY
#FASHION
#CLASSIC
#ELEGANT
#SHOPPING #SETTELD
#CONFIDENT
#NOAH CENTINEO
#SETTELED #WORKING
#MONEY #TRENDS #KYLIE #GADGET FREAK
#PARTY ANIMALS #CLUB #SENSUAL IMAGERY #FOODIE
The empathy mapping about the target customer dealing with what do they do, who they are, where do they go, how much do they work, how settled are they, they shop what, what series do they watch, etc. NIFT / GRADUATION PROJECT/ 35
BRAINSTORMING
BRAINSTORMING BOARD
RESEARCH BOARD .... About Calvin Klein : 1968 NIFT / GRADUATION PROJECT/ 36
SS19 PROPS INSPIRATION BOARD
Inspiration Board for the ICONIC theme for Calvin Klein Iconic.. Its is Characteristic of an Icon..an image, emblem, idol or hero. Iconic is used to define someone that is considered symbolic of something. Iconic comes from the old times of 1970s. This season, the collection was all about reviving the earlier prints, motifs and logos talking all about ICONIC. The new prints in the new collection of the merchandise are all about boldness, youthful silhouettes, unapologetic attitude, defininig the spirit of the young, reviving the interchangeable separates and the ready to wear collection.
#ICONIC #YOUTHFUL SILHOUETTES #WILD PERIOD #OUTRAGEOUS #SENSUAL IMAGERY #UNAPOLOGETIC ATTITUDE #CONFIDENCES #SPIRIT OF YOUTH #INTERCHANGERABLE SEPERATES #CLASSIC #ELEGANT #BACK TO BASICS #LOGOS #BOLDNESS
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SS19 PROPS INSPIRATION CALVIN KLEIN : 2019
“It is an evolution of my idea of CALVIN KLEIN - of a view onto American Society- but now wider, universal. It’s an allegory for a meeting of an old worlds and new worlds, relating to the discovery of American, the 1960s Space Race, and the twenty-first century information age. Reflecting the notion of democracy, there is no cultural hierarchy: the mix emancipate clothing and references from their meanings, from their own narrative and collage them to discover something different - a different dream. More than anything else, this collection is about freedom. A word that defines American and CALVIN KLEIN” - RAF SIMONS NIFT / GRADUATION PROJECT/ 38
SS19 PROPS INSPIRATION CALVIN KLEIN : 2019 Raf Simons, the chief creative officer of calvin Klein, is not only a film buff but also a food lover. Last season, his collection included references to horror films like The Shining. And his most recent Raf Simons Menswear show was influenced by the 1981flim christiane F Plus, the runways was decadent spread of wine, cheese, and Belgian waffles
CALVIN KLEIN FALL 20180-2019
“Simons had built what he called an American landscape including a huge barnhouse-which was his stage to re-examine the American he encountered when he first arrived” Raf Simons presented his fall 2018 collection for Calvin Klein on a massive set up of pop corn. Raf Simons has always been a food lover, he presents his liking for the food on the set of the fashion show for Calvin Klein fall 2018-2019. The whole setup of the show was like an American landscape which includes a huge barnhouse, which signified the stage that he was in when he first arrived to America and was encountered. Simon took a deeper (and darker) dive into the state of America. He has described the U.S. with 50 keywords which includes phrases like “firefighter,” “freedom” and “civil” immediately followed by “war”. The set was comprised of three run down and seemingly burned brains that were covered in artwork by Andy Warhol. The sea of popcorn was perhaps meant to symbolize burned-down cornfields
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AMERICAN CIVIL WAR, also called War between the states, four-year war(1861-65) between the United States and 11 Southern States that seceded from the union and formed the confederate states of America. The civil war began primarily over the enslavement of black people between the Northern and Southern part of America.
THEME BOARD
BARN HOUSE MILLER’S CORNFIELD NIFT / GRADUATION PROJECT/ 40
In the North, manufacturing and industry was well established, and agriculture was mostly limited to small scale farms, while the south’s economy was based on a system of large scale farming that depended on the labor of black slaves to grow certain crops, especially cotton and tabacco. Northern’s opposition to slavery’s extension into the new western territories led many southerners to fear that the existence of slavery in america-and thus the backbone of their economy-was in danger.
EVOLUTION OF HIS EXPLORARTION OF AMERICAN
BARN HOUSE
FALL 2018-19
WARHOL PRINTS
MOOD BOARD RAF SIMONS
POP CORN NIFT / GRADUATION PROJECT/ 41
INSPIRATION BOARD Raf Simons, the creative art director working for Calvin Klein being a great foodie, he presents his liking for the food on the set of the fashion show for calvin klein fall 2018-2019. Talking inspiration from the POPCORN : When we drop/spoil the popcorn on the floor, it falls without any shape forming an inorganic shape... this is what we presented as a proposal for the prop’sbase.
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INSPIRATION BOARD
ORGANIC SHAPES Form and shapes are areas or masses which defines objects in space.. Form and shapes can also be descibed as organic. Organic forms are irregular in outline, and often asymmeterical.
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ARTWORK DRAFTING SAMPLES
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PROPOSAL BARN HOUSE
POP CORN Taking inspiration from Raf Simons exclusively designed and organized fashion show for FALL 2018-19. The concept was planned taking inspiration from the great civil war of 1861, where the war led to a massive fight between the Northern and Southern America due to slavery. The cornfields were burnt along with the barnhouses. Thus, the following keywords is what i have come up with which are to be selected to be used in the props. 1. BARN HOUSE: Brown texture paper 2. POP CORN 3. COLLAGE 4. ICONIC TIMES 5. WARHOL PRINTS 6. CARPETS
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FINALISED PROPS FOR SS19
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SAMPLE FOR PROPS FOR SS19
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FINALISED PROPS FOR SS19
#MYCALVINS #SEAMLESS PAPER : Inspired from the Barn houses that was seen in the American civil war. #COLLAGE : Comparised of all the SS19 collections that was a collection talking all about revival of the old, iconic and symbolises freedom. #POPCORN : The important ingredient that has helped in talking many inspiration and deliverables from. #CHAIR : Prop taken to symbolise the fashion walk of Fall 2018-19 as all the viewers were sitting on a steel platform. #CARPET : The full 2018-19 show, shows models walking down through those popcorns, whereas fashion shows are meant for carpet walking. Thus, purple carpet stands for power, wealth, independence and creativity. #MYCALVINS : Plotter cut shall be used to name this season as our calvins. NIFT / GRADUATION PROJECT/ 48
FINALISED PROPS FOR SS19
#MYCALVINS MAIN ELEMENTS OF PROPS: 1. Mannequins 2. Collage floor patch 3. Seamless Paper 4, Plotter Cut Vinyl 5. Popcorn 6. Chair 7.Carpets
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PLAN VIEW OF PROPS FOR SS19
Top Plan view of West Zone Top Door Store Palladium Mumbai. For the Accessory wall Iconic Vinyl print and Floor sticker were used for the front table of the store.
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TOP VIEW OF THE WINDOW (PROPS) Tier A :
Top Door Window
Tier B :
Medium Door Window
Tier C :
Small Door Window
The guideline for how the mannequins have to be placed and where the seamless paper has to happen for Tier A, Tier B and Tier C stores. The top door stores has been provided with the purple carpet, one being Palladium Mall in Lower Parel, Mumbai. Then comes for Infiniti Mall, usage of all the props expect the carpet. By TOP DOOR STORES, It just mean that giving the maximum business.
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SS19 (PROPS) WINDOW RENDERING Once the props item are finalised. Rendering part was recorded. Here, the exact window look in the correct measurement along with different props was rendered. Thus with the correct measurement the render which is further passed to the vendors. With this referenece the vendors work on the final printing of all the props.
RENDERING FOR THE WINDOW OF CKJ INFINITY-MUMBAI
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SS19 (PROPS) WINDOW RENDERING
RENDERING FOR THE WINDOW OF CKJ INFINITY-MUMBAI
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SS19 (PROPS) INSTORE RENDERING
Each Store has different style of wooden or first table so as per the store type either option 1 or option 2 for the floor sticker. For the Accesory wall it just a simple Greyback Vinyl print.
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SS19 (PROPS) WINDOW RENDERING
The Implementation time is the curious time for the brand window. Some Top/Middle/small Door window and other instore props being implement by the vendor. My role was to visit all the stores and get the work done with the vendors. Deal with different kinds of materials and finishing problems.
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SS19 (PROPS) FINAL LOOK OF THE WINDOW/INSTORE
Tier A Top Door Window
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SS19 (PROPS) FINAL LOOK OF THE WINDOW/INSTORE
Tier B Medium Door Window
Tier C Small Door Window NIFT / GRADUATION PROJECT/ 57
SS19 (PROPS) BUDGET/COSTING
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PROJECT 01 (a) CALVIN KLEIN 37.5 TEMPERATURE WINDOW
PROJECT BRIEF: The main breif was to render the props for the new seasons for all the CKJ stores which is further sent to the vendors for making the props according to the sizes. CLIENT: Calvin Klein Jeans/ Calvin Klein DELIVERABIES: Render and implentation for the CKJ window. Window adaptaions of selected window for all stores (west Zone). DESIGN APPROACH: Since the brand stands luxury, the window design approach will be highlight the best collection of new season.
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SS19 (ROUND 2) MOOD BOARD
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SS19 (ROUND 2) 37.5 RENDERING
Calvin Klein, has introduced a new concept of jeans for this summer collection which adapts to the temperature outside and keeps you cool in hot weather and warm inside when the temperature is cool outside. For this we got on the concept of COOL and WARM concept where the cool is signified by BLUE lights and WARM/HOT is signified through the RED lights. Procedure : We were given the concept and then we have done the rendering for how the window will look and the store will look. The renders were further approved by the Bangalore head office team and the Hong Kong team. Which when approved was then sent to the vendor for start making the props. Before they start making the final props they provide us different types of material and then we finalize on one of the material and then the products are made and the window is ready! NIFT / GRADUATION PROJECT/ 61
SS19 (ROUND 2) PLAN VIEW FOR INSTORE PROP
The Top Plan view of West Zone Top Door Store Seawood Mumbai. For the Trial Room the season visual vinyl was used. Accessory wall its water Vinyl print used and for the denim table only grass was used.
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SS19 (ROUND 2) TOP VIEW OF THE WINDOW
Tier A :
Top Door Window
Tier B :
Medium Door Window
Tier C :
Small Door Window
The guideline for how the mannequins have to be placed and where the seamless paper has to happen for Tier A, Tier B and Tier C cities. The top door stores has been provided with the purple Carpet/Green Grass, one being Palladium Mall in Lower Parel, Mumbai. Then comes for Mall de Goa usage of all the props expect the carpet. By TOP DOOR STORES, It just mean that giving the maximum business.
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SS19 (ROUND 2) WINDOW RENDERING
For the Second round of the winow once the props item are finalised. Rendering part was recorded. Here, the exact window look in the correct measurement along with different props was rendered. Thus with the correct measurement the render which is further passed to the vendors. With this referenece the vendors work on the final printing of all the props.
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SS19 (ROUND 2) WINDOW RENDERING
Each Store has different style of wooden Denim table so as per the store type either option 1 or option 2 for the floor display. For the Accesory wall it just a simple Greyback Vinyl print.
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SS19 (ROUND 2) WINDOW RENDERING
Tier A Top Door Window
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SS19 (ROUND 2) WINDOW RENDERING
Tier B Medium Door Window
Tier C Small Door Window NIFT / GRADUATION PROJECT/ 67
SS19 (PROPS) BUDGET/COSTING
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PROJECT 01 (c) CALVIN KLEIN IFF EXHIBUTION
PROJECT BRIEF: IFF MUMBAI - The main brief was to design a display for an event called IFF(Indian Fashion Forum) in which we are presenting our SS19 collection and window display. To create a space design for a length of 9m and 3m width from each side. We have 1 hangrail and 3-4 mannequins per brand. The main thought of making this display is to look appealing and eye catching display. So, design a proper stall display for all the Tommy Hilfger and Calvin Klein for IFF.
CLIENT: Calvin Klein Jeans/ Calvin Klein DELIVERABLE: Space design for Tommy Hilfiger and Calvin Klein for a 30ft and 9ft area, Planning on the setup of which images are supposed to be used where with what props around for both the brands .
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IFF MUMBAI’19 RENDERING VIEW
3m W x 2m H screen on rent (fixed on the back or kept on podium)
16 spot lights 30 watts led COB 3500 kalvi cool white
1750mm (W) x 1900mm (H) Podium size 4500mm (W) x 2500 mm (H) x 4500mm (D)
2300mm x 2300mm frame frame thickness - 2in (frame placed on top on image, use 12mm prelam board as base for visual)
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Felt Carpet sourced locally
2300mm x 2300mm frame frame thickness - 2in (frame placed on top on image, use 12mm prelam board as base for visual)
IFF MUMBAI’19 TOP VIEW OF THE SETUP
Hang Rail
Visual 3
Visual 2
Visual 1
BackDrop 1
BackDrop 2
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IFF MUMBAI’19 SETUP IMPLEMENTATION
Most interesting part of the step is the implementation as it is very huge setup for the event. The detailing, Steps and Cleaning work is to be done for the stepup. NIFT / GRADUATION PROJECT/ 72
IFF MUMBAI’19 FINAL VIEW OF THE SETUP
The Complete view of the IFF stall display. The right side is for Calvin Klein brand that showcasing the SS19 window display and collection and on the left Side Tommy Hilfger display is done.
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LEARNING/EXPERIENCE This internship programs gave me a platform for leveraging my experience while enabling me to work in a new & unfamiliar environment for a more holistic learning experience. It has been a fabulous journey! I have been able to make meaningful contributions on my projects that helped me to grow personally as well as professionally. Overall, it’s been amazing to be a part of this organization. They helped me to step out of your comfort zone, and don’t hesitate to look for something new. That helped me to expand my learning horizons, make me discover somethingnew that i like, and will be absolutely worth it. I learned that customer service is hard. You can not please everyone. There are people in this world that are simply difficult. I have learned that stressing over little things will not get me anywhere. Another aspect that I learned throughout my project is to never be afraid to ask lots of questions. By asking questions I got answers. Open communication was one of the strongest and most apparent skills that I learned during my internship. When I first started working, I was intimidated and nervous to ask too many questions because I didn’t want to admit that I didn’t understand or that I needed extra help with something. Luckily I got over that fear quickly because asking questions is the only way to learn what you are really supposed to be doing. Over these 18 weeks I learned how Vm is a very important part of apparel retail. The most important thing I learned is professionalism and time management. Time management was the biggest achievement at the end of the internship.
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CONCLUSION According to the projects and work handled till now, one thing is very clear that the practical approach of Visual Merchandising aspects are way different than the theoretical studies. Each and every elements has an impact on the overall ambience, customer footfalls and sales. The process work of any project is very important for the perfect execution and result. Also, the sourcing and vendor planning are the most time taking amongst all the other steps of the process. The five major senses has a great impact on the customer footfalls and their buying action.Keeping this thing in mind many changes and innovations can be done as per the brand image and themes. VM being a major contributor to the customer walk-in and the sales, should be paid attention on regularly. Even after the execution, timely check lists should be done along with the follow ups.
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REFERENCE/BIBLOGRAPHY https://www.pvh.com/ https://www.pvh.com/brands/calvin-klein https://www.arvindfashions.com/ https://www.calvinklein.us/en https://www.harpersbazaar.com/fashion/fashion-week/a17841139/calvin-klein-fall-2018show/ https://en.wikipedia.org/wiki/American_Civil_War https://www.britannica.com/event/American-Civil-War https://news.sky.com/story/calvin-klein-apologises-to-lgbtq-community-over-bella-hadid-kissing-robot-advert-11723828 https://www.calvinklein.us/en/mycalvins https://www.billboard.com/articles/news/8510721/shawn-mendes-calvin-klein-campaign-photos-exclusive https://people.com/style/shawn-mendes-noah-centineo-underwear-calvin-klein-campaign/
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