Internship
Report
By: Ravensca Rintiarna
TABLE OF CONTENT Acknowledgements Abstract
I. Introduction I. i Background I. ii Objectives I. iii Boundaries
II. Methodology II. i Company Profile II. ii Company History II. iii Vision and Mission II. iv Company Activities II. v Company Facilities II. vi Company Organizational Structure
III. Fields of Work and Workflow III. i The Working Process III. ii Department’s Function Overview
IV. Projects IV. i Job Description of Apprenticing IV. ii Project Description
V. Conclusion and Suggestion References Appendix
Acknowledgements Prima facie, I am grateful to the God for the good health and wellbeing that were necessary to complete this report.
I wish to express my sincere thanks to Kleting Titis Wigati, Creative Director and CEO of KLÉ, for providing me with all the necessary facilities for my internship program. I place on record, my sincere thank you to Ratna Dewi Paramita as the Head of Fashion Program, for the continuous encouragement.
I am also grateful to Tifani Krismanawati, Itut Ditya Paramitha, Dika Rachmawati Juno, and Herry Darmawan, which are the team of this company. I am extremely thankful and indebted to them for sharing expertise, and sincere and valuable guidance and encouragement extended to me.
I take this opportunity to express gratitude to all of the Department faculty members for their help and support. I also thank all of the other company’s staffs and my parents for the unceasing encouragement, support and attention.
Abstract The report presents five chapters that cover all the parts during my internship program, including company’s profile and their activities will be discussed in this report. My participation as digital marketer (social media content maker) to this company also reviewed inside the report and I have accomplished my internship in one of integrated fashion local brands in Indonesia, KLÉ. The report ends with proof of evidence about all the tasks that I did for this company.
I.
Introduction I.
i Background
Experience is becoming a crucial factor for employers when deciding
who gets their foot in the door. It is strongly advised that students and graduates take the opportunity to complete a period of work experience to ensure they have a competitive advantage over their peers; and that is where an internship can make all the difference. An internship can give me a real insight into the world of work, allowing us to build on the theory us learned at university and helping us to gain practical skills that will help strengthen our CV and make us more employable. Internships offer us the chance to test our skills in real-life situations explore our career options and gain an insight into an organization or career path. It is compulsory for me to take an internship program in a fashionrelated company since I am entering my 6th semester in Binus Northumbria School of Design. Before that semester began, I decided to do some research on several companies that I am interested in. While searching for an internship place that willing to accept an intern, I found KLÉ in my email contacts. I happened to have KLÉ’s email address considering I had a contact with their marketing staff beforehand to acquire some of KLÉ’s pieces for my previous project. Therefore, I decided to email the company and got contacted by their administration staff a week after to start on being part of KLÉ straightaway. I felt very excited in accepting the offer since I admired their brand philosophy and concept. However, being part of the company as their intern immediately was not possible on that time since I was still doing my final project in 5th semester. Gratefully, KLÉ was able to hold the job position for me to enter after finishing my 5th semester.
Started February 15th 2016, I was handling KLÉ’s Social Media
accounts and some other marketing-related stuff. Since I am an undergraduate student, I happened to had have some experiences with mixed media art and the process of fashion shows, however, this internship had to be done for me to discover my strengths or weaknesses that might occur.
I.
ii Objectives
The main objective of this program is to gain real-life experiences.
Dealing with clients and fulfilling the market’s needs are the priorities in running a business. By joining KLÉ, I am aiming to get more experiences in fashion-related business. It is crucial for me to gain a lot since I am planning to work in the fashion industry and eventually, create my own fashion clothing line. I was extremely grateful to KLÉ whom able to take me as part of their staff temporarily. Throughout the time, I have been obligated for numerous involvements, from fabric and concept research to holding a bazaar event.
I.
iii Boundaries
As long as I concerned, I happened to not know about the limitation occur while joining this company. However, the location of their workshop quite difficult to reach at the first place, but as the time goes by, I am used to the place since the location itself is far from bad traffic. Other than that, a very-well communication bond has been built between the other colleagues at work along with the creative director also found out to be really approachable. During my internship, I did not find any difficulties in consulting with my supervisor since she was very humble and open-minded.
II.
Methodology II. i Company Profile Although the brand name is one single diminutive word, to describe
KLÉ fashion line in it requires many more words. It could be perceived as minimalist yet the details and twists give it a full-bodied feeling. Some people may consider it chic, yet its edginess is palpable. Then there is the sternness of masculine cut, which tempered with the feminine fluidity of the fabrics. KLÉ’s fresh yet bold easy-to-wear designs are intended to appeal to self-assured individual who are non-conformist when it comes to expressing their own personal style. The majority of KLÉ’s designs are filled with a touch of bravery and insouciance. What distinguishes KLÉ’s designs from others is that we manage to stay true to the consistent incoherency in our collection with each piece embracing a strong concept, immaculate and new ways of cutting, style, sustainability and most importantly, emotions. In essence, however, KLÉ’s trademark is a free-spirited brand with personality and confidence that exudes understated luxury.
II. ii Company History Created in 2009 by Kleting Titis Wigati, KLÉ has pioneered Indonesian movement form of ready to wear. Although the brand name is one single diminutive word, to describe KLÉ Fashion line in it requires many more words. KLÉ’s fresh yet bold easy-to-wear designs are intended to appeal to self-assured individual who are non-conformist when it comes to expressing their own personal style.
II. iii Vision and Mission The brand’s mission is to dress people in the outmost stylish way without abandoning their personality. KLÉ’s ultimate goal is to breakthrough global market and to create the new Southeast-Asia fashion capital. KLÉ is aiming to provide high quality designs paired with good quality fabrics to express new and fresher style to the company profiling and branding.
II. iv Company Activities
KLÉ has 2 business models, one focusing on ready to wear and retail,
the other is handling mass productions and supply from client’s demands. The Garment Mass Production supply has been established since 2007. Below is the list of KLÉ’s clients for mass production supply: •
Three telco Company Merchandise
•
Kuningan City mall costumer service
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Central Park mall costumer service
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Djarum Black
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Djarum Black Mild
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Padma Hotels
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Datsun Motors
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U mild Sampoerna SPG shoes
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Alila Kemang Icon
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Stark Beer
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Surya 16
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Groundfos SPG
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WRP diet Center
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Heavenly Blush Yoghurt
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Bumi Merapi Energy Coal mine
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Harvey Nichols Luxury Dept. store
Aside from focusing on mass production, during the time, KLÉ has been acknowledged in the local fashion industry by conquering assorted events. List of the events participated by KLÉ will be found in the following: 1. Divisione Donna by KLÉ for fall winter collection made its debut show on 2009. 2. Cruise 2010 Collection show for Hard Rock FM radio event.
3. On November 2010, KLÉ participated in CLEO FASHION AWARDS show at Pacific Place Mall, Jakarta. 4. In 2011, KLÉ took part in Mazda Young & Vibrant Designers, Jakarta Fashion Week 2012. 5. KLÉ was featured in iSetan Scotts Singapore on September 2012 for Designer’s Week event sponsored by Jakarta Fashion Week and Femina Group.
6. Participated for Pasar Indonesia by Bank Mandiri in 2012.
7. On 2014, KLÉ was chosen for IKONOGRAPHY event in Kuningan City. 8. KLÉ presents Levitation for Fall Winter collection in Indonesia Fashion Week 2014. 9. Poetry in Silence collection made 2 appearances in Jakarta Fashion Week 2015, for ESMOD and The Body Shop Indonesia.
10. Showcased in The Mira, Hong Kong on 2014 for Enjoy Jakarta event. 11. Transcendental Fall Winter 2015 collection was part of Indonesia Fashion Week 2015 for Laurier show. 12. KLÉ presented Capsule Collection for Senayan City at Jakarta Fashion Week 2016. Strokes of the Untouched showed in 2015.
13. KLÉ participated in Cleo Shop a Thon 2016 at Kota Kasablanka on April 2016.
14. Pre spring 2016 collection, Tranquilita, was part of IPMI “Made in Indonesia” fashion show in the 13th Jakarta Fashion Food Festival, Kelapa Gading on May 2016.
II. v Company Facilities KLÉ provides office staffs the following: •
Wi-Fi connection
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Office desk and chairs with electric sockets
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Boards for brainstorming and daily lists
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Wide working space with pantry
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Tracing table for design team
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Stationaries (scissors, pens, pencils, highlighters, punch holders, stapler, coloring materials, glue, folders, tapes)
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Papers
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Printer with scanner and copy machine
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Office telephone
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Computers and Laptop for some staffs
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Women Mannequins
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Clothing racks and hangers for studio purposes
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Fitting room for clients
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Pantone color charts
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Imported Magazines and Design Books
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Fabric swatches
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Sewing machines equipped with other sewing materials
II. vi Company Organizational Structure
The following figure is KLÉ’s organizational chart:
Creative Director: Leads at KLÉ. Creative director plans and oversees the creative process and give guidance to the team that works under her. Production Manager: Organizes the garment production issues. He is the leader of quality and quantity check before products sent to the clients. Design Team: Refers to the assistant designer. She supports designer (which is the Creative Director) by helping her create new materials, styles, colors and patterns for KLÉ. Marketing Team: Marketing staff organizes the finance, employment and client related issues. She manages the products’ inventory and dealing with customers. Administration: Administrator gets to organize company’s daily journal. Sewers: There are 3 staffs work as sewers. These people are responsible in sewing both retail and mass production items along with developing pattern pieces. Courier man: Responsible in delivery and cleaning.
III.
Fields of Work and Workflow III. i The Working Process The work mechanism of KLÉ is well structured. Every tasks and plans
directly supervised by the Creative Director. Therefore, the assistant designer gets to do researches and sketches in conjunction with the creative director. After the designs are approved, both assistant designer and production manager, in order to enhance the garment production, will do fabric and other materials research. The fabrics have to be approved by creative director before sewing process begins. These sewers have to write letter of consent regarding on the fabrics that they will use to produce the clothing before proceeding to any productions and this letter has to be sent to the administrator who record the fabric inventory. Hereafter, the sewers will do garment productions. Afterwards, the sewers have to deliver all the pieces they have produced to the production manager and the production manager has to do quality check with the creative director. Thenceforth, the marketing staff has to finalize the quantity and taking documentation for company’s record before sending it to the client or flagship store. Hindmost, courier man will convey the products to the client or store under permission letter created by administrator.
III. ii Department’s Function Overview KLÉ includes four company’s departments, which are Design Department, Production Department, Marketing Department and Administration Department. During this internship, I had the opportunity to join the Design Department whom take part in the graphics and visuals. In this department, staff has responsibility of developing design concept and doing research of the theme’s collection. This responsibility includes fabric and color research that matches the designs. The assistant designer asks to create mood board, sketch, take control of fashion shows, and arrange each pieces of garment for each look that will come in a collection. All of the tasks done by assistant designer have to be discussed with creative director before she hands it to the production manager and supervise the sewers for further production.
IV.
Projects
IV. i Job Description of Apprenticing Starting from February 15th until May 20th 2016, I worked at KLÉ’s workshop as an intern. My responsibilities included me being part of the design team as digital marketer. The job was to manage KLÉ’s social media account and record every event participated as part of their documentation. Furthermore, I was in charge for KLÉ’s latest fashion show by creating mood board, collection’s theme, make-up’s theme and press release. On the first day of my internship, I was asked to design that goes along with KLÉ’s concept. Afterwards, I ought to do some research on their social media accounts and started to create collages to update the social media’s feeds. The brand is mostly focusing on loose silhouette and pastel colors with minimalist style to enhance feminine fluidity. Therefore, there were soft hued filters found on the collages that I created for KLÉ’s feeds in order to reflect on the brand’s concept. Additionally, store visit was done in consideration of increasing store awareness. I captured the store’s condition to post it on the social media accounts. Flat-lays for styling tips were accomplished as well in favor of fulfilling customer’s needs of KLÉ’s product acknowledgement. Captured the workshop’s activity was done for daily update on the social media. Not to mention, documenting and being fitter during fashion show were part of my job as intern in this company simultaneously.
IV. ii Project Description During my internship at KLÉ, I was assigned on multiple tasks related to graphics and visual. KLÉ projects and activities could be divided in daily tasks that involved graphic design work and the activities that have to be conducted at the concrete events. The main daily task that I did at KLÉ was to maintain their social media accounts in order to boost the followers and eventually, gain more brand awareness. I was assigned to promote more on leftover items that are still available on inventory came from previous seasons. Therefore, on the first week I was posting several items of their current collection, which was Transcendental for Fall Winter 2015. Afterwards, I kept on posting collages that I created everyday for KLÉ’s instagram feeds. Updated the facebook page was also part of my job description along with keeping track on customer’s feedback on their page. For the upcoming collection, I was assigned on creating moodboard, collection’s theme and name, also with make-up and hair-do concept. Creating power point template for company’s presentation to clients was part of my job as well as developing typography for the slides. Developing lookbook also being done by me for the pre spring 2016 collection. Lastly, documentation was being done by me while KLÉ had a couple of media visited the workshop to shoot for their program. There were several activities has been done while I was working at KLÉ. The first thing that I did was store visit to one of KLÉ’s stockiest in Our Flock, Kuningan City. Visited creative director’s exhibition was one of the activities too. Then, I became company’s representative in attending technical meeting for Spring 2016 fashion show in Jakarta Fashion and Food Festival 2016. I was attending the Cleo Shop a Thon 2016 technical meeting in Gedung Femina as well, regarding the
bazaar event. I was appointed to be shopkeeper for 2 days shift during bazaar event and became fitter while KLÉ holds fashion show. List of the activities that I did for KLÉ will be found on the following:
1. Social media content maker. This was my main task while working in this company.
2. Moodboard creator. This moodboard created for Ramadhan collection.
3. Power point presentation template maker. The templates are use for presenting mass production garments to client.
4. Store visit to Our Flock, Kuningan City.
5. Being shopkeeper at bazaar event for 2 days.
6. Attended the show and being one of the fitters for Tranquilita Spring 2016 fashion show in JFFF 2016 at Harris Hotel and Conference Ballroom, Kelapa Gading.
7. Being part of documentary from capturing in the workshop while shooting for programs, until visiting the exhibition.
Aforementioned was the list of activities that has been done by me while I was working at KLÉ as their intern. On the following pages, it will be discussed on the projects that I made according to weekly basis.
V.
Conclusion and Suggestion
Working as an intern at KLÉ was enormous. Through this internship I
have been captivated with numerous skills, which involved time management, research, organization and communication. The opportunity of being an intern is a platform where I could evolve my skills professionally, and challenge myself to the limit in giving full commitment to work in a fashion company and to adopt the creative-minded for the company. Worked in the field related to design graphics has been one of my goals and desire. Every amendment and guidance that my supervisor gave infuses my perception with a further critical yet creative way of thinking. Employed in a small team of company did boost me to work harder and provided me the opportunities to oversees every departments. With this small team, I had the chance to execute plenty of projects and to visit all of the events participated by KLÉ during my internship. As the result, approaching new people, developing skills, and enhancing customer approach to increase brand awareness by applying it according to what I got from college are moderately the lessons I attained from internship in KLÉ. The absolute suggestion that I would be advising myself is to learn more on communication. It is crucial for me to be outspoken in exchanging ideas with others to eliminate miss communication between both parties. As in for the company itself, I would suggest KLÉ to be more focus on one field of business. It is considerably challenging to manage a couple of businesses under limited number of employees. Therefore, it is necessary for KLÉ to decide on which business field they need to target, either mass production or retail business.
References KLÉ, K. (2009). KLÉ the label. Retrieved 18 May 2016, from https://www.facebook.com/klethelabel/
KLÉ, K. (2007). About KLÉ. Retrieved 23 May 2016, from http://iamkle.com/pages/index/about
KLÉ, K. (2009). KLÉ Photo Albums. Retrieved 23 May 2016, from https://www.facebook.com/klethelabel/photos
Appendix In this section, it will be shown the proof of evidence related to my employment by KLÉ on the following pages. It includes: •
Letter of Recognition
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Employer Evaluation
•
Weekly Journal
Letter of Recognition
Employer Evaluation
WEEKLY JOURNAL at
Duration of work: 14 Weeks (February 15th 2016 – May 20th 2016)
WORKFLOW at design research and development done by Creative Director and Assistant Designer
fabric research and approval done by Production Manager and Assistant Designer
production cost calculation done by Administrator
garment production done by Sewers
quality check done by Production Manager and Creative Director
retail cost calculation done by Marketing Manager
quantity check done by Marketing Manager and Production Manager
delivery done by Courier