waves News Magazine from the Institute of Apparel Management SPRING / SUMMER 2014
CONVOCATION SPECIAL EDITION
IAM students on a fashion shoot Photo by: Anurag Roy
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WELCOME A
s you may be aware that Institute of Apparel Management (IAM) under the aegis of Apparel Export Promotion Council (AEPC) sponsored by Ministry of Textiles, Govt. of India has been set-up with an objective to train industry ready professional to cater to the growing skilled manpower needs of Apparel & Textile Industry. IAM trains junior and middle level design and managerial cadre for “Business of Fashion”, by creating a distinctive position, while other institutions are more oriented towards imparting only degree/diploma in vocation. IAM through its ultra-modern facilities like Fashion Innovation Lab (FIL) has been instrumental in training “GenNext” Design Managers, Digital Merchandisers, Apparel Technocrats Retail professionals with knowledge of latest technology. Year 2013-14, has been significant for Institute of Apparel Management, it has been awarded “National Education Leadership Award by ABP News besides being ranked No.1 amongst top public design institutes by “Career 360 Degree” Magazine and also has been ranked amongst top 10 fashion institutes nationally and top-3 in Delhi NCR by “Education World” Magazine during the year. IAM is the only institute which has achieved such a feat in less than 5- years compared to its peers with over 20-25 years history. IAM students’ contributions in INDIGO 2013, ‘Kritika’ as well as winning titles like Femina Miss India (North) by Ms. Aditi Bhalhotra and Ms. Saniya Babu’s work on Styling celebrity Bina Ramani have received media attention in International Magazines “Libas International”. Students of IAM have also become budding entrepreneurs by launching new brands with huge differential like ‘MAE’ and ‘HAR-YARN-V’ which again have received wide spread media attention. IAM alumni / students are working with leading brands like GUCCI and ARMANI, ITC and several others.
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National Education Award 2nd year consecutively for IAM
waves | 3 UPCOMING EVENTS CONVOCATION Monday 14th July, 2014. 4.30 pm at Auditorium, Apparel House, Gurgaon, Haryana. Chief Guest & Convocation Speaker: Ms. Zohra Chatterji, IAS, Secretary Ministry of Textiles, in the presence of Dr. Ashok Kumar Gadiya, Chairperson, Mewar University. Mr. Virendra Uppal, Chairman, AEPC, IAM & ATDC. Mr. Rahul Mehta. Vice Chairman, IAM. Dr. Darlie Koshy, DG & CEO , IAM & ATDC. Mr. Somesh Singh, Director, IAM
FASHION SHOW Monday 14th July, 2014, 6.00 pm at Lynx I & II, Apparel House, Gurgaon, Haryana. Stylista the fashion show by students of IAM. Wednesday 16th July, 2014, 4.30 pm at IIGF, Pragati Maidan, New Delhi.
Magazine Edited & Designed by:
SHAJAN C KUMAR Associate Professor, IAM
Aarambh, a new beginning by IAM students The young students of The Institute of Apparel Management (IAM) presented its annual runway exhibition Aarambh, created and produced by students from the Apparel Design & Merchandising Department. Mr. Samant Chauhan (Fashion Designer) & Mr. Aparshakti Khurana (RJ) were the special guests on the occasion. The runway exhibition carried every aspect of the production – from lighting and set design, to marketing and promotion, guest services, public relations and of course, the runway collections – which have been created from concept to execution by students at the college.
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Dr. Darlie Koshy, DG & CEO, IAM & ATDC
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INTERVIEW
FASHION FOR YOUTH The youth has shown keen interest in studying subjects that are contemporary and futuristic, as in the case of management in the fashion sector, which calls for creativity to be moulded with commercial acumen. In this exclusive interview with the DG and CEO of Institute of Apparel Management (IAM) & Apparel Training & Design Centre (ATDC), Dr. Darlie Koshy, highlights the features of new MBA Program in fashion business being launched from 14th July 2014 at IAM.
Q. What are the parameters that mooted the introduction of this academic discipline (MBA, Fashion Management)? A. India is a country of more than 550 million youth and therefore India can influence the ‘Fashions for Youth’ around the world. However, so far, most of the institutes have not been focusing on ‘Fashion as a Business’; their expertise remains mostly on the Design area. This needs to be now changed, as ‘Design’ is connected to Brands, and Brands need to have well-defined target groups, positioning and promotion. Focus on ‘Fashion as a Business’ will also open up career opportunities to many students. Q. How many students are you intending to enroll in the first batch? A. Since the MBA in fashion Business is a dual campus programme to be offered by IAM at the Mewar University with an option to pursue one semester overseas, the initial batch size would be around 25 to begin with. Q. With this element of managerial skills linked to Fashion technology, will there be a yardstick similar to ISO standardization, in the grading of various products and services? A. Benchmarking is better than standardization, as ‘global benchmarks’ would need to be set for the Programme. Accordingly, IAM is in dia-
logue with institutes like BIAD and LCF in London and IFM in Paris, for ensuring that there will be intellectual benchmarks for the Programme. Q. Is this idea of Fashion Management new in India and how do you foresee the overall impact among the fashion Designers? A. Certainly this idea is quiet new in India. The Fashion world is now beginning to embrace the business world on multiple fronts-efficiently, economically and ecologically. For this, brands, designers and fashion businesses as a whole are finally willing to admit that they need new age MBAs. Every Designer faces or reaches a stage in career cycle where he/she needs to rediscover his/her signature brand(s). MBA in Fashion Business would certainly help both general designers and entrepreneurs. Fashion is closer to a ‘perishable product’ as time is the critical factor in determining its positioning and price. Dealing therefore with rapid changes and dimensions of time make the Fashion Business different and the new program trains students to pick-up the outgoing and incoming trends.
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FASHION & TECHNOLOGY Adapting to the new technology has always been the trend at IAM. And this time too it has been included in the selection process for admissions. The candidates who applied for the admission for the academic year 2014-15, appeared for the Skype interview with the faculty members and the management at IAM. This boosts the confidence in students to open up before the group of interviewers. It also provides an opportunity for the panel of judges including the faculty members to understand the ‘real’ background of these students. It saves huge time, money and energy on behalf of students and parents, says Somesh Singh, Director, IAM.
The concept of Fashion Innovation Lab (FIL) was mooted at the Institute of Apparel Management (IAM) after a delebrate thought process of delivering technology updates to the students and professionals in the field. The major benefit observed by professionals after learning technology is in saving lead time, cost of sampling, transportation cost, no more manual pattern making, user friendliness of the softwares and freedom from miscommunication with their customers. We began with “Designer’s Graphics Toolkit”, a new program to upgrade skills of the learners in computer graphics technology. This program helped students to explore the usage of computer graphics in Fashion industry. The course dealt with the concepts of vector and bitmap graphics. FIL conducted short term programs throughout the year which included
modules on creating digital mood boards, theme boards, garment sketches and illustrations, manual pattern making, digital pattern making, testing the garment on the required size of the 3D fit model, virtual fit sessions and creating virtual shows. “The 2D pattern obtained from the software is transformed into 3D virtual garment through simple clicks and steps and the output is obtained in no time. Furthermore, the 2D patterns can be graded to multiple sizes, printed through a high end plotter and also can be saved in computer and reused later” says Manka Vasti, Coordinator Fashion Innovation Lab. Digital Pattern Making and Virtual Prototyping together provides a complete solution in apparel designing and manufacturing. FIL has successfully trained more than 1000+ learners through such customised workshops/term programs.
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IAM’s Spreecast attracted many It was for the first time in India a Fashion Institute tried out new technology of Spreecasting to communicate with their prospective students. Mr. Somesh Singh, Joint Director, Institute of Apparel Management presented details of courses offered by IAM from Gurgaon through Spreecast. “The development of apparel industry in 80’s were mostly dedicated to exports. In 90’s there were time both the domestic market and exports boomed. Indian brands were a hit in domestic market. By 2000 there was a stable domestic and retail market and in new millennium the focus shifted towards the arena of retailing due to FDI and other government initiatives. Today the industry has dramatically shifted towards innovation and technology. And this is the time when we require Gen next professionals to help the industry.” adds Mr. Singh who was discussing the evolution of apparel industry in India. IAM admissions are now open for Indian and International Pathways. There are B.Sc and M.Sc programs in domain of Fashion. As many as 156 people attended the Spreecast of which most of them where from South and North Eastern States of India.
Fashion Jobs App Design We are living in an intelligent world and our devices control most of things. Fashion Communication students of Institute of Apparel Management (IAM) has recently launched a new Mobile App ‘Fashion Jobs’ that helps job seekers in fashion industry to find designer placements. The App provides latest information regarding jobs and career options in fashion styling, fashion design, web content creation, merchandising, photography etc. The App will also have sections for visual advertisements, videos, events and social media networking with a job posting option for the employers. “As the final year students of Fashion Communication, we have been looking for internship options and we found that there is a need for ‘compiled job listings’ so that we could select the best job offers....’ says Tarang Agarwal, Fashion Communication student.
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IAM Faculty explaining Quilling to a student.
waves | 9 INDUSTRY PROJECT By ARUSHI MATHUR, Fashion & Lifestyle Design
Label Innovation Labels were first introduced in America under the art of Lithography, it was the first commercial art. The purpose of the label has always remained the same that is not just to attract the attention of the customers but also give them general information about the product and the brand associated with it. In the 1940’s and 1950’s, clothing labels were often a work of art. Beautifully stitched and properly placed. Time went by and many experiments were done to the label design and production. The label designs were tied out on different materials. Modern labels are sophisticated, with innovations tried all the time. WHY INNOVATION? Since the last decade there has not been much innovation in the label industry. If we look back we have developed extremely well in fields of technology, communication and transportation. The fashion world was also changing. Today, all products are being connected with the latest technology making our lives simpler. Thus there is a need to bring innovation to the label industry by tackling the problems of the current label industry and taking them forward to a different level. PROBLEMS FACED IN A CLOTHING LABEL The biggest problem faced in a clothing label today is that almost every item contains labels in multiple languages, sometimes even to 23 languages as they are selling globally. This surely increases the length of the label. In some cases there are different labels for different languages which makes consumer uncomfortable. SUGGESTIVE SOLUTION The major problems faced in labels are of the length and the multiple information written on it in different languages. Transferring all the information into a QR(Quick Reference) code which is then linked to the brand site reduces the amount of information printed on the label. The brand name and the size of the garment will remain on the label.
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STUDENT FOCUS
New trends in Visual Merchandising Visual Merchandising is changing to innovations with lot of technology input to it. The old trends of using props just as a filler is moving out. In this digital age nothing is impossible. The young visual merchandisers can now dream big! In the 4th semester students of Fashion Communication were asked to dress up mannequins according to the seasons and themes like Summer Fantasy, Spring Nautica/Bubble Gum were allotted to different groups in the class for their Visual Merchandising project. Sureena and Antalya worked on the season Autumn with the theme Star Struck. They dressed up the mannequin with white linen pants, made a crop top out of
a stole, pairing with a gold sequence jacket. The props they used were a brown suede hat, leather shoes, studded bracelets, and a hand bag. The decoration done in the background was done with dried leafs and to add the ‘star struck’ shimmer, they used fibre glitter strands. The two girls also tried to add a little sparkle by making a flower like pattern on the mannequin, near its left eye. “New techniques are tried and tested by our students. And the market is waiting for them… I am sure our students will do their best and make us proud.” Said Guncha K Sharma, Assistant Professor who teaches Visual Merchandising to Fashion Communication students.
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Saniya Babu joins Fabindia IAM amongst top-3 Fashion Design Institutes in NCR The July 2013 issue of Education World magazine which carries ‘India Fashion Design Institute Ranking’ has ranked Institute of Apparel Management amongst top-3 fashion institutes in Delhi, NCR amongst 10-top fashion institutes nationally. IAM is the youngest fashion institute to receive this honour and perhaps the only institute in the domain of ‘Fashion Management’ amongst all other national institutions. Envisioned growth of the Indian Apparel industry will need over one million merchandisers, marketing and design professionals, strategic design managers, product development experts, production managers, product development experts and technologists with more in-depth knowledge.
Ms. Saniya Babu, completed her studies in Fashion Communication from Institute of Apparel Management, Gurgaon and is now working with Fabindia in Kochi. Fabindia is India’s largest private platform for products that are made from traditional techniques, skills and hand-based processes. Fabindia links over 80,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India’s traditional handicrafts in the process Fabindia’s products are natural, craft based, contemporary, and affordable. Fabindia’s value and guiding principles are focused to design, make and sell products with intrinsic worth that comes from the original designs, knowledge, care and skill with which these are made. “I am happy to be with Fabindia. I love this brand. My training at IAM helped me a lot in clearing my job interview at Fabindia. I have been appointed as the Fashion Stylist and Consultant here in Kochi. Thanks to IAM faculty for all their support.” said Saniya.
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‘Dekha Jayega’ the street play IAM students of Fashion Communication, Fashion & Lifestyle Design worked as a group on a street play they named Dekha Jayega and presented it in the Fashion Cafe. The play focused on environmental pollution issues. Students wanted to voice out their concern. The street play was conceived, planned and produced by the students as part of their class assignment. “At IAM we are encouraged to work on out of the box experimentations on assignments. And we planned this street play to make an awareness on the youth of our country. We really need to protect our environment.” said Ms. Devshri Dayal who coordinated the play. It took the students two weeks of time to prepare the street play. They worked on the script and songs. Enacted it several times for a better performance. “And when the day came, we were still worried about the quality of our production. But then, we need to keep the deadlines intact! Hope you all liked our performance.” Ms. Tanisha a professional dancer from Delhi, NCR said.
IAM Develops Forecast for Domestic Market First time ever a domestic trend forecasting has been developed for SS ‘14 for the Retail Industry. IAM faculty and students worked on grade detail to fruitify initiative to bridge the gap between the Domestic and the Global Market. The Spring Summer ‘14 is based on the fusion of ‘Nature and Man Made Creations’. This will not only help Indian Retailers but also the cusumers in deciding ‘What will be in Fashion’ ahead of the season. IAM students learnt tremendously treading the unsure paths while working on this project.
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A Journey through ‘History of Fashion’
The first year students of the combined batch of Apparel Design Merchandising, Fashion Lifestyle Design and Fashion Communication showcased ‘History of Fashion’, a fashion show where they exhibited their creation of jewellery, headgear, footwear and drapes put together to form a costume reflecting eras like Egypt, Rome, Greece, Renaissance period - an interpretation combining the modern look at the Fashion Cafe, IAM campus. It took them an entire week to develop the entire collection (work of art) to a near perfect Fashion Show. Every student involved to their best to make the event a success. “I am really happy that students have put in great efforts to showcase the Eras of Fashion and costumes evolved through the time. All of them focused on details of surface ornamentation, overall look and presented the show in a near professional way.” Ms. Rakhi Mittal, Course Coordinator said.
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IAM student covered by Femina Women’s Magazine
IAM student Aditi Bhalhotra stood first runner up at the Femina Style Diva North which was held at The Westin in Gurgaon.
The New Language of Creativity Students of IAM showcased their work of art using paper quilling on the theme ‘Rainbow, Rain and Flowers’. Kriti Biala, Iriki Mehta and Suchi Smita of Fashion and Lifestyle Design first year batch created innovative garments using the technique of quilling. Quilling is an art form that involves the use of strips of paper that are rolled, shaped, and glued together to create decorative designs. The paper is wound around a quill to create a basic coil shape. The paper is then glued at the tip and these shaped coils are arranged to form flowers, leaves and various patterns.
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Neha and Pratham woking on their project.
IAM’s One Minute Video Contest winners Anurag Roy and Pallavi Singh Raghuvanshi.
A Garbage Bunker created by FC students.
Embroidery design by Riya of Fashion & Lifestyle Design.
Sketch by Prashanth Muthuswamy of Fashion & Lifestyle Design.
Divya Varma of Fashion & Lifestyle Design.
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IAM students at InStore Asia IAM students of Fashion Communication and Fashion Design Management streams along with their faculty visited Mumbai to attend the InStore Asia-VM-RD Retail Design Awards 2014. The students also visited Daily News and Analysis (DNA) newspaper office at the India Bulls Building, Lower Parel, Mumbai. They interacted with the Editor-inChief Mr. C.P. Surendran and Senior Editor,Mr. Binu John for an hour. Mr. Surendran discussed the fashion trends and about the famous Fashion Designer John Galliano. John Galliano was sacked as Chief Designer of Christian Dior after a series of claims that he had subjected women to tirades of anti-Semitic abuse. Hours before his dismissal, the British fashion designer had been denounced by Israel-born actress Natalie Portman, who is the face of a Dior perfume. IAM students actively participated in this conversation and voiced their views. Mr. Surendran was impressed by the stand IAM students took on this issue. Ms. Sureena of Fashion Communication elaborated on the need of ethics in Fashion industry.
At the InStore Asia-VM-RD Retail Design Awards function students got a chance to experience the new trends in Visual Merchandising. There were six teams worked on Instant VM models. Students could see how the Creative Thinking progressed to better VM models. After this event they watched the presentation of National Awards in different categories of Visual Merchandising. At the after event party students got a chance to network with industry experts and professionals. Students also visited high style malls in Mumbai and took lessons on the Visual Merchandising practices. IAM students got an unique opportunity to interact with Mr. Nilesh Wagh, Art Director of ‘EK THA TIGER’’ the Salman Khan fame Hindi feature film. He was Art Director for the recent Hindi feature film BOSS. Students were taken for a tour around Film City at Goregaon, Mumbai. They were explained on how the film sets are designed. The entire study tour of IAM students gave them a feel of learning by experience.
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IAM student Bhavi Sharma’s Garment Design on a fashion photo shoot.
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IN NEWS Discussing the country’s future! Politics isn’t something just a few among us discuss and debate. Contrary to public perception that the young generation is not serious about the current state of affairs of India, debates happen among the youth these days on the topic of election much more than ever. Take a look at one such instance here. The Fashion Communication (4th Semester) students of Institute of Apparel Management (IAM) based in Gurgaon have launched an Online Video Channel ‘Political Papad’ with a tagline ‘Kadak, Taze Bol ka Dose’. According to Sureena who coordinated the shoots, “as part of our Brand Building and Management course, we wanted to do something different. And this idea came up. It is timely too! We decided to work on an Online Video Channel based on Indian Democracy and its Politics.
Festive Fever: work of art During Diwali, students of Apparel Design and Merchandising of Institute of Apparel Management developed Salwaar Kameezes, Duppatas and Anarkalis as a part of their Textile course to participate in Festival Fever an exhibition organised by Select City Walk in Saket, New Delhi on 30th- 31st October 2013. This was part of a class project “to design festive suits for real customers”. Students designed festive ethnic women wear keeping in mind that at the end they have to sell them to the targeted customers. “Students also conducted a market survey before beginning the design work and confirmed how to deal with customers, how to convince them, negotiating and sealing the final deal on the final sale. At the exhibition students performed well and could sell 50% of stock ranging from Rs-3000 to 5000/- which was indeed great motivation for the budding entrepreneurs” Ms. Rakhi Mittal, Assistant Professor said.
IAM students at Do Denim Makeover Two students of IAM, Kanishk Bhardwaj and Kanika Mahajan participated in the ‘Do Denim Makeover’ event organised by the Future Group at Central Mall, MG Road, Gurgaon. Students had an opportunity to apply real time Denim Makeover advises and work on makeover plans with the customers. Activities on Do Denims included emellishments, embroidery, patch works, threading, prints, colour, shredded and embossing,
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IAM launched MBA in Fashion Business With a vision to enable fashion innovation and design entrepreneurship; Institute of Apparel Management (IAM) launched India’s first MBA program in “Fashion Business” on 25th April’2014 at their College Campus. The “Fashion Business” program which is conceived by IAM in collaboration with Mewar University. The Program with 30 seats offers specialization in Fashion Design Management, Fashion Marketing & Merchandising and Innovation & Entrepreneurship. Looking at the growing potential of the fashion industry, IAM has developed super-specialized semesters for “MBA in Fashion Business” which along with providing adequate thrust on Design Management & Fashion marketing will also lead to innovation and entrepreneurship which will further encourage new Ideas and industry in the future. The launch ceremony was graced by Chairman, Mewar University Mr. A.K Gadiya, President FDCI (Fashion Marketing) and leading fashion designer Ms. Ritu Beri .
Virender Uppal, Chairman AEPC, ATDC & IAM said, “Through launch of this program we have established a new foundation for students to Learn, Explore, Innovate and Create wonders in the fashion industry. During the programme the two meritorious students has been selected for hands on training from top designers in the fashion” Director General IAM, Dr. D Koshy said that the apparel industry needs more than just general management graduates from the top management institutions like IIM and others.The “Fashion Business” programme of IAM will give different shape to the fashion industry. Present on the occasion Ms. Ritu Beri and Mr. Sunil Sethi applauding the efforts made by IAM said that programme like this is going to add more interest and encouragement to the younger generation for the fashion business.
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IAM delegation visited Birmingham City University, UK Dr Darlie Koshy, DG & CEO, IAM & ATDC along with Mr. Somesh Singh, Director, IAM had a meeting with Chris O’ NeilExecutive Dean and Derek Cassidy-Associate Dean on 24th June, 2014 at Birmingham Institute of Art and Design (BIAD). The Agenda for the meeting was to further strengthen the ties between Institute of Apparel Management (IAM) and Birmingham Institute of Art and Design (BIAD). The points which were discussed with Mr. Chris O’ Neil were: IAM’s MBA programs in Fashion Business - Fashion Marketing, Design Management & Innovation and Entrepreneurship. Fashion Supply Chain Management and Logistics - the location for the delivery of the program has to be finalized. Innovation & Leadership: - Programs in the area of Innovation and Leadership to be explored. IAM would like BIAD faculty to participate in Continuous Professional Development (CPD) programmes along with IAM.
IAM inks MoU with FDI, Mauritius Dr. Darlie Koshy, DG & CEO, IAM & ATDC signed a Memorandum of Understanding (MoU) on behalf of Institute of Apparel Management with the Fashion & Design Institute (FDI), Mauritius, for academic collaboration in the burgeoning field of apparel and textiles. The Indian team headed by Mr. V.Srinivas, IAS, Joint Secretary (Exports), Ministry of Textiles, Govt. of India, and the Mauritius delegation headed by Ms. Asha Burrenchobay, Permanent Secretary, Ministry of Industry, Commerce and Consumer Protection, Govt. of Mauritius signed five MoUs and a Letter of Intent.
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IAM Alumni Jayeta Rohilla’s Mae label is going places While doing her graduation in Fashion & Lifestyle Design from Institute of Apparel Management, Jeyeta started her label Mae. She worked hard and now her label is going places.
waves | 22 MANAGEMENT & FACULTY
Virender Uppal Chairman, AEPC, IAM & ATDC
R.S.Kataria Senior Registrar
Deepak Singh Head, Media Design Cell
Shobhna Mehta Dy. Registrar, KMRC
Soniyaa Chaudhry Professor (Chief Coordinator, PG Programs)
Shalini Sharma Assistant Professor
Rakhi Mital Assistant Professor
Gurmeet Singh Faculty Associate
Rahul Mehta Vice Chairman, IAM
Snehasish Ray Professor (Chief Coordinator, UG Programs)
Archana Puri Assistant Professor
Garima Vashisht Pattern Engineer and Fit Technologist
Archana Ranjan Sr. Lab Instructor
S.Kannan
Tanya Bathla
Sr. System Administrator
Research Associate
Dr. Darlie Koshy DG & CEO, IAM & ATDC
Shajan C Kumar Associate Professor
Somesh Singh Director, IAM
Neera Chandra Adjunct Professor
Sandeep Kumar Keshari Industry Relations Coordinator
Manka Vasti Assistant Professor
Guncha K Sharma Assistant Professor
Madhu Priya Faculty Associate
Shibani Sud Assistant Professor
Anwita Singh Assistant Professor
Neetu Kapoor Admission Counsellor
Shaily Tyagi
Amit Kumar Pal
Assistant Administrator
Asst.Librarian
Jyoti Anand Coordinator, Placement Office
T P Singh Sr Manager, F&A
Nitu Kapur Sethi Incharge, ProUp Centre
Neha Sikka Programme Manager
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IAM students attended the Fashion & Textiles International Summer School 2014 from 26th June to 9th July 2014 at University of Wolverhampton. They visited The Glamour of Italian Fashion and Wedding Dresses 1775-2014 exhibitions at Victoria and Albert Museum, New Designers event at the Business Design Centre in London, travelled to Wolverhampton for series of workshops, lectures, seminars.
Contact us Institute of Apparel Management, 7th Floor, Apparel House, Sector 44, Gurgaon - 122003 Haryana Mobile: +91-9650011426 | +91-9650088426 Telephone: 0124-2708202 Email: info@imaindia.in To receive waves magazine direct to your inbox, join our e-subscrition list from our website www.iamindia.in
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