by: S n e h i p o d da r fa s h i o n d e s i g n - v i i
b at c h - 2
i n t e rn s h i p r e p o rt
v edic apparel pvt. ltd.
P
reface The documentation is compilation of my work during internship in Vedic Apparel Pvt. Ltd. The aim of the industries internship is to understand designer’s role and responsibility in this context. It is aimed to provide us with a professional design experience by formularising with the relationship between the design and production . It goes through all the projects and works I was associated with and for which my input has been considered. This documentation talks about my experience and how has this internship mould me into having a better knowledge about how the industry works as well as how a brand functions. It required to acquire inputs in the following: designing, sourcing, fabrics, sampling, others includes marketing policies.
a
cknowledgment The eight week internship project was a tremendous learning experience for which lam thankful to the entire team at Vedic Apparel Pvt. Ltd. , for their valuable guidance, patience and support. My heartfelt gratitude to Mrs. Pooja Hareet Shukla mam who gave me this great opportunity. I sincerely thank my mentor Mr. Ravi Joshi for his constant support and encouragement. He had given me a lot of guidance during the entire design process. Special Thanks to Mr. Amit Gajjar (Brand Manager) , Mr. Vikram Bhosale( General Manager), Mr. Ravi Dhamecha (Designer & Visual Merchandiser) for all their help & guidance extended to me by them in every stage during my training. Their valuable guidance throughout the cycle and devoting their ample time for clarifying my doubts at various stages of the project has been the key factor in the completion of the project. I would like to thank Mr. K.Shrinivasan , Center Coordinator of Fashion Design Department, I would also like to thank other faculty & staff members of FD department for their incredible support. I am thankful to NIFT for giving me this wonderful opportunity to work in the industry. I would also like to thank my co-internees and friends for their support during my internship project.
o
bjective The eight week internship program is a step taken by the NIFT with its persisting ideology of creating professionals. The educational curriculum of fashion design course equips the student with theoretical knowledge and this internship program provides a platform to practice these principals in accordance to industry by knowing the practical realities of the industry and its function. The internship program is designed to provide exposure to the practical aspect of the industry and understanding how it works. It aims at producing the student with ďŹ rsthand knowledge in various procedures focused in any garment unit. It also helped in implementing the theoretical knowledge gained in the classrooms towards the working of the apparel industry. In the addition to the training and exposure it gives an opportunity to execute a collection or a range of garment and as per design brief given by company Industry helps understanding customers proďŹ le, market, trends and target customers and pricing which inuence the collection.
I
ndex § § § § § § § § § §
preface acknowledgement objectives company profile vision & mission target consumers product offerings store network design workflow design department
journey § Project brief § project I - market survey §
project 1.1 - ramadan
industry experience learning outcome
c
ompany p ro fi l e
Vedic Apparel Private Limited is a Private incorporated on 27 March 2014. It is classied as Non-govt company and is registered at Registrar of Companies, Ahmedabad. Vedic Apparels Pvt Ltd is an Ahmedabad-Gujarat based, Vedic is an exclusive apparel destination for women for high-quality indo-western casual wear. we use high-quality handpicked fabrics such as Jaipur malmal, cotton, linen, cambric, silk etc. lends a gracious charm to every apparel piece. The brand has a complete range of indo-western casual apparels that are specially crafted to bestow a royal look upon a women and includes: Kurtas, Anarkali, Gowns, Crop Top, Cape gowns, Indo-western, Jackets, Skirts, Pallazos, Linen Pants, Dhoti, Lehenga, Dupatta, Patiyala, Leggings. The brand aims to adorn a personality and amplify the radiant natural beauty of a woman using a unique and trendy range of apparels. Vedic boasts of having an established brand presence with to brick and mortar stores across India. Apart from a strong ofine presence, the brand also has a strong online presence in the form of e-commerce portal for the sale quality indo-western casual wear. The Brand operates 100+ women apparel stores across India and also this brand is currently available at exclusive brand outlets and multi brand stores such as Central and Reliance trends and on all major online platforms as well which provides a unique range of trendy Indo-western casual outts for women.
Type Public Company Industry
Public Company Retailing 2008
Nature of business
Manufacturer & Retailers
Legal status of rm
Private Limited Company
v
ision To be leading women’s ethnic wear fashion brand in India by creating trendy and affordable brand & shopping experiences that will bring alive the Indian idiom of fashion.
At Vedic Apparel Pvt. Ltd. aim to create a globally recognized fashion organization here in India by bringing alive the Indian idiom of fashion. We thus strive to: *Be the most preferred fashion brand of India *Create the most preferred portfolio of fashion brands *Be as the most innovative, efcient, and protable retailer *Be the preferred employer in the fashion space *Be the trendsetter in Indian fashion through superior understanding of the culture, style code, passion and aspirations of Indian consumers *Create happiness for customers, colleagues, business partners and every stakeholder
m
ission
BASICS Kurtis Short Kurtas Crop Tops
t
arget
ETHNIC Gowns Kurtas Khadi Touch Kurtis Angarkhas Cape Gowns Jackets
consumers
Vedic is targeted at the urban aspirational shopper across all age groups positioned for the premium ethnic wear segment, it appeals to the fashion shopper with its large spread of varieties.
It aims to inspire working women, enterprising home makers and ambitious girls to sport a new style and look each time, they get dressed in our ethnic wear.
BOTTOM WEAR Palazzos Skirts Dhotis Patiyalas Pants
p
roduct offerings
s
tore
n e t wo r k Today it has overall 100+ stores across India and the number is increasing at a pace which is rapid and unmatched. Our brand is currently available at exclusive brand outlets and multi brand stores such as Central and Reliance trends and on all major online platforms as well.
Expansion Locations North
Delhi, Haryana, Himachal Pradesh, Jammu and Kashmir, Punjab, Uttaranchal, Uttar Pradesh
South
Kerala, Karnataka, Tamil Nadu, Andhra Pradesh
East West Central Union Territories
Assam, Meghalaya, Mizoram, Tripura, Arunachal Pradesh, Manipur, Nagaland, West Bengal, Sikkim, Odisha Gujarat, Rajasthan, Maharashtra, Goa Chhattisgarh, Madhya Pradesh, Bihar, Jharkhand Andaman and Nicobar, Pondicherry, Chandigarh, Lakshadweep, Daman and Diu
Design Breiď€ ng
Print Development Fabrics & Trims Preparation of Fabrics
Pattern & Cutting Stitching & Finishing Changes & Production
design workow
Design Exploration
(sample development)
Research
design department
SETTING THE MOOD TO SHOP BY BEING THE TREND SETTERS With 70% of the products designed in-house, this team consists of qualiď€ ed designers putting forth fresh and a variety of designs seasons after season, which have gone very well with the customers. Research and observation led design assume critical importance. The design department consists of various designers for different brands. Design Process Forecasting 3 Themes
Based on Indian test and past sales Brands identity, Fabric Selection Different fabrics color co-ordinates short-listed for different No. of garments brands and trims are the key elements style no. is given to each style in a range
the designer personally co-ordinates with the vendors for sampling
Colour Palette Fabric Selection
This forms the base for the entire range
Different fabrics color short-listed for different brands
Range is Developed Style Sheets Sampling
Range Presented to the Top Management Selected Samples sent to sourcing Dept. Re-sampling Final Production Marketing Department Visual Merchandising
Based on the records of the previous the designing team decides on the need for different categories in clothing (Denim, Skirts, Tops, Shirts, Sales trousers etc.) and their quantities
interior view of store at gsrtc Mall, arved transcube plaza, ahmedabad, gujarat c vedicfashion.com
My Journey to
Project Brief
study the market and trend for SS19 & develop the designs as per the trending silhouette. Pull out various fabric combinations for the same & club them in order to develop the samples which work out in suitable inspirations for the next season collection.
Categories Work Wear Kurtis Gowns/Evening Wear Fashionista
c foursquare
waste management According the project, we are allowed to buy fresh fabrics from outside. But I wanted to work something beyond, so when I visited the company’s warehouse and explored it, I found lots of Rejected & Waste Fabrics & materials which were in quite good condition and it can be used efciently, so I decided to use that waste fabrics & materials for my project which will help company’s waste management & it’s cost effectiveness as well. And than according to my concept I decided to sort out fabrics & materials from warehouse & developed the designs according to the provided fabrics and this particular project helps me in building strong career towards the concept of Sustainability.
Market Survey
Project 1
The Brief : To Study the market & Analyse the latest trends & price points for all the women’s ethnic wear. To study the fabric, range, Mrp. Story, Pictures, Features & USP.
Brands Covered Biba Global Desi W Mother Earth Soch Jashan Fab India Bandhej Aurelia Kira Ray-Ethnic Cottons Anokhi
c Photo by Yeo Khee
MARKET SURVEY ON
OPEN JACKET STYLE
c Pinterest
A jacketed kurti adds an interesting denition to the outt & amps up the style instantly. It can actually pass off as a dress as well.
MARKET SURVEY ON
Double layered STYLE
c bunaai
Double layered kurtis are like regular straight cut or long kurtis, except the hemline has an additional layer. It adds an interesting deď€ nition to the aesthetics of the dress.
MARKET SURVEY ON
tunic style
Tunic tops touch the sweet spot between traditional and contemporary. They just slide on to the body easily and sit effortlessly giving the body a beautiful outline.
MARKET SURVEY ON
shirt dress STYLE
Shirt style kurtis are everywhere because they are both stylish & Comfortable. A Perfect blend of traditional & contemporary, These are easy to carry off & style.
MARKET SURVEY ON
pastel hues STYLE
c cityshor
The desaturated and creamy pastel hues are adorned on the ď€ ne fabrics of sheer organza, net organza, chiffon sheer, muslin linen, cotton, satin. It creates an illusion of being tall & slender.
MARKET SURVEY ON
high low STYLE
High low kurtis are another variant that falls under the Asymmetrical bucket. Except these do not have a deď€ nition & have a straight hemline.
MARKET SURVEY ON
cape/ bell sleeve STYLE
c vedic
Bell sleeves are straight & tapered till the end of the sleeve, & then billow out. Cape are an overlay & usually a sheer extension to the bodies of the dress or an extension of sleeves.
MARKET SURVEY ON
front slit STYLE
Regular printed kurtis now come with a little twist, & that little twist makes a lot of difference to the outď€ t. The front slits instead of the usuals side slits, paired with palazzos.
MARKET SURVEY ON
cowls & drapery STYLE
c pinterest
It is a relaxed and graceful way of dressing.
MARKET SURVEY ON
denim kurti STYLE
c jabong
Made from denim fabric Which is versatile & can be worn with leggings or like a one piece dress.
MARKET SURVEY ON
asymmetric hem STYLE
c ellan
c pinterest
Asymmetrical designs are everywhere - they are fancy, smart & sophisticated & they usually come without side slits & add the aesthetics of the body & outď€ t.
MARKET SURVEY ON
tiered STYLE
c bunaai
c bunaai
c the loom
It is a style having a number of successively overlapping rufes or ounces. Tiered kurtis usually are slit - free & come in a combination of colors.
MARKET SURVEY ON
bottoms STYLE
c bunaai
Sharara’s
c the loom
Wide length palazzo
c pinterest
cullotes
Flared pants with difference in the amount of air & joints & length for the silhouette.
MARKET SURVEY ON
gypsy STYLE
c anokhi
c pinterest
c boho ethnic
A trend that is tied to the vintage phenomenon, which bring back vintage style for the modern era. Boho chic combines organic colorful detailed folk inspired pieces in a contemporary look.
details Analyzing the most spotted details on the garments Stitch & Fabric Manipulation Prints Embroidery
c Photo by Annie Spratt
Fabric & Stitch manipulation
1
6 4
2
3
5
Tucks. 1,6 Pintucks .2 Inverted. 3,4 Box Pleat Rufe .5 Pleat
PRINTS 1
2
c vedic
1. Camoauge 2. Block Print 3. Florals 4. Ikat 5. Lines & Checks 6. Ajrakh
3
4
5
6
embroidery 1 4
5
6 7
2
3
1. Zardozi 2. Machine Embroidery 3. Button Hole Stitch 4. Cross stitch 5,6. Hand running stitch 7. Hand Stitches 8. Machine emb. on denim
8
2
6
7
10
1 5
3 2. Machine Cut work 4. Hand stitch 7. Machine running stitch 8. Hand stitches Rest all are Machine Emb.
4
8
9
design process The brief : Design ethnic wear for the SS19 & create a range depiciting summer inspired colors and looks by following the upcoming trend.
c Photo by Rene Bรถhmer
ramadan The collection is created for Keeping in mind the festival of Ramadan & It’s Rituals. The collection includes long, owing dresses, skirts, and long-sleeves, three-quarters-length dress & Sleeve. The result: outts that are effortlessly chic, fresh & elegant & inspirational for women looking for ways to be glam and modest at the same time. The fact that this collection has been styled for women who are professionals which is a brilliant move.
range development
DESIGN 1
katran’s mixture c
Shah jahan mosque
inspiration inspired from lots of combined shapes
panels = same colors = different prints
c Wforwoman c Jabong
paneled
divisions pieces gradation mosaic
The concept was developed from the mosaic and it is developed from the cut pieces of fabric from company’s Warehouse waste. it’s intentionally made in same color.
DESIGN 2
inspiration
c Shah jahan mosque
c afashionistasdiaries
same on same color
back
front pintucks
The Concept of White-on-White is being taken from chikankari and used as a off white coloured border of it at front on a off white linen fabric detailed with pintucks at side and box pleats on the back and styled with oxidized silver jewellery.
DESIGN 3
inspiration circumference are dome inspired c Shah jahan mosque
paneled image inspired colored
Three gored panel made in curved way to develop a new set of design with color gradation.
DESIGN 4
inspired from trianglepanelssh=apes godet = different prints
divisions
inspiration
c Shah jahan mosque
explorations c streettrends c Wforwoman
np els a divisions
blue & green
The fabric used is printed cotton which arranged in a gorded style with contrast color of green and blue blocked with pink to create a harmony. It is inspired from print mixing.
DESIGN 5
blue&white
c Shah jahan mosque
inspiration
c Pinterest c Rajwadi
tasselation explorations
The fabric used is cotton & linen which is made in double umbrella style with a contrast tasseled print .
DESIGN 6
uneven hemline
inspiration
c Closetbuddies
c Shah jahan mosque
square cut for handkerchief hemline
The fabric used is cotton which is intentionally made for huge are. It is achieved by joining four pieces of squares together.
DESIGN 7
c Shah jahan mosque
inspiration v shape layers illusion
c snapdeal
c AM:PM
details explorations
The fabric used is Georget & Chiffon which is made in double umbrella style with a Shades of same color family.
DESIGN 8
c Shah jahan mosque
inspiration
c The loom
lines inspired panels motif inspired
The fabric used is cotton which is made by assembling prints in Asymmetrical way to create an illusion of Symmetry within Asymmetric.
DESIGN 9
inspiration
c AM:PM
c Pinterest
c Shah jahan mosque
divisions panels
c tamarachennai
explorations
The fabric used is cotton & linen which is made in A line dress style with slant tasseled print with some pleats at the front. The overall silhouette is made for corporate wear through it’s encased neckline.
DESIGN 10
layers/jacket
exploratkons c Pinterest
c Edolynsa
The fabric used is Rayon which is made in double kurta style with a jacket above. It is Intentionally made in plain black color to highlight any accessories with it.
DESIGN 11
layers/jacket
exploratkons cW
inspiration
c Edolynsa
The fabric used is cotton and it is made professional yet traditional yet contemporary through it’s silhouette and print.
DESIGN 12
Border is join together to develop a fabric which is used in sleeves which makes this garment creative and contemporary.
DESIGN 13
c shahjahan mosque
inspiration
key hole c bhusttva
The fabric used is cotton & it is made quirky by making two keyholes at front.
DESIGN 14
c shahjahan mosque
styleline
inspiration
The fabric used is cotton & it’s made to give a retro chic look.
DESIGN 15
collar same color gradation patchwork c shahjahan mosque
inspiration lot of divisions patchwork
c doodalage
The fabric used is cotton & linen which is thoughtfully made in color blocking style of peach colors tints and shades.
DESIGN 16
concentric circles
motif lines
inspiration collar oral
c shahjahan mosque
chakra circle are umbrella cut
fabric resembles circular concentric circles with motif
The fabric used is cotton & it’s silhouette is simple and classic as it’s print dictate everything.
DESIGN 17
deeper=darker colors Zig Zag
green embrodiery
inspiration
c shahjahan mosque
layers styleline c pinterest
The fabric used is cotton & it’s silhouette is inspired from vintage era, with long ankle length dress with balloon and ared sleeves.
DESIGN 18
butis smaller & spreaded
c shahjahan mosque
inspiration
panels of same shapes rectangle shape c pinterest
c thatbohogirl
The fabric used is cotton & it is inspired from print mixing contemporary outď€ t.
of
folklore to create a classic
DESIGN 19
butis smaller & spreaded
c shahjahan mosque
inspiration
panels of same shapes rectangle shape c pinterest
The fabric used is cotton & linen which is made in retro style with balloon and ares sleeves and prints.
DESIGN 20
colors reddish orange dark brown blue ins p iration oral embroidery
c shahjahan mosque
c evoluzionalstyle
The fabric used is linen which is of dark brown with an emphasis on it’s red oral embroidery which speaks up of country side in a new way.
DESIGN 21
diamond shape
cross each other overlapping style anghrakha style c shahjahan mosque
inspiration neckline c youdesignbyninecolours
The fabric used is cotton & linen which is made in angrakha style which is popularly indian vintage & historic style.
DESIGN 22
styleline panel
c shahjahan mosque
inspiration
c tamarachennai
The fabric used is cotton & linen which is made in double umbrella style with a printed half jacket tie up style .
DESIGN 23
concentric circles
tieres
inspiration
c shahjahan mosque
colors reddish orange brown beige
The fabric used is cotton and it is made a s a full ared gowns with a ared rufed sleeves to give it a retro look.
DESIGN 24
The fabric used is georget which is made in tiered style with cold shoulders balloon sleeve.
DESIGN 25
inspiration
c shahjahan mosque
cape style bodice
The fabric used is cotton & linen which is made as a cape cum ared sleeve.
DESIGN 26
assymetric hemline sun shadow resembles diagonal lines at end
inspiration trapezium shape
c shahjahan mosque
hemline, neckline, pleat
c designer_fabric
The fabric used is cotton & it is blocked in white and red with it’s retro rolled color for sophisticated ageless look.
This eight week industry internship program at Vedic Apparel Pvt. Ltd. has been a very enriching experience. It will go a long way as it has given me an opportunity to prepare for the best of potential for the future. The internship exposed us to the learning of the retail house. Thus was also good experience in terms of learning, practical designing and cost effectiveness at each step in the process of garment production in the retail industry. Time Management is very essential. I had to keep a tab on all activities right from the morning & keep the mentor updated with the work. Working in various projects helped me gather a lot of information & practical knowledge. Along with internship came on opportunity to interact with people. It also helped us learn to deal with different people at various levels of organization. This experience make us look forward in the future with a desire to explore and learn more. And so we feel the purpose of the whole concept of internship is somewhere fulď€ lled.
e
xperience
learning outcome