Raymond Premium Apparel 24th May, 2012-24th July, 2012
National Institute of Fashion Technology, Kolkata
Industry Internship Report
Period: 24th May, 2012 – 24th July, 2012
Company: Raymond Premium Apparel, Thane, Maharashtra
Submitted byRanjani Ramani Dept of FMS Semester: III Roll no: 14 1
Raymond Premium Apparel 24th May, 2012-24th July, 2012
Acknowledgement I feel immense pleasure to give the credit of my project work not only to one individual as this work is an integrated effort of all those who are concerned with it. A teacher or a guide plays a great role to play in preparing a project report. No project can be done without motivation, guidance and inspiration. I take this opportunity to put my earnest thanks to Prof. Ms. Bharti Moitra who inspired and guided me while making this project. I would also like to express my heartful of thanks to Mr. Digant Vaidya sir and Mr. Hemang Udani Sir for giving me the opportunity to work, learn, and explore their organisation. I would also like to thank all the staff members of Raymond Premium Apparel for their continuous help and support for which I will remain ever grateful. Lastly, I would like to thank the almighty and my parents for their moral support.
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Raymond Premium Apparel 24th May, 2012-24th July, 2012
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Raymond Premium Apparel 24th May, 2012-24th July, 2012
Declaration: I, Miss. Ranjani Ramani, student of Masters of Fashion Management, semester III, studying at National Institute of Fashion Technology, Kolkata, hereby declare that this report on industry internship to understand functions and working procedures of different departments in the organization which was undertaken at the company Raymond Premium Apparel, Mumbai in partial fulfilment of Degree of Masters of Fashion Management is the original work done by me. The information and data given in the report is authentic to the best of my knowledge.
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Raymond Premium Apparel 24th May, 2012-24th July, 2012
Contents
Title Acknowledgement Certificate Declaration Introduction of the company
Page 2 3 4 6-8
1.1
History of the company
8-9
1.2
Company profile
9
Segmentation, targeting and positioning of
10
Chapter: 1
Chapter: 2
Raymond Premium Apparel 2.1
Merchandise available at RPA and the fabric
10-12
2.2
blends used Prices of the merchandise
13
Chapter: 3
Organisational Structure
14-15
Chapter:4
Flow of the functions under study
16-25
4.1
Operations at RPA
16
4.2
RPA supply chain
17
4.3 Chapter:5
Supply chain process followed by the RPA Key Learning
18-24 25
Chapter:6
Observation and conclusion
26
Introduction of the Company: The Raymond group is vertically and horizontally integrated to provide customers total 5
Raymond Premium Apparel 24th May, 2012-24th July, 2012
textile solutions. Few companies globally have such a diverse product range of nearly 20,000 varieties of worsted suiting to cater to customers across age groups, occasions and styles. They manufacture for the world the finest fabrics - from wool to wool-blended worsted suiting to specialty ring denims as well as high value shirting. After making a mark in textiles, Raymond forayed into garmenting through highly successful ventures like Silver Spark Apparel Ltd., EverBlue Apparel Ltd. (Jeanswear) and Celebrations Apparel Ltd. (Shirts). They also have some of the most highly respected fabric and apparel brands in our portfolio: Raymond, Raymond Premium Apparel, Park Avenue, ColorPlus, Parx, Makers and Notting Hill. The Raymond Group also has an expansive retail presence established through the exclusive chain of 'The Raymond Shop' and stand-alone brand stores. Raymond is today one of the largest players in fabrics, designer wear, denim, cosmetics & toiletries, engineering files & tools, prophylactics and air charter services in national and international markets. All their plants are ISO certified, leveraging on cutting-edge technology that adheres to the highest quality parameters while also being environment friendly. Group Companies • Raymond Ltd. Raymond Ltd. is among the largest integrated manufacturers of worsted fabrics in the world. •
Raymond Apparel Ltd. Raymond Apparel Ltd. has in its folio some of the most highly regarded apparel brands in India – Raymond Premium Apparel, Park Avenue, Parx and Notting Hill.
•
ColorPlus Fashions Ltd. ColorPlus is among the largest smart casual brands in the premium category. The company was acquired by Raymond to cater to the growing demand for a high end, casual wear brand in the country for Men & Women.
•
Silver Spark Apparel Ltd. A garmenting facility that manufactures formal suits, trousers and jackets.
•
EverBlue Apparel Ltd. A state-of-the-art denim garmenting facility.
•
Celebrations Apparel Ltd. A facility set-up for the manufacture of formal shirts.
•
J.K. Files & Tools A leading player in the Engineering Files & Tools segment and the largest producer of steel files in the world. 6
Raymond Premium Apparel 24th May, 2012-24th July, 2012 •
Ring Plus Aqua Ltd. A leading manufacturer in the engineering automotive components.
•
J.K. Helene Curtis Ltd. A leading player in the grooming, accessories and toiletries category.
•
J.K. Investo Trade (India) Ltd. JKIT is an investment company registered with Reserve Bank of India as NonBanking Financial Company.
Joint ventures • Raymond UCO Denim Pvt. Ltd. The manufacturers and marketers of denim fabrics. • Raymond Zambaiti Pvt. Ltd. A Greenfield facility manufacturing high value cotton shirting.
1.1
•
J.K. Ansell Ltd. The manufacturers and marketers of KamaSutra condoms and surgical gloves.
•
J.K. Talabot Ltd. Our Joint venture with MOB Outillage SA, manufacturing files and rasps for international markets.
History of Raymond Year
Event
1925
Setup of Raymond Woollen mills in the area around Thane Creek
1944
Lala Kaliashpat Singhania took over the Raymond Mill
1958
The first exclusive Raymond Retail Showroom in Kings Corner was opened in 1958 at Ballard Estate
1964
Setup of a new combing division. This was followed by a vertical integration
1968
Raymond setup a readymade garments plant in Thane
1979
A new manufacturing plant was setup at Jalgoan
1980
Dr. Vijaypat Singhania took over the reins of the company
1990
The first showroom abroad for Raymond in Oman
1991
A new manufacturing facility was setup at Chindwara near Nagpur
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1.2
1995
Super fine pure wool collection under the lineage line (super 100s to super 140s)
1996
The Renaissance collection made of Merino wool blended with polyester and speciality fibres (super 100s to super 140s)
1996
Raymond’s denim focusing on quality, innovation and the creation of exclusive products.
1999
The chairman’s collection of super 150s made from Merino wool and cashmere followed by super 160s to super 190s
2000
Mr. Gautam Hari Singhania is appointed chairman and Managing director of Raymond Ltd
2004
Super 220s fabrics under the Chairman’s collection
2005
The creation of the world’s finest wrosted fabrics from the finest wool ever produced in the world
2005
Launch of “EXPRESSIONS” an exquisite collection of all wool and polywool suiting
2006
Set up of Raymond’s third wrosted unit at Vapi, Gujrat
2006
Launch of design studio in Italy, for cutting edge capabilities for export and domestic brands
2006
Setup of world class carded woollen unit, Raymond Fedora Ltd, in Jalgoan
2006
Setup of Greenfield shirting unit at Kolhapur producing high value cotton shirting
2008
Launch of Raymond’s finely crafted garments- readymade apparel garments under the Raymond brand
2009
Vapi Phase II commenced commercial production
2009
Super 240s – fabric launched- a world record
2009
Launch of “Makers” brand value in the value for money fabric segment
2011
600th The Raymond Shop outlet opened
Company Profile Raymond Premium Apparel:
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Raymond Premium Apparel 24th May, 2012-24th July, 2012
Launched in 2008, Raymond Premium Apparel is a premium formal wear brand which is positioned to offer classic garments with impeccable fits and inviting styles to the Global Indian The brand reflects the persona of a confident, discerning, classy and an intelligent man. A person, who is well educated, well traveled and above all is sensitive and caring. Virtues like these make him the complete man in true sense of the word. The Suits, Shirts and Trousers are made out of finest fabrics with superior construction and sophisticated embellishments that give a rich feel and super fit. Superior craftsmanship and attention to detail makes the product a pleasure to wear.
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Raymond Premium Apparel 24th May, 2012-24th July, 2012
Segmentation, Targeting and Positioning of Raymond Premium Apparel Segmentation: •
Geographic Segmentation: RPA is only present in Tier-1 cities of India, which includes Mumbai, Delhi, Kolkata and Chennai. It is present in the Large format Stores, Multi Brand Outlet and the Major TRS stores in India.
•
Demographic Segmentation:
•
MALE
Age 30 and above
Monthly income of Rs 30000 and above
Psychographic segmentation: A Quality seeker, believes in getting the best in class
Targeting: The brand targets into niche marketing as the brand is positioned to be a premium brand and hence follows niche marketing techniques to market the brand.
Positioning: Raymond is positioned to be deeply anchored in the integrity of its renowned heritage in textile since 1925, ushering the guide to the well dressed man and has adorned a statue of THE COMPLETE MAN.
2.1 Merchandise available at RPA and the Fabric Blends used Raymond Premium Apparel has 2 seasons for its collection. One is the Spring Summer and the other one is the Autumn Winter collection. For the spring summer collection: The product line of the brand is segregated into three types: •
Entry line 10
Raymond Premium Apparel 24th May, 2012-24th July, 2012 •
Premium line/ Main Line
•
Prêt line ( newly launched)
Product line Entry line
Premium Line/ Main Line
Pret line
Products in the category •
Formal shirts
•
Formal trousers
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Formal suits
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Formal jackets
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Formal shirts
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Formal trousers
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Formal suits
•
Formal jackets
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Causal shirts
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Casual jackets
•
Casual trousers
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Formal shirts
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Formal trousers
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Formal suits
•
Formal jackets
Fabric Blends used by Raymond Premium Apparel: These are the following fabric blends used by the company in their merchandise. Even though as the season changes, jus the percentage of usage of wool and cotton changes, the rest remains unchanged. The change in the season’s collection is mainly evident by the use of colours and patterns for the season as per the trend.
For formals: For shirting: •
Polyester rayon 11
Raymond Premium Apparel 24th May, 2012-24th July, 2012 •
Poly cotton
•
100% cotton
•
100% wool
•
Poly satin emboss
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High density sateen
•
Cotton linen
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100% linen
For suiting/ jackets: •
Poly viscose
•
Wool/ cotton
•
Wool/ silk
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Poly wool
•
100% wool
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Wrosted
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Polyester Rayon
•
100% linen
For trousers: •
Poly viscose
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Poly viscose linen
•
Poly viscose lycra
•
Wool/ cotton
•
Polyester rayon
•
Poly wool
•
Wrosted
For casuals: 12
Raymond Premium Apparel 24th May, 2012-24th July, 2012
For shirts: •
Polyester cotton
•
100% cotton
•
Cotton/ viscose
•
Cotton/ linen
•
100% linen
For trousers/ shorts: •
100% Cotton
•
Silky linen
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100% linen
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Tussar lycra
For jackets: •
100% cotton
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100% linen
•
Satin lycra
2.2 Price of the products: Formals •
Suits: 6999 - 14999
•
Jackets: 5999 - 9999 13
Raymond Premium Apparel 24th May, 2012-24th July, 2012 •
Trousers: 1399 - 3999
•
Shirts: 1399 – 3499
•
Waist Coats: 2599 - 3299
Casuals •
Shirts: 1699 – 2699
•
T-shirts – 1099 – 2099
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Sweater – 1999 - 6899
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Jackets: 4999 – 6499
•
Trousers: 1599 – 2699
Organisational Structure of Raymond Premium Apparel: The Raymond Premium Apparel follows the following organisational structure. The detailed functions of each of this department are as follows:
Design: •
Making a forecast for a season 14
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•
Generating a concept regarding the same.
•
Planning of launching new products (if any)
•
Sit with the mill vendors and select the CADs which are apt for the forecast and the concept and also make new ones in the design department.
•
Release the CADs to the supply chain management team for further processes
•
Styling and allocation of the trims of the merchandise
•
Making of style sheet and the tech pack
•
Making of proto sample for the presentation
•
Work along with the Visual Merchandising team for the display work during the trade show.
Sales and marketing: The main target of this team is being to create a larger customer base for the brand by creating awareness and making profits for the company. •
Track the sales of the merchandise at all the locations where the products are available.
•
To take care of the marketing aspect of the brand.
•
To conduct timely surveys in order to find out the feedback of the customer.
•
To take care of the sales aspect during the field booking in the trade show.
•
To take care of the visual merchandising in all the stores of the brand.
•
To connect the brand with the social media.
•
To handle the visual merchandising related to the brand in all the stores.
Supply chain Management: •
Coordinating with the vendors.
•
Yardage capacity booking to the vendors.
•
Merchandising activities:
Fabric code generation
BOM prepation
Deciding the venue and the theme for the trade show.
Validation of lead times from the fabric mills and the garment vendors. 15
Raymond Premium Apparel 24th May, 2012-24th July, 2012 •
Receiving the booking samples at the trade show.
•
Giving orders for bulk production based on the orders placed by the wholesale buyers.
Accounts:
Reimbursement of employees
To track daily sales report.
To calculate working capital
To calculate costing
To handle the financial aspect of the company with respect to payment to be made to the vendors and the factories for the production of the merchandise.
HR: •
Recruitment
•
Induction
•
Training & Development
•
PMS
•
Payroll
•
Employee Engagement
Flow of the functions under study 4.1 Operations at RPA: Raymond Premium Apparel is known for its quality products, innovation customer services and its value. Company has its own way of working they call it “RPA way of business”. This process is very socially responsive and flat. The 16
Raymond Premium Apparel 24th May, 2012-24th July, 2012
brand still being in its nascent stage is evolving in the market slowly; however it has made quite a mark in the minds of loyal Raymond Merchandise buyers. Raymond Premium Apparel supply chain includes regional hubs such as Maharashtra and Banglore and their vendors include companies in India and China. By this process, the company however is being at par with the latest trends by the upcoming and talented designers in their team, however they keep in track with the customer requirements with constant contact with mill vendors and customer feedback and suggestions given to the brand through the dealers and the sales people in the stores. In 2010/2011, the company made significant changes in their business model, the brand used to be previously only being available in the select TRS stores in India and they have 1 EBO in Mumbai, Maharashtra. However in order to extend their customer base, they brand is also available at select stores of Shopper’s stop, Central, Lifestyle and Megamart. However, RPA also continue to run a thriving franchise business, which gives further flexibility to select the most appropriate model on a market-by-market basis to the company.
4.2 RPA Supply Chain: From the very beginning Raymond is known for its customer oriented approach. Company always does its best to provide maximum value to the customer without compromise on its quality and style. To match its compliances company followed a hybrid strategy to balance the supply and demand. Hybrid strategy is mix of push and pulls strategy of supply chain. Push 17
Raymond Premium Apparel 24th May, 2012-24th July, 2012
strategy is a supply driven strategy where demand is forecasted for the season and according to that designs are made and pushed to the stores to sell. Pull strategy is demand driven strategy where company response against the demand. Whatever trends are identified in a particular season, according to that designs are made and send back to the selling points. Raymond does 80 percent of its production on the push basis and 20 percent on pull basis. Hybrid Supply Chain of Raymond Premium Apparel:
Design Process Followed By the RPA
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4.3 SUPPLY CHAIN PROCESS FOLLOWED BY THE RPA: Figure 4.3 Supply chain Process Followed by the RPA: CONCEPT PRESENTATION
DESIGN
CAD EXIT
PRODUCT DEVELOPMENT
SENT TO MILL
PROTO DEVELOPMENT
YARDAGES
DESIGN DEVELOPMENT
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SELECTION/ALLOCATION
TECH PACK
TRADE
SHOW SAMPLES
LINE EDIT
CODING
COSTING
TRADE SHOW
BOOKING IN VENUE
TRADE SHOW
BOOKING IN FIELD
ORDER
RELEASING TO MILLS
FABRIC
DELIVERY TO GARMENT
VENDORS
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GARMENT MANUFACTURING
GARMENT
INWARD IN WAREHOUSE
DEALERS
CUSTOMERS In the 2 months of the internship with the company, I was handling the process from the CAD exit to the Trade show samples and also coordinated with the vendors with respect to yardage delivery and the warehouse regarding the despatch of the sampling yardages for the sampling production. Hence, I have explained those processes in detail. CONCEPT PRESENTATION: Based on the trend forecasted and the consumer demand studied, the design team comes up with the concept for the upcoming season and comes up with a mood board, colour board and swatch board in accordance with the same. DESIGN: Based on the concept presentation, the designers come up with the designs for the same and also decide on whether they want to do a new product development based on the need of the concept. CAD EXIT: The design team also handles the CAD’s of the fabric design required for the particular season. However, the design team sits with the mill vendors and selects the designs of the fabrics from the mill archive, they also design some new CAD’s based on the concept and give the mill vendors accordingly to produce it as a fabric for the process of sampling. 21
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SELECTION OF MILL VENDORS: Raymond Premium Apparel sources its fabric from the mill vendors based on their core competencies and their ability to satisfy the fabric needs for a brand. Based on this, the mill vendors who are the core suppliers for Raymond Premium Apparel are as follows: Shirting Fabrics
Raymond Zambiti Group, Morarjee, Hammerlee
Suiting Fabrics
Raymond, Banswara and Siyaram
YARDAGES: The yardages which have been ordered by the mill vendors are delivered, where the next process starts. The yardages which have registered after checking their codes and are then later sent for allocation where the design team head selects the fabric design and some are rejected if they aren’t upto the mark. The selected yardages are then sent for production along with their respective trims. The reasons for the rejections of the yardages which have been ordered but don’t end up for the despatch are as follows: •
The mill vendors drop the design as they are unable to manufacture it on time.
•
The difference in the actual CAD design sent and the yardage delivered by the mill
•
The final fabric doesn’t look mass appealing
•
The yardage delivered looks apt for the next collection and doesn’t much go with this season’s collection.
•
In rare cases, when the fabric even though it is allocated however, if by mistake some of the yardage is not registered for making swatches for the swatch card, it is rejected.
SELECTION/ ALLOCATION: The yardages received and approved by the design and the Supply chain team are then allocated to the various designs developed. 22
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TECH PACK: A tech pack is prepared which consists of all the technical details of the merchandise. This is the final reference which is referred by the company as well as the production factories. TRADE SHOW SAMPLES: Samples of all the merchandise are prepared for the trade show. LINE EDIT: There is a final filtration of all the merchandise after seeing the final product. The reasons the samples can be rejected in the final process are as follows: •
The final product doesn’t have much of an eye appeal
•
Any manufacturing defect because of the factory
•
Swatch cards of the particular merchandise if it is not available it is rejected
CODING: All the fabrics are coded in order to ease the availability of the fabric and to identify which code is for which for which style of the merchandise COSTING: The costing of the merchandise is done accordingly based on the type of the fabric used, the blend of the fabric and the cost of the manufacturing WAREHOUSE: Company has warehouse in locations such as Mumbai, Banglore, Kolkata and Chennai. The warehousing process in RPA is supported by SAP. The whole warehousing process of RPA is divided in three broad categories. These three major categories are described below. Inbound Process Inbound process includes all the activities done between Receiving of stock to put it at beans. Following diagram illustrate the whole process. Inbound Process followed by the warehouse: 23
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Inventory Management Inventory management is supported by SAP in Raymond. Inventory Management is part of the Materials Management and is fully integrated in the entire logistics system. Material is procured from Raymond Premium Apparel sourcing offices on the basis of the requirements determined by Merchandise Planning. The delivery is entered in Inventory Management as a goods receipt. The stock is stored (and managed under Inventory Management) until it is delivered to customers (Sales & Distribution), or is used for internal purposes (for example, for production). During all transactions, Inventory Management accesses both master data (such as material master data) and transaction data (such as purchasing documents) shared by all Logistics components. Outbound Process Outbound process supports all shipping activities such as picking, packing, and goods issue. The outbound delivery stores information on the shipping planning, and it also monitors the status and records the data that is accumulated during shipping processing. The creation of the outbound delivery automatically initiates the shipping activities, such as picking or delivery scheduling, and also data that is generated during shipment processing is recorded. The following diagram shows the flow of outbound process. 24
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Figure 3.5: Outbound process followed in the warehouse
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Key Learning •
The organisation structure of the company
•
Coordination with the vendors for the company with respect to the delivery of the yardages for spring summer 2013 collection’s trade show.
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Understanding the type of fabric blends and trims used by the brand
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The data entry of the fabrics being sourced for the merchandise of the upcoming collection and updating their status related to their allocation for the upcoming collection
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Understanding the SCM process of the company.
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Observation and Conclusion 5.1 Problems: •
the shade of the color of the fabric is based on the designer’s choice, hence the perception varies from person to person
•
not much coordination with the people who register the coming yardages from the vendors hence, chances of wrong entry or loss of yardages in the stores. This also leads to buying the sampling fabric again from the vendors which leads to extra cost and friction in the relationship with the mill vendors.
5.2 Recommendations: •
a uniform shade code should be formed which is common for the brand and the vendor which can be used uniformly and this can also help in less rejections because the color doesn’t match from the designers expectations in the sampling process.
•
A common entry system must be maintained where the yardages r registered immediately they enter the company and should be intimated to the mill if there are any problems in the delivery immediately. The mill vendors should also be given timely reminder to send the yardages on time and asked the status of the yardages on weekly basis
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