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Internship Report By Janneke Dekker Amsterdam Fashion Institute Fashion & Management Internship coach company Rupa Ganguli AMFI Jos Geurts Internship period 9-9-2011 9-2-2012

-Prefatory note-

This internship at SPINNA has been not only a great and learning full experience for me, It has also a start of many other opportunities for my future career. Starting AMFI I had many plans and ideas for my future. But I realized that many of them required a lot of luck, besides dedication and hard work to realize these plans. SPINNA has given me the opportunity to pursue a change to pursue a great deal of that idea’s and plans. Therefor I want to thank the SPINNA team for this change and trust in me. Special thanks to the founder of SPINNA, and director: Rupa Ganguli for trusting in my ability to achieve my goals and to further invest in my future education. And marketing director Ilaria Pasquinelli for the help and guidance in making the research report. And making my trip to London a great time.

-Table of content-


page 1

-Chapter 1-

page 2 till 9

-Chapter 2

-Chapter 3

-Chapter 4

SPINNA 1.1 Company profile 1.2 SPINNA initiatives 1.3 Establishment and work point 1.4 The company structure

Internship objectives 2.1 Internship objectives 2.2 Industry related learning objectives 2.3 Work performance objectives

Internship activities 3.1 Overview project time line 3.2 Activities outside main internship project

Conclusion learning process 4.1 business related learning assets 4.2 work field related assets

page 2 page 3-5 page 6 page 7-9 page 10 till 13 page 10 page 11 page 12-13 page 14 till 21 page 14-17 page 18-21

page 22 till 27 page 22-24 page 24-27

-Chapter 5-

Overall Conclusion of the internship

page 28 till 29

5.1 The company organization 5.2 Debriefing working experience 5.3 recommendation

page 28 page 29 page 29

-List of sources-

page 30


page 31 till 66 1 Example pages eserach report SPINNA 2 Membership form 3 Example pages brand book 4 Logbook

Page 31-40 Page 41-48 Page 49-61 Page 62-66


Making this report I have tried to show the best reflection of my internship, my work experience and activities and of the learning process. For this internship I did not only had I a fixed number of work activities, I also worked on a growth strategy for the company. Together with the team I had the assignment of creating a strategy to cope with SPINNA’s growing activities and members. I believed the best way to give an overview of this process was to describe the different phases of this process (chapter 3.2). I described what I was working on, which where the specific activities and the products that were made. In the appendix I showed some example pages of these products. Besides that I also made a summary of all my other internship activities(3.3). In chapter 3.4 I have summarized applied educational theories and techniques of both chapters as an overview for the whole learning process. For a overview of the activities in total I refer to my logbook in the appendix page 62-66. I have tried to explain my learning experience not only by pointing out specific professional knowledge. I have also tried to explain how I evolved as a person in the working field. I believe this is almost equally important as to have professional knowledge, because your working process is what makes you able to apply this knowledge. Thanks and enjoy reading, Janneke Dekker



- SPINNACompany profile and business organization

1.1 Company profile SPINNA is an unique foundation made up out of, fashion and trade professionals globally. We focus on the economic empowerment of women through trade in textiles and fashion. Their core objectives are to foster economic empowerment of women in textiles and clothing, link buyers and sellers and build productive capacities. We set up training programs for designers to educate them in specialism such as marketing, design and management. Through this knowledge we help them prepare to expand their working field by introducing them to the western fashion market. We link them with buyers, designers and brands throughout SPINNA events and our online platform The Circle. For Buyers, designers and brands it is a unique opportunity to source high quality fabric and special textile skills from all over the world.

Objective: To foster the economic empowerment of women in textiles and fashion, through linking buyers and sellers and by building productive capacities.

“3 pillars of SPINNA”

IGNITING INSPIRATION We encourage women to grow globally by developing their ideas, and inspire organizations and retailers to embrace new initiatives.

EMPOWERING ENTREPRENEURSHIP We enable women to improve their competitiveness through our mentoring and membership platform - “The Circle” and link conscious individuals with sustainable initiatives in the fashion industry.

FURTHERING FASHION We aim to enrich fashion by preserving traditional techniques and by encouraging sustainability 2

1.2 SPINNA initiatives The Circle We work with an online platform The Circle. This is our membership and mentoring platform bringing together fashion professionals, academia, development agencies, buyers and suppliers. This online platform is to keep fashion professionals up to date on the latest news in the branch. We gather this information from our partners like the International Trade Centre and important insight information from the Buyer Mentor meetings*. The circle is also used for networking. To find suitable source and sales relations for companies. Because of SPINNA’s unique position to work with woman designers from all over the world our members have the opportunity to source material and design of high quality, the best materials and regional skillsets.

FOR SPINNA SPINNA’s umbrella brand showcasing women’s products and collections that we represent each season through new collections and new inspirations at key fashion events and retail in stores as well as (in the future) our online SPINNA store.

*Note: for more information about the Buyer Mentor Group see page 5.


Buyer Mentor group Round table meeting 2011 Hospital Club, London, UK. 4

SPINNA Book This is SPINNA’s homegrown publication that features our women-owned business members, their skill-sets, products and their stories. It is an evolving concept, with new stories being added on for every edition. The SPINNA Book intends to be the comprehensive guide to women vendors in different regions, with a preview of their traditional techniques along with the contemporary offer for the international fashion industry. We will also create a SPINNA Book featuring women buyers and designers (in addition to the existing one on suppliers) who are interested in sourcing actively from women suppliers in the fashion and textiles business.

Buyer Mentor Group is the first step towards developing credible and long terms relations between buyers and suppliers. This is where both sides get to know each other without the stress of having to buy right on the spot. It is to have a discussion about the likes and dislikes of the other and hence understands what needs to be done to conduct business. Buyers and suppliers have the opportunity to mentor one another through the process. BMGs are extremely interesting learning opportunities for both parties as they can have a better understanding of their common challenges and how to overcome them by co-operating together. (membership form, SPINNA et al. 23-10-2011)


SPACES Amsterdam locatie Herengracht 124-128


1.3 Establishment and work point SPINNA was founded by Rupa Ganguli in December 2009. Their base was till 2010 in Amsterdam but they recently moved to London. It is a very young and still relatively small company but it is growing very fast trough sponsors and partners such as ITC and US state. SPINNA is headquartered in Amsterdam since 2010 and has local presence in London since 2011. During my internship I mostly worked at SPACES. An enterprise that creates an inspiring and professional working environment for entrepreneurs who do not need a big office and who can work here on a temporary and free base. It is a very nice place to work with great facilities and an inspiring environment.

1.4 The company structure The overall structure of SPINNA the executive team, Advisory Council, regional Hubs, volunteers and interns. The president is Rupa Ganguli who provides strategic direction, and vice president Ilaria Pasquinelli, based in London, UK, heads marketing and communications.

Hubs Hubs are our local representatives in the different countries where we operate. The objective of having and developing Hubs is to build capacity at the local and regional level so as to enable sustainability and long term growth. Hubs coordinate with SPINNA headquarters on key activities, initiatives and events. Representatives in the individual Hubs are trained and provided inputs on SPINNA methods. Once trained, they are responsible for their local activities and programs that are aimed at reaching out to women owned businesses locally and regionally in the textiles and fashion sector. Hubs are also responsible for coordinating national activities and events. 7

The advisory council The Advisory Council works closely with our executive team to direct our projects and to help SPINNA grow sustainably. Members of our Advisory Council are leading fashion and trade professionals and companies in the industry. Key members of the Council include Marks & Spencer, Mothercare, Fairtrade Foundation and Made By.

1.5 Friends and partners SPINNA’s Friends and Partners are organizations, governments and corporates that support SPINNA in several ways.

-The International Trade Centre (ITC) based in Geneva, in particular its Women and Trade Department. SPINNA is one of the signatories of ITC’s 10-year programme Global Platform For Action 2020. This programme focuses on increasing opportunities for women vendors in global supply-chains by facilitating linkages with multinational companies.

-WE Connect International Certifies that women-owned businesses are genuinely owned and managed by women. Thanks to this partnership, SPINNA members can access this service at highly discounted rates thus being able to access corporations who require proof when focusing on sourcing from women vendors.


-The Ethical Fashion Forum Based in London with its online platform The SOURCE is a key partner. Through The SOURCE, SPINNA members are represented with a SPINNA logo showing clearly that they are part of The SPINNA Circle, women owned, managed and provide a certain set of skills and quality. Buyers are able to directly contact SPINNA representatives in Amsterdam and London to get an immediate reference for the registered SPINNA members.

-The US Department of State Partners with SPINNA to promote women’s empowerment and entrepreneurship in Central Asia and Afghanistan through its initiative “ Strategies for Success”. SPINNA offers support to women-owned companies in this region and enables access to the international fashion value chain.

-Clothing Connect B.V. Is SPINNA’s strategic partner. As a clothing and textiles sector service provider, Clothing Connect not only incubated SPINNA to bring it to the forefront, but through its networks and experts is able to provide constant and ongoing support to all members (membership form, SPINNA et al. 23-10-2011)


2 - Internship objectives-

General internship information, industry knowledge and function skills related objectives.

2.1 Internship objectives The internship description, as presented by Rupa, my internship coach was very clear but very broad and complex: “To help SPINNA grow and evolve over the next 6 months.” SPINNA has set up this internship to gain an new fresh look on the company. And to use this opportunity to use as an evaluation of SPINNA’s current position. Interest in SPINNA has increased considerately in the first two year and some aspects of the company have not been adapted to this. Secondly, clear guidelines for the brand language and communication where not set. These are the subjects I had to address as an internship assignment. So in overall main objective for my internship for SPINNA was:

To create a strategy for SPINNA to keep up with the sudden growth. Besides creating this strategy over the overall internship period I would also support SPINNA where I was needed. For example helping out on SPINNA events, creating promotion material.

-Total job description •

Independently create a fitting strategy for the company with support from SPINNA.

Implement this strategy in consultation with the company into actual products.

Support the company on call where needed.


-Key placement agreements • The working hours will be an average of 36 hours a week. • As an expense I would receive a fee of 200,- Euro’s a month. •

Possibility to work at SPACES when needed.

2.2 Industry related learning objectives These are my industry related learning objectives that I set up for myself before the beginning of this internship. I had collected the basis information of SPINNA, their objectives, activities and future plans. With this knowledge and the determined internship objectives I set up a list of subject I wanted to address to improve my knowledge about the industry. * -The operating of a not for profit organization -Knowledge about sustainability in fashion -The working processes of non-western countries -Insight in communicating to different target groups -Forming a coherent identity composed by existing elements

*Note: For outcomes of the objectives see section 4.1 page 22-23


2.3 Work performance objectives My objectives in relation to improve my work performance. I believe this is a big part of a future job and that these skill can improve your functioning in a company. I wanted to learn as much as possible about this subject from this internship. -Program skills -Research -Surveyability -Working independently -Work posture -Communication

*Note: For outcomes of the objectives see section 4.2 page 24-27



3 - Internship activities-

overview of the extensive work

3.1 Overview project time line Phase 1: Internal research Because SPINNA is a small company and all main activities are done by Rupa and Ilaria I had to have enough knowledge about the company to collaborate with them. And in order to creating a strategy a lot of research is required. In order to know what is best for the company you have to know everything about it. Therefore in the first weeks I made a research report*. During my minor Retail & Research we had to make a similar case study of a company. Therefore I already know how to structure large pieces of information and using different research methods. I started with creating a structure for the research report. I filled in everything I already knew about the company and planned several meetings with Rupa. Before every meeting I tried to prepare as much as possible. I know Rupa’s time was limited. I summed up all the questions I had to work as efficient as possible. I also had a lot of contact true Skype with Ilaria, SPINNA’s marketing manager who is based in London.

Phase 2: Summarize key elements After gathering all the internal information about the company I focused on my main objective: Help SPINNA to grow and evolve. So I looked for the company’s weakest points. I have done 2 analyzing model on the company. The 7-s model and a SWOT analyze. By doing so I had a good overview on what the company needed the most in order to function properly despite the tremendous growth. The output of this research where summarized in 3 key elements.


• The communication of SPINNA SPINNA has many parties they have to address such retailers, but also governmental institutions. The form, content and source of communication al differentiate. For example: During a meeting with the US state department the majority of the meeting will be about profit and measurable effects. In contrary of the main topics during a meeting with retailers such as trends, sale rates and lead time. Now there is only one communication kit for everyone. There for the staff of SPINNA must still verbally explain a lot of subjects. This process takes a lot of time and is inefficient. So to conclude: due to addressing several party’s on different professional levers a communication plan must be made to address every party in a proper way to save time.

• The structure of the memberships The memberships where not specific. The facilities did not meet up with the demands of the members and it was not explained in a clear and easy way. Also the prices had to be reconsidered because it was not up to date. So Restructuring was needed of the membership forms by making them more attractive for our target group to increase the number of members.

• The brand Identity SPINNA has a partial brand identity. There was never a strict brand manual to structuring it properly. Therefore the identity of SPINNA is not consistent. For example. On SPINNA’s Facebook page the brand communication is very businesslike. Therefore the brand identity in perspective of the client/consumer is that SPINNA as an economic company. This is one asset of SPINNA’s Identity but not as a main asset. In order to grow the foundation of SPINNA must be strong. Therefore a brand identity must be created and the proper tools to apply this is every asset of the business. This will also be one of the building blocks of the communication plan. *Note: For an example section of the research report I refer to the appendix page 31-40


Phase 3: Determination of the strategy After feedback on the research report and the strategy plan I had several meetings with Rupa and Ilaria, SPINNA’s marketing director to see where to go from here. I had made several presentations to give a clear view of my findings and of what I think should be the next plan of action. Together with the feedback and adjustment from Rupa and Ilaria we came up with the next steps. -To restructure the membership forms of The circle -Create an overall brand Identity composed by existing brand elements -Compose a communication plan for external communication

Phase 4: Realization After having enough information and feedback on all levels, I started the process of realizing the steps of the strategy. We started off by re-structuring the membership forms. Together with Rupa and Ilaria, who flew in from London. This was a great experience for me on different levels. To work closely with experienced professionals and to actually contribute as colleague. And also to finalize a process of noticing an element which you think needs adjustment true doing research, to then encounter it while working, and then to adjust it and apply it. I also started the process of creating the brand Identity. I did lots of research and then presented 3 styles to Rupa. From there we picked on that suited SPINNA the most*.

*Note: For example pages of the brand book see appendix page 49-61


Phase 5:completion In this phase I completed the realization phases. I have completed the brand book and the membership form. I also discussed my future plans of my involved with SPINNA. There are still assets that I can work on but due to time which I could not attend to it. Such as the a brand manual, the new website, email and presentation templates and so on. Therefore I have been offered a job by Rupa. After graduating hopefully this year from AMFI I am planning to get my master’s degree in Cultural Sociology. She offered me a job so I could still be working for SPINNA alongside my education. In return she would fund my master degree. This way she invest in my education which is very important for her and I could continue my work for SPINNA.


Source Expo London 2011


3.2 Activities outside main internship project -Support the team during the exhibition on the Source Expo One of SPINNA’s partners is the Ethical Fashion Forum. A forum dedicated to green fashion with an online platform The Source. The Source Expo 2011 took place on the 17th and18th October, at sadlers wells , london. The annual Ethical Fashion SOURCE Expo brings together international manufacturers, suppliers and cooperatives working to high ethical standards. “Visitors included representatives from a range of boutiques, high-street retailers like H&M, ASOS, Monsoon and Oxfam, high-end brands like Vivienne Westwood, Burberry and Liberty, representatives from mainstream and ethical press, students and academia. The event aims to create a platform and opportunities for suppliers with exemplary practices. Ultimately, its goal is to reduce the environmental impact of the industry, support fair and equitable trade, and reduce poverty.” (Ethical Fashion Forum 2011) My task was to help manned the stand of SPINNA to inform visitors about SPINNA and collect their info. Another part was to network amongst other exhibitors for possible collaborations in the future. The event was a great success. Visitors and other precipitants of the EXPO where very interested in SPINNA. Several new contact for possible collaborations where made. We also collected the contact details of many potentially new members. The trip to London was a great experience. It was a new experience to travel independently unfamiliar metropolis as London but I definitely enjoyed it. Especially the conversations with fashion professionals at the expo, the debriefing afterwards during dinner with Ilaria, SPINNA’s marketing manager who is based in London. And of course the being in the beautiful city London.


-Create promotion material for SPINNA For the presentation of Rupa during the ITC meeting in Beijing 2011 I edited a promotional movie for SPINNA. I collected the interviews from fashion professionals such as the marketing director of MADE BY and footage of the Buyer Mentor Group meeting in New York 2010. And for our visit to The Source Expo I created a handout to inform visitors about SPINNA and with our contact details.

- Contributed in composing and designing the new membership form After determine the new membership for me needed to have an new applying form. Not only the new membership needed to be changed but it also needed a better introduction about SPINNA. Also adjust the visual look to be coherent to the new brand identity.

-Supported Rupa and Ilaria in there function as president and marketing director I supported them in several way’s with their tasks. Like translating emails and letters from English to Dutch because this is not their native language. As an example: support them in their research of the Dutch textile market. Or on occasion drop of a package if Rupa did not have the time to do so.

-Supported the team during a sample sale For different reasons we had many samples of clothing from our SPINNA members. The sale took place in the south of Amsterdam, with a contact of Rupa for a private sample sale. I prepared by gaining as much information as possible about the samples for my sales talk. Further tasks where supporting in sale and organize the samples.


-Supported where needed in the other companies of Rupa Another company of Rupa is Designers Intrigue. A company that show cases exclusive labels and sustainable designers collections. I helped out during the photo shoot for the website for this company and helped making promotion material.

-Example of the handout created for The Source Expo-


4 - Conclusion learning process-

Linked to applied educational theories and techniques

4.1 business related learning assets -The operating of a not for profit foundation This was something I was not familiar with and which we did not covered at school. So a total new area for me. During phase 1 of the internship I collected as much information about this form of company as possible. Like in finance, business model and business strategy. Some findings I found most particular where that the partners fund raisers play an important role. Not only in realizing the foundations goals but also in other areas. If a fund is giving for a projects, the fund raiser still has some power over the project in some extend. This was seen in the projects SPINNA did for ITC. Also the key in being successful as a not for profit organization is to create a win win situation for all participants. You are more successful that to just attract people true moral values. This way people would like to invest because to also gain something with it. SPINNA created there fore The Circle.

-Knowledge about Sustainability in fashion It was truly great to see that sustainability is becoming a regular and normal thing in fashion. Big companies are using sustainability programmes to control brand damage. But never the less it did start the dialogue and participation of big fashion companies in this subject. I learned that sustainability is most likely to happen if you do not push it and force onto a brand because of ethical reasons alone. Because of damage to the image of the brands they are very willingly to make fashion more sustainable but it still has to be realistic and profitable. Fashion business is still a business and money is what is important at the end of the day. By joint initiatives and gaining knowledge like the Buyer Mentor Group we can start making sustainability attractive for the fashion business. True gaining knowledge about what needs to be changed in order for sustainable fashion. Like from our producers members of SPINNA to be more prominent in this fashion industry.


-Working processes in non western countries During the theoretical backbones some aspects of working internationally where discussed. Like cultural differences. Now l have also seen how this express itself in the working field. Cultural differences in communication, appointments and punctuality can interfere with a healthy work relationship. Therefore the understanding of knowledge of the culture you are working in is very important. You have to know by forehand what the difficulties might be so that you can tackle them.

-Communicating to different target groups During the making of communication materials I had to learn to first think about: the goal, the context and the target group. Because we needed communication material for different events and professions. I saw that not only the langue and from needed to be adapted but also visually and the content. For example during a business meeting for new funds the visual communication was simple,business like. The goals was to persuade by numbers, facts and strategy’s and the language was more to the point. Totally different than the communication about SPINNA on our membership form. So I learned the importance of multiple angles of communication.

-Forming a coherent identity composed by existing elements SPINNA had already existed for almost 2 years. Therefore people where already familiar with some elements of SPINNA such as the logo. I looked into al the material I had of SPINNA. All the photo’s, cards, texts and so on. To create something out of different elements was a challenge. To work with a blanc page can be difficult start of sometimes, but with a page with all kinds of stuff is also difficult. To work as efficient as possible I design the Identity around projects that we could already use without recreating them. So I could use a lot of the old images. They formed the base of the visual language. During the specialization Brands and Identity I have learned to create not only a new look but also an strong story and idea behind the brand. The story of SPINNA was already very strong so I wanted the story behind the concept of the brand to be strong as well. 23

4.2 work field assets related assets -Program skills During this internship I worked a lot with these programs: InDesign, Photoshop and IMovie maker. I have got a lot more experience in these programs and I can say I have improved my skills in this.

-research During the minor Retail and Research The making of an actual case study and the making of a research proposal was one of the key element of this minor. In this minor I have learned how to structure your research. How to differentiate information, different research and analyzing methods and mythology and how to present this information. This was very helpful for me. SPINNA is a complex company with many assets. This required a lot of structuring of information.

-Surveyability Because of the experience to work with big projects of several semesters at AMFI I have learned to always try to ask myself why? and how? All new elements of the projects I asked these questions for better understanding of the meaning of them. Why is this necessary? Why is this helpful for me in the future? How will this work in another context? To keep asking yourself these questions you train yourself to look beyond the assignment of the moment. You submit links to see the bigger picture. If you begin a big assignment or project like the case studies of the 3rd year( semester 3 and 4) you are somewhat overwhelmed in the beginning. To keep pushing yourself to have an overview of what you are doing, you are less likely to lose track. Also it helps


you to justify your choices in a later stage. If people ask you a question on your project, most of the time you know the answers because you asked yourself the same question when you were working on it.

-working in dependably During al the years AMFI Fashion & management it was not only about learning the know how about the fashion business. It was also about learning to have a critical view and to ask questions. To analyze and to structure outcomes. Alongside this learning process we also learned facts and know how and that were helpful to of course. But this critical view and the ability to analyze is for me the most important thing I have learned at AMFI. To have the ability to look at an element of the fashion business, to connect the dots, to put it in context and to be able to have a legit opinion about it. Most important in this learning process was mostly the free and independent approach of AMFI towards projects. We know what we have to do true the online manuals. How to do it is up to you and your project group. If you have any questions the teachers and mentors are there for you, but you are the one who has to come up with those questions. This learning method definitely helps me to work independently.

-work posture For this internship I needed a perseverance and flexible work posture. My internship coach had anything but a 9 to 5 working schedule. She had to juggle between multiple companies, many business trips and in the final stage of the internship even juggle between Amsterdam and London. The working schedule of Rupa was therefore crazy at some times. So the working pace was very fast. Meetings and assignments followed up to each other very quickly. Fortunately my years at AMFI where sometimes very hectic. Stress before a deadline, workings for 3 days’s straight with 10 hours sleep in total this was all part of the learning process. A hard but very


efficient way to learn time management, stress and work load. It was a slight relief to hear that you are not the only one and that we could all complain about it together hater in the garden of AMFI about this work load. Also many teachers who themselves had worked or still work in the fashion business explained that in order to work in this business you have to learn to work until the job is done and quitting at 5 P.M is not an option.

-Communication Because of all the many group assignment, I quickly learned how importuned communication is. I the 2nd year we had a class about work personalities. We learned how to recognize these personalities and what their role are in a group. And how to communicate with them. This was very helpful for me in further group assignments and also helped me in this internship. I tried to see what the working mentalities and personalities of my colleagues where and I tried to adjust my communication on that. I also looked back on feedback I have got from previous project group. The feedback was mostly coming of to strong in an argument and being perseverance about idea’s which leads to lack of understanding to other ideas. I used this feedback and I have paid a lot of attention towards my communication with others during this intership



5 - Overall Conclusion of the internship-

Summary of the learning process, personal experience and recommendations

5.1 The company organization The work environment of SPINNA can be described as: ambitious, flexible and supportive. The contact was friendly and informal. The conversations where not only about work but also personal life and experience where sometimes the topics. Outside working hours and personal meeting we mostly communicated by email, text messages, Skype and phone. I experienced really being a part of the team as a rated member. I was giving the change to be at meetings and to be involved in many aspects and events of the company. If I had any request for feedback or anything else I was giving the opportunity to communicate this. It was a great experience. The structuring and organizing of work activities was always very clear. I know which people to contact if I had a specific question. It was a learning-full experience to see how SPINNA works indifferent working fields, from governmental projects to working with retailers in New York. This was one of the best learning experiences to see how this different branches and customers are collaborating by SPINNA. This internship has changed the way I look at my future work environment in different ways. I have seen that in a good team the ambitious atmosphere helps you to take on more responsibility and to work harder to reach your goals. Also that when you trust your colleagues the vibe of the company become much more relaxed and professional. So I hope that in the future the team that I will be working in will be just as professional, ambitious and respectful as this team.

5.2 Debriefing working experience So to conclude my experience working for SPINNA, is that it was not only a great learning experience but also a period of insight in my skills. I had the opportunity to see how a global


companies operates and I have had an inside view of this process. What I also find most intriguing was how to structure a company and run it by working closely with the president of the company. It was a interesting to see how different working fields and companies cooperate with each other and the process of these cooperation in terms of communications, time lines and finance. Also the inside of how big global organizations such as the ITC work on sustainability. It was inspiriting to see how many people are dedicated to this cause and how these issues are addressed on a global scale.

5.3 recommendation I can only describe this internship as a amazing experience. The trip to London, the work relationship with Rupa and Ilaria and the possibility to get my master’s degree is just exquisite. This internship will be an big influence of my future career and I am very thankful for that. I have gained a whole lot of motivation and confidence. It shows that keep believing in your dream and working hard to achieve these goals definitely pays off. So if you can work in dependably, are flexible, willingly to learn and determined I would definitely recommend an internship at SPINNA. The work that you do as an intern is not only of importance for the company but you are also appreciated for this work. Also the warm characters of Rupa and Ilaria make it a pleasant working experience.


- List of sources-

• Clothing-Connect B.V, Clothing connect info, Rupa Ganguli Retrieved on 28-1-2012 • Intenational Trade Center, Mission and Objectives, Retrived on 30-1-2012 • Janneke Dekker, Research report SPINNA, 28-9-2011, internhsip SPINNA • SPACES, locaties, Retrieved on 1-2-2012 • SPINNA, about us information Retrieved on 24-1-2012 • SPINNA, Membership form, 23-10-2011, SPINNA • The Ethical Fashion Forum, Source database Retrieved on 28-1-2012 • The Ethical Fashion Forum, the Source Expo 2011 Retrieved on 3-2-2012


- AppendixGathering of all actualized products, additional information and visuals

(1) Example pages Research report SPINNA By Janneke Dekker in assignment for SPINNA 28-9-2011











(2) Membership Form By Rupa Ganguli, Ilaria Pasquinelli and Janneke Dekker, 23-10-2011









(3) Example pages Brand book By Rupa Ganguli and Janneke Dekker, 20-1-2012













(4) Logbook By Janneke Dekker, 9-10-2011

Week 1 & 2

9 September to 23 September

Logbook internship SPINNA Name: Janneke Dekker Fashion & management 4the year Supervisor: Jos Geurts Contact person SPINNA : Rupa Ganguli

In week one I had two meeting of several hours with Rupa. I already know SPINNA was a complicated corporation with many layers which i wanted to understand as best as possible. I already decided for myself I wanted to do a research report concerning everything in the company. (MCKinsey model). But due to a lot of deadlines like the website and other elements I decided to make a research report but only on the elements that where crucial for me to have more information about (7S model). Also we talked a lot about the new strategy and my role as an internship. These talked where very useful because I would understand SPINNA more, The role of Rupa and the other staff members of SPINNA. During the meetings I made a lot of notes and I had composed an inspirational book of new ideas and thoughts that might be useful in the future. I Also began on making a research report about SPINNA. I became in Contact with Ilaria Pasquinellie. She is the marketing director of SPINNA and based in London. We met on Skype every day and so we could really work closely together. During the making of the research report I could ask her everything I needed to know and she gave me a feedback on it. I than completed the research report with final feedback of Rupa and Ilaria. It was a good learning experience for every one of us to see if there were any gabs in our current strategy. We found out that the communication was the biggest issue of SPINNA.


Week 3 & 4

Week 5 & 6

23 September to 7 October

7 October to 21 October

I completed the research report with final feedback of Rupa and Ilaria. It was a good learning experience for every one of us to see if there were any gabs in our current strategy. We found out that the communication was the biggest issue of SPINNA. I Also defined what my role as an internship would be. So where I would be most needed and what the company needed the most. The communication was the one element that needed the most work so I decided together with Rupa that I would be focusing on that. I decided to first further form the brand identity. There was a partial brand Identity but nothing was really defined. So a brand book to determine the look and feel for further brand communication was needed. I did more research to the current brand identity and collected what they have so far in terms of communication material such as booklets with information, postcards, flyers and so on.

In this week I continued in making the brand book. I did a lot of research in what kind of form and style and new images. I created test books and composed mood boords. I also had to make a flyer for SPINNA with information about us and our network The Circle. I also had to make and promotional movie of SPINNA. There where raw footage of a showcase in New York and an already edited movie of the ones in Amsterdam and Paris. I had to compose them with interviews from fashion professional such as the marketing director of MADE BY and brand owners from Amsterdam and New york. This was then showed on a convention of the World Platform of Action in China. SPINNA is partners with The Ethical Fashion Forum. The held an exposition 18th and 19th of October of their members in London. SPINNA also had a stand there and I had to go to London to help out. My job was to inform people about SPINNA. Because SPINNA is a new foundation and it was a great learning experience for the company. The conclusion made form that expo was then convert into some strategic changes in the company. It was great to be a part of that and to really see the company evolving and to be a part of that.


Week 7 & 8

Week 9 & 10

21 October to 4 November

4 November to 18 November

In these weeks I have made a form of the information about SPINNA. This was necessary because we only had a small press release with information but it was very limited. The form was the contacts we made in London who wanted more information about SPINNA and who can became potentially new members. The main focus for me was to make a visually nice document to peruse people to contact SPINNA. I spend a lot of time collecting images because their where a few people had a collection of them. I wanted to collect as much as possible to have a database full of text and images of SPINNA to work with.

In the first week I was still working on writing and composing the document. I work very closely with Rupa and Ilaria on this. During the process of making this document we saw a lot of difficulties. It was very clear that SPINNA has expended really fast with is a good thing. But now we saw that some gaps in our structure. Like how does our platform going to be, what will we charge people, how to be distinguish woman owned businesses from regular businesses? All these questions needed to be answered in order to send people the right information. Our visit to the Ethical Fashion forum in London was really a learning experience to see what the demand was for SPINNA. In order to really make fast progress Ilaria flew over from London to have a meeting with us. Together with her I spend all day to create the text for the manual and to find suitable solutions for the structure of SPINNA. We had finalized the financial aspect and the membership forms with where most important. In the second week I have continued on making the manual. Choosing the right format, looking for solution to make a small file and choosing the right graphics. Alongside I was still working on the brand identity. Looking for lay out ideas, fond research and so on. T was a challenge to do this and make the manual. Because I wanted to integrate some of the ideas. But I decided to really see the manual as a separate part. So I could focus on one thing at the time. 64

Week 11 & 12

Week 13 & 14

19 November to 2 December

16 December to 30 December

In this week I have finalized the manual. I had collected all the information from my research report about SPINNA’s future plans and grow ability to finalize together with Rupa what the best membership could be. We discussed what is most cost efficient, what would be most appealing of our members and what would allow us to grow as a foundation. We looked at the financial ability of our current members. What are resalable prices for what we have to offer, and we looked at what other similar services cost. We had to overcome several difficulties. Like how do we present our services without interfering with Rupa’s other company and holding firm of SPINNA: Clothing Connect. The services are quit the same, but Clothing Connect is a commercial company and SPINNA is a foundation for woman true out the textiles and fashion business. But during the Ethical Fashion Forum in London we saw that a wide range of professional in the fashion industry are interested in SPINNA’s services. And by attracting those people we can help more women with our foundation. But we had to find a way to differentiate these tow. We had to differentiate them in our structure, our membership model and in finance.

After a few brainstorm sessions we came up with a prober model that we will be using. Now I could finalize the manual and Ilaria could send it to all our potential members who we have put on our mailing list. In these weeks SPINNA was beginning to really form itself. Not only as an idea but also as a fast growing organization. I had made up a plan for the next most logical steps that where needed for SPINNA. We now had a proper model en structure. But we had to form this into an actual organization with a proper website, marketing plan, brand identity and other communication materials. Rupa and me decided that starting of with the brand identity was the most logical thing to do. I started of in the first week experimenting with a lot of different styles. I started of with researching on the web, magazines anything actually to inspire me. I also looked closely to the history of SPINNA and it origin. To Rupa’s character and that of Ilaria. It felt only right to also integrating some of their strengths and character and style into the brand identity. I also printed out almost every single picture of what we have of SPINNA so far. I know that I had to work with mostly images that we had so far. These images I mixed with my own to create several styles. In the second week I narrowed it down into


3 styles. I presented these to Rupa. I had 1 favorite, which I really wanted it to be. And luckily Rupa felt the same way about this style. The house style that we are using now is summed up in a few words: clean, unrevealing, soft, powerful. The idea for this style is based on woman. They are very powerful but in a soft and kind way, powerful woman are always a bit of a mystery and don’t reveal everything at the same time. And this al in a clean lay out. After deciding this the holidays came up so I had a short break. In the mean time I also made an indentation for Designers Intrigue, another company of Rupa.

Week 15 & 16

31 December to 14 January In these weeks I focused on the making of the brand book. In this first week I made a lay out of the book in InDesign and worked on it until it was to our liking. Also in the second week I worked on it and me and Rupa worked on the texts. I also looked for a proper printing and bookbinder that could produce them within our budget. And found the right materials such as leather for the cover and paper.

Week 17 & 18

15 January to 29 January In the first week of I worked a lot on the brand book. In the previous week I finished the lay out, but after evaluating it myself I did not really liked it. I started all over again with my research. As I can also see in my last update I was quit stuck. The inspiration flow was gone and I had the feeling that I needed to work on it a little bit more. So I started on the text of the brand identity and the lay out. I knew that my mistake last time was working on it for too much time. So now I alternate this work with working on the internship report. By doing this I had time to “let it rest” for a while. By doing this I made a lot of progress in this week. In the second week I had to wait for feedback and images for the brand book from Rupa. She was very buzzy and did not had a lot of time to go over it. So this week I mainly focused on collecting all the material for the internship report. I made a structure in Word en InDesign for text and lay out. And I gathered visual and sources for the appendix. In this week I also had to help out during the Designers Intrigue. A holding company of SPINNA who showcase sustainable collections. The launch was held in Hotel Arena. My job was to help set up the event and photograph during the evening.


Week 19 & 20

30 January to 9 February In this final few days I focused on finishing the brand book and the internship report. The brand book is almost completed now but due to some business complications the printing is delayed. The internship report is a nice experience to make because you get a good overview of all the extended work. As for the rest of my activities is these last days, I am also gathering information and making a plan for the offer Rupa made me. In exchange for working for her next year SPINNA will finance my Master’s degree Cultural Sociology. I am very excited about this offer. I was hoping to continue to work for SPINNA after my internship. I want to continue to implement the strategy I made for SPINNA and there is still a lot of work to be done. In this way I can work on SPINNA and on my future career.


internship report SPINNA  

AMFI internship SPINNA

internship report SPINNA  

AMFI internship SPINNA