“Graphic Design at Jabong” A Internship report submitted to Department of Fashion Communication NIFT-Bangalore In partial fulfillment of the degree of Bachelor’s of design in Fashion Communication Guided By Mr. Lordsun Shivakumar Submitted by Shreya Badonia Semester VII BEN13FC30
Department of Fashion Communication National Institute of Fashion Technology Bangalore - 560102
Certificate This is to certify that the Industry Internship titled “Graphic Design at Jabong� is a record of work done by the student, Shreya Badonia, BEN13FC30, as a Regular student for the degree of B.Des Fashion Communication during the period of May 2016 to July 2016, which represents as independent work and does not form the base for any previous work.
PLACE : Bangalore DATE : 26-08-16 Under the Guidance
Mr. Lordsun Shivakuran Assistant Professor Department Of Fashion Communication National Institute of Fashion Technology Bangalore - 560102
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Content
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Jabong Introduction
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Projects Done
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Achievements
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Carousels Design
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Graphic Design Internship at Jabong.com
Brief History And Competitiors
Departments in the Organisaion
Flow of information And Creative Team
Main Office of Jabong And Clients
Text Based Live Banners
Facebook Advertisement
Tuesday Night Rush Creatives
End of Season Sale Main Slider design
Adaptations
Adapatation for Flat 50%
End of Season Sale Men Adaptations
Learning And Experience
References/ Bibliography
Acknowledgement I would like to acknowledge the support of my mentor Mr. Lordsun Sivakumar for his feedback and suggestions during my internship period. Thank you Sir! I want to acknowledge my Industry mentor in Jabong Mr Dushyant Joshi, for being a great mentor and for sharing his experiences in the industry. I’d also like to mention the entire creatives department of Jabong for taking time out from their busy schedule to teach me. And for their hospitality and affection. Last but not the least I’d like to thank my college National Institue of Fashion Technlogy, Bengaluru, for giving me this opportunity to explore & work with professionals from design industry.
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Graphic Design Internship at
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Introduction Jabong.com is an Indian fashion and lifestyle e-commerce portal founded by Praveen Sinha, Lakshmi Potluri, Arun Chandra Mohan in 2012. It is a young and vibrant company that aims to provide good quality branded products. Jabong caters to the fashion needs of men, women and kids across footwear, apparel, jewellery and accessories. The company’s headquarter is in Gurgaon, NCR. Mr Sanjeev Mohanty is the effective CEO since dec 2015.
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Companys Slogan
On 26th July 16, Flipkart-owned Myntra acquired Jabong from Global Fashion Group for an undisclosed amount, but it is supposed to be $70 million, a move that will mark further consolidation in India’s booming e-commerce industry. Myntra, which itself was acquired by Flipkart in 2014 in an estimated Rs 2,000 crore deal, has access to a combined base of 15 million monthly active users.
Parent Company Jabong was founded in 2012. In September 2014, its investor, Rocket Internet merged Jabong with four other online fashion retailers in Latin America, Russia, the Middle East, South-east Asia and Australia to create Global Fashion Group. Swedish investment firm Kinnevik also owns a large stake in Jabong’s parent Global Fashion Group.
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It is among the top 3 ecommerce players in India when it comes to customer satisfaction. Won the “Online Retailer of the Year” award in the first e-Tailing India ecommerce industry awards. It ranked 10th in Google Zeitgeist India trends making it 10th most searched term in 2012 in India. In 2014 jabong launched an exclusive collection designed by Rohit Bal. Fastest growth, captured 20-25% of online lifestyle & apparel market in a short span of 20 Months. Jabong also has an international store called jabongworld.com, which sells Indian ethnic wear and western wear such as sarees, lehengas, salwar suits and dress materials, dresses.
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According to The Brand Trust Report India Study -2013 by Trust Research Advisory, it ranked among the top 25 trusted Online brands in India. Received the award for the ‘Most Impactful Launch of the year’ at ‘Pitch Brands 50 Awards 2013.’ Jabong was one of the most visited e-commerce sites during the Great Online Shopping Festival 2013. In jabong’s digital strategy its Facebook page has recently crossed 1 million likes and has 17K+ followers in Twitter. Jabong presented a fashion collection based on the bollywood movie Yeh Jawani Hai Deewani, Bhaag Milkha Bhaag and many more. Jabongs Be You campaign is the most famous one by any e-commerce website in India. Ali Bhatt for Jabong is part of Be You campaign.
Business Model Jabong.com follows both an inventory model and a managed market place model. Inventory may be kept “in-house,” meaning on the premises or nearby for immediate use; or it may be held in a distant warehouse or distribution center for future use. Hence, products needed are sourced from brands and are stored in jabong warehouse in Pataudi, outside Gurgaon. An online marketplace is a secure & transactional website where selected suppliers can sell their products or services to buyers. Buyers transactions are processed by a marketplace operator, & usually delivered by the supplier. In the managed marketplace model, jabong provides marketing, logistics and delivery.
Brief History
Competitors
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Sales departments coordinate their sales force to build customer relationships, meet particular revenue goals and pitch new products. The sales force may use a “push” or a “pull” method for attracting customers.Sales departments using the push method usually instruct their sales force to call, email or visit prospective customers.
Technology Department, also known as Tech team does all the coding and is handles the website and app features. It publishes the final work on jabong page.
Jabong has a legal department like any other organisation which deals with legal costs, organizational questions & coordination problems within the department as well as the relationship of the company legal department with the other departments in the enterprise and, last but not least, the relationship between house counsel and outside counsel.
Juice Magazine Jabong has a separate department for its in house magazine Juice. People working in this department deals with editorial, writing and photoshoots for the magazine. The headquarter for Juice magazine is in Mumbai and the editor is Pearl Shah.
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Human Resources is an umbrella term for a collection of functions that assist an organisation deliver value through its employees, contractors and agency staff. From recruiting to assisting emplyoees at the workplace, HR dept at Jabong also come up with interaction sessions, quizzes and other activities to keep the employers motivated in the organisation.
The production department orders inventory for production when needed, fulfills production orders specified by management and coordinates with the marketing and advertising department to make changes to products. Also, handles the inventory.
Creative services lookafter all the design aspect of the company, from UI/UX to banner for Jabong website, apps. All the Facebooks and instagram posts, campaign posters and live banners, push, emailers, everything is designed by the creative team. It is headed by Neha Bhasin, who also the art director of Jabong. Creative services is a team of 20-25 designers with 4 senior designers and a coupleof copywriters for content part. The team is briefed by Campaign Team (which is a part of Marketing department), which are in direct contact with the brands and sales team. They forward new campaigns and offers to the creative team with a deadline.
The chief executive officer, also called the company president, and any other managers involved in making decisions for the company are a part of the
administration department. Jabong admin team is consisting of managers to oversee employees and implement company directives created by the president.
Operational Dept. maintain considerable power in any company. It has the ultimate accountability for profit and loss, and seeks to maximize return on investment for the shareholders.
The accounting department handles the book keeping for a business during t he fiscal year. All revenue, expenses and company equity are tracked by the accounting department and reported to the Internal Revenue Service at the end of the company’s fiscal year. The accounting department also tracks accounts payable so that all clients are paid for services or products.
The marketing & advertising department of
Jabong is responsible for developing product packaging, pricing, and creative materials for informing potential customers of the company’s offerings. Marketing team communicates which the brands & decides how much discount has to be offered and forward the info to the creative team.
Various Departments in Jabong 7
The Creative Team
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Headoffic e
Gurgaon
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Clients Youth, who spend on discretioary activities and want look & feegood. Also, there’s a a lot of youth who want to have a unique personality and style. And they’re the target Be You campaign. 70% of Jabongs customers are women who like shopping from home. Jabong is basically Mass Market. 50-60% sales from small towns, not the top 45 cities but the next ones after that.
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Projects Carousels for Sports and Ethnic wear. Live banners. Advertisement for facebook. Tuesday Night Rush for Jabong Web. End of Season Sale banner for men and women.
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Carousel Carousel ads are an ad format by which several product images are displayed and rotate within the banner. The consumer can have interaction with each product. The most often, carousel ads are used for site retarging. The products displayed on the banner are the products consulted on the merchant website and other product recommendations. In this case, each creative is dynamic and built on the fly for each individual
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Brief The brief was to make carousels for social media, most importantly Facebookand Instagram. I had to make these carouself for Sports shoes and ethnic wear. Facebook format lets you show up to 10 images and/or videos, headlines and links, or calls to action in a single ad unit. But Jabong only makes 3.
Size used for making carousels in Jabong is 3240x1080 pixels.
Every image in a set of Carousel is 1080x1080 pixels in size. Only 20% of the space can be used to write text, as per facebook policy. The main objective of carousel is to attract users attention and make them visit the website. Hence, webite put the best offer they can avail to build the traffic and lure users to click on any set of image.
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Vector Live Banner
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The brief given was to make vector cum text based Live banners for social media platforms. Target audience were young consumers, hence the typeface and colour scheme was chosen accordingly. In this project we had full freedom to play with colours, spacing and the over-all look and feel.
A live banner is a banner ad which is created dynamically at the time of display, instead of being pre-programmed with fixed content. It function the same way as traditional web banners: product, new offer except that the banner content is variable& may even update in real time.
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Facebook Advertisement 21
An ad created by a business on Facebook that’s served up to Facebook users based on user activity, demographic info, device use info, advertising and marketing partner-supplied information, and off-Facebook activity.
The brief for this project was different from the rest of them, as this was a paid advertisement on Facebbok. I was instructed to put only limited text. Gini & Jony and 612 League both are wellknown kids wear brands. And this ad was made to promote the launch of their Spring Summer 16.
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Tuesday Night Rush is the offer given to all jabong users on tueday. And the banner made for this offer is mostly a Graphics Interchange Format (GIF). It is always text based and tries to attract the user.
Tuesday Night Rush 23
I was asked to explore with GIF in this project. The offer for this was 40%. This exercise was only to understand the offer and how it is made without using images and text.
Brief
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Brief The brief was to make a main slider for Jabong home page, womens page and Jabong mens page for End of Season Sale (EOSS) for international brands like Vero Moda,Only (Women Brands) and Selected Homme, Jack & Jones and Only & Sons (Menwear Brand), for spring summer collection.
Got live in first week of July on both Jabong Web and App for over a fortnight.
When you design something, and you design gets selected by your seniors, you tend to think that your job is done. But its not the case in an e-commerce. In an e-commerce business, one banner design needs around 16 different sizes and variation in one single design. There is one main slider for home page, one for men and womens page respectively, and then comes the banner which you get when you click on that slider. Same process goes for Mobile App (for both new and older version).
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Adaptations The adaptations for any design in Jabong starts from the Main Slider which is 2048x1684 pixels in size with a Shop Now button.
When clicked on main slider to get to another page with the same Head Banner (Web & Mob) but different in size and without shop now. That banner is either Men or Women head banner on their respective pages.The same goes Jabong App. Hence, 4 head banners for one design.
Facebook Post comes next with a size of 1200x1200 pixel and Jabong logo.
Old Mobile App for older version of Jabong App whose size is 768x1280 pixels.
Push and Emailers are then made with extra care. They are sent directly to customers mail id with a Shop Now and great lure deals. Their sizes are 500x277 pixels and 600x250 pixels respectively.
Offer Strip is next in the list which is 600x42 pixels in size. And is a small strip used in Jabong website as well as App for generic, men and womens page. It has a Shop Nowand is sent across to users through emails.
They all look same but all of them have different objective and are used in various platforms. The spacing, alignment, amount of content is different in each of them.
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Adaptations for Flat 50% Main Slider
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Facebook Post
Head Banner
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Jabong App (older version)
Offer Strip
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Mobile Main Banner
Push Message
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Learning And Experience
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Being an online shopper myself, I used to shop from websites which I found appealing. I had no clue how do they come up with so many designs and offers. And i was fascinated by how you get to see new offer banners every day. In Jabong, not only did I get to learn everything about an e-commerce business but also how to sustain in an industry. The first few weeks were spent in studying Jabong website & App with some research work. Later, I was taught adaptation for a creative design in various sizes for website, app (old & new), carousals for social networking sites etc. Henceforth, I was only given adaptation of these designs which were made by head designers. After I got a hang of it, they gave me the freedom to use my creativity and design paid ads for Facebook, Home page sliders (website) and live banners.
Every pixel counts!
I learnt that every pixelin any of your design in the industry counts. If the size if a single pixel smaller or bigger, it is no less than a crime.‑ End of Season Sale taught me how to work in pressure. I made around 150-180 adaptations during EOSS in a couple of days. My employee friends used to work late night and during weekends also, if required. It was difficult for me to grasp that but the day my first main banner got live, I understood how it must make them feel, seeing the result of their hardwork.
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Farewell My experience with Jabong had been amazing. People working there treated me as one of them. They were helpful and fun to be with. I really had a great time and learnt a lot. Met some crazy people and enjoyed my stay.
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Reference Jabong Website http://www.jabong.com/ Inventory Model http://www.izberg-marketplace.com/the-marketplace-model/ Structure of Jabong http://www.slideshare. net/hiranirajan10/jabongcom Competitors http://www.slideshare. net/gauravk22/online-shopping-indiajabong?next_slideshow=1 Achievements & Intro https://en.wikipedia.org/ wiki/Jabong.com
Flipkart acquiring Jabong http://www.fibre2fashion.com/news/apparel-news/newsdetails. aspx?news_id=170283 Competitors http://indiafreestuff.in/ top-10-online-shoppingsites-in-india-html/ Achievements https://yourstory. com/2016/06/jabong-comeback/ Carousels http://digitalmarketing-glossary.com/ What-is-Carousel-ad-definition
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Designed by Shreya Badonia