Graduation project

National Institute of Fashion Technology, New Delhi Leather Design 2012-2016 submitted by-

Tripti Manakapure

Graduation Project

GRADUATION PROJECT A DOCUMENT PRESENTED TO THE DEPARTMENT OF LEATHER DESIGN NATIONAL INSTITUTE OF FASHION TECHNOLOGY, NEW DELHI

Submitted by:

TRIPTI MANAKAPURE SEMESTER 8 2016 COMPANY NAME : OMEGA MAKRKETING Pvt. Ltd. INDUSTRY MENTOR: MANAN GULATI INTERNAL MENTOR: E. SHIVASHAKTI

ACKNOWLEDGEMENT

Simply put, I could not have done this work without the lots of help I received cheerfully from whole unit of OMEGA MARKETING Pvt. Ltd. The work culture in the company really motivates. Everybody is such a friendly and cheerful companion here that work stress is never comes in way.

I wish to express my sincere gratitude to Mr. Gurubakshish Singh, Owner of the company, for providing me an opportunity to do my Graduation project work in “OMEGA MARKETING Pvt. Ltd.”.

I sincerely thank Mr. Sivashakthi Ekambaram, my mentor in college and Mr. Manan Gulati, my mentor in the company for their guidance and encouragement in carrying out this project work. I also wish to express my gratitude to the officials and other staff members of Omega marketing who rendered their help during the period of my project work.

I also thank the director of National institute of fashion technology, New delhi for providing me the opptunity to embark on this project.

PREFACE This report documents the work done during the Graduation Project at “OMEGA MARKETING Pvt. Ltd.�

Naraina, New delhi under the supervision of Mr. Sivashakthi Ekambaram. The report first shall give an overview of the tasks completed during the period of internship with analysing the working process on the basis of the brief given by the company.

I have tried my best to keep report simple yet technically correct. I hope I succeed in my attempt.

Tripti Manakapure

CONTENT - Acknowledgement - Preface - Content - Internship brief - Brand Research - Market Research - Demographics - Brand Board - Mood Board - Client Board - Trend Research - Project Undertaken

INTERNSHIP BRIEF Objective: The internship is firstly to understand the leather industry in the real environment and the application of the knowledge acquired in the previous semesters.

The objective is to incorporate, integrate and apply the learning of various subject matters.

Context: The industry internship program which takes place after 7th semester is an introduction for the student to the Leather Apparel, Goods and Lifestyle Industry. It is aimed at providing the leather design students with a professional design production experience by familiarizing them with a working knowledge of functioning of the industry and the relationship between design, production and merchandising.

After the completion of 3 years of training , the Leather Design (LD) students are exposed to the day to day functioning of the industry through an 16 week internship. While working the students comprehend the practical relevance of concepts learnt in class. Besides giving hands on experience, the training provides the necessary inputs for professional development of the students.

The 16 week hand on training develops practical orientation towards the functioning of the apparel , goods and life style industry where the interning trainees can contributes to the industry in the areas of design and performance appraisal received from the industry , plays an important role in the enriching the course cirriculum which, in turn, helps the department to train design professionals who can play a more strategic role. The industry also provides feedback an the changing requirements keeping in view the requirements of the domestic and export markets needs.

The training programme involves orientation of students to company, the infrastructural set up and the mode of functioning. It initiates the student to the gamut of activities in an export house, buying house, or corporate organization so that the student may understand the implications of the process in its entirety. A team of one two students is assigned to a company for a period of 16 weeks during which time they are required to maintain a daily dairy, which they should use as reference point in order to formulate a report which they have to present at the end of internship. This student may work on any design project or any other project given by the company in addition to the above.

Blackberrys

was established in 1991 is one of the leading formal wear brands in India. Blackberrys is an Indian formal wear brand owned by Mohan clothing Co. Pvt. Ltd. Identifying a potential in branded structured clothng needs of the Indian male, over the years, Blackberrys has established itself as the manufacturer of trousers, suites and jackets and gradually completed the wardrobe look with shirts and accessories.

In the 25 years since Blackberrys has entered the Indian fashion scene, many things have changed. One thing, however, has remained the same: their clear focus on providing the young Indian male with truly sharp wardrobe solutions, across all his lifestyle needs.

Be it a pair of crisp khakis for lounging about at a movie hall, or a flamboyant shirt for an evening painting the town red, or a power suit for that big-deal business meeting, he has always relied on Blackberrys to come up with the goods. Sharp is the boldness of our designs, that allows him to make an emphatic statement about his own attitude. Sharp is the precision of our construction that each Blackberrys garment boasts.Sharp is the craftsmanship and attention to detail that we lavish on our apparel, which put that unmistakable seal of elegance on his personality.

With a presence in over 200 exclusive brand outlets, besides 1000+ multi-brand stores, and retailers such as Shoppers Stop and Lifestyle, Blackberrys is even more easily accessible to the fashionable young man whose motto is: ‘go sharp.’

The brand is targeting the upwardly mobile yound executive who are looking for a fashion statement in formals. The brand has identified sophistication, confidence, youthfulness and power as its core brand values. Blackberrys had adopted the tagline “ Sharp, Smooth & Sure” to communicate its brand value.

Blackberrys

prides itself on its ability to spot trends first and bring them onboard else. It’s collection have been associated with innovations in fashion. Sharp,smooth and structured garments is the biggest U.S.P for the brand year. The brand today enjoys a high recal value and is perceived as in various trade surveys as ‘ the best FIT’ the blackberrys brand represents an image of the ‘Young Power Dresser’.

The brand has introduced a wide range of men’s clothing styles in to the market.

They came up with formals, semi formals and casuals wear in the range of shirts, trousers, blazers, suits and accessories. They came up with a new style knows as fit@blackberrys.

P’s Analysis PRODUCT Blackberrys stand for innovation in product and have created a strong image of ‘Sharp Edged clothing’. The brand has a high recall value and is perceived a premium clothing brand and has been documented in various trade surveys as ‘the best FIT’.

PROMOTION

PLACE Retail oulets of Blackberrys can be found in every city of India.

They have accessed across India through about 900 plus retail outlets, 125 company owned showroom and all large format stores like shoppers stop, lifestyle. It has 21 franchisee stores, 94 company owned showroom etc.

PRICE Blackberrys target customers of upper middle and middle class

Market Research

Long customer relationship as they use to update customers with new merchandise by SMS and emil alerts. Special discount offers for regular customers in end of month sale. Gift distribution to regular customers in festival time by courier at home address. Online catalogues and style direction suggestion on official website. Regular promotion by celebrities and advertisement.

Market Research

Merchandiser of Blackberry does regular research by the means of certain data collection.

QUANTITATIVE RESEARCH- They are updated of calculation of right amount of the merchandise should be available at retail outlets.

QUALITATIVE RESEARCH

- Brand makes regular research and survey of the materials used in the product for better material selection of the products.

They majorly focuses the youth men. They do regular mall inception for trend updated, customer preferences and innovations.

CONSUMER PANELS- They take regular suggestion of permanent consumers by telephone surveys, point-of-sale data, corporate sales record, websites,trade shows, subscriptive services and merchandise quality levels.

STORES OF BLACKBERRYS IN INDIA Bangalore, Lucknow, bihar, Faridabad, Rohtak, jaipur, Mumbai, agartala, Aligarh, Amritsar, lwar, Pune, Belgaum, Gurgaon, New delhi, West bengal, Karnataka, Agra, Hyderabad Orissa, Surat, Jharkhand, Goa, Indore, Bhopal, Visakhapatnam, Punjab

SWOT Analysis Strength

1. Well established brand in Formal wear.

2. Perfect fit for indian males.

3. Unique designs 4. In tandem with current fashion trends.

Opportunities

1. Increase in income level of customers.

2. Opening up of new shopping malls in and around.

Threat

1. Competiton from madurai garments.

2. Dynamic nature of the fashion industry.

Market Research

Weakness

1. High price products.

2. Customers include only higher middle class and rich customers.

Demographics of India India is the second most populous country in the world, with over 1.2 billion people (July 2015), more than a sixth of the world's population. Already containing 17.5% of the world's population, India is projected to be the world's most populous country by 2022, surpassing China, its population reaching 1.6 billion by 2050. Its population growth rate is 1.2%, ranking 94th in the world in 2013. The Indian population had reached the billion mark by 1998.

India has more than 50% of its population below the age of 25 and more than 65% below the age of 35. It is expected that, in 2020, the average age of an Indian will be 29 years, compared to 37 for China and 48 for Japan; and, by 2030, India's dependency ratio should be just over 0.4.

India has more than two thousand ethnic groups, and every major religion is represented, as are four major families of languages (Indo-European, Dravidian, Austroasiatic and Sino-Tibetan languages) as well as two language isolates (the Nihali language spoken in parts of Maharashtra and the Burushaski language spoken in parts of Jammu and Kashmir).

Further complexity is lent by the great variation that occurs across this population on social parameters such as income and education. Only the continent of Africa exceeds the linguistic, genetic and cultural diversity of the nation of India.

Lifestyle of India India’s lifestyle is mixture of both western as well as ethnic culture. The western culture is more influenced due to bunch of multi national companies set up in India to establish their corporate and operational offices, BPOs, KPOs, software parks to name a few.

India’s languages, religions, dance, music differs from others as for a different type of dance has its own music, architecture, food, and customs differs from place to place within the country. The Indian culture, often labelled as an amalgamation of several cultures, spans across the Indian subcontinent and has been influenced by a history that is several millennia old. Many elements of India’s diverse cultures, such as Indian religions, Indian philosophy and Indian cuisine, have had a profound impact across the world.

Food of India Indian cuisine encompasses a wide variety of regional cuisines native to India. Given the range of diversity in soil type, climate, culture, ethnic group and occupations, these cuisines vary significantly from each other and use locally available spices, herbs, vegetables and fruits. Indian food is also heavily influenced by religious and cultural choices and traditions. There has also been Central Asian influence on North Indian cuisine from the years of Mughal rule.

Indian cuisine has been and is still evolving, as a result of the nation's cultural interactions with other societies.

Climate of India India hosts six major climatic subtypes, ranging from arid desert in the west, alpine tundra and glaciers in the north, and humid tropical regions supporting rainforests in the southwest and the island territories. Many regions have starkly different microclimates. The nation has four seasons: winter (January and February), summer (March, April and May), a monsoon (rainy) season (June to September), and a post-monsoon period (October, November and December).

Brand Board

Design Brief Age : 23yrs - 28 yrs Country: India Season: Autumn Winter Price range: Rs.2000 - Rs.5000 Occupation: Job oriented men/ Corporate men Trims: fabric Product category: Semi formals shoes Details: Thread work, weaving, two tone leather, tie and dye Inspiratio: A twisted update on preppy, this thrown-together styling thrives onthe creativity of individual flourishes. It is also vintage, but not in a heritage sense; this is carefully selected and considered vintage done in an arty, imaginative way.

Despite its thrown-on attitude, it is sophisticated on closer inspection with clever detailing and offbeat styling subverting classic looks.

The look for the range will be very semiformal with a classy, vintage look. Weaving, cutwork, thread work, two tone and tie and dye are few surface techniques which will be used in this collection, also fine finishing or patent finish will be used.

The collection will be inspired from the vintage theme from which colour palette comprises of browns, black, white, red, yellow.

Theme: Semi Formals Mood: Back to Art school

Consumer profile Age : 25yrs - 30 yrs Country: India Season: Autumn Winter Price range: Rs.2000 - Rs.5000 Occupation: Job oriented men/ Corporate men Attitude: Bold & Confident Product category: Semi formals shoes

Theme: Semi Formals Mood: Back to Art school

Trend Board

Project Undertaken PROJECT WORKING ON To analyse, research the brand philosophy and develop a range of semi formals footwear for men, keeping in mind the target market, buyer’s ideology and brand’s ethnic of Blackberrys. Development of themes, designs development and final sample.

FOOTWEAR : Semi formals shoes

Formal Shoes

SAMPLE 1 1

2

3 4

6 OUTSOLE - BLADE 1 SEASON - AUTUMN WINTER 2016 MOTIF FOR CUTWORK

5

7 UPPER COLOR

1 - BROWN SHEEP NAPPA LINING 2 - CALF LEATHER 3 - LACES LOOP HOLE 4 - SUEDE LEATHER ON vamp 5 - DARK BROWN COLOR THREAD 3 PLY 6 - TUNIT SOLE ( RED & BEIGE COLOR ) 7 - CUTWORK ON TOE CAP

Specs sheet

SPECIFICATIONS OF SHOES

SAMPLE 2 1 2

3 4

7 5

6 UPPER COLOR OUTSOLE - BLADE 1 MOTIF FOR CUTWORK SEASON - AUTUMN WINTER 2016

1 - BROWN SHEEP NAPPA LINING 2 - CRISS CROSS BEIGE NUBUCK STRAPS 3 - GOLDEN BUCKLES ( 1” ) 4 - CUTWORK ON LEATHER 5 - TUNIT SOLE ( BLACK COLOR ) 6 - BEIGE NUBUCK LEATHER 7 - BEIGE COLOR THREAD 3 PLY

Specs sheet

SPECIFICATIONS OF SHOES

SAMPLE 3 1

2

3

4 7 UPPER COLOR

6

5

OUTSOLE - INDO WEAVING PATTERN SEASON - AUTUMN WINTER 2016

1 - BLACK SHEEP NAPPA LINING 2 - BLACK LEATHER TASSELS 3 - WEAVED LEATHER 4 - BLACK GOAT LEATHER 5 - TUNIT SOLE ( BLACK COLOR ) 6 - HAND STITCHED PANELS 7 - BLACK COLOR THREAD 3 PLY

Specs sheet

SPECIFICATIONS OF SHOES

SAMPLE 4 1 2 3 4 5

6 UPPER COLOR

7 BRUSH OFF TECHNIQUE

SEASON - AUTUMN WINTER 2016 OUTSOLE - NODDY

1 - BROWN SHEEP NAPPA LINING 2 - BROWN CALF LEATHER 3 - LACES LOOP HOLE 4 - TAN NUBUCK LEATHER 5 - DARK BROWN THREAD 3 PLY 6 - TUNIT SOLE ( BLACK COLOR ) 7 - BBRUSH OFF TECHNIQUE ON LEATHER

Specs sheet

SPECIFICATIONS OF SHOES

SAMPLE 5

2

1

3 5

4 UPPER COLOR

STITCH WORK

SEASON - AUTUMN WINTER 2016 OUTSOLE - FOCUS 1 - BROWN SHEEP NAPPA LINING 2 - BEIGE NUBUCK LEATHER 3 - STITCH WORK ON LEATHER 4 - TUNIT SOLE ( RED COLOR ) 5 - DARK BROWN THREAD 3 PLY

Specs sheet

SPECIFICATIONS OF SHOES

SAMPLE 6 1 2 3 4

5 6 UPPER COLOR MOTIF FOR CUTWORK SEASON - AUTUMN WINTER 2016 OUTSOLE - BLADE 1

1 - BROWN SHEEP NAPPA LINING 2 - CUTWORK ON CRUSHED LEATHER 3 - CRUSHED LEATHER 4 - DARK BROWN THREAD 3 PLY 5 - TUNIT SOLE ( RED & BEIGE COLOR ) 6 - BROWN TAN LEATHER

Specs sheet

SPECIFICATIONS OF SHOES

SAMPLE 7 2

1

3

UPPER COLOR

4

5

6

SEASON - AUTUMN WINTER 2016 OUTSOLE - FOCUS

1 - BROWN SHEEP NAPPA LINING 2 - OVERLAP STRAPS OF LEATHER 3 - NUDE NUBUCK LEATHER 4 - GOLDEN BUCKLE ( 1’’ ) 5 - TUNIT SOLE ( RED & BEIGE COLOR ) 6 - DARK BROWN THREAD 3 PLY

Specs sheet

SPECIFICATIONS OF SHOES

SAMPLE 8 1 2 3

7

4

8 6

UPPER COLOR

5

WEAVING PATTERN

SEASON - AUTUMN WINTER 2016 OUTSOLE - INDO

1 - BLACK SHEEP NAPPA LINING 2 - BLACK BRUSH OFF LEATHER 3 - BLACK TASSELS 4 - BLACK THREAD 3 PLY 5 - HAND STITCHED UPPER 6 - CRISS CROSS WEAVING 7 - TUNIT SOLE ( RED & BEIGE COLOR ) 8 - LEATHER STRAP ON SIDE PANEL

Specs sheet

SPECIFICATIONS OF SHOES

Project Undertaken PROJECT WORKING ON To analyse, research the brand philosophy and develop a range of semi formals footwear for men, keeping in mind the target market, buyer’s ideology and brand’s ethnic of Blackberrys. Development of themes, designs development and final sample.

ACCESSORIES : Unisex Semi formal Bags

Unisex Bags

SAMPLE 1

1 2 3

4 6 PANEL COLOR

5 SEASON - AUTUMN WINTER 2016

1 - BEIGE NUBUCK LEATER 2 - NUBUCK LEATHER STRAP ( 1” WIDTH ) 3 - CRUSHED LEATHER 4 - GOLDEN RIVET 5 - GOLDEN ADJUSTER ( 1” ) 6 - DARK BROWN THREAD 3 PLY 7 - DARK BROWN LINING 8 - BLACK METAL ZIPPER

Specs sheet

SPECIFICATIONS OF BAG

SAMPLE 2

1

2 3

5

4

6

7

PANEL COLOR

SEASON - AUTUMN WINTER 2016

1 - BROWN ROUND STRAP ( 1” WIDTH ) 2 - DARK BROWN THREAD 3 PLY 3 - NUDE TAN LEATHER 4 - BROWN CALF LEATHER 5 - GOLDEN D HOOK ( 1” ) 6 - FRONT POCKET 7 - LEATHER STRAP ( 1” WIDTH )

Specs sheet

SPECIFICATIONS OF BAG

SAMPLE 3

1 2

3 4

5

WEAVING TECHNIQUE

PANEL COLOR SEASON - AUTUMN WINTER 2016

1 - BEIGE NUBUCK LEATHER 2 - WEAVED LEATHER PANELS 3 - EYELETS HOLE 4 - DARK BROWN THREAD 3 PLY 5 - LEATHER STRAP ( 1” WIDTH ) 6 - DARK BROWN LINING 7 - INSIDE ZIPPER BLACK METALLIC

Specs sheet

SPECIFICATIONS OF BAG

SAMPLE 4

1 3

2 4 5 6 7

WEAVING TECHNIQUE PANEL COLOR

SEASON - AUTUMN WINTER 2016 1 - HANDLE IN NUBUCK LEATHER 2 - BEIGE NUBUCK LEATHER 3 - WEAVED LEATHER PANEL 4 - DARK BROWN THREAD 3 PLY 5 - NUBUCK STRAP ( 1” WIDTH ) 6 - GOLDEN BUCKLE ( 1” ) 7 - GOLDEN ADJUSTER ( 1” ) 8 - DARK BROWN LINING 9 - BLACK METAL ZIPPER

Specs sheet

SPECIFICATIONS OF BAG

SAMPLE 5

1

3

2 5 7

4 6

8 SEASON - AUTUMN WINTER 2016

PANEL COLOR

1 - BROWN ROUND STRAP ( 1” WIDTH ) 2 - DARK BROWN THREAD 3 PLY 3 - NUDE TAN LEATHER 4 - GOLDEN METALLIC ZIPPER 5 - FRONT POCKET 6 - BROWN CALF LEATHER 7 - GOLDEN D HOOK ( 1” ) 8 - LEATHER STRAP ( 1” WIDTH )

Specs sheet

SPECIFICATIONS OF SHOES