GRADUATION PROJECT Submitted By : Bhawna Bajaj Department of Knitwear Design 061173500006 Batch : 2011-2015 Project work carried out at MYNTRA.com Bangalore under the brand KOOK N KEECH
INNER COVER PAGE
GRADUATION PROJECT By BHAWNA BAJAJ Submitted to NIFT in partial fulfillment of the requirements for the degree of Bachelor of Design FACULTY GUIDE Mr. Mohan Kumar NATIONAL INSTITUTE OF FASHION TECHNOLOGY BENGALURU 2015
OFFER LETTEr
Relieving letter
JURY CERTIFICATE GRADUATION PROJECT / DESIGN COLLECTION By Bhawna Bajaj Knitwear Design 2011-2015 Submitted by Ms. Bhawna Bajaj to NIFT in partial fulfillment of the requirements for the degree of Bachelor of Design ( Knitwear Design) of the National Institute of Fashion Technology at Bengaluru and hereby certify that in the judgment of the following members of jury it is worth of acceptance:- Name Institute / Organization Signature & Date:
CERTIFICATE The work presented in this document is authentic and original and is the outcome of the Graduation Project at Myntra.com is the authors own ideas and labour in presenting the Design Collection. No portion of this work has been submitted in support of any application for another degree or qualification to this institute or any other university or other institute of learning. Date: FACULTY GUIDE: Mr. Mohan Kumar Department of Knitwear Design National Institute of Fashion Technology, Bengaluru Place:
DECLARATION The work presented in this document is authentic and original and is the outcome of the Graduation Project done by me at Myntra.com my own ideas and labour in presenting the Knitwear Design Collection. No portion of this work has been submitted in support of any application for another degree or qualification to this institute or any other university or other institute of learning. Date: Student Name & Signature: Bhawan Bajaj Department of Knitwear Design National Institute of Fashion Technology, Bengaluru Place :
acknowledgement This Project is Accumulated product of my hard work and determination. Graduation Project at Myntra, Brand: Kook and Keeck was just like an opportunity to shake hands with the practical world of business. This project report would have not seen the day light if I would not been helped by few people. I am indebted to all those individuals who helped me in gaining knowledge and insight into various aspects of which turns a paper concept into final product. I want to express my deepest gratitude to Mr. Parag Saxena, Brand Head of Myntra (Kook and Keech) for providing me with the opportunity of working in Myntra. I am grateful to Mrs. Alka Kumari, Senior designer of men s wear for providing all the essential information and guidance throughout my project. My deepest gratitude towards my mentor, Mr. Mohan Kumar, Associate Professor and my center coordinator, Dr. Nilanjana Bairagi and all the other faculty at NIFT Bangalore for their support, suggestion and reviewing my project report and providing suggestion at every step of difficulty. At last I would like to extent my heartfelt thanks to all those who have directly or indirectly contributed for this document. Bhawna Bajaj Batch: 2011-2015 Department Of Knitwear Design NIFT, Bangalore
CONTENT 1. Synopsis ------------------------------- Pg 1 2. Executive Summary--------------------- Pg 2 3. Introduction---------------------------- Pg 3 4. Company Profile------------------------ Pg 4 5. Organisational Structure---------------- Pg 5 6. History and Lineage--------------------- Pg 6 7. Values and Mission----------------------Pg 7 8. Recognition----------------------------- Pg 8 9. Brand at a Glance----------------------- Pg 8-11 KOOK N KEECH 10. Introduction-------------------------- Pg 12-14 11. Sponsor s Brief------------------------ Pg 15 12. Collection----------------------------- Pg 17 13. Client Board -------------------------- Pg 19 14 Market Study--------------------------Pg 20-22 15 Collection 1 --------------------------- Pg 23 16 Collection 2 --------------------------- Pg 38 17 Dockets-------------------------------- Pg 46-74 18 Photoshoot----------------------------- Pg 75 19 Bibliography--------------------------- Pg 83
SYNOPSIS The basic objective of this project was to study the organizational manufacturing processes marketing strategies and to get involved with design project and working of Kook and Keech and finally creating 2 collection of our own. Getting a strong knowledge of the industry to cater proper understanding of the fashion market. By this project we got a clear understanding of the requirement as a designer. Being a design Student the focus was on the design project that were given to be developed as par the industry and the brand requirement. For the project given I was supposed to develop 2 collection for Men s Casual Wear T-shirt Graphics and Joggers for age group 21 to 25 yrs. It is really important to gain comprehensive knowledge and application of process involved in designing and developing a collection in the industry, to achieve professional touch.
EXECUTIVE SUMMARY This report is the summation of the project work carried on during the course of Graduation Project at Myntra. The project undertaken was Designing a range Men s Casual Wear, T-shirt Graphics and Jogger for SS15 in brand Kook and Keech The project was Quite interesting since it started with the lowest stage of designing, where I first started my project with research on the trends and forecast for current market, Then I had to study the colour forecast and finalize theme mood for the range. After all these were finalized, deigns were developed accordingly. All these finalized Design were presented to Design Head. Then finalized designs were sent for Sampling. The overall experience was very good as we got the exposure to industry; how it functions and com over a period of 4 months from 1st December 2014 to 15th May 2015.
INTRODUCTION Myntra.com is a one stop shop for all your fashion and lifestyle needs. Being India s largest e-commerce store for fashion and lifestyle products, Myntra.com aims at providing a hassle free and enjoyable shopping experience to shoppers across the country with the widest range of brands and products on its portal. The brand is making a conscious effort to bring the power of fashion to shoppers with an array of the latest and trendiest products available in the country. The company started off in the business of personalization of products, and soon expanded to set up regional offices in New Delhi, Mumbai & Chennai. It began its operations in the B2B (Business to Business) seg ment with the personalization of gifts, which included T-shirts, mugs and caps to name a few. However, in 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented firm-, expanding its catalogue to fashion and lifestyle products.
COMPANY PROFILE NAME: Myntra.com Year Established: 2007 Type of Company: Online Shopping Type of Business: E-Commerce website Owner: Mr. Mukesh Bansal, Mr. Ashutosh Lawania and Mr. Vineet Saxena Annual turnover: 12,000 crore (2015) Major Brands: Kook n Keech,Jealous 21, Puma, Adidas, Forever New, Classic Polo, Roadster Inkfruit, Lee, Nike, Dressberry, Inc., Reebok, and many more Headquarters: Bangalore Area served: Online Products: Women s wear, Men s wear, kids wear,, T-shirts, Footwear, Accessories Website: www.myntra.com In-house Brands: Kook n Keech, Kook n Keech Marvel, Dressberry, Mast n Harbour, Shersingh, Roadster, ETC, Anouk, HRX by Hrithik Roshan, Myntra, Yellow Kites.
ORGANISATIONAL STRUCTURE
HISTORY AND LINEAGE Myntra.com is an Indian online shopping retailer of fashion and casual lifestyle products, headquartered in Bangalore. Myntra was established by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena in February 2007. All three are IIT alumni, and have worked for several start-ups. About history: Myntra was headquartered in Delhi and has been funded by Venture Capital funds like In dous, IDG & Accel Partners. The company started off in the business of personalization of products, and soon expanded to set up regional offices in New Delhi, Mumbai and Chennai. It began its operations in the B2B (business to business) segment with the personalization of gifts, which included T-shirts, mugs and caps to name a few. However, in 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented firm, expanding its catalogue to fashion and lifestyle products. From 2007 to December 2010, My ntra. com was in the business of online demand personalization. The products ranged from T-shirts, mugs, greeting cards, calendars, key chains, diaries, wine glasses. New business focus and products Myntra has tied up with top fashion and lifestyle brands in India, such as Nike, Inc., Reebok, Puma, Adidas, Asics, Lee, Lotto, Decathlon, FILA, John Miller, Indigo Nation etc. to offer a wide range of current season merchandise from these brands Myntra currently offers products from more than 350 Indian and international brands. These include shoes for running, tennis, football, basketball and fitness, along with casual footwear from world-renowned industry leaders like Nike, Puma, Converse, Adidas, Decathlon, Reebok, Lee Cooper, Numero Uno, Skechers, Crocks, Asics, Fila, Lotto, ID and many more. There are also casual and dressy footwear for women from Catwalk, Carlton London and Red Tape to name a few.. Myntra also stocks T-shirts for men and women from popular brands like Jealous 21, Forever New, Classic Polo, Inkfruit, Lee, Nike, Inc., Probase, Puma, Adidas, Reebok, Ed Hardy, Decathlon, Lotto, Ediots, Mr. Men, Tantra and Guerilla. The web site has also launched Being Human and Fastrack watches. In July 31, 2012 Bollywood actor Kalki Koechlin launches Myntra s Star N Style feature. In 2013, Myntra acquired San-Francisco-based Fitiquette, a developer of virtual fitting room technology. Myntra.com is an aggregator of many brands. Its business model is based on procuring current season mer chandise from various brands and making them available on the portal at the same time as in respective retail brand outlets. All these products are offered to customers on MRP. In October 2007, Myntra received a seed funding from Accel Partners (formerly Erasmic Venture Fund), Sasha Mirchandani from Mumbai Angels and another angel investor. In November 2008, Myntra raised with its A funding of $5 million from NEA-In dous Ventures, IDG Ventures and Accel Partners. In the second round of funding led by Tiger Global and participated by existing investors IDG Ventures and Indo-US Venture Partners, Myntra raised $14 million. To wards the end of 2011, Myntra.com raised $20 million in its third round of funding led by Tiger Global. Myntra launched a brand campaign with its first TVC in July 2011. The commercial juxtaposes new-age fashion with oldworld grit and positions Myntra as a fashionable new age brand. Myntra s second campaign, with the tagline Ramp It Up, was launched in October 2011 with a TVC. The new ad scored high on fashion quotient and the core message was to communicate the launch of the Autumn Winter 2011 collection on Myntra.com. In February 2012, Myntra also rolled out an OOH (out of home) campaign across Tier 2 cities, to build brand awareness and promote online shopping. In June 2012, Myntra launched its third campaign.
VALUES AND MISSION Myntra.com s value proposition revolves around giving consumers the power and ease of purchasing fashion and lifestyle products online. Offerings such as the largest in-season product catalogue, 100% authentic products, cash on delivery, EMI facility and 30 day return policy make Myntra.com, the preferred shopping destination in the country. Myntra.com understands its shoppers needs and caters to them with choice of apparel, accessories, cosmetics and footwear from over 500 leading Indian and international brands. Prominent brands include Adidas, Nike, Puma, Catwalk, Inc 5, United Colors of Benetton, FCUK, Timberland, Avirate, FabIndia and Biba to name a few and also some recently introduced in-house labels such as - Roadster, Sher Singh, Dressberry, Kook N Keech and ETC.
RECOGNITION Awarded Fashion eretailer of the Year 2013 by Franchise India Indian eretail Awards Awarded Best E-commerce Website for 2012 by IAMAI India Digital Awards Awarded Images Most Admired Retailer of the Year: Non Store Retail for 2012 by Images Group Awarded Best E-commerce Partner of the year 2011-12 by Puma India
Brand at a glance MYNTRA INHOUSE BRANDS DRESSBERRY: FUN, FLIRTY AND FEMININE Myntra is celebrated for its customer focus and ability to keep its promises of great quality fashion. Comprises a long list of bangles, bracelets, Earrings, pumps, balle rinas, Dresses, Tops, Clutches, Shirts, Tote Bags, and more in a variety of riotous co lours, comely designs, fine material and attractive prices. DressBerry in India is a sugar-and-spice combination of the urbane and trendy. ROADSTER: LIFE IS NOW, AND NOT A DISTANT DREAM OF ANOTHER DAY Roadster in India is myntra s very own brand of contemporary jeanswear that captures a type of lifestyle that is current - a living, breathing essence of fashion. It believes in the spirit of freedom and in living life to the fullest. It includes the unique range of smart Apparel for Men and women from Roadster online at Myntra, sets to infuse the life with fresh ideas and boundless energy. Roadster, a Myntra origi nal, is a brand that speaks to the young and adventurous. Say goodbye to a sedentary life that s devoid of meaning. I am now says the brand, verbalising the firm belief in valuing every minute. It s time to imbibe the very essence of living in the moment. The design philosophy of the brand exudes a rugged sense of style that s perfect for an energetic, outdoorsy kind of lifestyle. The collection of comfortable, uber stylish Jeans from Roadster is tailor-made to bring much-needed funkiness.
SHER SINGH: THE CLASSIC CRICKET LIFESTYLE! It s a brand that brings Alive the spirit, class and liveliness of the gentleman s game like no other. Sher Singh in India is a lifestyle brand that draws inspiration from the style elements of a sport that s almost a religion in our country. Be it the classic cricket V neck Sweaters spotted on the field, or the smart whitetipped Blazers worn during practice and post-match award ceremonies, this Apparel range ex udes Sports-inspired classic elegance from bygone eras. Ever been awed by the rare spirit of sportsmanship and natural sense of style displayed by cricketing stalwarts like Pataudi or Sir Viv Richards? Sher Singh captures the very essence of these iconic figures in its premium quality apparel and Accessories range. ETC: FOR YOUR EVERYDAY COMFORT NEEDS The detail lies in the small things and the brand pulls out all stops when it comes to providing fashionable as well as functional items. ETC, a brand that is after our own heart - fuzzy Socks, sleek Belts, fun Mufflers and much more. ETC in India is all about combining the best of aesthetic attributes, skilled craftsmanship and high quality ma terial to give excellent products that will be worth every penny. ANOUK: MATERIALIZING A GIRL S HEART, MIND AND SOUL Anouk brings elegant Stoles and Kurtas for the modern Indian girl who Dresses to im press. Every piece in the repertoire is handcrafted with carefully detailed printing, dye ing, bead work and beautiful thread embroidery. The beautiful art work that goes into these garments makes a world of a difference. Girls are mysterious, period! Very few people can understand why girls love Shoes, clothes, endless conversations with their friends, sugar, spice and everything nice, and Anouk falls in this minority. It is this effervescent spirit of every cosmopolitan Indian girl that Anouk india reveals. Equipped with flirty prints, vibrant colours and everything fun, the silhouettes make sure the garments are fashion-forward.
HRX: INDIA: STYLE THAT MOTIVATES HRX is a brand by Hritik Roshan that goes by the philosophy of pushing yourself to the extreme. So whether you are into education, work or sport of fitness you should give it your all and push your own limits. This brand hopes to inspire people to keep achieving no matter what obstacles come in your way. The latest global Trends are combined with active lifestyle fashion to give Clothing and Accessories that is always stylish. KOOK N KEECH: Myntra original brand brings a range of Clothing and Accessories that are bursting with colour and fun. The merchandise from Kook N Keech come Alive with prints of all famous cartoon characters and super heroes. The catchy graphics combine with text to make each and every merchandise from Kook N Keech a statement piece. The brand is known for bright colours like red and blue or more neutral shades like grey, white and black. The flip flops come in colours like yellow, pink, green, orange, black and blue. YELLOW KIDS: No kidding Myntra Original now steps into the world of little one with its new brand launched Yellow kites. The brand has a playful and cheerful look. The merchandise includes product like catchy graphics tees, cute frocks and skirts, printed trouser, denim, Shorts for both boys and girls. It caters only to toddlers. It even has very colorful and exciting range of accessories for both.