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Acknowledgement I experience great pleasure to convey my profound sense of respect and gratitude to Ms. Rinku Kaicker, design head of wills lifestyle giving us the opportunity to come to this company and get new knowledge and rightful exposure that we students needed. I would like to thank and appreciate the comments and suggestions given to me by Ms. Vatsala Verma for her excellent supervision and encouraging discussions that helped us in having a greater in-look into the project. I would even like to thank the entire staff of the production department for getting our designs executed and cooperating with us throughout our internship.
In the end we express our heartfelt gratitude to our faculty, Ms. Vandana Narang and Ms. Anandita Sardar for their supervision and help in the best possible ways throughout the period of internship. Internship Brief The industry internship programme is an introduction to the industry and understanding of designer’s role and responsibility in this context. It is aimed at providing us with a professional design experience by familiarizing us with a working knowledge of the functioning of the apparel industry and the relationship between design and production.
The eight-weeks of on-the-job training develop practical orientation towards the functioning of the apparel industry in the areas of design, supervision, sample development and merchandising. The subsequent feedback and performance appraisal received from the industry, plays an important role. Our training programme involves two weeks of orientation of the company,the infrastructural set up and its mode of functioning. In the remaining six weeks we begin the project of designing and executing a collection as per he specific design brief given by the company. Contents ITC profile History & Evolution ITC Sub-brands Organizational chart Achievements LRBD profile LRBD organizational structure Brand Architecture Supply chain management Product Development -sourcing -sampling -fabric store -grading -cutting -washing -finishing -costing -quality measurement -manufacturing Competitors Marketing strategy SWOT analysis Reference Acknowledgement Learning experience Project Reports by, Debiprasad Chhualsingh ITC Profile
ITC is one of India’s foremost private sector companies with a market capitalisation of over US $ 22 billion and a turnover of US $ 6 billion. * ITC is rated among the World’s Best Big Companies, Asia’s ‘Fab 50′ and the World’s Most Reputable Companies by Forbes magazine, among India’s Most Respected Companies by BusinessWorld and among India’s Most Valuable Companies by Business Today. ITC ranks among India’s `10 Most Valuable (Company) Brands’, in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia’s 50 best performing companies compiled by Business Week.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery.
As one of India’s most valuable and respected corporations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration “a commitment beyond the market”. In his own words: “ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part. ITC’s diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. ITC’s Agri-Business is one of India’s largest exporters of agricultural products.
ITC is one of the country’s biggest foreign exchange earners (US $ 3. 2 billion in the last decade). The Company’s ‘e-Choupal’ initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Company’s marketing reach.
ITC’s wholly owned Information Technology subsidiary, ITC Infotech India Ltd, provides IT services and solutions to leading global customers. ITC Infotech has carved a niche for itself by addressing customer challenges through innovative IT solutions. ITC’s production facilities and hotels have won numerous national and international awards for quality, productivity, safety and environment management systems. ITC was the first company in India to voluntarily seek a corporate governance rating. ITC employs over 26,000 people at more than 60 locations across India.
The Company continuously endeavors to enhance its wealth generating capabilities in a globalising environment to consistently reward more than 3,58,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioning statement: “Enduring Value. For the nation. For the Shareholder. ” History and evolution ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited.
As the Company’s ownership progressively Indianised, the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I. T. C. Limited in 1974. In recognition of the Company’s multi-business portfolio encompassing a wide range of businesses – Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care – the full stops in the Company’s name were removed effective September 18, 2001. The Company now stands rechristened ‘ITC Limited’.
The Company’s beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of the Company’s existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J. L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India’s future. The Company’s headquarter building, ‘Virginia House’, which came up on that plot of land two years later, would go on to become one of Kolkata’s most venerated landmarks.
Though the first six decades of the Company’s existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginnings of a corporate transformation that would usher in momentous changes in the life of the Company. ITC’s Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC’s Cigarettes business. It is today India’s most sophisticated packaging house. In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which was rechristened ‘ITC-Welcomgroup Hotel Chola’.
The objective of ITC’s entry into the hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale direct and indirect employment. Since then ITC’s Hotels business has grown to occupy a position of leadership, with over 100 owned and managed properties spread across India. In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited, which today has become the market leader in India.
Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam Paperboards Division. In November 2002, this division merged with the Company’s Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. ITC’s paperboards’ technology, productivity, quality and manufacturing processes are comparable to the best in the world. It has also made an immense contribution to the development of Sarapaka, an economically backward area in the state of Andhra Pradesh.
It is directly involved in education, environmental protection and community development. In 2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve customer service with reduced lead time and a wider product range. In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since inception, its shares have been held by ITC, British American Tobacco and various independent shareholders in Nepal.
In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal). In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in November 2002.
Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for export of agri-commodities. The Division is today one of India’s largest exporters. ITC’s unique and now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million farmers. ITC’s first rural mall, christened ‘Choupal Saagar’ was inaugurated in August 2004 at Sehore. On the rural retail front, 24 ‘Choupal Saagars’ are now operatonal in the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the launch of Expressions range of greeting cards. A line of premium range of notebooks under brand “Paperkraft” was launched in 2002. To augment its offering and to reach a wider student population, the popular range of notebooks was launched under brand “Classmate”in 2003. “Classmate” over the years has grown to become India’s largest notebook brandand has also increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009 saw the launch of Children Books, Slam Books, Geometry Boxes, Pens and Pencils under the “Classmate” brand.
In 2008, ITC repositioned the business as the Education and Stationery Products Business and launched India’s first environment friendly premium business paper under the “Paperkraft” Brand. “Paperkraft” offers a diverse portfolio in the premium executive stationery and office consumables segment. Paperkraft entered new categories in the office consumable segment with the launch of Textliners, Permanent Ink Markers and White Board Markers in 2009. ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality relaxed wear for men and women in 2000.
The Wills Lifestyle chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) andWills Clublife evening wear (2003). ITC also initiated a foray into the popular segment with its men’s wear brand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the country’s most premier fashion event – Wills Lifestyle India Fashion Week – that has gained recognition from buyers and retailers as the single largest B-2-B platform for the Fashion Design industry. To mark the occasion, ITC launched a special ‘Celebration Series’, taking the event forward to consumers.
In 2000, ITC spun off its information technology business into a wholly owned subsidiary,ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC Infotech is one of India’s fastest growing global IT and IT-enabled services companies and has established itself as a key player in offshore outsourcing, providing outsourced IT solutions and services to leading global customers across key focus verticals – Manufacturing, BFSI (Banking, Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation) and Media & Entertainment.
ITC’s foray into the Foods business is an outstanding example of successfully blending multiple internal competencies to create a new driver of business growth. It began in August 2001 with the introduction of ‘Kitchens of India’ ready-to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and staples segments with the launch of the brands mint-oand Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment.
ITC’s entered the fast growing branded snacks category with Bingo! in 2007. In eight years, the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands, with an enviable distribution reach, a rapidly growing market share and a solid market standing. In 2002, ITC’s philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.
ITC’s foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the cottage sector. ITC’s popular agarbattis brands include Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa. ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme) and women (Inizio Femme).
Continuing with its tradition of bringing world class products to Indian consumers the Company launched ‘Fiama Di Wills’, a premium range of Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The Company also launched the ‘Superia’ range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in June 2008. ITC Sub-brands [pic] Take an abiding commitment to world-class quality.
Add deep market insight; cutting-edge technology; a pervasive culture of innovation. And you have ITC brands that do India proud across a range of products and services: Aashirvaad, Sunfeast, Kitchens of India, mint-o, Candyman, Bingo! , Wills Lifestyle, John Players, Essenza Di Wills, Fiama Di Wills, Vivel Portfolio, Superia, ITC-Welcomgroup, Classmate, Paperkraft, AIM, Mangaldeep. Click on the icons to experience the world of ITC Brands. [pic] Organisational chart BOARD OF DIRECTORS [pic] | |CHAIRMAN | |Y C Deveshwar | |[pic] | |[pic] | | | |EXECUTIVE DIRECTORS | | | |K Vaidyanath | |K N Grant | | | | | |[pic] | | | [pic] | |NON-EXECUTIVE DIRECTORS | |A Baijal |S Banerjee |AV Girija Kumar | |S H Khan |S B Mathur |D K Mehrotra | |H G Powell |P B Ramanujam |Anthony Ruys | |Basudeb Sen |B Vijayaraghavan | | |[pic] | CORPORATE MANAGEMENT COMMITTEE |[pic] | |MEMBERS | Y C Deveshwar | |Chairman | |K Vaidyanath | |Executive Director | |K N Grant | |Executive Director | | | |Nakul Anand | |Hotels & Travel | |Anand Nayak | |Human Resources | |T V Ramaswamy | |R&D, Projects, EH&S | | | |S Sivakumar | |Agri Businesses | |K S Suresh | |Legal | |Rajiv Tandon | |Finance | | |B B Chatterjee | |Secretarial | | | | | | | | | |[pic] | | | DIVISIONAL MANAGEMENT COMMITTEES A Chand | |Divisional Chief Executive | | | |Riaz Ahmed | |Member & Secretary | | | |S Roy | |Member | | | |K Bose | |Member | | | |M Rastogi | |Member | | | |R Kaicker | |Member | | | | | | | | | | |The three tiered interlinked leadership process creates a wholesome balance between the need for | |focus and executive freedom,and the need for supervision and control | | | | | | | | | | | | | | | | | |Achievements | | ITC’s Lifestyle Retailing Business has won numerous awards for its quality, marketing and product excellence: [pic] LRBD has won several Images Fashion Awards over the years: 2009: Most admired Fashion Brand of the year – Fashion Forward – Wills Lifestyle 2007: Most Admired Fashion Campaign – John Players 2005: Most Admired Shirt Brand of the Year – John Players 004: Rising Star Brand of the Year – John Players 2003: Most Admired Exclusive Brand Retail Chain of the Year -Wills Lifestyle 2002 : Most Admired Women’s Wear Brand of the Year – Wills Sport 2001 : The Most Admired Brand Launch of the Year – Wills Sport The Most Admired Exclusive Brand Retail Chain of the Year -Wills Lifestyle. [pic] Retailer of the Year Award to Wills Lifestyle in Fashion & Lifestyle category at Asia Retail Congress 2008. [pic] Wills Lifestyle rated amongst the top 5 Luxury brands in the country in aGlobal Luxury Survey conducted by TIME Magazine. [pic] Front runner Award – 2007 to Wills Lifestyle in the Retail category byReal Estate Observer & Trammel Crow Meghraj. pic] Superbrand 2006 awarded to Wills Lifestyle by the Superbrands Council of India. [pic] The “Best Supply Chain Practices Award 2006” for time-effective and cost-efficient Logistics management in Organized Retail. The awards were organized by Retailers Association of India (RAI) in association with ITWSignode – the International leaders in packaging solutions. [pic] The Division’s Product & Quality Testing facilities were awarded the prestigious accreditation by the National Accreditation Board of Laboratories of the Department of Science and Technology, GOI (affiliated to the International Laboratories Accreditation Cooperation – Geneva) in 2006.
This accreditation is awarded after rigorous procedures confirmed that LRBD’s Testing facilities truly conform to international standards in terms of quality and technical competence. The Division also obtained ISO 9001:2000certification in the area of Receipt, Storage & Distribution of Merchandise / Finished Goods by Det Norske Veritas, Netherlands. [pic] NID Awards for Design Excellence for Best Packaging Design In The FMCG Category for John Players. • Award for Customer and Brand Loyalty in Retail Sector category at the2nd Loyalty Summit. • Wills Lifestyle rated amongst the top 5 Luxury brands in the country in a Global Luxury Survey conducted by TIME Magazine. Lifestyle retailing business division-profile
ITC’s Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear,Wills Clublife evening wear, fashion accessories and Essenza Di Wills – an exclusive range of fine fragrances and bath & body care products and Fiama Di Wills – a range of premium shampoos and shower gels. Wills Lifestyle has also introduced Wills Signature designer wear, designed by the leading designers of the country. With a distinctive presence across segments at the premium end, ITC has also establishedJohn Players as a brand that offers a complete fashion wardrobe to the male youth of today.
With its brands, ITC is committed to build a dominant presence in the apparel market through a robust portfolio of offerings. |Wills Lifestyle has been established as a chain of exclusive specialty stores providing the Indian consumer a | |truly ‘International Shopping Experience’ through world-class ambience, customer facilitation and clearly differentiated product | |presentation. Our stores have established themselves as preferred shopping destinations in the prime shopping districts across | |the country. | | | |At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and pleasing atmosphere.
The use of space is | |refreshing, which is reflected even in the spacious changing rooms. Every store offers an international retailing ambience with | |the extensive use of glass, steel and granite, reflecting the most contemporary trends in store design, thereby creating a | |splendid backdrop for the premium offerings. | | | |Wills Lifestyle was named Superbrand 2009 by the Superbrands Council of India recently. Wills Lifestyle has been twice | |declared ‘The Most Admired Exclusive Brand Retail Chain of the Year’ at the Images Fashion Awards in 2001 & 2003. s well as’Most| |Admired Fashion Brand of the year – Fashion Forward’ in 2009. | | | |Wills Lifestyle is the title partner of the country’s most premier fashion event – Wills Lifestyle India Fashion Week. Taking | |the celebration of the event to its stores, Wills Lifestyle has partnered with several leading designers including Rohit Bal, | |Ranna Gill, Rohit Gandhi Rahul Khanna, Satya Paul, Rajesh Pratap Singh, J J Valaya & Suneet Varma whose new edition of Designer | |wear is now available atWills Lifestyle stores. | | |Wills Sport, fashionable relaxed wear for men and women has, over thirteen seasons, become the vibrant face of contemporary | |fashion. At the Images Fashion Awards 2001,Wills Sport was declared ‘The Most Admired Brand Launch of the Year’. Following | |this, Wills Sport was declared ‘The Most Admired Women’s wear Brand of the Year’, at Images Fashion Awards 2002. Wills | |Sportpresents a collection designed as the perfect medley of interesting patterns and premium fabrics. Fine knitted sweaters and| |trendy mock necks create magic in balmy winter afternoons. The collection also features rich hues of corduroys and premium | |Italian jackets. | | | | |Wills Classic work wear was launched in November 2002, providing the premium consumer a distinct product offering and a unique | |brand positioning. Featuring luxurious fabrics crafted to perfection with the most contemporary styling, Wills Classic work wear| |is positioned as the brand for new age leaders, who are changing the rules of business and encouraging a dynamic culture of | |enterprise, innovation and teamwork. Showcasing the epitome of new age luxury, the collection features the finest shirts crafted| |in Italy. These are complemented by exquisite trousers and jackets made by European master craftsmen. |Having established a distinctive presence in the premium apparel segment in a short span of time with Wills Sportpremium relaxed| |wear and Wills Classic new age work wear, Wills Lifestyle launched Wills Clublife in May 2003 in the growing evening wear | |segment, thereby strengthening its portfolio in the premium segment. The brand is uniquely positioned to complement the | |glittering evening life of premium consumers perfectly. The collection is inspired by the allure and intrigue of the dark. The | |use of sensuous fabrics and seductive patterns add to the magical enchantment. | | | |Wills Lifestyle complements the range of premium apparel with a tempting choice of fashion accessories.
This season a wider | |choice of accessories will be offered across ties, cuff links, socks, caps, hand bags, wallets, belts, eyewear and shoes. | |TC forayed into the youth fashion segment with the launch ofJohn Players in December 2002 and John Players is committed to be | |the No. 1 fashion brand for the youth. This foray leverages ITC’s proven competencies in understanding consumer insights, brand | |building and design capabilities. | | | |Youth icon & bollywood actor, Ranbir Kapoor is the brand ambassador of John Players. The ‘New face of cool’ personifies the | |youthfulness, vibrancy and panache that brand stands for. | | | | |John Players offers a complete and vibrant wardrobe of Casual wear, Party wear, Work wear, Denims, Outer wear and Suits & | |Jackets, incorporating the most contemporary trends, an exciting mix of colors, playful styling, trendy textures and comfortable| |fits. | | | |The brand is available across the country through a nation-wide network of over 225 exclusive stores and 1200 multi-brand | |outlets. | | | |At the Images Fashion Awards 2005, John Players was declared ‘The Most Admired Shirt Brand of the Year’. | | | |At the Images Fashion Awards 2007, John Players was awarded the ‘The Most Admired Fashion Campaign of the Year’ award. | | |[pic] | | | | | | | | | | | | | | | [pic] [pic] Brand Architecture THE SPORT STORY Wills sport, fashionable relaxed wear for men and women has, over thirteen seasons, become the vibrant face of contemporary fashion at the images fashion awards 2001.
Wills sport was declared ‘the most admired brand launch of the year’ at images fashion awards 2002. This season wills sport present a collection designed to complement your exuberant lifestyle. Vibrant designs create magic in breezy fabrics, racy stripes and enchanting details add charm to the purest linen and cotton. WILLS CLASSIC Wills classic work wear was launched in November 2002,providing the premium a distinct product offering and a unique brand positioning, featuring luxurious fabrics crafted to perfection with the most contemporary styling. Wills classics work wear is positioned as the brand for new age leaders, who are changing the rules of business and encouraging a dynamic culture of enter prose, innovation and team work.
Show casing the epitome of new age luxury. Wills classic feature the finest shirt, crafted in Italy, complemented by exquisite trousers and jackets, made by European master craftmen. Experience a new language of charming sophistication this season. THE CLUB STORY Wills lifestyle launches wills club life in may 2003 in the growing evening wear segments, thereby strengthening its portfolio in the premium segment. The brand is uniquely positioned to complement the glittering evening life of premium consumers perfectly. Wills club life evening wear is inspired by the allure and intrigue of the dark sensuous fabrics and seductive patterns add to the magical enchantment. WILLS SIGNATURE
Designer–wear so far seen on the ramps and appreciated for its distinctive creative edge has been out of reach of consumers at large because of its limited distribution and inaccessible pricing. In the last quarter of 2006, this began to change with the roll-out of Wills Lifestyle ‘Signature line’ that offers consumers across the country, designer-wear for their wardrobes. The Wills Lifestyle Signature line, the largest ever initiative in the Indian fashion industry to take designer wear to consumers, offers a choice of aspirational yet wearable designs at accessible price-points through a nationwide network of stores. It is an initiative that has been welcomed by consumers across the country.
Wills Lifestyle partners with leading designers of the country to create the grand finale collection of the Wills Lifestyle India Fashion Week and subsequently the collection is launched at its stores across the country. In Autumn Winter 2010 Wills Lifestyle yet again takes the celebration of fashion from ramp to racks with customers making a style statement with chic designs by leading designers of the country: • Rohit Bal • Ranna Gill • Rohit Gandhi Rahul Khanna • Satya Paul • Rajesh Pratap Singh • J J Valaya • Suneet Varma Supply Chain Management Supply Chain Management or Logistics Process Flow of ITC ITC has a supply chain management for of its brands i. e Wills and JP . Wills includes products of premium range whereas JP include mid-market range product.
Wills- Wills is further classified into two main class i. e. apparel and accessories. Apparel accounts for about 95% of the total product whereas accessories (sunglasses,footwear,perfumes etc. )for only 5%. The apparel range is further classified into four categories . They are • Premium Range • Wills Classics • Wills Sport • Wills Club Life Each of these category is again divided into Tops(70%) and Bottoms(30%). The tops and the bottoms are also classified as knits and wovens. JP- John Players. Product Development The two fashion season which every apparel manufacture follows as a standard are: Spring – Summer and Autumn – Winter. The following functions are executed before any season begins: Forecasting: Finalizing production and also sales targets. • Designing: Designing the styles to be made during the season. • Sourcing: Ordering of fabric and trims from various vendors. These functions are executed by the head office in Gurgaon;forecasting and designing are usually done 3 seasons ahead, while sourcing in normally done 2 seasons in advance. The process for the product development are as follows :- • Premiere Vision(P. V):Premiere Vision is a trend fair that takes place twice a year, in January and September. It is a fair where all the European trends are showcased to put forward the forecasted colors, Fabrics, prints and textiles. From the forecast, the design process starts. Mill Week: This activity basically includes the presentations in which the mills showcase their regular collections and also the new developments. This activity has a total duration of 22 days takes place twice a year ,once for the spring summer and the other for the autumn winter. It is attended by the merchants, designers and the people from the fabric cell. They only shortlist the bases and the designs and also give suggestions to the mill for any developments. • Trend Research: It begins with the analysis of both domestic and international market trends and society lifestyle which leads designers (garment and textile) to the drawing board.
The major basis of research constitute the reference from WGSN-trends forecasting website, periodicals and international fairs like premier vision, bread and butter. • Range Architecture: It is basically a document which gives details as to the cost which the merchant has set for a particular style as well as the constraint (of cost) under which the designer is supposed to make his design and select the fabric base. It also gives details as to the number of pieces of a particular style which has to be manufactured. • Style Tree: Based on the mentioned style forecasting and range architecture, the designers prepare concept board. A concept board reflects broad ranging issues like information, influences and directions.
Free hand sketches of styles are developed and an illustration board is prepared, Simultaneously,the textile designers develop their own prints and fabric weaves on TEX CAD based on the tree brief . These Cads are then sent to the domestic vendors and textile mills to make prototypes. Textile mills collaborated with ITC are: Arvind mills,Morajee and Raymond’s in India Monti and Zambaiti in Italy. Then among all the Cads prepared and offered by the various vendors, the best are selected and the range is consolidated to give out selections for desk looming. For the internal jury selection, at least the desk looms are expected to be presented to the panel. Fabric Base Development : From the bases that were showcased by the mills in the mill week those which needed development were given back to the mills for further development according to the details as wanted by the company. This the merchant gives it in the form of desk looms and hangers. After appropriate changes the mill returns back the final developed base back to the merchant. Once the final fabrics and prints are selected ,then bulk orders given to the various mills and yardages are ordered. The yardages are handed over to the designers for their design collection. • Salesman sample :Four pieces of the garment are made for use as salesman sample for displaying to buyers/retailers.
Usually fabric for this is sent from Ho. Alternate trims may be used. Typically two pieces are made for photoshoot sample. These samples are made from the yardages received prior to the bulk fabric. The fabric quality and color is same as that of the final sample. The responsibilities are taken up by the garment factory, merchant and the retailers. • Production Sample and Size set: The base pattern sent from HO comes in only one size-28 for women and34 for men(Bottom)using fabric from the bulk rolls and using actual trims, the sampling department makes sample of the other sizes and two of these are sent to the head offices as PP samples. Upon approval, bulk production starts. samples are sent for GPT and 2 are kept in the factory itself. One each is sent to the garment engineer and to the merchant. On approval the bulk production begins. Sourcing 1. Global sourcing base for fabrics and yarns: Strong domestic partnerships in textiles for millmade as well as traditional indian power loom and auto loom fabrics 2. Fabric sourcing tie ups with ” marubeni / itochu groups” for sourcing of cottons and linens ,silks , cotton poly blends, polyesters , polyester viscose, nylon, stretch fabrics and other blended fabrics in woven and knits 3. Direct tie ups and working relationships with selected mills in China and Taiwan and Turkey for yarn and fabric sourcing 4.
Sourcing tie ups in the area of knits with manufacturers in China and Bangladesh currently used for their own retail groups 5. This is when the finest fabrics from across the world are brought to the cutting edge garment manufacture facilities in Nepal and Bangalore . sampling Sampling department is the department where the patterns are made , cut and stitched. The total no. Of machines in the sampling floor are 65 Sewing machines for domestic are 19 and 28 for exports 2 buttoning and riveting machines 1 button hole machine 1 keyhole machine 1 eyelet machine for snap buttons 4 ironing tables with steam irons CAD/CAM room had the following Lectra pattern cutting machine Magpie fusing machine and a lectra pattern plotter. overlock machines, 1 chain stitch machine, 2 embroidery machines. 1 computerized embroidery machine is also available which is capable of doing all types of intricate embroideries There is a hand embroidery and sequin department where two kaarigars sit and apply sequins and embroidery to the garments by hand . The pattern cutting machine has a monopoly cutter so most of the fabrics are cut in single layers. The cutting capacity for single plies is 30-40 garments a day but incase of the double ply cutting the capacity increases to 40-45 garments. There is also a washing department where all denims washes are done, including fabric softening, washing, bleaching, dyeing, abrasion and tearing are done.
The department consists of 14 machines which serves purposes of spraying, drying, spinning, bleaching, washing etc. -fabric store Activities in the warehouse The following sequences fo steps give an idea as to how the domestic raw material warehouse functions 1. A purchase order is places with the supplier of the fabric 2. When the fabric arrives, its unloaded according to the amount mentioned in the PO 3. invoice is provided by the supplier when transferring the fabric 4. A goods receipt note is prepared based on the deliver challan quantity of fabric 5. Manual inspection of the fabric roll is carried out on the inspection machine 6. Centre to Side Variation tests, shade and shrinkage testing are carried out 7.
Publicly accesible inspection report is prepared based on the inspections and tests performed 8. Normally two swatches are cut from the fabric for record keeping : one in the warehouse and the other in merchandisng Fabrics and Vendors FABRICS Pure cotton Cotton dobby Linen Poplin Cotton poplin Cotton twill Denim Wool blend Flat knits Velvet Sateen Silk Corduroy 70s voile 50s cotton Circular knits Cotton knits Viscose knits Polyester blend knits Chambery Silk chiffon Georgette Cotton lace Nylon lace Lycra Schiffli VENDORS Arvind mills Aashima Morarjee Nahar international Jayshree Raymonds J. s fashions Jit voil Hammerley Vardhaman Adya Grace international Isko for denims
Cosmat -grading -cutting The following shows the process of cutting 1. Marker inspection: Checking of marker to see if it conforms to all sewing requirements 2. Lay Spreading: fabric roll is placed on the stand and the operators pull the fabric towards the other end till the required length 3. Lay cutting: Operators now cut the spread length using the end cutter and then proceed to spread the next lay 4. Block cutting: Using knife cutter, the panels are now cut along the outer edge of the buffer 5. Pinning: This is done for checks and stripes for matching 6. Ready cutting: The buffer is cut out by doing the cutting exactly along the edges, 7.
Panel inspection: All panels are inspected to see whether they are faulty or damaged and in that case, a new panel is made and cut again 8. Numbering: The panels are numbered to avoid any confusion while stitching 9. Fusing: Is done on the panels where stiffness is required 10. Bundling: Stacking the panels as bundles in a sequenced fashion so that they are ready to be loaded. -washing -finishing Different kinds of finishes available in the finishing department include; 1. softener finish 2. enzyme softener 3. de-sizing 4. bleaching-agent foe bleaching is hypo-chloride,the darkness of the bleach,depends on the quantity of hypo chloride added 5. scraping 6. crackle effect 7. igment spray-requires binder fixation after the pigment is sprayed ,to fasten the pigment. 8. tacking-done before washing 9. needle/grinding effect-the denim is scraped with a sandstone paper or grinder to cut off the warps of the fabric ,leaving behind the wefts. 10. whiskering 11. over dyeing-its,the process where the garment is dyed after being produced. 12. spotting wet lab-wet lab is the lab where the finished garments are tested for various washes the customer would be performing on the garment once the garment is sold. Fado lab-in this lab ,the effect of sunlight is tested on the garments -costing The cost evaluation of a garment depends on the following factors • Fabric price • Consumption’ • Fabric cost • Trims Washing/embroidery • Testing • Cm • Packaging • Labels and hand tags • Carton • Domestic transportation and insurance -quality measurement All the products are convicted to stringent quality tests to ensure the use of high quality fabrics,in the making of world class apparel There are two types of quality inspections that ar eperormed Product quality rating system(PQRS) and acceptable quality limit(AQL) PQRS is used to quantify imperfectations in garment which are through visual observations. one piece per hour for each line is the rate at which pqrs is carried out. AQL is used to define a minimum acceptable limit for quality of a garment. t is a more comprehensive measure of the final products quality-apart from the just visual appearance ,the trims,tags and other packaging articles are also checked . presently,1. 5 points has been set as as the minimum standard for both shirt and trouser lines. the samples are then picked randomly from the lot and checked. the AQL is a part of the exiating quality system. -manufacturing MANUFACTURING AND DELIVERY TO THE MBO’S AND LFR’S Once the styles have been manufactured ,they are delivered to the various exclusive brand outlets and the large format retailers collaborated with wills lifestyle. The large format retailers collaborated with wills lifestyle include: Pyramid Shoppers stop Lifestyle Competitors WILLS SPORT PEPE • BENETTON • ESPIRIT • NAUTICA • FCUK • GUESS FOR WOMEN • BENETTON • PEPE • PROVOGUE • BOSSINI CASUAL WILLS CLASSIC FOR MEN • LOUIS PHILIPPE • VAN HUESEN • ALLEN SOLLY FOR WOMEN • COLOR PLUS WOMEN RANGE • BIBA SHIRT • ALLEN SOLLY WOMEN • BOSSINI WOMEN WILLS CLUB FOR MEN • PARK AVENUE • LOIS PHILLIPE • ALLEN SOLLY • ARROW • FCUK • GIOVANI • MANGO FOR WOMEN • MANGO • GIOVANI • SEPA • ZARA • KAZO • GFO • TANA BANA • PROMOD Marketing strategy The company takes a lot of initiatives to make the brand desirable. there are a number of strategies that the brand follows to promote itself not only among the elite but also among the common masses. s every brand puts its first step towards advertising,wills lifestyle is no exception. LINTUS is the advertising agency who does all the assignments for itc. wills advertisements can easily be found in magazines like cosmopolitan,elle,and femina. hoardings are also another option that the brand invests in. since a layman is the one whose attention is being sought and captured by advertising ,his perception is to be treated like gospels. this can be defined through which business is promote outside premises. it encompasses advertising of not just a hoarding but in other places that get high pedestrian or vehicular traffic. The other means of gaining popularity of the brand is the upcoming media and radio. part from these there is another way of identification and increasing brand popularity is through pointa and vouchers. the customers are club cards with points through which they get discounts in itc group of hotels as well as gift vouchers. the strategy that the company pursues through a research across the country receives the name of those who can be given the status of premium class or those who have the potential of being a customer of the brand. They can also follow micro –marketing encouraging cross promotion where the brand ties up with other first rate brands of the country ,for example tanishq, and gives discount offers with a particular rate of purchase of the other brand. SWOT analysis Reference Learning experience
Interning at Wills Lifestyle has given us an immense understand of how a fashion industry works and caters to the ever growing needs and wants of the consumers. We also got an opportunity to experience the working environment of such a prestigious company, henceforth learning the intra and inter department coordination and communication. As students it was very important to be aware of how consumers became the main focus while designing, since every step taken in this process effects the image and identity of the brand Before the internship, we had a theoretical knowledge about the manufacturing processes, marketing strategies and the merchandising, however seeing all these processes by practically working in the company helped us to clearly understand as to how a fashion industry works.
We now know how the entire fashion cycle starting from forecasting the future trends to making and finishing of the collection. Apart from learning, it was quite fun interacting and working with the designers in the company as well as the very delicious farewell icecream party they have us. Collecting and gathering ideas and inspiration from adventure. A global breeze from all continents. . . Colors are light and intense, active and beautiful, subtle red tones create new contradictions with whites, blues and browns. NAUTICAL; an urban look filled with adventure and cool outfits. WILLS SPORT Product Portfolio • Top wovens • Shirt • Polos • Kurtas Bottom wovens • Trousers • Denims Shorts Price Points Tops 1099-2299 Bottoms 1199-2999 Clientele Wills is a premium brand, targeting customers above 25 years of age. The target customers of wills sport is upper middle class, business class & self dependent youngsters. Deliveries Twice/month TIMELINE/SPEED TO MARKET- The stock is updated every 15days with new styles on the shelves. Sale through analysis SWOT analysis Strengths 1. ITC is a veru big name in the indian retail scenario and hence Wills enjoys its patronage. Having a strong financial backup, the brand has all the state of the art facilities without compromises at any level which leads to high quality products 2.
Being financially secured the brand is able to experiment due to availability of latest technology 3. Wills as a brand has a wide category of garments which include formal, casual and sport which not many indian brands offer to suit all consumer needs 4. Wills signature has made high end designers reach the common consumer 5. Wills has several awards including Most admired brand of the year which makes them highly recognizable. Weaknesses 1. The brand sometimes involves itself too much into experimentation that they divert themselves from the basic styles which are more popular amongst consumers. They need to experiment more for the Indian Market 2.
The prices of tops are high due high experimentation and costly fabrics and details. due to lack of basics, there is not much sale as low cost garments are not available Opportunities 1. Venturing into designer wear and sponsoring of the India fashion week has expanded the target market and also opened many doors to thrive others. 2. Premium brands and designers would come together in a creative collaboration that will result in innovative business solutions and designs. 3. ITC retail sector has its own foreign consultants. Brand is collaborating and working with many foreign brands. 4. The brand can also venture into other markets like kids wear, inner wear, cosmetics etc. Threats With many foreign brands coming to India , there is a huge competition clutter which gives the customer a chance to turn away from domestic brands. 2, In this turbulent market, major brands can gain or lose market share 3. Price range in Wills is high for the middle class consumers compared to International brands which can pose a major threat to sales. 3 Lounge in style in lightweight denim shirt teamed with breezy cotton shorts. 4 Look suave with detailed stitched white summer shirt and premium denim. Show the right attitude with the stylized denim to leave an impression. Leave a lasting impression with a shirt with stylized collar and sleeve .
Pair it with a regular fit jeans short for sporty look. Sport a smartly detailed white linen shirt to match perfectly with casual linen pants. Sports Category – Key Learning TOPS ? Focus on Linen Collection for SS’11 post huge acceptance of Linen story in current season ? Minimal styling with good fabric bases shown positive results across complete collection ? Careful usage of trims & accessories emphasizing on signature elements thereby creating excitement to the range ? Introducing surface finishes like Diamond peaching etc ? Leveraging Natural fiber trend through introduction of Organic cotton fabric BOTTOMS ? Non – Denims Differentiated fabric bases like Indigo dobbies , Satin prints have shown better acceptance ; suggestive of variant bases in the collection ? Strengthening bottoms range through Populating Linen solids / structures / Y/D’s ? Incorporating surface finishes & create communication around the same ? Denims ? Focusing on signature elements like tapes , snaps , rivets , Hanger Loops brings in range adherence ? Tones of Denims to be in sync with color stories of both Wovens & knits Product Development TOPS ? Fabric bases – Introduction of innovative bases like 70 s Voiles, Indigo Voiles , 2/80’s cotton x 70s lea, Square constructions in 40s and 60s ?
Improved Hanger Appeal – Smart usage of contrast colors & patterns play to highlight internals . Usage of signature trims across the range ? Sub stories – Trend Focus on Linen collection .. • New patterns- Engineered & graded stripers ,Mini hounds tooth structures & bright summer checks • Styling – Cut n Sew details & signature elements BOTTOMS ? Fabric bases- Introduction of innovative bases like 2 ply canvas/ Y/D’s , Pigment blotches , Y/D dobbies , Peached twills , stretched dobbies , Satin Prints ? Signature – Usage of twill tape size loops across Non – Denims & Size Loops in Denims ? Surface treatment – Reworked Wash recipes in conjunction with international trends ; offering vintage look [pic]