4 months graduation project, Summaries of Management Theory

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INTERNSHIP

REPORT

J A N - A P R

R A S H I K A

C H A N D R A

F S I D - B L 2

ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep

regards to my Industry mentor, Ms. Gitanjali Narula for her

exemplary guidance, mentoring and her constant encouragement

throughout the course of this internship.

JOB PROFILE BRAND STYLIST A brand stylist is a creative position where the person is responsible for coming up with the visual concept behind any project undertaken by the company, especially if it is an Apparel-based one like Benetton India Pvt. Ltd. I was working under the Buying Department, where we handled the entire creative process behind styling each and every core garment with the Fall/Winter + Spring/Summer collection. Jobs such as creating ‘Training Dockets’ and ‘Styling Tutorials/ Videos’ for In - Store training was also part of the job description. Also included was modelling and photography, where I photographed my fellow intern, with pieces styled by us from the Womenswear S/S ’16 range for in - store training and to show the Buyers, what’s in - Trend! In an industry like ours, where everything changes so rapidly, it is highly imperative for any brand to be socially available, present and be extremely VISUALLY APPEALING in its content; because in this age-of-Internet, visuals are literally the only thing that matter. Hence, a Brand Stylist ensures that all such needs are taken care of and the company is rapidly generating interesting and captivating visual content so as to stay on the top of its game. Research was also a big part of this entire creative process – creating and designing interesting visual mood boards with unique layouts by browsing through trend-based websites like Pinterest, WGSN, ASOS, amongst many others. The best part about being a brand stylist is that one gets to be involved in so many things and all at once. You can be a photographer, a graphic designer, a typographer, a stylist, an art director, amongst many others. This is what it is all essentially about – gaining knowledge, experiencing new things, learning perspective and most of all – broadening your horizons.

COMPANY PROFILE Today Benetton Group is one of the best-known fashion companies in the world, present in the most important markets in the world with a network of about 5,000 stores; a responsible group that plans for the future and lives in the present, with a watchful eye to the environment, to human dignity, and to a society in transformation. The Group has a consolidated identity comprised of color, authentic fashion, quality at democratic prices and passion for its work: these values are reflected in the strong, dynamic personality of the brands United Colors of Benetton and Sisley. Benetton’s “universal” communication has accompanied the Group’s global expansion. When companies export around the world, they normally adapt their advertising to suit different areas. Benetton chooses a single, universal message that is valid for all consumers: wherever they may live, whatever the color of their skin and whichever language they may speak. Benetton Group is focused on the future. Its story is built on innovation and seeing where others fail to see. The Group has always been at the cutting edge: with color, with its revolutionary approach to point of sale, with an absolutely unique production and commercial network and with a universal form of communication, which created both a phenomenon and cultural debate. Benetton was global before globalization, but in its own way. From the start, Benetton saw fashion as a global village where young people of every race live. It travels at the world’s speed, overcoming geographical, political and ideological boundaries. Benetton is a responsible Group, it creates value and aims at growth, not as an end in itself, but as a means for contributing to progress.

INDUSTRY MENTOR NAME: Gitanjali Narula AGE: 32 EDUCATION: NIFT Graduate [Accessory Design] PROFESSION: Brand Stylist

How many years have you worked at Benetton India?

6 years.

How has your experience been working here?

It has been a learning for certain. The exposure that I have gained through working with both the brands – United Colors of Benetton and Sisley has been incredible and an eye-opener. I have worked at two departments in my time here – VM, i.e. Visual Merchandizing and now Buying.

What was the purpose behind changing your department?

The reason for my shift in departments is because the brand needed a Brand Stylist. An understanding of specific themes and styling at the store level was required. Since I had worked very closely with the Product team at Sisley, I knew what had to be done. Also, this was the stepping stone to get value addition to my resume.

Why Benetton and not any other company?

There aren’t very many multinational fashion companies in Delhi NCR. The best part about working at Benetton is the ‘work culture’ which is frankly, amazing. It helps establish a good balance of personal and professional life.

INTERNSHIP OBJECTIVE

What is an internship? An internship is a

program that helps student and people alike to gain real world experience so that they can explore and gain the knowledge and skills required to enter into a particular field of their choice. The objective of this internship was to first and foremost learn about the ‘Corporate Culture’ and also experience real life in a WORK environment. Secondly, another objective was to learn to bring discipline into our lives engage in work experience, the processes behind them and encourage personal development. And lastly, this internship helped me understand what career path I want to pursue post-graduation and engage myself in my professional colleagues and become more social, responsible and liable of my actions.

CAREER PATH Exploring is a very important part of the academic process , and gaining a work experience is a great way for students like us, to acquaint ourselves with a field that we are looking to learn about. After working in the corporate sector and with such a well-established company like Benetton India, I realized that I too wanted to work in the corporate world post-graduation. Also another final decision that I came up with was of adopting the career path of becoming a BRAND STYLIST. It’s a great creative position and with all the learning that I have experienced in my time in this internship, I know what to expect of this job. It’s an extremely versatile position where you can delve into styling, photography, direction, and most importantly, and my personal favorite, graphic designing. That is something that I feel I can do very well and have a major interest in.

INTERNSHIP EXPERIENCE ACTIVITIES

• PROCESSES

For example: Let’s

talk about the

process behind the

Bloomsters theme

GARMENT EXPLORATION The Benetton A/W ‘16 Trade Show was fast approaching and there was still tons left to do. My mentor wanted us to get acquainted with the range and photograph each garment piece of every theme – Kids, Men and Women alike – so that later we could make combinations and style coordinates, which would then finally be turned into ‘Style Boards’. It took me and my fellow intern nearly three weeks to complete shooting every garment in the range [from all three collections] and edit all the selected pictures that we were going to be using for our styling coordinates. An even more tedious task was the editing of every picture to remove its background on Photoshop and then converting the image to a .PNG file. But on the other hand, it was a great exposure to gain knowledge about the garment industry, learn silhouettes, fabric structure and seasonal themes. Also since we were in the buying department, we got to know a bit about the pricing strategy and how they eliminated clothes that were out of their budget and segregated the budget into different categories like accessories, belts, shoes, dresses, shorts and more. One new word that I definitely learnt about was – TRICOT. Tricot were essentially made up of knit fabric that clung to your frame and were soft to touch and ere almost akin to sweaters; they are one product key to the Benetton DNA. Be it summer or winter, tricots are always available in every Benetton collection.

This is one such

garment from the

Bloomsters

Women’s theme that

I shot, edited and

converted to a .PNG

I made two

boards for each

theme

highlighting their

key aspects and

the styling

coordinates.

The styling

coordinates had

complimenting

accessories and

illustrations to

accompany them.

FABRIC

SWATCH

CIRCLE

STYLE TIP/

THEME

EXPLANATION

DESI ROOTS STYLING ACTIVITY Benetton hired a Sufi/Rock band – DESI ROOTS , to perform at the Trade Show on 22nd^ February

Desi Roots is an amalgamation of four musicians who have practiced and performed music for over a decade. I and my fellow intern were asked to style them for the live show with garments from the CITY BEATS theme in the Menswear S/S ‘16 collection. Gavin Pacheco, the band’s bassist and manager had sent over the garment and shoe size of each of his member. So we went through the theme City Beats and made a presentation which contained the styling coordinates for each member of the band. With every garment that we selected, we also had to attach the style code of each , so that the presentation could then be forwarded to the warehouse, where they would send over the correct sizes w.r.t. the style codes. This was quite an exciting activity as I and my fellow intern had a lot of fun deciphering each band member’s personality through his photograph and then choosing the garments and shoes for them accordingly.

SIZES SENT

BY GAVIN

FOR EACH

BAND

MEMBER

STYLE CODES

FOR EACH

SELECTED

GARMENT