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Launch of Spring Summer-15 "CHEMISTRY Girl"
JANUARY-APRIL 2015
Faculty Guide: ASST. PROF. Mr. YASHWANT MISALE
Project Conducted By: Mr. SUNIL KUMAR
NATIONAL INSTITUTE OF FASHION TECHNOLOGY-MUMBAI
COURSE: MASTER OF FASHION MANAGEMENT
Batch: 2013-2015
Signature of Mentor
Certificate of ownership and originality
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All statistics are drawn from official, national and international sources unless otherwise
indicated.
All the information in the report is verified to the best of my author’s ability but does not
accept responsibility for the loss arising from decisions based upon them.
The report has been prepared for the exclusive academic use of National Institute of
Fashion Technology.
All rights reserved. No part of the report may be reproduced, or transmitted in any form
or by any means without the prior permission of the authors.
DECLARATION
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I, SUNIL KUMAR hereby declare that the project work entitled,Launch of a Spring
Summer-15 for "CHEMISTRY GIRL" submitted to National Institute of Fashion
Technology, is record of original work done by me under the guidance of Asst. Prof.
Mr.Yashwant Misale (National Institute of Fashion Technology, Mumbai), and no part of
the project has been copied from any other report or any other were carried by someone
else and this have been submitted for any other degree/award. However, any material
taken from any other published source has been suitably referred and acknowledged at
various places.
Date: 14th May 2015 Name: Sunil Kumar
Roll no: M/MFM/12/36
Place: Mumbai Batch: 2013-2015
CERTIFICATE
This is to certify that project entitled, Launch of a Spring Summer-15 for
"CHEMISTRY GIRL”, submitted towards the partial fulfillment of the degree project by
Sunil Kumar is his original work under my guidance and the result are based on research
done by him.
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Asst. Prof. Mr. Yashwant Misale
Date: ….. / ….. / 2015
Place: NIFT, Mumbai
ACKNOWLEDGEMENT
I am grateful to NIFT for providing me an opportunity to do the research work on
Launch of a Spring Summer-15 for "CHEMISTRY GIRL”. I express my whole hearted
thanks to my guide Asst.Proff. Mr. Yashwant Misale for his encouragement and moral
support in organizing my work and giving me valuable tips for making it presentable.
I am indebted Ms. Mona Sawant, my industry mentor who has guided and
supervised me throughout this study. I have no words to express my gratitude to him.
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I will be failing in my duty if I do not mention the name of my Asst.Proff. Ms. Lipi
Choudhary (CC) and other faculty for their helps in my Degree Project.
Lastly, I am also obliged to Mr. Nihar Sawant, Ms. Sharayu Patel and Ms. Kiran
Patil for providing me valuable suggestions during completion of this project work.
Name: Sunil Kumar
Roll No: M/MFM/12/36
Batch: 2013 – 2015
Dept. FMS (MFM)
CONTENT TABLE
Chapter Particulars Page no.
1
Introduction
History
Evolution
Objectives
1-5
2
Esjay International Pvt. Ltd.(Chemistry and its
brands)
Types of Brands
6-10
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SS-15 Retail outlet
Key Values
Esjay Customers
3
Organizational chart
Department Hierarchy
Production Department Hierarchy
Total no. of employees
11-18
4
Process of launching a Spring Summer – 15 for
CHEMISTRY GIRL
Work flow (sample making flowchart)
Sampling Department
Cost sheet
CAD
Grading
Production file
19-32
5
Production Flowchart
Production In-house
Infrastructure
33-35
6
SWOT analysis
36
7
Learning outcomes
37
8
Suggestions
38
9
Conclusion
39
10
Bibliography
40
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EXECUTIVE SUMMARY
Title of the Project: Launch of a Spring Summer-15 for "CHEMISTRY GIRL”.
Company: Esjay International Pvt. Ltd. (CHEMISTRY)
Research Objective
Primary Objective:
1. To create season launch strategy for “CHEMISTRY GIRL”
Secondary Objective:
1. Study the importance of Trims in production process.
2. Make a proper T & A chart that can help not only sourcing department but other department by providing visibility and clarity to the departments related to their work.
3. To work on cost sheet and make production file
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Suggestion:
It is very important to focus on the slowest component, so that the delay in the process can be removed.
Improved synchronization of information between different teams.
Avoid or minimize making changes after the handover is done.
INTRODUCTION
Need of the Project
To fulfill the design objectives and to learn the process of season launch, we need
different kinds of materials. Fabrics are the main material, which used for garment
manufacturing. We need other materials also, which make the garment aesthetic,
functional and commercially required. Usually other than fabrics Trims play the most vital
role in a Garment.
The lead time taken by a garment is very much dependent on the availability of TRIMS at
the right time.
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COMPANY PROFILE
In 2005, CHEMISTRY was created by "Esjay International Pvt. Ltd" - one of the leading
export houses in the country. Chemistry is a private label. It is well known for women’s
wear brand. Chemistry, fashion for the young and free Spirited mind, it’s one of India's
fastest growing fashion brands.
Which is focuses on casuals looks which offers a wider range of dresses, top, and skirts,
trouser. In 2011, they added shoes, wallets, bags and jewellery, to their range of
accessories. Soon they will be introducing with their new line called denims for women
and for teens they are going to open new line called (chemistry girl.) This brand has a
very keen eye for detailing and prints which is clearly noticeable. The clothing reflects a
very casual and party line, classy, and comfortable look. CHEMISTRY today, stands for
high street fashion at affordable pricing.
CHEMISTRY is available across 12 cities with its 117 exclusive brand outlets. It is also
available in large format retail stores such as: Central and Shoppers Stop and Multi
brand outlets, such as Mumbai, Delhi, Bangalore, Kolkata and Hyderabad etc. The
collection is basically for Tier II and Tier III cities.
Chemistry has line called MISS CHEMISTRY. Its target market is 20 to 16 year olds. The
range has dresses, tops, tunics, T-shirts and etc.
CHEMISTRY GIRL will be launch on April 2015, with their SS-15 COLLECTION in
central mall store called chemistry India and online amazon in that brand name will be
chemistry girl. Its target market is 7 to 14 year olds. The range has dresses, tops, tunics,
T-shirts, trouser, leggings Jumpsuits, Cami, Cover-up and sleepwear etc.
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HISTORY
The founder of Esjay International and Chemistry is Mr. Sunil Jhangiani, despite being
from a family of lawyers and having studied law himself.
Mr. Sunil Jhangiani ventured into the world of fashion at the young age of 18 as an
intern at one of India’s largest export houses. The world if business soon became a
dream and ambition as Mr. Sunil found him challenged by and drawn to overseas
marketing.
At 23, Mr. Sunil established his own company Esjay International. Being a first
generation entrepreneur, the initial years were spent in marketing and indenting for
overseas clients that Mr. Sunil cultivated through his own efforts. They started
manufacturing woven apparel.
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RISE OF ESJAY
In 1987, Mr. Sunil decided to take responsibility of the product and started
manufacturing himself. After 6 years of trading as a merchant manufacturer. The
experience gave us an invaluable insight into the complexities of manufacturing and
enabled us to and our niche in the market place. In 1994, Esjay built its own factory in
Gujarat and kept expanding the manufacturing Plant in phases. As a result we were
able to satisfy customers in terms of development, quality and delivery. Encouraged by
our success in woven we stepped into manufacturing cut and sewing knits and grew
this segment with great speed.
Today they specialize in women’s and girls’ apparel in both the woven and knit
segments with a strong focus on embroidery and customers across the world have
come to expect an unwavering standard of quality and performance from us. Another
factory was put up in New Bombay a few years later.
Esjay kept on growing through the 90’s building an impeccable reputation with clients
across the globe of a responsible, quality driven and performance oriented
manufacturer. Mr. Sunil stayed firmly at the helm and built a team of people across the
corporate office and factories that have stayed loyally by his side over the years
Our expertise, captive capacity, investment in research and development, professional
design team, quick prototype development, and emphasis on creativity has given us a
strong presence in the region.
At the core of our business is our belief of investing in products and long term
partnerships, and arriving at the right pricing policy.
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Key milestones
Year
Event
1981 Established as a merchant exporter - trading company.
1987 Started own manufacturing of woven apparel.
1991 Diversified product by starting knitted products.
1994
Flagship plant in GIDC Sarigam (Gujarat) Phase 1 commenced production.
1995 - 1998
Recognized by clothing manufacturers association as one of India's leading manufacturers
1996
PLC promoted by Sunil Jhangiani, Commerce & Law graduate, with a paid up capital of Rs. 27.50 Million.
1998
Phase 2 of Sarigam plant completed - factory expanded to 50,000 square feet.
2007
Phase 3 completed - Expanded factory to 80,000 Sq.ft, capacity 100,000 unit’s p/m each woven & knit garments.
2008 Awarded Wrap Certification (worldwide responsible accredited production).
2009 Awarded SA 8000 Certification (social accountability)
2011
They added shoes, wallets, jewelry and bags to their range of accessories.
2014 - 2015
Launching there new line in Miss chemistry denims. And There new brand called Chemistry girl.
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OBJECTIVES
PRIMARY OBJECTIVE
To create season launch strategy for “CHEMISTRY GIRL”
SECONDARY OBJECTIVE:
Study the importance of trims in production process.
Make a proper T & A chart that can help not only sourcing department but other department by providing visibility and clarity to the departments related to their work.
To work on cost sheet and make production file
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TYPE OF BRAND
Chemistry girl is a kid’s wear brand. This is
going to open in April 2015, with their spring-
summer 2015 collection. This outlet will be in
central mall and the brand name will be
chemistry India, and it will be available online
also in amazon brand called chemistry girl.
CORNED STONE The brand shows a very casual look in their collection. In this the have party line also.
The whole concept of the brand is to cater a trendy but yet simple way of attire to their
customers.
MISSON The brand’s goal is to help dress up teens in various moods and occasions; whether
smart, creative, con dent, comfortable, or classic.
CLIENTS The client which chemistry girl is focusing is teen girls (7-14 year olds). Who love to
explore with garment.
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LOCATION
SPRING SUMMER-15RETAIL OUTLET
Tamil Nadu Express avenue, Royapettah, Chennai Phoenix market city, Vela cherry, Chennai
Mumbai Phoenix Market City, Kurla West, Mumbai Palladium Mall, Lower Parel, Mumbai Lkh Shop, Lokhandwala, Andheri West, Mumbai 210 Govindham Building, Bandra West, Mumbai. Etc.
INDIA Mumbai, New Delhi, Bangalore, Chennai, Kolkata, Hyderabad Etc.
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KEY VALUES
Partnership:
Focus on building long term relationships with our clients.
Work hand in hand with clients from order to delivery.
Product:
Strong focus on quality during designing and manufacturing.
Emphasis on high quality raw material
Constant innovation of product.
Pricing:
Right pricing philosophy
CHEMISTRY STRENGTHS
Absolute specialization in Women’s Apparel Manufacturing experience of 30 years.
Strong Design team with focus on Research and Development Speed to Market in prototype development
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PRODUCTION DEPARTMENT HIERARCHY
FACTORY
MANAGER
PRODUCTION
INCHARGE LINE QUALITY
CONTROL CHECKER
CUTTING CHECKING
INCHARGE
PACKING
QUALITY
CONTROL FINISHING PRODUCTION
ASSISTANT
HELPER
OPERATORS
FINAL CHECKER
STORE
HELPERS
LINE MASTER
ASSISTANT
CUTTING
MANAGER
LINE CHECKER
HELPERS
SUPERVISORS
CHECKERS
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TOTAL NO OF EMPLOYEES
There are 2000 employees in Esjay International. Under Esjay Miss Chemistry, chemistry
girl, factories, and other department also come
Total no of employees in chemistry girl
Merchandising & Team
Sampling
10 Merchandisers
1 HR
3 Account Managers &
15 others employees
4 Operators
4 Sample Managers
2 Helpers
2 Factory Managers
3 Cutting Managers
5 Pattern Managers
3 Helpers
30 Machine Operators (Tailors)
3 Line Checkers
1 Quality Controller
2 Store Managers
5 Helpers
Production
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Design Team 7
3 Employees
Graphic Team 7 Employees
Embroidery
Department 3 Employees
CAD Department 1 Employee
Trims Department 3 Employees
Washing Department 2 Employees
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PROCESS OF LAUNCHING A SPRING SUMMER-15 FOR CHEMISTRY GIRLS
PROTO / INITIAL SAMPLE
STYLES SELECTED
COSTINGS
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WORK FLOW
SAMPLE MAKING FLOW CHART
PRODUCT
STYLING
PROCEED FOR
PRODUCTION SAMPLE
APPROVAL
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PRODUCTION IN HOUSE
SAMPLING DEPARTMENT Fabric purchase From the selected fabric for the particular season and depending on the number of
sample required 10 meters of fabric is received with prior to sample making.
DISPATCH FOR
APPROVAL
PATTERN
MAKING
SAMPLE REVIEW
WORK ORDER
AAPROVAL
ALTERNATIONS
IF ANY
WASHING
SAMPLE
CUTTING
FINISHING
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Product styling With consideration of current market scenario and seasonal trend designs will be
finalised by the design team.
Work order approval
A technical spec will be created by the merchandiser for each style with the details
starting from the fabric to packing.
Pattern making and cutting Based on the work order approval.
Print and embroidery
Based on the work order approval. According to the designs the print and embroidery id
done on the panel or on the finished garment.
Sample making
At the time of making the sample the feasibility or viability of the product is checked.
Certain designs would have an issue at the time of production which will be identied and
will be brought in for a discussion with the design team by the production manager
Washing and finishing
At the time of through check is made to hand out if any shrinkage is there, this will be
further implemented as a correction in patterns at the time of production. Shrinkage
below 5% is acceptable. Finishing includes trimming, ironing, folding and packing.
Sample review The sample is reviewed by the design team and marketing team for design verification
and design feasibility.
Sample comment Another work order is approved with the required comments.
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Alterations if required If there are major changes in sample it has to be remade for the approval.
Sample Approved When the sample is approved the final work order is issued with the corrections which
proceed for production.
Types of samples
1. Proto sample - This sample is made with the available fabric to check whether the
particular style is feasible or not.
2. Gold seal or size set- The basic size for example S (Small) to L (large) is
manufactured to check the proper measurements and t of the sample.
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3. Pre-production sample - the sample which is made in the production unit just
before the final production which includes all the comments and correction mentioned at
the proto sample stage.
COST SHEET
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PRODUCTION FLOWCHART
SAMPLE
APPROVAL
FINAL CHECKING FINISHING TAG PLACEMENTS PACKING IN
POLYBAGS
MARKER
PLANNING
FABRIC LYING CUTTING
PRE-PRODUCTION
SAMPLE MAKING
PRE-PRODUCTION
SAMPLE APPROVAL LINE PRODUCTION WASHING
PRINT /
EMBROIDERY
WORK ORDER
ISSUED
REVISED PATTERN PATTERN RECEIVAL
DISPATCH STORY WISE
SEPERATION
PACKING IN
CARTONS
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PRODUCTION IN-HOUSE
Work order issued A revised work order is issued with all the revised comments, approved sample and
pattern.
Marker planning The number of sizes and the layers to be cut for a pattern is decide in this procedure.
Cutting Based on the work order issued.
Pre-production sample making and approval A pre- production sample is made to ensure the feasibility of the particular design for
mass production, and after its approval it is given for line production.
Washing and finishing After washing there are many procedures in finishing like trimming, ironing, checking for
stains if any, folding and putting tags.
Packing The garment are packed in a poly bag an add to the cartons.
Quality check A quality check is made in random so as to check the overall Final check.After the Quality check the lot is dispatched to the stores.
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INFRASTUCTURE The machinery used on various department of production is here as follow.
Stitching department-
40 Single needle machines of juki and brother
8 double needle machines of juki.
4 juki 5 thread over lock machine.
1 juki button, buttonhole.
1 Steam boiler, with 4 steam iron
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SWOT ANALYSIS
STRENGTHS
Own production unit and retail outlets.
A strong and experienced management team.
Efficient of the company the reason being everything under one roof.
Existence of chemistry.
OPPORTUNITIES
A good stand in international market.
Brand expansion in all over India.
WEAKNESS
Upcoming brand.
Outsourcing of certain products.
THREATS
Too many companies.
Labour shortage
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LEARNING OUTCOMES
Workflow of each department I learnt detailed descriptions of different, their workflow and the importance of each
person in the company. I also learnt various Technical details of the department of the
company.
Productions I learnt how the production is done. For production it’s very necessary to be clam. In
production talking skill required to make sure your work comes on time
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SUGGESTION
It is very important to focus on the slowest component, so that the delay in the process can be removed.
Vendor allocation should be done according to their capacity of production.
Vendor having complete in-house facility should be preferred for complex style, this saves time.
Seamless Flow of information between different teams.
Avoid or minimize making changes after the handover is done.
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CONCLUSIONS
My experience interning under CHEMISTRY has been very informative and each
day has been new learning experience for me. I had no idea about the work
process of launching any new season like Spring Summer or autumn winter
collection before joining my internship. But after the internship I came to know a lot
about working of a brand, my internship was very systematically planned by my
mentor which helped me learn many things by my own in a very specific manner.
The biggest thing I realised is the role of a merchandiser in the industry as i used to
think is very different before.
This internship has, made me a very different person mentally because my thinking
about this industry has changed a lot. I realised that this is a vast field and every
day should be new learning outcome for me. I had a very good experience in the
internship. Definitely i will adore every individual days of my internship
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BIBLIOGRAPHY
http://www.esjayintl.com/Retail_Brand.html
http://www.fashionunited.in/news/fashion/chemistry
http://www.asklaila.com/listing/Mumbai/Lower+Parel/Esjay+International+Private+Limited