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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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CERTIFICATION

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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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ESJAY’S CUSTOMERS

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ORGANIZATIONAL CHART Department Hierarchy

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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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Head office of Esjay International Pvt. Ltd.

(CHEMISTRY)

SHOWROOM

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STITCHING MACHINERY

PRODUCTION FACTORY (SARIGAM, GUJRAT)

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KOPARKHAIRANE – (NAVI MUMBAI)

SEWING FLOOR

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PROCESSES

FINISHING DEPARTMENT

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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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CAD

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GRADING

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PRODUCTION FILE

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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

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