CHAPTER 1: INTRODUCTION

1.1 Industry profile:

Technologies are constantly upgrading, customers are using social media; and every day, the
options available to them increase. New markets, new products, and new channels lead to new
business challenges- and opportunities too. In the last ten decade India has witnessed a surge in
interest penetration. Internet user base has increased from 5.5 million in 2000 to around 250 million
in 2014. Similarly broadband subscriber base has increased from a meager 51000 in 2001 to more
than 100 million in 2014. But the major boast to the e-commerce industry came after the
proliferation of smartphones. Now India has more than 200 million smartphone users with internet
connection. Moreover the proliferation of 3G and 4G phones have made the internet more reliable
and in-turn helped the e-commerce industries.

The global internet audience continues to grow steadily, with the worldwide base of broadband
internet users (including fixed and wireless) in 3.2 billion range as 2016 began. The vast base of
high speed internet users encourages businesses to innovate in order to offer an ever-evolving array
of online services. Sectors that are growing very rapidly online include the sale of entertainment
products, event tickets, travel, and apparel and consumer electronics.

From a buzzword to a current-day reality, e-commerce in India has been experiencing remarkable
growth, successfully changing the way people transact. People today can shop literally everywhere
within minutes, be it their workstations or homes, and most importantly, at any time of the day at
their leisure. The B2C E-commerce Industry in India has come a long way since its early days.
This market has matured and new players have entered the market space. Indian digital consumers
are showing a great propensity and inclination to search and buy things online. Retail on Internet
is witnessing very positive growth trends with various new E- commerce vendors hitting the
market and each diversifying to meet the competition. As a result the B2C E-commerce space is
witnessing a spur in demand with diversified range of services on offer.

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The Indian E-commerce industry has been on an upward growth trajectory and is expected to
surpass the US to become the second largest E-commerce market in the world by 2034. The E-
commerce market is expected to reach US$ 200 billion by 2026 from US$ 38.5 billion in 2017.
India's e-commerce market has the potential to grow than four folds to US$ 150 billion by 2022
supported by rising incomes and surge in internet users. With growing internet penetration, internet
users in India are expected to increase from 445.96 million in 2017 to 829 million by 2021. As of
December 2018, internet subscribers in India stood at 604.21 million people. Each month, India is
adding approximately 10 million daily active internet users to the internet community supporting
the ecommerce industry which is the highest rate in the world. Online shoppers in India are
expected to reach 220 million by 2025. India’s internet economy is expected to double from
US$125 billion as of April 2017 to US$ 250 billion by 2020, majorly backed by Ecommerce.
Digital transactions are expected to reach US$ 100 billion by 2020. Through its ‘Digital India’
campaign the Government of India is aiming to create a trillion dollar online economy by 2025.

Companies in the e-commerce industry are using different kinds of unique business models to
attract customer and increase profitability. Players in online retail segments are following one
either marketplace model or inventory based model. Some have gone a step ahead and are using
model which is a hybrid of both e.g. Flipkart using a hybrid model to serve its customer. It has
gone a step ahead and has invested in currier business (Ekart) which is a vertical integration in its
supply chain. This has increased its control over its supply chain and has increased reliability of
the delivery process. The table below gives similar strategies adopted by other companies to
remain competitive.

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1.2. Company Profile

Myntra is an online marketplace for clothes and accessories for men, women and kids. It is a one
stop shop for all fashion and lifestyle needs a person can have. Being India's largest e-commerce
store for fashion and lifestyle products, Myntra aims at providing
a hassle free and enjoyable shopping experience to shoppers across
the country with the widest range of brands and products on its
portal. The brand is making a conscious effort to bring the power
of fashion to shoppers with an array of the latest and trendiest products available in the country.

Myntra was established by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena in February
2007. All three are IIT alumni, and have worked for several start-ups. Myntra is headquartered in
Bangalore and has been funded by Venture Capital funds like IndoUS, IDG & Accel Partners.

The company started off in the business of personalization of products, and soon expanded to set
up regional offices in New Delhi, Mumbai and Chennai. It began its operations in the B2B
(business to business) segment with the personalization of gifts, which included T-shirts, mugs
and caps to name a few. However, in 2010, the company shifted its strategy to become a B2C
(business to customer) oriented firm, expanding its catalogue to fashion and lifestyle products.

1.2.1 History

Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena, Myntra sold
ondemand personalized gift items. It mainly operated on the B2B (business-to-business) model
during its initial years. Between 2007 and 2010, the site allowed customers to personalize products
such as T-shirts, mugs, mouse pads, and others. In October 2007, Myntra received its initial
funding from Erasmic Venture Fund now known as Accel Partners, Sasha Mirchandani from
Mumbai Angels and a few other investors. In November 2008, Myntra raised almost $5 million
from NEA-IndoUS Ventures, IDG Ventures and Accel Partners. Myntra raised $14 million in a
Series B round of funding. This round of investment was led by Tiger Global, a private equity
firm; the existing investors IDG Ventures and Indo-US Venture Partners also put in substantial
amount towards funding Myntra. Towards the end of 2011, Myntra.com raised $20 million in its
third round of funding, again led by Tiger Global. 3 In 2011, Myntra began selling fashion and
lifestyle products and moved away from personalization. By 2012 Myntra offered products from
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350 Indian and International brands. The website launched the brands Fastrack Watches and Being
Human. In February 2014, Myntra raised additional $50 Million (Rs.310 crore) funding from
Premji Invest and few other Private Investors In 2014 Myntra was acquired by Flipkart in a deal
valued at ₹2,000 crore (US$310 million). The purchase was influenced by two large common
shareholders, Tiger Global and Accel Partners. Myntra functions and operates independently.
Myntra continues to operate as a standalone brand under Flipkart ownership, focusing primarily
on "fashion-conscious" consumers. In 2014, Myntra's portfolio included about 1,50,000 products
of over 1000 brands, with a distribution area of around 9000 pin codes in India. In 2015, Ananth
Narayanan became the Chief Executive Officer of Myntra. In April 2015, Myntra acquired
Bengaluru-based mobile app development platform company Native5, with a view to strengthen
and expand Myntra’s mobile technology team. On 10 May 2015, Myntra announced that it would
shut down its website, and serve customers exclusively through its mobile app beginning 15 May.
The service had already discontinued its mobile website in favor of the app. Myntra justified its
decision by stating that 95% of traffic on its website came via mobile devices, and that 70% of its
purchases were performed on smartphones. The move received mixed reception, and resulted in a
10% decline in sales. In February 2016, acknowledging the failure of the "app-only" model,
Myntra announced that it would revive its website. In July 2016, Myntra acquired mobile-based
content aggregation platform Cubeit, to strengthen and expand its technology team. In July, 2016
Myntra acquired their rival Jabong.com to become India’s largest fashion platform. In October
2017, Myntra partnered with Ministry of Textiles to promote handloom industry. In April 2018,
Myntra acquired consumer IoT wearables startup Witworks. 4 In September 2017, Myntra
negotiated the rights to manage Esprit Holdings’ 15 offline stores in India. The $16 billion
Walmart-Flipkart deal marks a milestone in the world's largest e-commerce deal ever. Together,
Flipkart-Myntra-Jabong has a 70 percent market share of the online fashion business in India.

1.2.2 Business focus and products

Myntra has tied up with top fashion and lifestyle brands in India, such as Nike Inc. , Reebok ,
Puma , Adidas, Basics, Lee, Levis, FILA, CAT, Timberland, Steve Madden, Biba, and FabIndia
etc. to offer a wide range of current season merchandise from these brands. Myntra.com currently
offers close to 50,000 products from more than 600 Indian and international brands. These include
shoes for running, tennis, football, basketball and fitness, along with casual footwear from world-

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renowned industry leaders like Nike, Puma, Converse, Supra, Adidas, Reebok, Lee Cooper,
Numero Uno, Skechers, Crocks, Asics, Fila, Lotto, ID and many more. There are also casual and
dressy footwear for women from Catwalk, Carlton London, Steve Madden and Red Tape to name
a few. Myntra.com also stocks T-shirts for men and women from popular brands like Jealous 21,
Forever New, Classic Polo, Inkfruit, Lee,Nike Inc., Puma, Adidas, Reebok, Kook n Keech, Lotto
and many more. The website has also launched Being Human and Fastrack watches. In July 31,
2012 Bollywood actor Kalki Koechlin, launched Myntra’s ‘Star N Style’ feature. In 2013, Myntra
acquired San-Francisco-based Fitiquette, a developer of virtual fitting room technology. In
November 2013, Bollywood star Hrithik Roshan joined forces with online shopping portal
Myntra.com to exclusively launch and manufacture his active lifestyle apparel and casual wear
brand HRX. 5 Myntra will be the first e-commerce platform to attain profitability in India. Myntra
hit a $1 billion annual run rate a few months ago. Jabong, which Myntra acquired last year, has
also achieved positive unit economics. In January 2017, Myntra’s famed End of Reason Sale had
earned them 1.6 million orders in three days. The app had also gained 2.1 million new downloads
in the duration of the sale, and the website witnessed an 11x surge in traffic.

1.2.3 Business model

Myntra.com is an aggregator of many brands. Its business model is based on three different retail
formats. One is procuring current season merchandise from various brands and making them
available on the portal at the same time as in respective retail brand outlets. All these products are
offered to customers on MRP. Apart from this Myntra also has many in house brands and also
provides a platform for vendors to sell their merchandise. This is the Myntra Market Place. Myntra,
sells about 200,000 products of 1000 Indian and foreign brands. They are currently increasing their
homegrown brands on the channel. It owns Roadster, Dressberry, Anouk (ethnic range for
women), Mast & Harbour, Kook N Keech, Yellow Kite (for kids), Invictus, and HRX (a brand it
jointly launched with Hrithik Roshan). Analysts say the focus on building brands is an untapped
opportunity in e-commerce in India. The different of business model which myntra practices are:-

1. Outright model : Where Myntra procures the merchandise by paying the brands, where the stock
liability will be on myntra, it does outright only with some selected popular brands like Puma,
Adidas, Fila, Louis Phillippe , Allen solly, Van heusen , levis etc.

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2. Sell or return (SOR) model :- Myntra gets the stock from the brands and stores them in their
warehouse and sell the products, where the brands will be paid based on the sales of the
merchandise and return the merchandise which goes unsold for agreed period of time. Here the
Myntra does not have the stock liability.

3. JIT (Just in time) or Marketplace model :- In JIT model the myntra does not hold any inventory
of the merchandise, it just serves as an aggregator but takes the responsibility of ensuring quality
check and shipment , unlike other market place where the vendor has to ship the ,merchandise and
ensure quality.

4. Offline stores: - Signaling the convergence of online and offline retail, Myntra opened its first
brick and mortar store — for its private label Roadster — on 100 Feet Road in Indiranagar,
Bengaluru. Roadster contributes over 8 percent to Myntra’s overall revenue.

1.2.4 Funding

In October 2007, Myntra received a seed funding from Accel Partners (formerly Erasmic Venture
Fund), Sasha Mirchandani from Mumbai Angels and another angel investor. In November 2008,
Myntra raised with a funding of $5 million from NEA-IndoUS Ventures, IDG Ventures and Accel
Partners. In the second round of funding led by Tiger Global and participated by existing investors
IDG Ventures and Indo-US Venture Partners, Myntra raised $14 million. Towards the end of 2011,
Myntra.com raised $20 million in its third round of funding led by Tiger Global. Myntra launched
a brand campaign with its first TVC in July 2011. The commercial 'juxtaposes new-age fashion
with old-world grit' and positions Myntra as a 'fashionable new age' brand. Myntra's second
campaign, with the tagline "Ramp It Up", was launched in October 2011 with a TVC. The new ad
scored high on fashion quotient and the core message was to communicate the launch of the
Autumn Winter 2011 collection on Myntra.com. In February 2012, Myntra also rolled out an OOH
(out of home) campaign across Tier 2 cities, to build brand awareness and promote online
shopping. In June 2012, Myntra launched its third campaign. Created by Taproot, the
communication emphasizes the benefits of buying online, and is titled 'Real Life Mein Aisa Hota
Hai Kya’. In which they offer free shipping, cash on delivery,30 day return & 24 hours dispatch.
Myntra continued the 'Real Life Mein Aisa Hota Hai Kya' theme in its next campaign in October
2012 and extended it to showcase its wide catalog and hassle-free Returns Policy. In February

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2014, Myntra raised additional $50 Million Funding from Premji Invest and few other Private
Investors. In sept 2016 Myntra started “Try & Buy” offer to fill the gap of ‘touch & feel’ as 80
million online shoppers in India who shop for things other than fashion. 7 1.5 Value proposition
Myntra's value proposition revolves around giving consumers the power and ease of purchasing
fashion and lifestyle products online. Offerings such as the largest in-season product catalogue,
100% authentic products, cash on delivery; EMI facility and 30-day return policy make
Myntra.com, the preferred shopping destination in the country. To make online shopping easier
for its customers, a dedicated customer connect team is on standby to answer their queries 24x7.

1.2.5. Value Proposition

Myntra's value proposition revolves around giving consumers the power and ease of purchasing
fashion and lifestyle products online. Offerings such as the largest in-season product catalogue,
100% authentic products, cash on delivery, EMI facility and 30 day return policy make Myntra
the preferred shopping destination in the country. To make online shopping easier, a dedicated
customer support team is kept on standby to answer queries 24x7.

1.2.6. Recognitions

Myntra has received several awards over the course of its inception. Some of them are:

 'Fashion e-Retailer of the Year 2013' by Franchise India – Indian eRetail Awards.

 'Best E-commerce Website for 2012' by IAMAI – India Digital Awards.

 'Images Most Admired Retailer of the Year: Non–Store Retail' for 2012 by Images Group.

 'Best E-commerce Partner of the year 2011-12' by Puma India.

1.2.7. Myntra Core Values

 Customer Wow

Myntra aspires to be a truly customer centric company where the customer needs to be literally
wowed with the experience at every touch point. Everything they do, every decision they take must
be with the customer at the centre of everything. They are truly committed to delighting the
customer where they can completely trust the brand and start to expect the unexpected in terms of

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their willingness to go the extra mile. Myntra vows to do whatever it takes to make shopping with
them a delightful and happy experience.

 Pursuit of Excellence/Attention to Detail

Myntra will build a culture where they set the bar very high in everything they do. As a company,
they know what the global benchmark is today and will attempt to exceed that in whatever they
take up. This will permeate every department and every person who works at Myntra. From the
long term business vision to the smallest things that are executed daily- they strive to pursue true
excellence where they don't make compromises, pay lot of attention to detail, dig deep and work
till it is further improved. This will require them to challenge individual and organizational limits
in the pursuit of excellence.

 Ownership

Myntra has built a culture where every person takes his or her ownership seriously and is
accountable for making things they sign up for happen. This will require them to execute outside
their comfort zone, go the extra mile, push others to resolve dependencies and do whatever it takes
to get things done. Myntra culture encourages people to put their hands up to sign up for difficult
challenges and accord adequate autonomy to figure out the best execution course. Ownership will
mean not passing the buck or finding excuses but rather figuring out the best way to deliver what
one has signed-up for and holding self as well as those they are dependent on accountable for
results.

 Doing things differently

The world is moving at a fast pace and what was state-of-the-art yesterday routinely and rapidly
becomes common-place. This value is driven by people and organizations that have the courage
of conviction to try out what's not been done before and carry through their conviction regardless
of the doubts and nay-sayers. This applies to everything they do. They can opt to do things how
they were always done or can discover their own way of doing things and keep making them better.
Myntra encourages a culture where employees attempt to think of new and innovative ways to do
even the smallest things so that small things add up to long term competitive advantage.

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 Following one’s Passion

Every person in the team has some unique strength, interests and point of view. Myntra wants to
build a culture where each person is able to follow his or her passion and is involved in the work
that genuinely excites them. They encourage every person to be clear about their strengths, the
areas where they can add the best value and what aligns with their long term career goals and
objectives. The quality of output and the commitment is directly proportional to how each one
brings into what's being done and this is best achieved by aligning goals around people's strength
and interests. As an organization, Myntra will invest effort in understanding a person holistically
and providing an environment where people can pursue their interests in alignment with
organizational goals.

 Data drives decisions

It is increasingly possible to measure and quantify everything that is done and it is generally
straight forward to course-correct when it is known that one is not on the right course. As an
organization, Myntra aspires to make all decisions based on data rather than subjective opinion. It
requires a different mindset, where one has to think about what the relevant data points are, how
to get accurate measurements done and how to interpret the data being collected. The focus on
data will help make the organization smarter and more scalable. This will ensure that they cut the
losses and double down on things that are working. There is practically nothing that cannot be
executed in a sharper way with increased focus on data driven decision making.

 Respect, Equality and Transparency

Myntra aspires to build a culture where every individual is respected and treated as equal. There
is no rigid hierarchy or protocol based on seniority. Every person has a different role to play and
it is a function of what experiences they have and what value they bring to the table. Respect will
be earned from contribution and value-add rather than as an entitlement emanating from hierarchy.
Myntra encourages an open culture where everyone can voice their opinions in a constructive way
and we will let the merit stand no matter where the ideas come from. They also fundamentally
believe that the more context one has, the better the ability to contribute and influence the decision
making. They do everything possible to be a truly transparent organization where every person has
ready access to all relevant information pertaining to the business.

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 Doing More with Less

The ability to maximize the ROI from every rupee spent will be one of the most important factors
determining the long term success of Myntra. There are always multiple ways to spend money and
a lot of choices available on when to spend it. No matter how big or small an expense is and no
matter how good the financial health is, Myntra will build a culture where each expense is
scrutinized by the person making the call and is approved only when one is sure that it is the best
possible way to spend the money. They also strive to think creatively of alternatives so that they
can get the job done with as little spends as possible. This may require unconventional thinking,
reusing what is already available, barter arrangements with partners, using seconds where first
hand doesn't make a big difference etc.

 Continuous Learning & Growth

With the pace the world is moving at, what is known today becomes obsolete in a matter of months.
Every person in the company needs to continuously sharpen their skills and retool themselves so
that one is always prepared for the challenges of tomorrow. If one is not learning and growing,
he/she is falling behind and this requires conscious effort outside the work deliverables. There are
a number of things that happen every day in terms of new information new innovations, and new
tools etc.- many of those things can inform how they go about doing things at Myntra in a better
way. They want everyone in the company to keep upgrading their skills by going through
structured training programs to complement their skill-set and acquire new skill-sets so that one is
able to contribute more and keep advancing in one's career at an accelerated pace.

 Work Hard, Play Harder

Myntra created a fun work environment where one can look forward to coming to work each day
and have fun while doing creative work that has direct impact on business performance. They
always set aggressive goals so that the bar is kept high, which will require every person to stretch
but they will do so in a way where they can enjoy themselves throughout the process. This is
supported by an informal and casual work environment with various amenities to help cool down
and relax and participation in various sports activities while at work. Myntra also drives various
programs from time to time to ensure that they celebrate.

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CHAPTER 2: ORGANIZATIONAL STRUCTURE

Head – Myntra & Jabong

Amar Nagaram

Head – HR, CX, PR Head – Category Head – Finance Head – Supply

& REW Ayyappan Ramesh Bafna Chain
Abhishek Sen Rajagopal Manish Pansari

Head – Revenue & Head – Fashion Head – Marketing

Strategy Private Brands Harish Narayanan
Mithun Sundar Manohar Kamath

Figure 1: Organizational structure

The hierarchy in each department is as follows:

Senior Director

Director

Associate
Director

Deputy Director

Senior Manager

Manager

Associate

Figure 2: Hierarchy

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CHAPTER 3: FUNCTIONS OF VARIOUS DEPARTMENTS

3.1. Human Resources Department

The human resources department handles a range of different functions within an organization.
The department is responsible for hiring and firing employees, training workers, maintaining
inter-office relationships and interpreting employment laws. The department works diligently
behind the scenes to ensure an organization runs efficiently. The HR department's duties will
vary between companies, but can generally be summed up in six main functions.

 Hiring and Recruiting

 Training and Development
 Handling Compensation
 Employee Benefits
 Employee Relations
 Legal Responsibilities

3.2. Customer Experience Department

Customer Experience (CX) is how a customer perceives the brand through all the interactions
across the customer life cycle. In the modern digital era, customers are well-informed and hyper
connected than ever. With a growing number of communication channels, brands are increasingly
turning to technology platforms as a way to improve customer experience across channels. The
main functions of Customer Experience department are

 Reinforce Brand Preference

 Reduce Customer Churn
 Inspire Customer Advocacy
 Boost Revenue

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3.3. Public Relations Department

Public relations functions are designed to help build trust and credibility with groups that are
important to an organization. They help raise awareness about the organization as well as give it a
chance to define, control and distribute its message to those both inside and outside the company.
Effective public relations functions can also promote the organization, help communicate during
a crisis or defend its reputation from attacks people make on it in the media. The functions can be
categorized in the following.

 Media Representation
 Crisis Communication
 Content Development
 Stakeholder Relations
 Social Media Management

3.4. Category Department

The Category department in Myntra is responsible for development, categorization and display of
products on the app and website. Decisions on what merchandise to buy, how much to buy, the
price at which it should sell are all taken by the Category department. This department works on
current fashion trends around the world, the forecast for the upcoming years and buys garments
according to that. This department is responsible for keeping the company updated in terms of
fashion trends and select products to sell accordingly.

3.5. Finance Department

Finance department is the part of an organization that manages its money. The business functions
of a finance department typically include planning, organizing, auditing, accounting for and
controlling its company's finances. The finance department also usually produces the company's
financial statements. The functions of this department can be classified as follows.

 Bookkeeping and Payables/Receivables

 Financial Reporting and Control
 Tax and Compliance

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 Strategic Planning and Financial Planning & Analysis
 Treasury & Working Capital Management
 Capital Budgeting
 Risk Management
 Corporate Development & Corporate Strategy

3.6. Supply Chain Department

The Supply Chain department is an integral part of an online business. Supply Chain Management
or commonly known as SCM deals with the management related to the flow of goods and services
at various stages. It may start from the manufacturer to the retailer, and ultimately to the customer.
At each level, proper management is required in order to ensure seamless flow of the products.

The main goal of supply chain management involves management of a wide range of components
and processes, such as storage of materials, managing the inventory, warehousing, and movement
of finished from the point of manufacture to the point of consumption. In economic terms, it can
be referred to as the design, planning, management, and execution of supply chain activities from
the point of production to the point of sale. In addition to these, there are also some subsidiary
functions that an effective supply chain management process fulfills, such as

 Aligning distribution flows

 Integrating the functions from manufacture to delivery
 Designing complex and advanced systems
 Managing an coordinating resources

3.7. Revenue & Strategy

The function of the Revenue and Strategy team is to capitalize on the market and profits. There is
more competition than ever in the industry and more options available to the customer. Revenue
management is the process of using data to predict consumer behavior in order to enhance product
availability and increase revenue. The functions can be classifies as

 Strategic Plan Preparation

 Variance Analysis

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 Sales Enablement
 Sales Operations

3.8. Private Brands Management Department

The Private Brands Management department is responsible for adapting a brand strategy for a
company's target market. They maintain brand integrity across all company marketing initiatives
and communications, and manage a portfolio of products. The functions are as follows

 To develop brand strategy, including the setting of style guides, brand guidelines, brand vision
and value proposition for short as well as long term.
 Planning and execution of all communications and media actions on all channels, including
online and social media.
 Assisting with product development, pricing and new product launches as well as developing
new business opportunities.
 Creating and managing promotional collateral to establish and maintain product branding.
 Competitor and customer insights analysis.
 Analysis of sales forecasts and relevant financials and reporting on product sales.

3.9. Marketing Department

The Marketing Department plays a vital role in promoting the business and mission of an
organization. It serves as the face of the company, coordinating and producing all materials
representing the business. It is the Marketing Department's job to reach out to prospects, customers,
investors and/or the community, while creating an overarching image that represents the company
in a positive light. The duties of the Marketing Department include the following

 Defining and managing the brand

 Conducting campaign management for marketing initiatives
 Producing marketing and promotional materials
 Creating content providing search engine optimization for the company’s website
 Monitoring and managing social media
 Producing internal communications
 Serving as media liaison

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 Conducting customer and market research
 Overseeing outside vendors and agencies

3.10 BUYING CURATION AT MYNTRA

Figure 3: Buying and curation hierarchy

Buying Curation is a separate team at Myntra which I was lucky to be a part of. It is a one of a
kind team, not very present in each company. This team is a very high on fashion and multifaceted
and very customer relevant. Buying Curation team ensures that Myntra has the right presentation
of merchandise in terms of trend relevance, imagery, and description that is relevant to the
customer. They ensure the representation of the categories that they work with are presented
appropriately on Myntra. This team acts as provider of trend direction to categories. They advise
relevant teams about what are the latest trends of the season that are a must call out as a fashion
destination. This team also works on suctioning projects such as dress finder and pairing options-
creating capsule wardrobes. There is no such profile existing in Ms. Bindu Mendoca SVP & Vice
Head- Emerging Business Ms. Spandana Varun Womenswear ManagerBuying Curation Ms.
Charvi Chhibber Menswear Associate Manager- Buying Curation Ms. Shreya V. Mehta Associate
Director- Buying Curation 10 India today, really. It is a unique role. Buying curation, curates and
assists in buying so that the assortment on Myntra is relevant to the target audience.

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3.10.1 KEY WORK CARRIED OUT BY BUYING CURATION

Trends Forecasting and Performance

• Identify key trends through online and offline research

• Create fashion forecast trend decks that will resonate with Myntra and its customers

• Identify fast fashion trends through market/consumer research & provide CM’s with relevant
information

Content & Visibility management

• Work with central creative teams for category led visibility properties

Working with Vendors and Categories

• Evaluate vendors who can be capable of fulfilling these trends

• Create product development decks for focused article types – in a way that CMs and vendors can
understand and relate to

• Competition mapping & Market research to provide inputs for categories and vendors
highlighting catalog gaps

Catalogue

• Understand cataloging needs for different kinds of products standing true to their brand
positioning

• Identify cataloging errors and highlight the same be able to work with teams to get data errors
corrected

• Map catalogue & identify missing trends

• Identify available trends in existing catalog.

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Curations

• Work on themed curations for the category.

• Think of themes for curation for categories, occasions, seasons etc. based on trends in the market
and what the customer research is suggesting.

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CHAPTER 4:

Activity 1: Trend analysis, Content creation for what goes in the curated links
for the current season and the whole curation process. (July-August)

4.1 Trend analysis:

A wholesome research in the current fashion trends, celebrity inspirations both internationally and
nationally to arrive on top and most popular and scoring Women’s fashion trends. After taking
notes from these sites, magazines, and brands there was a clear idea and was in a position to
understand Womenswear fashion and womenswear dressing, style and largely the trends. A wide
analysis was done in all the product types, articles was done to put the according to the
requirements of the website.
From all the data analysed, few trends were selected. The top scoring trends for this summer season
were figured. 1st curation was done for the date 1st of July. July in India still falls under summer in
most regions. Or mostly it’s considered the transition period. And the second was done for the
second of the month which would go up to the first week of August. Hence certain procedure was
followed in order to upload these curation. The objectives/ process is as follow,

4.2 Objective of the task

1. Work with central creative teams for category led visibility properties.
2. Work on themed curations for the category.
3. Think of themes for curation for categories, occasions, seasons etc. based on trends in the
market and what the customer research is suggesting.
4. Content curation for June and July, according to the trends of the current season.
5. Create and update links every fortnightly.
6. Performance analysis of the links created.

The curations created were for the Women’s wear and Home furnishing. Also it was for both the
editor’s pic which falls under the Myntra’s home page. The entire Women’s home page curation
was carried out. Some of the categories the women’s home page consists are listed below:

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 New arrivals
 Current obsession
 Brand story
 Style genie/ styling tricks
 Color crush
 Beauty speak
 Tech talk

Further the assortments for these categories was done keeping the article type in mind. With
the help of Myntra’s software Campa the curations were made. Campa helps to create a
unique code for creating and adding the products in it. This unique code can further be used
for analyzing the performance. The creative team guides with images and style Id’s that must
be included in the curated links. The curation of links works in this manner:

 Recognizing the current trend and obsessions for the particular season.
 Then curating them according to the trends with the help of filters available on the site.
 For things such as beauty and tech, the current best or well doing products is suggested
from the respective teams. Once they give the input, the sorting and filters happen and
then the best among them are chosen.
 The curated links are then updated in the excel sheet as shown below.
 This excel sheet is then seen and approved by other teams. This is done at least 3-4
days before the final update is done.
 The PDP images is obtained from the respective category team.
 And then a final QC is carried again by the curation team and then it’s been uploaded.

The same kind of procedure is followed for both the editor’s pick as well as the home
furnishing products.

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4.3 The curated links

The curated links are uploaded on a common google sheet in the given manner as such. These are
some of the curated links uploaded in the following manner for the months (July-August).

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Table 1: Story and content curation

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Later the curated links would be uploaded on the websites in the manner mentioned in the pictures
mentioned below. This can only be viewed on a mobile or tablet devices. When each of this link
is clicked it will lead them to the curated links created, through which it’s easier for the customers
to buy.

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Figure 4: Website images of curated stories

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4.4 Revenue date- Performance analysis

After the curated links page goes live and after the sales are done by the help of these images and
links. The basic data such as the impressions, clicks and revenue is obtained from the revenue
department. A performance is seen as in how the links created as helped in the buying behaviour.
For which three main formulas are used to analyse and figure out the performance, they are:

 RPI- Revenue per impressions

RPI is calculated by considering the ratio of revenue per impression.
 CTR- Clicks through rate
CTR is calculated by considering the ratio of clicks per impression percentage.
 RPU- Revenue per user
RPI is calculated by considering the ratio of revenue per unique clicks.
Once these are applied it is easy to analyse and see which as performed well and which
hasn’t and then they are been classified into different colours in order to recognize which
is the best and which is the worst. Also a comparison with the number of articles added in
the curated link is compared with the revenue made. The overall revenue contribution was
8770431 Rupees for 15 days.

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Page | 26
 Table 2: Revenue data

 Dark green- highest

 Slightly light Green- 2nd highest
 Lightest green-3rd highest
 Yellow (Dark to light)-Represents high to low. But fall after the green highlights.
 Red (Dark to light)-Represents high, low and least. But fall after the green and yellow
highlights.

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4.5 Learning outcomes
1. Coming up with contents and creating stories accordingly for the current trends of the
season.
2. Worked with the creative and category team for more clear idea of the upcoming trends
and the creative banners.
3. Co-ordinating with all these teams in finalizing the stories and doing the QC by myself.
4. How curation process works and how to use a curating software to create curation.
5. Learned to analyse the revenue and sales data and check which is the best performing links

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CHAPTER 5
ACTIVITY 2: TREND FORCAST KIDS WEAR SS’20

5.1 Kids wear Market in India Market Size and Growth

India remains one of the most promising markets for apparel due to the ever burgeoning economic
activities and ever widening consumer base. The Indian apparel market is expected to grow at a
CAGR of 9%, from USD 41 billion in 2013 to USD 102 billion in 2023. In 2013, kids wear, at
USD 8.3 billion, alone contributed 20% of India’s apparel market, but given its higher growth rate,
this share is expected to increase to 22% by 2023. (Source: Techno Pak Analysis)

5.1.1 Boys wear and Girls wear

The kids wear market is somewhat skewed towards boys wear which by itself is a USD 4.3 billion
market, as compared to the USD 4.0 billion-worth girls wear market. But with the increase in
spending on the girl child, the girls wear market is expected to catch up with the boys wear market
in the near future. It is expected that the girls wear market will grow at a CAGR of 11% over the
next decade, while the boys wear market will grow at 10%. (Source: Techno Pak Analysis)
Uniforms and T-shirts/Shirts are the two major categories within the boys wear market. Together,
they contribute 57% of the total market. However, Denims and T-shirts are the high growth
categories within this segment and are expected to register CAGRs of 15% and 11%, respectively,
over the next decade. 31% 26% 20% 8% 8% 4% 3% Category-wise Breakup: Boys wear Uniforms
T-shirts/Shirts Bottom wear Winter wear Ethnic wear Others Denim 30% 15% 23% 11% 9% 9%
3% 0.5% Category-wise Breakup: Girls wear Uniforms Ethnic wear Dresses Bottom wear Winter
wear T-shirts/Shirts Others Denim 4.3 6.9 11.2 4.0 6.7 11.2 8.3 13.6 22.4 2013 2018 2023 Kids
wear Market in India Girls wear Boys wear Total CAGR: 10.5% On the other hand, Uniforms and
Ethnic wear are the two largest categories within the girls wear market. But western wear
categories like Denims and T-shirts are growing faster than traditional categories in the girls wear
market as well.

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5.1.2 Growth Drivers of Kids wear

Market some distinct factors like changes in the family system, increased spending on children,
and growing brand awareness among kids, and greater focus on the kids wear market by organized
players have contributed significantly to the growth of the kids wear market. Urban India today is
characterized by a nuclear family with double income parents who are willing to spend extra higher
share of their wallets on their children. Consequently the spending on children’s apparel, with
better brand image and quality has received a boost. At the same time, Indian kids in both urban
and semi-urban India are increasingly exposed to various media and are thus aware about brands
which cater to them. They have also started participating actively in purchase decisions relating to
their apparel. Organized retailers and brands have also contributed immensely to the growth of the
kids wear market. Some of them have invested time and money in establishing brands which target
the requirements of children as well as parents. They have managed to attract consumers through
the right product assortment, better visual merchandising, and focused advertising and promotional
strategies.

Characteristics of the Market although the branded kids wear segment has recorded higher growth
in recent years, it still remains a largely unbranded market, with products sold mostly through
unorganized retail channels. The low average lifespan of children’s apparel, a result of the growing
height of children, has forced many value-conscious parents to hold back on spending on children’s
apparel, especially in the medium, economy and low-end of the market. However, market
dynamics vary drastically in the premium and super-premium categories. Brands are a very
important decision-making criterion for parents and children in these segments. In fact, some of
the designers and retailers have even begun catering to the demand for children’s bespoke apparel.

5.1.3 Key Trends

Most of the organized players in the kids wear market initially focused only on western wear
categories like denim, shirts, T-shirts, etc. However, brands and organized players have now
started foraying into children’s ethnic wear categories and are offering ethnically styled products
for kids. Brands and retailer previously catering only to adults have extended their product lines
to include children and are attempting to transform themselves as a complete family shopping
destination. In this respect, even international brands have begun offering children’s apparel. Some

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Indian manufacturers who had previously been focusing solely on the export market have started
reorienting themselves to meet the growing demand within the country. Consequently they have
come up with their own brands and independent retail operations. The school uniforms market is
demonstrating healthy growth with a rise in the number of schools and a decline in drop-out rates.
In high-end schools, the increasing competition and the desire to look smart has amplified brand
consciousness among students. Further, many schools see uniforms as an extension of their overall
image and ensure that the uniform reflects the image associated with the school. The market now
sees different school uniforms depending on the season, occasion, class, etc. Online retailing has
managed to penetrate into the kids wear segment as well. Alongside the rapid acceleration of
Internet penetration, India’s consumers have several incentives to select online retailing as their
preferred channel for fashion purchases, both for themselves as well as their children. Online
fashion stores offer the unmatched ease of shopping using user-friendly interfaces, wider product
assortments, shorter delivery cycles and lucrative options like cash-on-delivery in order to attract
consumers to their portals. In addition to kids wear specific online shopping stores, several kids
wear brands also offer online shopping facilities. Even fashion focused online retailers have
dedicated a substantial share of their websites to the kids wear segment.

5.1.4 Kids wear assortment in Myntra

Figure 5: Kids wear assortment

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5.2 Trend forecasting:
Upcoming trend is determined by the fashion forecasting; before the new product line is purchased,
at least 1 year is need forecast- colour, fabric, texture, material, print, graphics, accessories,
footwear, street style and finally the style accessible on the runway. Trend forecasting is a vast
and important part in fashion designing sector. Fashion Trend Forecasting looks at four key areas:
Research, link, concept and release. And these key areas help us to do the research work properly.
Research is the analysis of data and phenomena. By the analysing of data in the current market,
we realize that asymmetric style will be vast in recent few years. Link is the personal associations,
inspirations and moods as a consequence of the survey of the personal associations’ like-
market survey, inspirations and identifying moods of the customer and a vast analysing of WGSN
data. Concept is the formulation of trends, to create a trend concept, brain storming and design
process is being done. Release is the application to product development and communication
purposes with presentation materials. In this research analysis and planning for presentation. But
planning for product development is the future step of this project.

5.3 Current Trend Analysis

Trend is a fashion guideline which is created rather than following. Fashion Forecasting is focused
on upcoming trend. There is a cycle of forecasting and trend analysis which happens sometimes at
least 1 year before the product lines appear on the website. By market survey and customer
response, the people are following fashion trend, by this reason the current trend is changing
frequently. Now there are many style’s running in Kid’s wear, in this research we are forecasting
the trends and that will be more updated and refreshed for 20/21, based on our coverage of the
latest catwalks, street style, WGSN, retail and editorials.
To do this I firstly mapped all the Kids wear fashion weeks and shows ( SS’18 ,SS’19, AW’18,
AW’19) United Colors of Benetton, Zara kids, U.S. Polo Assn. Kids, Gini and Jony, Allen Solly
Junior mothercare were analysed too and their collection of the past two years was studied as well.
So it was a mix of couture and high street brands, which basically was the fashion trickledown
theory being right. I looked at previous year’s trends as some global fashion hits take time to trickle
down to our country.

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5.4 Brainstorming for Trend Forecast

Brainstorming and forecasting is a process to do a research better to be best. Forecasting is done

by analysing previous outcomes and future expectation. For expected outcomes, trend chaser do
lots of work and first stage is brainstorming. The goal of the brainstorming was to find the
outcomes of a new trend. In this study, an explanation of the process and how an asymmetric trend,
which will very popular for the consumer. This is a way of brainstorming process. Brainstorming
is an informal approach to problem solving with lateral thinking. Outcomes of these ideas can be
crafted into original, creative solutions to a problem.
Analysing and exercise the brainstorming process, found some words and organized it in a
diagram. The brainstorming process is to set an asymmetric trend and the following words which
are inter connected to each other- trend forecasting, asymmetric, trend story, fashion cycle, fad &
classic fashion, WGSN, shape, balance, eastern, age group, target market, women, current trend
report, market research, designers view, fabrics, Victorian era. Those words are completely related
to build an asymmetric trend for trend setters. Here, the connection follows like this-to
inaugurate asymmetric trend inspired by Victorian era, must be follow previous trend story
and forecasting process as well as fashion cycle. In this process we used WGSN for trend
foresting, used this current trend report and market research, we convert it as eastern fashion. Also
we maintained a target market and age group.

5.5 Forecasting for SS’20 KIDS WEAR

To Design a buying plan it is very necessary to understand the upcoming trends for which
forecasting is done. For the SS’20 range the forecasting was done by using the WGSN site. This
is the standard procedure followed by the company for which they find the site very reliable.

Hence the forecast was carried out using the forecast of WGSN. After analysis of previous
forecasting and analysis of future trend, we made different board to present our new or upcoming
trend

A quick look at previous years trends as some global fashion hits take time to trickle down to our
country.

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 Figure 6: Kids wear fashion show

Mapped fashion magazines and kid’s fashion blogs. The most prominent ones were Vogue, next
look, Kid’s wear, etc.

Figure 7: Kidswear fashion magazines

Along with this, also referred to fashion forecasting websites wherein an understanding of what
kind of fashion has been forecasted for SS’19 and how well Myntra is in sync with it.

After this analysis a mood board was created. Mood board: A mood board was created with the
help of the WGSN trends. Mood board was created on the basis of few key factors i.e,

 Key colors
 Key themes
 Key prints & patterns
 Key fabrics & trims

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  Key styles
 Range development

Figure 8: Kids wear theme board

According to WGSN (world’s best fashion forecasting portal) the most influential trends in Kids
wear for this season are:

 Cosmic traveler
Innovate to achieve multifunctional, desirable and practical pieces, which embrace the
notion of explorative outdoor pursuits such as trekking and climbing. Reflective tape and
pollution-responsive technology provide inspirational for accent colors12.

 Eastern Fusion
Aspirational kids wear brands such as soft gallery and Billie blush are tapping into a
creative thirst for the Far East. Dressed down party looks combine traditional cheongsam-
inspired details with sports-ready items such as the bomber jacket.

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  Holographic Party
Dreamy, glistening, make-believe environments inspire an occasion wear story for girls
and boy, infused with moire, iridescent and ombre effects.

 Eco warrior
Military references combine with sustainability for an earthy, urban-utility take on casual
dressing. Algae color and vegetal patterns look mottled, smudged and strained, updating
perennially popular camouflage patterns.

 Ready, Set, March

As sportswear continues to be an important driver for kid’s collection, tennis comes to
the fore with nostalgic summer sports-camp influences. Combine the idea of traditional
camp badges with sporty motifs, alongside prominent multi-stripe and vintage tipped
styles.

5.6 Findings

The amount of information that was collected was immense and which ultimately resulted in a
collective realization of trends. The top scoring trends for this summer season were figured.
Among them were a few trends that have been prevailing since a long time, but never the less they
still are in vogue. The findings were made with the help of the Trend Analysis.

5.6.1 Findings from trend analysis

KEY COLORS

1. Rose water

2. Cosmic sapphire

3. Fierce magenta

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4. Tangerine dream

5. Neo mint

6. Camellia rose

7. Almond
Table 3: Key colors

KEY PRINTS AND GRAPHICS

1. Dynamic Ombre

2. Micro matters

3. East is East

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4. Sun-bleached retro

5. Summer-camp

6. Treasured water

7. Psychedelic safari

Table 4: Key prints and graphics

KEY FABRICS

1. Citrus checks

2. Fluid movement

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3. Floral impressions

4. Rose infused metallic

5. Creative craft

Table 5: Key fabrics

KEY STYLES

1. Oversized denim jacket

2. Knotted fringe tee

3. Strappy sun dress

4. Cargo ankle trousers

5. Panelled shirt

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 6. Short Boilersuit

Table 6: Key styles

5.7 Buying Process

For the next season the buys will be made keeping these trends in mind as these are the predicted
prints that will be popular the most. This Forecast was done to understand that what designs will
be popular in the next season. The next season should include (knotted fringes etc). Popular colours
also should be kept in mind. Popular Styles from previous season Also when the new season buys
are selected you need to keep in mind the popular styles from the previous season along with the
upcoming trends. The new season will be an amalgamation of forecast and popular styles. Hence
these tables and research gives a clear idea of what must be purchased for SS’20.

5.8 Learning Outcomes

1. The opportunities within the kids wear market are definitely lucrative, but tapping these
requires well-formulated strategies and high levels of commitment. Brands and retailers
also have to ensure better penetration beyond urban pockets and cater to the price-sensitive
children’s segments in semi-urban and rural India. Kids wear market in India.
2. A clear idea of how to forecast the fashion trends for the next season, considering all the
facts such as color, styles, fabrics, prints etc.
3. How fashion forecast plays an important role in the buying process for the next season.

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CHAPTER 6

ACTIVITY 3: Competition Analysis for kids wear in terms of price factor

6.1 Competition Analysis

Competition Analysis was done to understand what competitors had in their new range. The
analysis was concept and MRP based. Two e-commerce sites were considered for the competition
analysis i.e, Amazon and Flipkart.

Competitive factors:

The reasons why any customer would want to buy a product from a particular website. The three
major factors could be:

 Price
 Service
 Loyalty

6.2 Price Comparison

Here, a comparison between the two well-known e-commerce websites are taken, one being
Amazon and the other one being Flipkart. The main factors that was considered for this comparison
was the number of options available in the website, the average selling price, the average MRP
and the discount factor.

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1. Myntra
Myntra’s assortment in kid’s wear

Figure 9: Kids wear assortment Myntra

The comparison was done based on only price and discount factors. Only a few major
players in the kids wear according to Myntra was taken in consideration for comparison.
The data was collected from the filters available in the website. And for the price and
discount factors an average was considered. These were the data collected:

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Page | 43
Table 7: Kids wear data Myntra

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2. Amazon
Amazon’s kid’s wear assortment

Figure 10: Kids wear assortment amazon

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Page | 47
Table 8: Kids wear Amazon data

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3. Flipkart
Flipkart’s kids wear assortment

Figure 11: Kids wear assortment Flipkart

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Page | 50
Table 9: Kids wear Flipkart’s data

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Sl. No Myntra Amazon Flipkart
Options The quantity of The quantity of products The quantity of products
available
products available is available is almost same as available is almost same
almost same as that of that of Myntra and Flipkart. as that of Myntra and.
Amazon and Flipkart. By observation it is noted By observation it is noted
But through observation that they consist less of that they consist less of
it is noticed that there current trends and more of current trends and more
are more varieties and out dated trends. of old season trends.
the new trendy pieces Some of the well-known Some of the well-known
available on Myntra. brands have less brands have less
Some of the most merchandise. merchandise.
famous kid’s wear
brand consists more
products on Myntra
rather than the other
sites.
ASP- From the data collected From the data collected it’s From the data collected
Average
it is seen that Myntra seen that amazon sells it’s seen that among the
selling
price sells their products in a slightly less than that from other brands, Flipkart
slightly higher price Myntra but not as less as sells the product at much
compared to that of Flipkart does. cheaper price. Which
Amazon and Flipkart. Amazon sells certain well- makes them a better
But Myntra believes known brands at option when it comes to
that when it comes to comparatively cheaper price customers who are
fashion goods than that of Myntra. Which seeking for products with
customers are more makes customers sometimes lesser price range.
loyal towards Myntra. choose them over Myntra. The discounts given by
Hence it is dine to The discounts given by Flipkart is more than that
continue with more or Amazon is more than that of of Myntra and somewhat
less the same price Myntra and somewhat similar to Amazon.
range. But when similar to Flipkart.

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 compared with
individual brands,
where the price
variation is more in
such brands the
discounts would be
increased in order to
compete strong with
their competitors.
Discounts for certain
products could be
slightly be increased.

Table 10: Price comparison

6.3 Comparison of Services

Services Amazon Flipkart Myntra

Delivery A minimum total order Your order amount is If this is your first
charges amount of Rs. 499 for less than 500, but the order
items Fulfilled amount you are paying is with Myntra, shipping
by Amazon is required more than 500 due to will be completely
for an order to qualify the delivery charges. For FREE. Also, for all
for free delivery. instance, Flipkart now ch the subsequent
A delivery charge of arges 40 INR per item, purchases of Rs.
Rs. 40 per item will for orders less than 500. 1199* or more, we
becharged for multi- So if you order 4 items will deliver the order
item orders below Rs. for each 120; each will to your doorstep free
499. FREE (For some have a delivery charge of of cost. A shipping
FBA items, Rs. 50 will 40 INR each. charge of Rs. 149 will
be charged for

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 weekend and next- be applicable to all
day delivery slot.) orders under Rs. 1199.
Return policy Items can Flipkart had discontinued According to
be returned within 30 its 'no-questions- this policy, if you
days of receipt of asked' return policy, and wish
delivery using the narrowed the window to return or exchange
Online Returns Center. when a customer can any item purchased
It can take up to 25 send back a product from Myntra.com,
days for an item to bought on its website to then it should be done
reach us once 10 days from the within 30 days of the
you return it. previous 30 on most top- receipt. Those
selling products. who return any
product, the amount
will be credited
automatically in the
Myntra cashback
account which you
can use for any further
purchase.

Table 11: Comparison of services

6.4 Learning outcomes

1.

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CHAPTER 7

7.1 Trend analysis and creating a deck for AW’19 shoot

A trend analyse was done from the previous year AW’19 deck and then the best trends was taken
in consideration and the table was created.

Sl. Macro trend Brief Type Trend Ref Image

No
These are art designed
prints, drawn from the rich
1. Bohemian
cultural heritage of Turkey.
These are very winter Micro Moroccan
sophistic bohemian. Prints

These are animal inspired

winter safari prints that
2. Bohemian Micro Safari
resonate to animal skins
Prints

Dark Floral Country Side

femme with a casual relaxed
3. Bohemian Micro Prairie
style

This marks the major

revival of boho with gypsy
4. Bohemian Micro Paisley
and winter inspired prints

The term "tie-dye" is

actually a description of the
5. Bohemian Micro Tie-Dye
process of creating patterns
on clothes or fabrics. A tie-
dye artist creates patterns on
clothing. They use rubber

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 bands or string to gather
bunches of material
together. Then, the cloth is
dyed.
Conversational prints are
classified as any print with a
6. Bohemian Micro Conversati
recognizable picture in it,
onal Prints
such as cats, birds, stars

1980s-inspired polka dots

return to the fore as the
7. Retro Micro Polka Dot
perfect graphic pattern for
winter.

Coming straight from the

catwalks, patterns are
8. Retro Micro Pattern
energetically spliced and
Clash
clashed together for AW’19,
developing the minimalism
mentality in womenswear.
Multi colored stripes and
pastel checks are spliced
with all manner of florals
and geos
Building on the resurgence
of 1980s style, bright
9. Retro Micro Retro
abstract textures come to the
Abstract
fore for A/W 19 as a
commercial means of
employing the retro look.
Small-scale patterning made
with expressive marker pen.
Cool silvery surfaces are
textured and patterned,
10. Retro Micro Metallic
bringing dimension and
Sheen
visual impact to geometric
jacquards and zig-zags.

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 The perennial picnic-style
gingham check is fully
11. Retro Micro Gingham
embraced, appearing on
wide-legged jumpsuits,
matching separates and
midi-dresses.

Shiny, shimmery sequins

are prevailing this season
12. Retro Micro Winter
too
Sequin

Checks have returned in a

big way, drawing all
13. Retro Micro Colourful
inspiration from past trends
Checks

Playful summer breezy

looks and patterns for a high
14. Retro Micro Vacation
end relaxed feel
Prints

Simple summer stripes are

prominent for AW’19,
15. Nautica Micro Stripes
updated in larger scales, but
remaining classic in nautical
blue and white pales with
highlights of preppy red.
Subtle pastel and light
grounds set an elegant,
16. Romanticism Micro Feminine
wistful tone, with ditsy
Florals
florals from the meadow
and spring sprigs both
popular. Evolving winter
party dressing, this style is
perfect for ruffle dresses in
sheers and chiffons.

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 Color-blocking is thought of
as the exploration of taking
17. Athleisure Micro Colour
colors that are opposites on
Blocking
the color wheel and pairing
them together to make
interesting and
complementary color
combinations

Holography is a
photographic technique that
18. Denim Micro Holograph
records the light scattered
ic Edit
from an object, and then
presents it in a way that
appears three-dimensional.
In fashion it is a shiny
textured surface that is
reflective

Sleek structure and deep,

thoughtful tones; their
19. Denim Micro Fraying
denim's frayed edges seem
like artisan touches. A
sophisticated style with an
undone edge; it's the sartorial
equivalent of a messy
chignon.

Echoing catwalk collections

in New York, London and
20. Romanticism Micro Ruffles
Paris. Crisp coIons and
streamlined silhouettes
allow a contemporary finish
which is more structural and
less delicate. Seen on
dresses, skirts, fine knits,
woven tops, and shirts.

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 More subtle than a slashed
front, more grown-up than a Open Back
21. Other trends Micro
cold shoulder, a low-hanging Detailing
or detailed back is the new
way to do seductive. From
high-end designers to the
high street, the open-back
trend is firmly monochrome.
Strappy detailing or knots
are cool ways to add edge.

Designers inject femininity

into silhouettes, with lace
22. Romanticism Micro Lace
inserts framing and trims.
Insets &
Delicate Chantilly lace
Crochet
elevates sensuous silk
Detailing
grounds with seductive
effect, while textured
guipure qualities replace
casual embroidery
placements or offer bolder
graphic statements.
It's a short version of a
normal blouse top that ends
23. Other Trends Micro Crop Top
just below the bust.

Jackets and jeans appear to

have been deconstructed and Mutli
24. Denim Micro
spliced back together, Tone
combining a mix of vintage- Denim
looking fabrics. This trend
has already been a hit at
retail level, with premium
and commercial brands
offering up tributes to these
sellout styles.

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 Inspired by menswear
styling and the continuing
Modern Macro Wide leg
love affair with androgynous
Leisure/Puris Trouser
looks. Trousers are cut in
t/Riviera
generous proportions and
25. Sunset
soft materials for feminine
appeal, or sturdy coions to
provide exaggerated width.
Sports-inspired colour-
blocked seams are also seen.

Shortened just above the

ankle and cut high at the Micro Slim &
26.
Purist waist, the slim-leg trouser Cropped
works well across all market Trouser
levels, rendering it an
essential item. Lightweight
tailoring materials keep the
look crisp and
contemporary.

The neckline skewing

towards one side and the
27. Other Trends Micro Asymmetr
other side being bare
ic
Neckline

Cute and perky are these

femme tie ups
28. Romanticism Micro Bow Ties

These are romantic detailing

on the apparel with ditsy and
29. Romanticism Micro Delicate
small delicate florals
Dark
Florals

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 Translucent layers were key
in the A/W 19 shows,
30. Micro Sheer
Romanticism providing a feminine,
Dress
ethereal sexiness. This
sheath dress combines semi-
sheer layering with dainty
embroidered blooms.
Speckle tulles with delicate
floral embroideries and
underpin the sheer surface
with a detachable, tonal cami
slip.

Smocked bodice insures a

thin, slim, flexible fit,
31. Romanticism Micro Smocking

Table 12: AW’19 deck

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7.2 Deck created for the shoot for the AW’19

This deck consists of the trends and the assortment available in those trends mentioned above.
Along with those trends mentioned above there were more trends that was taken from all the
categories team suggestions. And the assortment is taken from the help of the respective category
team.

This deck consists of all the key styles which is in trend. And these styles are only for the Women’s
wear. The subcategories in this are Ethnic wear, Western wear (both top wear and bottom wear),
Outer wear and Foot wear. This deck is prepared to find out the current inventory of the brand that
consists of the trends mentioned in order to do the shoot for cataloguing. Map catalogue & identify
missing trends and also identify available trends in existing catalog if possible.

The table mentions the article type, style, brand and the number of shoots.

The AW’19 shoot deck:

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Table 13: AW’19 shoot deck

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Table 13: AW’19 shoot deck

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Table 13: AW’19 shoot deck

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7.3 Learning Outcomes:

1. Analyzed the current trends that’s required for AW’19 catalogue.

2. Coordinated with the respective category team to know the inventory level of the article
types.
3. A understanding on how the trends and the inventory levels of the article types are
matched and further how the shoot is done for the AW’19 catalogue.
4. Understand cataloging needs for different kinds of products standing true to their brand
positioning.

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CHAPTER 8: CONCLUSION

The internship has been an excellent and rewarding experience. It offered many opportunities to
learn and gain knowledge in various areas of buying, trend analysis, competitive analysis,
assortment analysis and cataloguing. Through this project I understood the importance of trends
and how to analyses them. Trend analysis can be helpful to improve business by, providing
evidence to inform decision making.

It also answers questions like: Trending styles and silhouettes, important colors favored by the
customers, making and reporting predictions Not only it helped in gaining practical skills but also
gave the opportunity to meet and network with so many people. There is a time when you are free
and then sometimes you don’t have time to sleep. Apart from these social benefits, lots of
experiences are gain in this industry of e- commerce which is growing day-by-day. Through the
projects undertaken by me during this course of graduation project, I applied theoretical subjects,
concepts and ideas to practical functioning for the final result that was building an assortment. It
was a tedious process which took time and was difficult to process at times. But in the end the
assortment built by me did well on Myntra and all is well that ends well.

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