DOCUMENTATION ON GRADUATION PROJECT AT

SHOPPERS STOP

SUBMITTED BY:
SARTHAK SINGH
BACHELOR OF KNITWEAR DESIGN
BATCH 2013-2017
NIFT MUMBAI
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Declaration

I hereby declare that I have completed my Graduation Project with Shoppers Stop in Mumbai. I did this
project under the guidance of Industry mentor Mr. Abhimanyu Kumar Choudhary, Assistant Designer
(denim), LIFE Brand and college mentor, Mrs. Bhawana Dubey (Course Coordinator).

This project was undertaken as a part of academic curriculum according to our college rules and norms. It is
not submitted to any other organisation for any other purpose. All the information taken is true to the best
of knowledge. It is a record of my original work, however any material taken from any other published
source has been suitably referred and acknowledged.

I have made my full efforts to complete and present the report successfully.

Sarthak Singh

Knitwear Design Department

NIFT Mumbai

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Acknowledgement

I owe a huge thanks to many people who helped and supported me during my entire Graduation Project. My
Deepest thanks to my college mentor, Mrs. Bhawana Dubey (Course Coordinator) of Knitwear Design
Department, National Institute of Fashion Technology, Mumbai.

My Immense gratitude to Mr. Abhimanyu Kumar Choudhary, Assistant Designer (denim), LIFE at Shoppers
Stop for guiding and correcting me in every step. I would also like to thank Mr. Vikram Ghadwal, Buyer, LIFE
for helping in sample production and teaching technical details about garment manufacturing.

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INDEX

 History and milestone of shoppers stop (page 6)

 Awards and Recognition (page 8)

 Brands of shoppers stop (page 9)

 LIFE (Private brand) (page 10)

 LIFE Brand Philosophy (page 10)

 Client profile (page 12)

 Logo Guidelines (page 13)

 Project- 1 (page 15)

 Autumn/ Winter-17 forecast (page 16)

 Mood board and colour palette (page 18)

 Artworks for autumn/ winter-17 (page 19)

 Size chart and costing (page 29)

 Photoshoot for A/W- 17 (page 30)

 Project- 2 (page 32)

 Spring/ Summer- 18 forecast (page 33)

 Mood board and colour palette (page 35)

 Artworks for spring/ summer - 18 (page 36)

 Size chart and costing (page 44)

 Photoshoot for S/S- 18 (page 45)

 Bibliography (page 47)

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History and milestone of Shoppersstop

The foundation of Shoppers Stop was laid on October 27, 1991, by the K. Raheja Corp. group of companies.
Being amongst India's biggest hospitality and real estate players, the Group crossed yet another milestone
with its lifestyle venture.

From inception, Shoppers Stop has progressed from being a single brand shop to becoming a Fashion &
Lifestyle store for the family. Today, Shoppers stop is a household name, known for its superior quality
products, services and above all, for providing a complete shopping experience.

With an immense amount of expertise and credibility, Shoppers stop has become the highest benchmark
for the Indian retail industry. In fact, the company's continuing expansion plans aim to help Shoppers Stop
meet the challenges of the retail industry in an even better manner than it does today.

2016

Shoppers Stop operations expanded to 83 stores in 38 cities viz. Ahmedabad (2), Aurangabad, Amritsar,
Bengaluru (11 stores), Mangalore(2), Bhopal, Chennai (3 stores), Coimbatore, Agra, Delhi (6 stores),
Chandigarh, Durgapur, Gurgaon (2), Ghaziabad (2), Hyderabad (5 stores), Indore, Jaipur (3 stores), Jalandhar,
Ludhiana, Kolkata (5 stores), Kolhapur, Goa, Latur, Lucknow, Thane, Mumbai (9 stores), Panvel, Meerut,
Mysore, Noida (2), Pune (6 stores), Surat, Siliguri, Vadodara, Vijayawada, Raipur, Raipur Airport and
Visakhapatnam.

2014

Shoppers Stop operations expanded to 73 stores in 33 cities viz. Ahmedabad (2), Aurangabad, Amritsar,
Bangalore (8 stores), Mangalore, Bhopal, Chennai (4 stores), Coimbatore, Agra, Delhi (6 stores), Chandigarh,
Durgapur, Gurgaon (2), Ghaziabad (2), Hyderabad (5 stores), Indore, Jaipur (3 stores), Jalandhar, Ludhiana,
Kolkata (4 stores), Latur, Lucknow, Thane, Mumbai (9 stores), Mysore, Noida, Pune (5 stores), Surat, Siliguri,
Vijayawada, Raipur, Raipur Airport, and Visakhapatnam.

2012

Shoppers Stop operations expanded to 55 stores in 24 cities viz. Ahmedabad, Aurangabad, Amritsar,
Bangalore (8 stores), Bhopal, Chennai (3 stores), Coimbatore, Delhi (5 stores), Durgapur, Gurgaon (2),
Ghaziabad, Hyderabad (4 stores), Indore, Jaipur (2 stores), Jalandhar, Kolkata (3 stores), Latur, Lucknow,
Mumbai (8 stores), Mysore, Noida, Pune (5 stores), Siliguri and Vijayawada.

2010

Expanded footprints to new cities like Bhopal, Amritsar, and Aurangabad. Shoppers Stop also added stores in
existing cities like Bengaluru, Mumbai and Hyderabad taking store tally to 36 stores. The Company upped its
stake in Hypercity Retail (India) Limited to 51%.

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2008

Shoppers Stop repositioned and reinvented as a bridge to luxury brand with the unveiling of the new logo
and tagline, "START SOMETHING NEW".

Shoppers Stop was awarded the “Emerging market retailer of the Year” at the World Retail congress in April
2008. Mr. B.S Nagesh inducted into the World Retail Hall of Fame at the World Retail Congress in Barcelona.

2006

Opened out twenty first (Mumbai) and twenty second store in Lucknow. Launched Mothercare in India and
our F & B outlets Brio & Desi Café. Bought 45% of Timezone India

2004

Opened our fourteenth, fifteenth & sixteenth stores in Malad – Mumbai, Kolkata & Bangalore

2002

Opened the tenth store in Kandivali – Mumbai In the Year 2002 we have launched co-branded credit card
with Citibank named as First Citizen Citibank Credit Card

2000

Opened our sixth & seventh stores at Chennai & Chembur – Mumbai. Acquired Crossword – India's leading
retail book chain.

1998

Opened our third store in Hyderabad.

1995

Opened our second store in Bangalore.

1993

Added Children's & Non-apparel sections.

1991

Opened our first store at Andheri, a suburb in Mumbai, selling only Menswear.

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Awards and recognition

ACCOMPLISHMENTS

Shoppers Stop is the only retailer from India to become a member of the prestigious Intercontinental Group
of Departments. The IGDS consists of 30 experimental retailers from all over the world, which includes
established stores like Selfridges (England), Karstadt (Germany), Manor (Switzerland) to name a few.

Year Achievement

2000 The most admired retailer of the year

2001 Mr. B.S. Nagesh won the “Annual Award for

Excellence as top COE for 2001” at the Institute of
Marketing Management.

2002 CMAI Awards:

CEO of the year
Retailer of the year

2003 Lycra Images Fashion Award for “Best Retail Chain of

the Year”

2006 “Intelligent Enterprise Award” for IT at the

Technology Senate for the SSL Group Companies.

2007 Department Store of the year

2008 “Most Admired Retailer- Customer Relations

Management”

2010 Department Store of the year

2012 “Top Class Brand Award”

2015 Award for excellence in Retail Supply Chain

2016 “The most Respected Company in Retail”

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Brands of Shoppersstop

VISION
To be inspiration and trusted brand, transforming customers’ lives through fashion and delightful shopping
experience every time.

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Life
ABOUT
Life is an exclusive brand from Shoppers Stop that believes in the philosophy of today’s youth which is ‘live
life to the fullest and make the most of every moment’. Offering preppy, colourful and casual clothing and
accessories for men and women life is quintessentially a youthful and trendy brand. The collection ranges
from a variety of t-shirts to dresses, everyday wear bottoms to stylish tops and carries must have essentials
for every girl’s wardrobe. Resonating well with the fashion trends, it is slowly becoming a popular name as a
go to brand for stylish clothes amongst the youth.

BRAND PHILOSOPHY
Today is the day, best time to live it is RIGHT NOW. Today’s youth is highly connected, lives a high pace life,
each moment witness their pulses, energies, and zeal.

Life, as a brand captures the dame moment and manifest same attitude in apparels and accessories in a
luxurious and trendy way.

Life, promises a fresh and happy experience.

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BRAND PERSONA
.

Client profile

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NAME – R. ROY

PHYSIOLOGY
1. SEX- MALE
2. AGE- 23 YEARS
3. HEIGHT- 5’11”
4. BODY TYPE- ATHLETIC

SOCIOLOGY
1. OCCUPATION- ADVENTURE SPORTS
2. HOBBY- WILD LIFE PHOTOGRAPHY, SOCIALIZING, BIKING

PSYCHOLOGY
1. TEMPERAMENT- SPONTANEOUS
2. EXTROVERT
3. ATTITUDE TOWARDS LIFE- ENJOY EVERY MOMENT

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logo guidelines

It’s a visual translation of LIFE’s brand attributes. The logo

and the choice of colours represent the world of living now
and LIFE’s casual expression. Together, they make our
visual signature. Just as a personal signature always looks
the same, the identity should always appear in a special
and consistent manner.

COLOURS USED IN LOGO

The colour below is the recommendation for usage across media, the number indicated below relief to the
PANTONE Matching System of printing ink colours, CMYK conversions, RGB conversions and web-safe
conversions. PANTONE Matching system is the standard trademark for colour reproduction and colour
reproduction materials.

DIMENSIONS AND PROPORTIONS

When the logo is reduced, there is a point at which it becomes ineffective. By establishing a minimum size
for the logo, it is ensured that the logo is always prominent and readable.

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Minimum size of 10 cm height to be maintained for clear visibility. Preferred application: visual cards and
marketing collaterals.

When printed over fabrics preferred height of the logo is 15 cm for clear visibility. Preferred size 20 cm
height of logo to be maintained for clear visibility while printing on press and a4 size brochures.

PRODUCT CATEGORIES

Men’s Women’s Boys

T-shirt Knit- dresses Top wear

Shirt Western wear Bottom wear

Jeans Shirts Dungarees and Jumpers
Cargos and trousers Tops and tees Innerwear
Shorts Jackets and shrugs Nightwear
Sportswear Skirts Winterwear
Jackets Jumpsuits
Winterwear Leggings and jeans
Pants
Capris and shorts

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Project-1
PRINT DEVELOPMENT FOR T-SHIRT (KNITS) MENSWEAR.
AUTUMN/WINTER- 17

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AUTUMN/ WINTER- 17 FORECAST
The design process begins with the
forecast study. The trends, silhouettes
and key elements are studied and
incorporated in the range.

Below are the themes obtained from the parent theme

(lawless)

The tough, edgy embellishment of punk are revisited

through heavy- duty chains and padlocks as belts, as well as
exposed zippers on flies or on jeans.

Big graphics with anarchic statements appears on designs,

which becomes a way of communicating beliefs. Play with
placement of text with flipped words, mixed fonts, and
internet slangs

A raw 1980s graffiti influence inspires a new style of hand drawn

artworks on denims and knits. The newest looks use layers of text,
scrawls and idle drawing that are applied using marker pens, paints,
and stencil sprays.

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silhouettes (reference)

ROUND NECK

SWEATSHIRT

FULL SLEEVE ROUND NECK

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Mood board

This is the mood board for autumn/ winter- 2017. The theme in focus is lawless: defacement (graffiti).
The artworks produced will resemble the characteristics of hand drawn elements and layering

Colour palette

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ARTWORKS FOR AUTUMN/ WINTER- 17

1. MACAW

The black bars represent the limitations of

society whereas the macaw represents free
spirited individuals flying with a hint of colour
to make them pop.

DIMENSIONS: 10.5” x 15”, FABRIC- 100% POLYESTER, GSM: 240

THE ABOVE GRAPHIC IS CREATED IN PHOTOSHOP

1 “ rib

2.5“ rib

240 gsm

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 2. OCTOPUS

Octopus symbolises as the negativity reaching

to drag someone down whereas the car
symbolises as a rebel ignoring the negativity.

DIMENSION: 20” X 30”, FABRIC- COTTON-POLY BLEND

THE ABOVE GRAPHIC IS CREATED IN PHOTOSHOP

Cotton-poly
blend

140 gsm

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 3. BLACK TREE
Black branches are the barbed wires of the
society which tries to slowly creep and control
the life methods of an individual.

DIMESION: 20” X 30”, FABRIC: 100% COTTON

THE ABOVE GRAPHIC IS CREATED IN ADOBE ILLUSTRATOR

160 gsm

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 4. GOTH SKULL

Scribbles as background, skull as foreground

and distress pattern for worn out effect with a
hint of colour to make it pop.

DIMENSION: 20” X 30”, FABRIC- 100% COTTON

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP (SKULL AND PAINT) AND ADOBE ILLUSTRATOR
(SCRIBBLES)

160 gsm

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 5. SKATE BOARD Mixing typography with digital art to convey a
message.

DIMENSION: 20” X 30”, FABRIC: COTTON-POLY BLEND

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP

140 gsm

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 6. TEXTURE

Use of paints and brush strokes to create a

texture for graffiti backdrop.

DIMENSION: 20” X 30”, FABRIC: 100% COTTON

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP

160 gsm

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 7. OUT OF BLUE
Using text layering to create a rough look

DIMENSION: 20” X 30”, FABRIC: LOOPER, GSM- 180

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP

2.5” RIB

180 gsm

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8. KNIT JOGGER

DIMENSION: 3” x 3.5”, FABRIC: FLEECE, GSM: 240

THE ABOVE GRAPHIC IS CREATED IN ADOBE ILLUSTRATOR

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size chart for medium size samples

costing

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Below is the approximate costing for the garments.

COMMON CHARGES

Fabric 30/-
Threads 36/-
Rib 20/-

LABOUR CHARGES

Marking cost 5/-

Grading cost 5/-
Cutting cost 10/-
Construction cost 20/-

Total common cost is = Rs. 126/-

PRINTING CHARGES

Screen 20/-
Digital/ sublimation 40/-
HD print 50/-
Buff print 50/-

So, total costing (approx.) costing comes out to be

Screen print garment= Rs.146/- HD print garment= Rs.176/-

digital/ sublimation print garment= Rs.166/- Buff print garments= Rs.176/-

Photoshoot for autumn/ winter - 17

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Project-2
Print development for t-shirt (knits) menswear.
Spring/ Summer-18

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Spring/summer- 18 forecast

The design process begins with the

forecast study. The trends, silhouettes
and key elements are studied and
incorporated in the range.

Below are the themes obtained from the parent theme

(psychotropical)

Youth Tonic analyses the youth culture influencing every

area of the market with rebellion and individuality

Slow Futures is about remembering the past in order to

imagine the future.

Psychotropical explores an idealistic nature of the future.

Psychotropic seeks out the super-natural, hyper- textured,

hyper- exotic Eco tropic paradise or man-made
wonderlands.
It contains the elements that create the feeling of euphoria
and soft- psychedelia.

Kinship is about cultures and collectives, both real and

virtual, that forge an increased sense of community

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Silhouettes

ALL OVER
PRINT
PLACEMENT

ZIPPER
VARIATION

Mood board

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Colour palette

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ARTWORKS FOR SPRING/ SUMMER-18

1. WASP
Tropical insect with surface ornamentation

DIMENSION: 13” x 15”, FABRIC: COTTON 100%, GSM:160

THE ABOVE GRAPHIC IS CREATED IN ADOBE ILLUSTRATOR

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 2. SKULL DROP
Fragment skull with textured print, to enhance
sensorial euphoria.

DIMENSION: 9” x 19”, FABRIC: COTTON 100%, GSM: 160

THE ABOVE GRAPHIC IS CREATED IN ADOBE ILLUSTRATOR

160 gsm

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 3. PEACOCK AOP Taking exotic tropical animals and plants as
inspiration for all over print.

DIMENSION: 22” x 29”, FABRIC: STRUCTURED POLYESTER FABRIC, GSM: 160

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP

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 4. SANDO ARTWORK
Taking exotic tropical animals and plants as
inspiration for all over print.

DIMENSION: 22” X 29”, FABRIC: COTTON POLY BLEND, GSM: 160

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP

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 5. CRYSTALS

This artwork creates the feeling of being

watched from far distance, 24x7 everyday

DIMENSION: 20” X 30”, FABRIC: ANTHRA, GSM: 160

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP

160 gsm

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 6. ALL OVER PRINT 1
Tropical leaves and flowers as motif to create
an all-over print fused with black single jersey
fabric

DIMENSION: REPEAT SIZE A3, FABRIC: ANTHRA, GSM: 160

THE ABOVE GRAPHIC IS CREATED IN PHOTOSHOP

160 gsm

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 7. ALL OVER PRINT 2

Tropical leaves and flowers as motif to create

an all-over print.

DIMENSION: REPEAT SIZE A3, FABRIC: ANTHRA, GSM:160

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP

160 gsm

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 8. FLOWER POWER This artwork shows the pop and bright
coloured tropical leaves

DIMENSION: 20” X 30”, FABRIC: ANTHRA, GSM:160

THE ABOVE GRAPHIC IS CREATED IN ADOBE PHOTOSHOP (SKULL) AND ADOBE ILLUSTRATOR (BACKDROP)

160 gsm

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 9. LONG LINE TEE
Encrypted coordinates to someplace magical

DIMENSION: 20” X 30”, FABRIC: COTTON, GSM: 160

THE ABOVE GRAPHIC IS CREATED IN ADOBE ILLUSTRATOR

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size chart for medium size samples

costing
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Below is the approximate costing for the garments.

COMMON CHARGES

Fabric 30/-
Threads 36/-
Rib 20/-

LABOUR CHARGES

Marking cost 5/-

Grading cost 5/-
Cutting cost 10/-
Construction cost 20/-

Total common cost is = Rs. 126/-

PRINTING CHARGES

Screen 20/-
Digital/ sublimation 40/-
HD print 50/-
Buff print 50/-

So, total costing (approx.) costing comes out to be

Screen print garment= Rs.146/- HD print garment= Rs.176/-

digital/ sublimation print garment= Rs.166/- Buff print garments= Rs.176/-

Photoshoot for spring/summer - 18

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Bibliography

 www.shoppersstop.com

 www.bewakoof.com

 www.adidas.co.in

 http://www.pittimmagine.com/en/corporate/fairs/uomo.html

 www.designinspiration.net

 http://thebeautifulbrain.com/2011/04/gallery -elizabeth-jameson-
spring-2011/

 www.pinterest.com

 www.graphicburger.com

 www.adobe.com

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