NATIONAL INSTITUTE OF FASHION TECHNOLOGY GANDHINAGAR, GUJURAT Sa W eal ela 2019 RUBASHI BRAHMA Deere CeCe It) pre Ree ee Eras ADITYA BIRLA FASHION AND RETAILCopyright National Instat o shin ecology, Gandhinge, Yet 2019 ‘Alig reseed Noto thisbook may mpd, sored ina real sytem or tase in ay arm or by ay mean eto, ‘mecca photocopying rer rales without th pie wie persion fom Nan ost a aston “eehology xc by 4 vere who mses o que rie page in onneton with paper reewey wee or Incson na pend newpaper o bowsoi INDUSTRY INTERNSHIP 2019 Student : Department Mentor Industry Mentor Industry Head Job Title Intern Duration Location Rubashi Brahma Bachalor of Design Fashion Communication Batch 2016- 2020 Mr. Asit Bhatt Miss Bidisha Karmakar ‘Mr: Sandip Sinha Graphic Design 3rd June,2019 - 2nd August,2019 Yemlur, BangaluruPREFACE ‘This Document is a concise report of the Nine weeks Summer internship, starting from June 3rd, 2019 ending August 2nd, 2019, that i underwent at Aditya Birla Fashion and Re- tail Brand Peter England based in Yemlur, Bangaluru, The report is an overview of all the projects and assignments done during the course of my internship. The objective of this internship is to ease students into the routine of a proper work enviroment as well under- stand the funtioning of the respective industries they work in, The report highlightd the profile of the company, roles played by each department and analyses the learning at the company. This company provided me with a platform where i enhanced my skill set in graphic designing, Overal it was a successful experience in terms of gaining knowledge and giving my best contribution to the organisation,ACKNOWLEDGEMENT would like to show my immense gratitude to National Instittue of Fashion Technology, Gandhinagar for giving me this opportunity to work with industry experts wish to express my sincere thanks to Dr. Hir Vyas, the course coordinator of Fashion Communication department, for giving me this opportunity. I place on record my sin- cere gratitude to Mr. Asit Bhatt , my department mentor for his constant support and encouragement, I also thank Miss Bidisha Karmakar, industry mentor and Mr. Sandip Sinha, Funtion Head of Peter England . lam extremely grateful and indebted for their ex- pert, valuable guidance and encouragement extended to me. Ialso take this opportuni to record my sincere thanks to all the colleagues of the Peter England under Adity Birla Fashion and Retail, Bangaluru for their constant support‘histo cry that Rash Brahma a tafe of Maen stato Fashion ‘ep cyte lt he sesh rn ES es ea Durie her teri period we ound fob site an hater ‘ON COMPANY LETTERHEAD WITH SCN AND STAMPpias InterhipCompetionCatiicle Inty 26209 ‘ToWHOMSOEVERIT MAY CONCERN oral men neniOBJECTIVE + To gain a holistic understanding of how the industry works, and what place a Graphic designer holds in an organisation, + To learn to work asa part of a larger team and understanding the role of an individual as well as collective responsibility. + To overall enhance my technical skills. + To keep up-to-date with emerging design trends so as to experiment and put in use for the projects undertaken «+ To have a better understanding about the hierarchy ofthe system and forge my path in it. + To manage time as per the deadlines given and work to the best of the capabilitiesBrands SS Pore. Peete w LOUIS PHILIPPE ca HACKETT FOREVER 21 sion AMERICAN EAGLEINTRODUCTION Aditya Birla Fashion and Retail Limited (ABFRL) is a part of USD 44.3 billion Aditya Birla Group. With a revenue of Rs. 7,181 crore and a retail space of 7 million sq. ft. (as on 31st March, 2018), it is India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats, ABERL emerged after the consolidation of the branded apparel businesses of Aditya Birla Group comprising ABNLs Madura Fashion division and ABNL’ subsidiaries — Pantaloons Fashion and Retail (PERL) and Madura Fashion & Lifestyle (MEL) in May 2015. Post the consolidation, PFRI. was renamed Aditya Birla Fashion and Retail Ltd ABERL brings together the learnings and businesses of two renowned Indian fashion icons, Madura Fashion & Lifestyle and Pantaloons creating a synergistic core that will act as the nucleus of the future fashion businesses of the Aditya Birla Group. ABERL hosts India’ largest fashion network with over 11,000 points of sale, which clude close to 2,500 exclusive ABFRL brand outlets across 750+ cities and towns, 4,900+ ‘multi-brand outlets and 4000+ department stores across the country. Ithas ~22 million loyalty members as of 31st March 2018.= ADITYA BIRLAABOUT THE BRAND Peter England was founded in 1889, Londonderry, Ireland to provide British soldiers with fine Khaki trousers during the Boer War. More than a century later, Peter England made its foray into the Indian market in 1997. The brand was acquired by Aditya Birla Group in 2000 and quickly went on to become India’s Leading Menswear Brand, The brand was listed in top 5 most trusted brands in apparel category for 7 consecutive years. And keeping in syne with the youth, Peter Eng. land offers apparel that cater to every fashion occasion of a young professional’ life With a staunch belief in authenticity, Peter England has become one of the most trusted and responsible international brands, providing unmatched value to young Indian men. With a strong foothold in formal and causal menswear segments, Peter England also of- fers innovative collections in denims, linen, festive wear, Indies kurtas, accessories, andCore value, mission and vision of the brand: ‘The brand's vision is to become the most loved apparel brand of India offering clothes and accessories of unmatched value, to help young consumers realise their full poten- tial Its core values lie in its goal to be its consumers’ preferred choice while being the coun- try’s most trusted as well as the most exciting brand to be present in the retail sector. ‘The brand's USP: Peter England, specifically PE Jeans, is imagined and built on three basic philosophies: sustainability, fusion and fashion. Peter England sensitises fashion and evokes an emotion that truly symbolises the brand as most exciting as well as most ‘rusted amongst consumers in the readymade apparel category. Target consumers: AAs the brand has a diverse range of products in its portfolio, they meet the needs of a wide variety of audience. The target audience of the brand would stand as: PE Jeans & Casuals: They are between 18-25 years Peter England Traditions & Ethnic: It is for the 25-30 years customers. Elite & Elite Sport: This targets 30 years and above customers.ORGANIZATIONAL STRUCTURECREATIVE DIRECTOR =a) S . py Son certo) eee eid ta | Occ MEMBER]. Footwear Ankit-|- Innerwear Radhika-] ACCESORIES Arnav-} Ties Eee Wallets etree eens eo y CeCe a MEMBER | Amazon Shifali- |- University: Flip- NIE a al ero Nine roe ree MEMBER} oe re ry Br eenOVEN IOT 7 am Caen errr eee edt es RED Bottoms MeMBER| Management aa MEMBER] _ pat Dg Prashant Ulhas. eros ete Beene uns INTERNSTORE VISTOBSERVATION «+ New Spring Summer collection- Mint collection + Ground Floor-Casual Wear, T-shirt , New collection Ist Floor- Denims , Trousers, Shirt 2nd Floor-Formal Wear, Ethnics + Mannequins used- Ground floor-17 Mannequin, 5 Standalone Mannequin Parts, Ist floor-8 Mannequins 2nd floor- total 14, 5 Standalone Mannequin Parts + Spacious + Sitting and working space + Tailoring room + Colour palette + Constant Design for all the stores + Virtual store + White lighting for the interior + Brief about the new collection + Complete mannequin setup + Accesories available -Ties, Belts, Wallets Sunglasses, socks, Ties, crav.OBSERVATION + Exclusive store + Total Mannequins used- 45 + Approx. 10 feat. Display + London set up eg. Trial Rooms like PCO, Clock + Work Place/ Tailoring + Virtual shop + Custom shop + Baggage counter + Audio Visual Advertisement + Fall dress up of the mannequin + Feedback near billing counter + Accessories: wallet, belt, Ties, Sunglasses. + Ties, Belts, Wallets Sunglasses, socks, Ties, crav.DESIGN METHODOLOGY UNDERSTANDING THE CLIENT Identifying the client, who our client is, the brand colours and the fonts which were previously used in the artworks. UNDERSTANDING THE BRIEF AND RESEARCH Understanding the brief, number of deliverables, their sizes and then r searching on it accordingly CoE a OEE Brainstorming on different ideas, conceptualization and making Baran aXe Taking feedback from the mentor ,Brand consultants and finally the Funtion Hea EXECUTION PHASE Ee aE Reese. Cee ee Masser tan)PROJECT DETAILS Project Title- Graphics Project Objective- Line Creation for $$20-Drop 2 Project Outcome/ Deliverables- Creating Graphic direction on theme Project Key Performance Measures - Creating graphic direction, conceptu- alise graphics as per Peter England's requirements Project Details- Developing Graphics for Tokyo 2020 collection. Inspiration- Olympics 2020 Category - Casual ‘Target Consumers- 18-25 years (Youth)wwwwePROJECT OUTLINE + Research on Tokyo 2020 « Industry visit + Brainstorming + Badges Development + Graphics for casual T-shirts + Tapes Development + PrintsPETER ENGLAND 2020 COLLECTION eae SraTHE 2020 SUMMER OLYMPICS ‘The 2020 Summer Olympics, offically known as the Games of the XXXII Olympiad and commonly known as Tokyo 2020, is an upcoming international multi-sport event that is, scheduled to take place from 24 July to 9 August 2020 in Tokyo, Japan. Harmonized chequered emblem chequered design in the traditional Japanese colour of indigo blue expresses a refined elegance and sophistication that exemplifies Japan. The design represents different countries, cultures and ways of thinking. It incorporates the message of “unity in diver- sity’? “The mascot Olympics is named Miraitowa Miraitowa is a combination of the Japanese words for future and eternity while the Paralympic mascot will be known as Someity, Someiity comes from a popular cherry blossom variety “Someiyoshino” and echoes the English phrase “so mighty” “Soo TOKYO 2020 @&TOKYO 2020 Ambassadors + Sailor Moon (Sailor Moon) + Cure Magical (Pretty Cure) + Luty (One Piece) + In the foreground we get + Naruto (Naruto) Astro Boy (Astro Boy) + Son Goku (Dragon Ball Z) + Shin (Crayon Shin-chan) + Cure Miracle (Pretty Cure) + Jibanyan (Yo-kai Watch) ‘New games included in olympics 2020 Archery, Baseball/Softball,Basketball,Boxing Canoe/Kayak, Cycling Fencing Judo Ka- rate, Rowing, Shooting, Skateboarding, Sport Climbing, Surfing, Swimming, Table ‘Tennis, TriathloriTrack and Field ,Water Polo Preparation for The 2020 Tokyo Olympic & Paralympic Games 1 Creating Athlete Uniforms From Recycled Clothes 2.Collecting Donated Materials ‘To Produce Olympic Medals. 3.Developing The New Maglev Train 4. Award is inspired by Cherry blossom 5.The 2020 Summer Olympics, officially known as the Games of the XXXII Olympiad 6:The main Olympic Stadium initially looked like a turtleTOKYO SUBCULTURE FASHION ee rhe local youngsters would occupy the streets dressed in unique and colorful out fits The fi So kee ner juku fashion is a movement against strict societal rules and the pressure to fit the norm. Cosplayers ee Neen ee ge een Cac ees Ta) Poneto he Hosuto and Hostess style is about gaudy, flashy fashions, big hair, brands with sta Penne ae Sey Yamamba style was characterized by dark tans, bright clothing and white m earn: vein Tokyo Rockabilly Club is an association of people who like to dress like 1s, They can be found in Yoyogi park on Sundays. SSE Visual Kei is inspired by Japanese rock, punk and pop bands that have a glam style. fener Gothic Lolita have a dark, elegant look. There are related subcultures that d Sees tr earch!INDUSTRY VISTPRODUCTION HOUSE This process shows the development of Badges, It starts from connecting with the industry Co-mentor Mr. Jobin who works under Peter England in Jeans category , C mentor contact to the head of Embroidery department of production house( Europa), The designs are explained and sent through mail in pdf format to the head of the de- partment . The design are then edited through Wilcom Embroidery Studio ,Itis an UL timate Embroidery & Multi-Decoration Sofiware for professional digitizers, embroidery shops, industry trainers and educators, and apparel decorators. With new technical and creative stitching effects, even faster digitizing and over 200 professional embroidery fonts Seog eee eee Re Nee ee eee ae eam Cee eae ae Seen et sme eee a ean set proved colour screen / controller with increased design memory and with USB, COM and LAN portsas standard for maximum connectivity to design storage on USB, PC or eos BS w AQ wo Jobin Joseph Senthil Design Industry — Wilcom Embroidery Barudan Machine StudioEXPLORATIONSBADGE DEVELOPMENTAllthe Graphies are made on Tokyo 2020 olympic theme , An inspiration from diversity of five colours of olympic logo, event and its surrounding, Most of the badge design is inspired by the new game that i going to be debuted in Tokyo 2020 Summer like Skateboarding, Sport Climb- ing, Surfing, Swimming Table Tennis,TriathlonTrack etc. Also an ideas drawn from the famous Japanese art” The Great Wave" and other important symbols of Japan, Tokyo. The color pallete is strictly towards the Olympic colors corre- sponding with the Brand.PETER ENGLAND PEL SRRE emp)juki Insp size Tshirts, and raised ci| | T-SHIRT PRINT DEVELOPMENT | |wha A. QD Yate m9wy #4@ =PRINTSTAPE DEVELOPMENTCATEGORY PE TAPE DESIGN SS 20 - GRAPHICS ava ae a er t t | ASST ee ee) Aid ool) AAT Beet F GASESTRE COLOUR: Baa —= —— : = Text =<)CATEGORY PE TAPE DESIGN SS 20 - GRAPHICS AEE Baa ESIONE RUBASH BRAAMACATEGORY PE TAPE DESIGN 8S 20 - GRAPHICS STAM ines se DU Uewiat ON TIE 970 2 TEI BASE STRIPCOLOLR- §34g4.- WH ea TexT a=» ESR RUEASHTBRATHIALEARNING OUTCOMES While working with the agency [learnt to handle lot of projects apart from that general scope of work. I learned to prioritize work and assign personal time to each project so as to deliver multiple works at the same time. This internship with my industry amongst again highly experienced and skilled professionals taught me how a basic idea is broughtto execution. [ have learnt a lot of small tricks and tools to save my time. Work- ing on digital platform, understanding of the media and its efficiency to reach its target audience is essential for a good marketing strategy. The project help me to understand the importance of keeping the brands digital presents effective across various plateforms and innovate it from time to timeto retain viewership. In a professional environment, ‘work will only be approved in appreciated when itis completed on time. Faster think: ing, smart use of resources and a good hand of working on software's are the essentials for any project to be completed within a deadlineCONCLUSION Research and brand identity are some key points which always help in creating our ‘work which are brand centric. Graphic design isa big part of the earth world. Graphic design is used as an outlet to advertising all over the world. from logos to murals, graphic design is there to spread a message. There are many different categories of graphic design: Visual identity, Marketing & advertising, User interface, Publicatio, Packaging, Motion, Environmental and Art and illustration. Designers create composi- tions to communicate and solve problems, graphic artists and illustrators create original artwork. Their art takes a number of forms, from fine art to decoration to storytelling. illustrations. This ever changing world is important to keep experimenting. This docu- ‘ment covers my experience in the vast field of Graphic Design with Peter England under Aditya Birla Fashion and RetailREFERENCES https: /www.adityabirla.com/assets/downloads/peter-england-denim-brands-profile pat ~ http:/Awwwabfrl.com/ ~ https:/www.wikipedia.org/ -huups://ereatorhub.issuu.com! -https://tokyo2020.org/ent - hips: /www.timeout.com/tokyo/things-to-do/subcultures-in-tokyo https: /www-google.co.in/imghp?hl=en&tab=wigcauthuser=08ogbl - https://in.pinterest.com/@ carat RUBASHI BRAHMA Fashion Communion ‘D/16/4092