Professional Documents
Culture Documents
REPORT
JAN-APR
RASHIKA
CHANDRA
FSID-B
L2
ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep
regards to my Industry mentor, Ms. Gitanjali Narula for her
exemplary guidance, mentoring and her constant encouragement
throughout the course of this internship.
INTRODUCTION
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JOB PROFILE
BRAND STYLIST
A brand stylist is a creative position where the person is responsible for coming up with the
visual concept behind any project undertaken by the company, especially if it is an
Apparel-based one like Benetton India Pvt. Ltd.
I was working under the Buying Department, where we handled the entire creative
process behind styling each and every core garment with the Fall/Winter + Spring/Summer
collection. Jobs such as creating ‘Training Dockets’ and ‘Styling Tutorials/ Videos’ for In-
Store training was also part of the job description.
Also included was modelling and photography, where I photographed my fellow intern,
with pieces styled by us from the Womenswear S/S ’16 range for in-store training and to
show the Buyers, what’s in-Trend!
In an industry like ours, where everything changes so rapidly, it is highly imperative for any
brand to be socially available, present and be extremely VISUALLY APPEALING in its
content; because in this age-of-Internet, visuals are literally the only thing that matter.
Hence, a Brand Stylist ensures that all such needs are taken care of and the company is
rapidly generating interesting and captivating visual content so as to stay on the top of its
game.
Research was also a big part of this entire creative process – creating and designing
interesting visual mood boards with unique layouts by browsing through trend-based
websites like Pinterest, WGSN, ASOS, amongst many others.
The best part about being a brand stylist is that one gets to be involved in so many things
and all at once. You can be a photographer, a graphic designer, a typographer, a stylist, an
art director, amongst many others. This is what it is all essentially about – gaining
knowledge, experiencing new things, learning perspective and most of all – broadening
your horizons.
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COMPANY
PROFILE
Today Benetton Group is one of the best-known fashion companies in the world, present
in the most important markets in the world with a network of about 5,000 stores; a
responsible group that plans for the future and lives in the present, with a watchful eye
to the environment, to human dignity, and to a society in transformation.
The Group has a consolidated identity comprised of color, authentic fashion, quality at
democratic prices and passion for its work: these values are reflected in the strong,
dynamic personality of the brands United Colors of Benetton and Sisley.
Benetton Group is focused on the future. Its story is built on innovation and seeing where
others fail to see. The Group has always been at the cutting edge: with color, with its
revolutionary approach to point of sale, with an absolutely unique production and
commercial network and with a universal form of communication, which created both a
phenomenon and cultural debate. Benetton was global before globalization, but in its
own way.
From the start, Benetton saw fashion as a global village where young people of every
race live. It travels at the world’s speed, overcoming geographical, political and
ideological boundaries. Benetton is a responsible Group, it creates value and aims at
growth, not as an end in itself, but as a means for contributing to progress.
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SANDEEP CHIEF
EXECUTIVE
CHUGH OFFICER
CHIEF SAMEER
FINANCIAL
OFFICER CHHIBBER
VIVEK HEAD OF
HUMAN
MUKHERJEE RESOURCES
DIRECTOR
ABHIK OF
SAHA SUPPLY
CHAIN
SENIOR
GENERAL
MANAGER – SAMIR
BUSINESS BHUSHAN
PLANNING
NAMRATA VICE
WAKHLOO PRESIDENT -
CSR
VICE
SHARAD PRESIDENT –
MALHOTRA QUALITY
COMPANY ASSURANCE
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HIERARCHY 8
INDUSTRY
MENTOR
NAME: Gitanjali Narula
AGE: 32
EDUCATION: NIFT Graduate [Accessory
Design]
PROFESSION: Brand Stylist
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INTERNSHIP
OBJECTIVE
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PERSONAL
STYLE
PHILOSOPHY
Since the beginning of my journey of gaining knowledge, one thing has been the key to
my survival and i.e. Confidence, as it is what makes ‘Style’. No matter what I present,
in my personal o professional life, I need to be confident of the things that I’m saying or
the work that I’m presenting. Without it, there is absolutely no back-up or spine to my
work.
Balance is imperative. For me, when I’m making layouts or creating any sort of
composition, whether mentally in my head or in reality, balance is a key principle of
design that I completely abide by. It helps make it whole and establish a sense of
symmetry and harmony in any work that I produce.
Color to me is perhaps the most important factor of all. I believe that it harvest
creativity and sparks imagination. Color denotes emotion, it can be attributed to any
feeling and used to showcase and represent anything in life.
And lastly comes Zeal. I strongly believe that if you aren’t passionate about something,
anything really, then it shouldn’t be done. My zeal for playing around with graphics and
styling is undoubtedly the driving force behind any work that I do.
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CAREER
PATH
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INTERNSHIP ACTIVITIES
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EXPERIENCE + PROCESSES 18
FIRST DAY
We were informed that the Benetton Trade Show, which is scheduled for the
22nd of February 2016, was the most crucial part of the year and hence till
it wasn’t done, things were bound to be hectic and we had to help in every
manner and aspect.
I started working on the A/W ‘16 line and learnt about all the themes in all
three collections, i.e. Women’s, Men’s and Kids. We had to study about their
mood boards and create a presentation of the mood boards and create notes
for them, describing their look, key elements and the likes.
We were also given all the necessary documents and shown the range books of
the S/S ‘16 collection to get an idea of the layout and format expected and run
in the company.
We also got acquainted with the collection of the A/W ‘16 WOMEN RANGE,
through the rack-up pictures that were given to us.
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This is one such
garment from the
Bloomsters
Women’s theme that
I shot, edited and
converted to a .PNG
GARMENT
EXPLORATION
The Benetton A/W ‘16 Trade Show was fast approaching and there was still tons left to
do. My mentor wanted us to get acquainted with the range and photograph each
garment piece of every theme – Kids, Men and Women alike – so that later we could
make combinations and style coordinates, which would then finally be turned into ‘Style
Boards’.
It took me and my fellow intern nearly three weeks to complete shooting every garment
in the range [from all three collections] and edit all the selected pictures that we were
going to be using for our styling coordinates. An even more tedious task was the editing
of every picture to remove its background on Photoshop and then converting the
image to a .PNG file.
But on the other hand, it was a great exposure to gain knowledge about the garment
industry, learn silhouettes, fabric structure and seasonal themes. Also since we were in the
buying department, we got to know a bit about the pricing strategy and how they
eliminated clothes that were out of their budget and segregated the budget into different
categories like accessories, belts, shoes, dresses, shorts and more.
One new word that I definitely learnt about was – TRICOT. Tricot were essentially made
up of knit fabric that clung to your frame and were soft to touch and ere almost akin to
sweaters; they are one product key to the Benetton DNA. Be it summer or winter, tricots
are always available in every Benetton collection.
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STYLE BOARDS
Style boards are something very close to my heart and what I spent all my
attention on very closely. The pressure was on to have these completed by a
specific deadline after which they were to go in for printing in the A/W ‘16
Range Book. These boards were to be the introductory pages before every
theme, so that the buyer looking at them could be attracted to them and would
be able to identify styled coordinates to buy for his franchise and store.
After I made the layout for the board [which was then followed by my fellow
intern], each style board had the following characteristics:
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I made two
The styling
boards for each
coordinates had
theme
complimenting
highlighting their
accessories and
key aspects and
illustrations to
the styling
accompany them.
coordinates.
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FABRIC
SWATCH
CIRCLE
STYLE TIP/
THEME
EXPLANATION
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DESI ROOTS
STYLING
ACTIVITY
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SIZES SENT
BY GAVIN
FOR EACH STYLE CODES
BAND FOR EACH
MEMBER SELECTED
GARMENT
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THE CORE
PROJECT
The Core Project – was perhaps one of the most important projects undertaken by us
at Benetton. It was the first time that any of the sub-activities that were taking place
under this project were being done since Gitanjali had joined the Buying department as
the official Brand Stylist.
-
Core S/S ‘16 Upstyling Range Book
- Core A/W ‘16 Upstyling Range Book
- Photoshoot showing different ways to wear a basic trouser form the Core collection.
The Core collection practically remains consistent through all; the seasons and through
every new collection launched in India, hence it was extremely important to cover this as
a project.
Being such an extensive project, it of course couldn’t be done without the aid of a team
and this helped me learn a lot about team work and cooperation. Taking other people’s
view points into account and collaborating on different ideas and thoughts to make
something credible is a great learning experience in itself.
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CORE S/S ’16
UPSTYLING
RANGE BOOK
For the first time ever, Benetton was launching a separate upstyling
range book for the Core collection. The task was however, to pair and
‘UPSTYLE’ each garment from the Core collection with garments from
different themes in the current Spring/ Summer ‘16 collection.
There were a number of things that had to be kept in mind. While pairing
up garments, I had to constantly work in accordance with the Buying
Department and the Product Department to check if any piece had
been dropped from the range due to Budget issues or any other reasons.
Also because I couldn’t repeat any garment, I had to make sure that
the style codes were different for each and be in constant contact with
the interns working with Menswear, Womenswear and the Kidswear
collections as well.
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STYLE TIP FOR
THE CORE S/S ‘16
COORDINATES GARMENT GARMENTS
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CORE A/W ’16
UPSTYLING
RANGE BOOK
While not much changed as far as the layout-ing and the Core
collection garments were concerned, the A/W range was a far cry
from the Spring/Summer one.
Which inevitably led to a change in the style tips. For instance, now I
could add layering as an option, be it with a jacket, a sweater or
even a shirt atop a plain polo.
The illustrations also nearly remained the same to keep the fun factor
alive, but now we had things like hot coffee cups added to give the
feeling of winter.
In the images shown on the next page, it is clear to see that although
the core garments remain the same [even in their color options],
what has changed is the way the Autumn/ Winter garments are shown,
with the collar being visible from below the sweaters in some
images, to show the option of layering.
The same things have been done with the Kids collection as well.
Also with every garment was attached a small black box stating
the theme it belonged to and its specific style code number.
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STYLE CODES LAYERING
FOR EACH OPTIONS
SELECTED FROM A/W
GARMENT ‘16
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CORE
IN-STORE
STYLING
FORMAL LOOK:
We paired up a knife-pleated
sleeveless top with its complimenting
blazer. The top was tucked to give it a
neat look with a smart top bun for a
clean and sharp attire.
SEMI-FORMAL LOOK:
The second look consisted of a baby
blue tricot paired with golden metallic
loafers to give a semi-formal look,
which we achieved with a slightly
messier bun than before.
CASUAL LOOK:
For the final look, we went with a
more comfortable approach, pairing a
dragonfly foil print tee with a half-up,
half-down hairdo and reflector
sunglasses for a cool chic vibe.
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TRADE SHOW +
BUYING
EVENT
We created 6 sets of
coordinates where we chose to
showcase ‘STRIPES’ as the
dominant factor, be it in the form
a of a dress, tee, shirt or even a
shrug.
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MOCK
PRODUCT
SHOOT
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SQUARE
PROPS TO ACCESSORIES
LAYOUT
BE USED/ TO BE USED
FOR ALL
ADDED
IMAGES
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TRAINING
DOCKETS
Training Dockets – are something that I have worked on through the entire internship
period and have dedicated a lot of time and hard work on.
Training dockets are like miniature presentations, which essentially describe the look, feel,
color and the likes of every theme in the easiest way possible. These dockets serve the
purpose of training the store sales-people with all the information that they need to style
the mannequins in the store, or sell a particular garment from any theme and know all the
information about it in case a customer required it.
- Each docket was designed to suit its personality and theme, with its elements being
inspired by its moodboard and also the garments themselves.. Hence not one training
docket looks like the other, with eah having individual unique elements and
information to accompany it.
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LEARNING
OUTCOMES
IDEATION: One of the major learnings that I have
experienced this internship is to develop my
personal design philosophy and fully explore it as a
professional individual/
For instance, all the photoshoots that I did on my fellow intern, where I
played the role of a photographer, all my learnings from our
photography course module with Mr. Rohit Dhingra helped in this.
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LETTER OF
RECOMMENDATION
Sincerely,
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CERTIFICATE
LETTER
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BIBLIOGRAPHY
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