GRADUATION PROJECT ON GARMENT DEVELOPMENT ( Apparels) Duration : 7 February 2023 to 7 July 2023 Submitted by: PRIYA SINGH IN FULFILMENT OF 4 YEAR B.VOC PROGRAMME IN FASHION DESIGN Organization: AMRTA BY GUNEET KONDAL Mentor: SWATI JAIN J 8, Jhalana Industrial Area, Jaipur, Rajasthan 302021
Candidate’s Declaration Name: - PRIYA SINGH Date: - 13-07-2023 Signature: - Place: - Jaipur. I hereby declare that the work, which is being presented in the Project Document, titled "SHIMMER OF OCEANS" is my own work and that, to the best of my knowledge, and beliefs, it contains no material previously published or written by another person except were due. Acknowledgment has been made in the text. I further declare that the project has not been accepted for the award of any other degree or diploma of the university or other institute of higher learning,
Certificate MENTOR NAME: - Ms. Swati Jain SIGNATURE: - __________________ DATE; - __________________ DIRECTOR NAME: - Dr. Toolika Gupta SIGNATURE: - __________________ DATE; - __________________ SEAL This is to certify that the Diploma Project entitled "SHIMMERS OF OCEANS " Submitted by MS. PRIYA SINGH to the Indian Institute of Craft & Design towards partial fulfillment of the requirements for the award of the Graduate Programme, B.VOC 2019-2023 FASHION CLOTHING DESIGN is the original work carried out by him, under my guidance.
Diploma Project Jury Report Name Designation Signature Jury Member Jury Member Jury Member Jury Member Jury Member The Jury on this day 13-07-2023 has evaluated the diploma project of Ms. Priya Singh for Graduate Programme B.VOC 2019-2023 FASHION CLOTHING DEPARTMENT
ACKNOWLEDGEMENT This graduation project was a chance for me to explore my own interests and style which increased my confidence. I express my gratitude towards the people whose assistance and contribution helped me in the completion of my graduation project at AMRTA. I would like to thank the Indian Institute of Craft and Design for providing this opportunity as a part of the curriculum of Soft Material Applications. I express my deepest regards to my industry mentor GUNEET KONDAL for her guidance and constructive feedback on my work. I’m also thankful to the rest of the team at AMRTA, for their constant support at every step of my project. I would like to thank my faculty mentor, SWATI JAIN for her constant support and motivation throughout the sixteen weeks. I also acknowledge the managing team of AMRTA Trust, for all the facilities and support provided to me during my graduation project.
DECLARATION I Priya Singh student of undergraduate programme (2019-2023) studying at Indian Institute of Crafts and Design, Jaipur. hereby declare that this project report titled. The information and data given in the report is authentic.to the best of my knowledge and belief. This report is not submitted to any other institute/ university for award of any other degree, diploma and fellowship. Name: - Priya Singh Place: - Jaipur
ABOUT IICD IICD was first registered as Institute of Crafts, Jaipur on 20th April 1995 by the Registrar of Societies, Rajasthan, Jaipur under the Rajasthan Societies Registration Act 1958.On 27th April 1998, its name was changed as Indian Institute of Crafts and Design, Rajasthan, Jaipur under section 12 of the said Act. The first batch of postgraduate students was started in 1999 along with a Girls’ Hostel at Jawahar Nagar, Jaipur. The foundation of a new building was laid on 9th November 2001 and the inauguration of the new building along with the Girls Hostel took place on 30th October 2002. The first convocation was held in 2003 for the postgraduate students. the First floor of the present building was built in 2004, while the second floor of the administrative building along with the first floor of the Girls Hostel was built in 2006. The UG courses were initiated in 2005.In the initial stages, IICD’s office was functioning in the office of Rajasthan Small Scale Industries Department, Udyog Bhawan, Jaipur. Then this office shifted to a rented building in 22 Godam Area, Jaipur. On 6th August 2007, an MoU was signed between the Government of Rajasthan and Ambuja Educational Institute (AEI) for transferring the management of IICD to AEI under Public-Private Partnership (PPP) model. A new Governing Council was also constituted by the Government of Rajasthan for managing the affairs of IICD. In this Governing Council State Government nominated 5 very senior officers of the State Government as members along with 5 nominees from the AEI and 5 prominent experts in the field of Art, Crafts and Design. On March 12, 2018, Provisional Affiliation of Courses being conducted by the Indian Institute of Crafts & Design (IICD) has been granted by the Rajasthan ILD Skills University (RISU), Rajasthan. After this affiliation, IICD has launched their UG and PG degree courses. Director IICD has been appointed Dean, Product and Craft Design at the Rajasthan ILD Skills University. On 20 July, 2021, IICD was successfully approved and added to All India Survey on Higher Education (AISHE) portal of Ministry of Education
SYNOPSIS Graduation Project Is An Important Phase of a Student’s Academic Career. It Provides the Students With An Opportunity and a Platform to Get Hand-On Experience In Real Business Situations. It Gives the Student A Reality Check of Peeping Into The Busy And Hardworking Lives Of Business people. This Industry Exposure Also Helps In Building And Comprehending The Main Trends of Any Business Activity; Be in The World Of Science, Commerce, Or Arts. This Document Is An Insight & A Detailed Description Of The Brand Ura Maku & The Work That Is Done There As A Part Of My Graduation Project. This Document Contains Research Work, Literary Data, Sketches And Doodles Relevant To The Brand And The Project Respectively. A Brief Summary And Study Of The Company Followed By The Intensive Work Carried Out During The 16 Weeks Of Internship. As A Part Of This Project, Interning At Ura Maku Was A Highly Enriching And Rewarding Exprience For Me. Working with AMRTA Provided An Insight Into The World Of Clothing Industry. Detailed Know-How Was Gathered Of How The Organization Is Operated and The Different Managment Levels
WWW.D-AMRTA.COM Instagram: @amrtaofficial Pinterest: @guneetkondal Facebook: @amrta
OFFER LETTER
ABOUT BRAND AMRTA signifies what is Immortal and is Priceless. Derived from Devanagari, the name has its origin in Amrit, the nectar drunk by devas. By partaking it, the devas were able to attain a higher level of knowledge and power, which they had lost due to the curse of Sage Durvasa. Art is the highest pioneer of immortality and the roots of their inspiration. We believe in creating contemporary clothing with exceptional craftsmanship that will be adorned by you and1105 will forever be a part of your priceless memories. Our vision is to create an iconic Indian brand with a global appeal and a pure luxury true to its roots. AMRTA SS23
FOUNDER AND CREATIVE DESIGNER GUNEET KONDAL Born and raised in the Capital of India and a lover of culture, nature, romanticism and inspired by everything beautiful, AMRTA is an extension of Guneet’s world, rooted in travel and forever inspired by creative and beautiful minded people. Amrta envisions to cater to the lifestyle of our five muses: soft & delicate, boho Chic, easy cool, elegant classic and modern sporty. AMRTA SS23
BRAND PHILOSOPHY Our idea is to create a piece for every occasion, every wardrobe and every celebration. We believe in creating occasion wear that is ideal for when you want to dance your heart out to when you feel like retreating in nature’s cocoon. Our aim is to create season less clothing for all year round, and for every mood! AMRTA is an extension of Guneet’s world, rooted in travel and forever inspired by creative and beauti - ful minded people. Amrta envisions to cater to the lifestyle of our five muses: soft & delicate, boho Chic, easy cool, elegant classic and modern sporty. Keep - ing all the factors in mind, the brand was originated in the year 2019 AMRTA SS23
DESIGN PHILOSOPHY Founders JourneyEmbracing sophisticated femininity and strength, AMRTA is founded by our Creative Director, Guneet Kondal while immersed in her Fashion Career. After designing and producing women’s apparel, décor and lifestyle products for Fashion retailers and Fashion Houses across the globe for 17 years, AMRTA is a long-awaited dream to recreate the Indian aesthetics enriched with her inspirations from travel and her experience from fashion industry. She strongly believes that there is her community who will truly love and embrace the handwriting from Amrta. AMRTA is a portal of discovery - a brush to ex press her innermost self. AMRTA is rich in detail, flattering silhouettes, soft hues, and intricate fluid fabrics, Georgettes, cottons and silks with an emphasis on whimsical handembroidery, beadings, Sequins and enchanting Victorian-in spired romantic silhouettes and detailing. AMRTA SS23
AMRTA ORGANIZATIONAL STRUCTURE FOUNDER GUNEET KONDAL ASSISTANT DESIGNER MUSKAN MALIK SURPERVISOR JANNAK ADDA MASTER -Imran -Bablu TAILORS -Dharmendra -Sattar -Murtuza -Ram avatar -Ram keval AMRTA SS23
WORKSHOP AMRTA SS23
STUDIO AMRTA SS23
THE KAARIGARS Imran (master ji ) Nishad (master ji ) sattar (master ji ) Ram avtar (master ji ) Ram keval (master ji ) Murtuza (master ji ) AMRTA SS23
lack of management lack of work force Physical store Audience Skilled tailors customization Collaborations with famous influencers Physical store Strong competitors SWOT ANALYSIS S W O T AMRTA SS23
METHODOLOGY Decide the mood , theme, client of the collection 1. 2. Decide the color of the theme 3. fabric study 4. silhouette study 5. Explore and brainstorming Get the fabrics dyed 7. Pattern development 8. Test fits 9.Decide art-works AMRTA SS23
10. Range development 11. Photoshoot 12.The big launch 14. Website update 16. Create ads 17. take orders inventory 18. Client interactions 13. Promotions 15. Contact influencers AMRTA SS23
MARKETING ANALYSIS AMRTA SS23
PREVIOUS COLLECTION AMRTA SS23
It’s time to unwind, relax and indulge in luxury. AMRTA SS23
Makatza – Sundowner Collection is inspired by the wildness of sunset and our muse who loves to explore wild. Makatza means wild and untamed and every piece is promise to bring that out in you. AMRTA SS23
Ruh is created from our soul and it’s for you to experience yourself and your emotions freely and deeply. AMRTA SS23
BRANDS COLLABORATIONS AMRTA, on a regular basis collaborates with brands like Aza fashions (India) & Verve and Vogue (USA) for further sales. The garments are also available on the following sites apart from the brand website: - 1. www.azafashions.com 2. verveandvogue.com VERVE AND VOGUE AMRTA SS23
AZA FASHIONS AMRTA SS23
VERVE AND VOGUE AMRTA SS23
MARKETING The previous three years of brand establishment has allowed to open several sales channel for putting out the work in the target market. Sales are mostly driven by there website ,social media presence and press coverage. Moreover, the brand showcases its work in exhibitions and fashion shows. This helps them to outreach more coutomers. Few stock list store sand exhibitions are mentioned here with which have allowed URA MAKU to expand its sales channel. AMRTA SS23
TARGET CUSTOMERS The ideal client for the collection 2023 is a woman who is a romantic at heart, has a bold sense of styling herself and a woman who loves to explore new things in life. A woman who likes to experiment and knows how to carry herself in every attire. A woman who loves art and has an eye for detail. A woman who dresses for herself and not for others. The AMRTA customer is a young to middle-aged women having a taste for sophisticated and clothing. They follow a contemporary way of living which further resonated through their fashion resonated through their fashion style. Hence Amrta allows women to celebrate themselves and personify their inner beauty over any exterior aspect. AMRTA SS23
CLIENT PROFILE AGE GROUP- 25-40 yrs NATIONALITY-Indian, foreigner ECONOMIC STATUS- Upper class & upper middle class INCOME LEVEL- 95K-2L monthly PERSONALITY- Creative, artistic, Intellectual, Humble, Optimistic AMRTA SS23
SIZE GUIDE These are standard measurements. Though the look and feel of each product are different, each silhouette will have unique measurement. AMRTA SS23
AMRTA SS23
PRICE RANGE The price range starts from Rs.5000/- and goes till 32,000/- based and depending on the workmanship, number of hours taken, fabrics, customizations, shipping charges and embroidery depth. 5000 32000 AMRTA SS23
FABRIC BOARD AMRTA SS23
While sending out a parcel, the garments are ironed, folded in a neat way, wrapped in packing paper and then a also send a handwritten thank you note to the customer and then the whole thing is put in a nylon organza bag with the brand label. PACKAGING Then the nylon organza bag is put in an amazon packaging bag with the name and address of the receiver and sender AMRTA SS23
SHIPPING SERVICES Domestic Shipment-They offer free shipping across India on all orders within 4 to 7 business days. Next day and express Delivery options are also available and its chargeable. International Shipment: We ship worldwide. Please choose your shipping zone while placing your order. Their international shipping charges vary with the size. package will be shipped through a reliable courier partner. It will take up to 2-3 weeks for package to arrive. PROCESSING TIME: 12-15 working days for the team to customize and make and pack the order. Shipping timeframes are in addition to our processing times. Though they try and strive to make it earlier. TRACKING ORDER: People can track their order via their shipping confirmation email and from your "My Account". DUTIES & TAXES: Domestic Orders - For orders within India prices are inclusive of Taxes and duties. International Orders - Due to the nature of international shipping, occasionally a customer may have to pay additional import duties and taxes which are levied once a shipment reaches your country. AMRTA SS23
MY ROLE AND RESPONSIBILITIES 1. Creating boards 2. Sourcing 3. Getting fabrics dyed 4. Supervise constructions 5. Client handling 6. Celebrities/ influencers collaborations 7. Collaboration with other well based brands 8. Shipments on timely manner 9. Making illustrations for client reference. AMRTA SS23
INITIAL DESIGN BRIEF GRADUATION PROJECT BRIEF Student Name: - Priya Singh Semester; - 8th Specialization; - fashion design IICD mentor; - Swati Jain Brand mentor; - Guneet Kondal Tentative Plan; - To make a collection in apparel by using techniques of NEEDLE WORK (embroidery, crochet) DYEING. The collection will depict the amalgamation of traditional and contemporize style of Indian craft. Project objective; - 1. To study the organization and its signature style. 2.To understand and work on collection from concept to sample production. 3. Documentation of the learning and the work process as undertaken. Methodology; - tentative • Observing the process in the company. • Study of previous collection and market research on existing brand. • Research on theme, mood board, and color board. • Sketching of motifs and exploration of traditional crafts. • Developing samples and prototyping of the designs. AMRTA SS23
COLLECTION 1 AMRTA SS23
PROCESS AMRTA SS23
TIDAL TRANQUILITY And the seasons of Blue , tells you and intense story AMRTA SS23
mood board 919 838 549 904 AMRTA SS23 AFRESH SOOTHING LAYERS NOSTALGIC bit of body text
PHOTOSHOOT AMRTA SS23
DIGITAL ILLUSTRATIONS AMRTA SS23
AMRTA SS23
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TECK PACK COMPANY-AMRTA SEASON- SUMMER 23 CATEGORY-APPAREL STYLE-COMTEMPORARY DESIGNER NAME -GUNEET KONDAL FRONT BACK STYLE NO. TF14 Bustier Wrap around top knot at the back Ruching v- Neck AMRTA SS23