MERCHANDISING

SYNOPSIS
A brief description of what exactly merchandising means and
how can one relate it with current industry..

DESIGN & DEVELOPMENT PROJECT IN LEATHER

GOODS INDUSTRY

A DIPLOMA DOCUMENT
Submitted by NEHA CHAUDHARY

In partial fulfillment for the award of the diploma in

LEATHER GOODS & ACCESSORIES DESIGN

CENTRE FOR LEATHER GOODS & ACCESSORY DESIGN

FOOTWEAR DESIGN & DEVELOPMENT INSTITUTE

Ministry of Commerce & Industry, Government of India

A-10/A, Sector-24, Noida, U.P. India

AUGUST 2013

TABLE OF CONTENTS
CONTENTSPage No.

1. INTRODUCTION1
2. About the Company
3. Synopsis

2
3

Project Brief 4
Scope of project
Conclusion
Acknowledgement
Biblioghraphy

5
6
7
8

INTRODUCTION

The project is based on the principle of doing and learning, each and every instructions
that are given as guidelines, helps us in getting more deep into our organization work
and getting more knowledge of each and every department.
This project is related to doing Merchandising in a Brand like Diesel, UCB Domestic,
S.OLIVER and some European brands such as PRIMARK and TOP SIDER. It helps in
understanding the vast concept of international fashion market and also attain
knowledge about the fashion wants of the people worldwide.

ABOUT THE COMPANY

NAME OF THE COMPANY:

RABYA COLLECTIONS

FACTORIES ADDRESS

X-64, PHASE-II, OKHLA, NEW DELHI

PHONE
FACTORY FAX NOS.

+91-11-26301774, 26301458,
+91-11-26302099, 26301297

E-MAIL ADDRESS

rc1@rabya.in
rc2@rabya.in

DIRECTORS

Ms. RABYA KAUSER

OUR PRODUCTS

(A) LEATHER GARMENTS

(Jackets, Vests, Long Coats, Mini Chaps)
(B) LEATHER ACCESSORIES HandBags, Belts,
Wallets, Key Chains etc.

OUTPUT (CAPACITY)

IN HOUSE CAPACITY OF PRODUCING

10,000PCS HAND BAGS PER MONTH
5,000PCS LIFE STYLE PRODUCTS
10,000 pcs Belts
T.STAFF
MEMBERS
75
SAMPLING &DESIG. STAFF 10
+ PATTERN DEPT
INHOUSE FACILITY OF CAD/CAM PATTERN
OPERATIONS FOR THE MOST ACCURATE
PATTERNS
ESTABLISHED
SINCE-2008
CONSTUMER RANGE
DIESEL, UCB, S.OLIVER, PRIMARK ,TOP-SIDDER,
BAGS BUYERS
SOPHIE MARTIN, BELLEROSE,TITAN..
MAIN LEATHER USED

OUR BANKERS

ANNUAL TURNOVER
PROFIT MARGIN

SHEEP,
GOAT,
COW,
BUFF,
NAPPAS,
VEGGITABLE TANNED LEATHERS ,
NUBUCK, SUEDE AND VARIOUS AUTHENTIC
FINISHES ON GRAIN AND SUEDE.
PUNJAB NATIONAL BANK
5, SANSAD MARG
NEW DELHI- 110 001
A/C # 13155
3-5 CRORES
30% SAME FOR ALL THE BUYERS

Synopsis Of the Project

Gained a lot of knowledge regarding the leather industry India, also understand a lot about
the Fashion wants of the people worldwide. Now know better the merchandising techniques
and also the actual working criteria in an organization and responsibilities as well .

This project helped us to know the organization more deeply and to get more
and more practical knowledge. Through this project our skills are been enhanced
and hence we also got more and more opportunities. Our mentor had helped a
lot in completing our internship project. As my company mentor helped me to
understanding the whole process of merchandising from the first step of getting
the sample made and to the last step till the shipment is released also learnt
how about price negotiation , cost cutting , outsourcing , costing and R & D .
Through this project we got to know how a sample is been made by seeing the
techpacks of the buyers, selecting the appropriate leather and hardware, making
the best product in low price as buyer wants the product in low price, convincing
the buyer for the product, getting the order then planning the TNA report dividing
the time properly in cutting, sampling, finishing and packing. We understood that
a merchant plays an important role in a company as all the process from the
sampling to the production is been looked by him hence make good relation with
the buyers and make them satisfied and also how to tackle various employees
in an organization like pattern master, pattern cutter, fabricator, store man and
other employeesIn short we learn each & every minute process of merchandising
throughout this project.
This project is documented representation of my journey as a student of an
institute to a design professional in Leather Goods Industry.

PROJECT BRIEF
This project is done within the internship in RABIA COLLECTIONS. It includes all sort
of knowledge and understanding that I gained during this internship period. The project
having the title PROJECT OF MERCHANDISING in various brands INCLUDING
DIESEL is based on the guidelines that we got from our college and it proves to be a
tool through which we could gain more and more knowledge of our organization and
helps a lot in doing our area of work more sufficiently.
The Project includes the working criteria of each and every department and there
interrelation with other departments. During the project I get to know about the
dependability of one organization on other whether it is of BUYING Offices of
DIESEL ,UCB, PRIMARK ,S OLIVER in India with our dependability on vendors like
material vendors etc. we can say that everything is interlinked and one organization
cannot work without the help and support of other organization
Each Brand target on specific range of customers which can afford their Products.
From beginning to end, all of them spends a lot of investment at every stage whether of
R&D or of Production, from making designs till the shipment. Specifically DIESEL and
UCB set their Designers free to do whatever they want to attract and fulfill customer
wants in the products. In addition to this, DIESEL invests a lot of money for quality
assurance, and use best quality materials, techniques and world class infrastructures to
manufacture the products. This is why the costing of Diesel products is very high..
Pricing and costing of any product range gets decided in LR/LF meetings in which
whole R&D team discuss and finalize the pricing of the existing collection and on the
basis of this costing any additions and subtractions of styles takes place.
Whereas there are some brands which are having different working style. Brands like
PRIMARK and TOP-SIDDER focus on getting products which are cost effective.

Everything starts with buyer meet, a buyer makes a visit in order to see the overall working
of factory and check out various new things like new style new development and most
important new leather qualities. Its just not new styles which play the role but its leather
these days which has given a entirely new look to bags. Leather looks and treatments
have become a keen interest for buyers today
The main project basically contains the following:

Explorationof the industry

Corporate offices ( Head office

office)

Factory- ( Designing / Merchandising

Packaging + Assorting Unit )

Meeting with the Buyers

Merchandising / Logistic
/

Manufacturing

Different Buyers Of RABYA COLLECTIONS

DIESEL
S.OLIVER
UCB
TANDY
TOP SIDDER
PRIMARK
PETITE MENDIGOTE
TITAN

Market Research- Brands nature.

Facts and Figures- Data Collection based on consumer study,

products, product range, pricing, costing etc.

Tech Packs- Of 3 ranges of same season with full specification.

Sketches- 10 moveons of long lasted and extant style.

Research Follow
Shipment.

Up-

From

development

of

Sample

till

types

of

production

SCOPE OF THE PROJECT

We came into industry with a very clear intention to prepare our self forth
entrance and survival in the industry. Though, the scope was a lot, but the
chances were very few. The main objective was to identify the major problem(s)
faced by the organization, finding solution followed by implementation of the
solution and to test and make sure whether it works or not. To set-up an
environment to facilitate the current and future e-commerce System requirements.
Making the communication between existing and new customers through a
website regarding new developments and diversified products on offer. Help
changing the thinking of the organization to think beyond. Diversifying the product
range from Leather bags, pouches, Key ring, coin purse and Pu pouches to ecofriendly materials pouches and leather bags. Increasing the production capacity,
and bringing enough flexibility and tractability on production floors for work
pressure fluctuations, by helping in changing mind setup and thoughts about the
future prospects.
The mainobjectiveof the project is to design , develop and validate the concept of
applying opportunistic environment and respective cognitive systems for efficient
application / service / content provisioning in the future aspect. It help to derive
the requirements and technical challenges that should beaddressed to one while
carrying out the practicality of work. It also describes the specific , tangible
products and deliverables that the project will deliver .
Generally the objective can be understand by the following four points.

To study and develop a prevailing structured Design & Merchandise

framework , i.e. Planning, Scheduling and Execution.
To find the easiest way to understand the Regional, National and
International markets.
Where Theory meets the practicality.
To Impart knowledge in various spheres of Fashion Industries.

Talking about the main focus of the Project i.e.

Roles and Responsibilities of Merchandiser
Theory meets Practicality.
Helps us in the better understanding of Industrial
working Process.
Helps in learning that how to be a quick problem
solver and how to be tactful.
Helps us to understand the market (buyers)
Teaches about the ever changing trends and
fashion.

This project enhanced our knowledge as we by learned something new daily in

the organization. Hence our concepts of market study and consumer behaviour
also got cleared. Here we get an opportunity to develop effective interpersonal
relationships in an organization
The entire exposure on this project helped me in making strong communication
skills and critical thinking skills . It helped me to gain experience beyond the
classroom and sharpened my professional skills . The project started with a
deep thought process of selecting a brand which is an existing buyer of the
company to work on , study the sampling steps started from pattern cutting
according to the demand of buyer to the final development of the products
according to the demand of the buyer.
The general objective / aim of the detail study can be further divided into
below points :

Enhances our communication skills.

By follow-up its easy to understand the practical knowledge about how the
work is done in an Export house.

It teaches about time allocation.

Every new problem we face, we learn an experience.

Last but not the least we learn the corporate antiquates.

In this project we are been trained to work on real life situations and hence
understanding and researching the market, consumer and buyers behavior , product
development and hence getting more depth knowledge of the formal functional activities
of a organization and thus increasing the potential and the pressure is helping
me to find my real strengths.

Conclusion

During my entire stay at RABYA COLLECTIONS , I was being trained about every
single minutes of merchandising.

I actually realized that there is a vast difference between what we have been taught
here in college and working in the industry because in industry we have to handle the
things commercially .There we get the opportunity to design work according to our
clients

Generally we cater two categories of customers ,first one is type of customers who
caters to the esteem class of the society they actually keep their customers need as
their first priority, and the other category is of those customers who wants their products
to be cost effective and making the best product for them ata lower price as buyer
wants, is yet again a difficult task.

In this project, I got trained to work on real life situations and hence understanding what
the market wants,how to get best out of everything, consumer needs and buyers
behavior, product development and hence getting more depth knowledge of the formal
functional activities of an organization.

ACKNOWLEDGMENT

I would like to thank Mr.Ankit Sardana ( Head Production Manager for Bags for RABYA
COLLECTIONS) , Mrs. RenuMishra ( R&D Manager for Bags, Head Merchant) and
whole staff of RABYA COLLECTIONS , who helped and supported me at each and
every step from the beginning to the end of this project. Also I would like to thank Mr.
Suman bannerjee and Mrs. Aditi Sharma, who gave me the opportunity to attend this
project and helped in understanding our field better .

Bibliography / References
Google.com
Diesel.com
Ucb.com

Reference taken from

RABYA COLLECTIONS ,X-64,Okhla,New Delhi.
Orion conmerx pvt. Ltd. Udyog Vihar, Gurgaon India.
Superhouse leathers Pvt. Ltd, Sector 58 , Noida, U.P, India

THANK YOU

SYNOPSIS