INTERNSHIP REPORTJ A N - A P R

R A S H I K AC H A N D R A

F S I D - BL 2

ACKNOWLEDGEMENTI 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

Each individual student was asked to create a final

REPORT at the completion of their internship period

to measure all the learning outcomes.

The report was required to be a reflective style

document which focused on our learnings and

projects worked on as an intern.

This report talks about the objective of this internship,

the company profile and its hierarchy.

It also looks into my experiences and the projects

undertaken while working on the internship, and the

processes behind each activity.

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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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COMPANYPROFILE

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’s “universal” communication has accompanied the Group’s global expansion.

When companies export around the world, they normally adapt their advertising to suit

different areas. Benetton chooses a single, universal message that is valid for all

consumers: wherever they may live, whatever the color of their skin and whichever

language they may speak.

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

CHUGH

CHIEF EXECUTIVE OFFICER

SAMEER

CHHIBBER

CHIEF FINANCIAL

OFFICER

VIVEK

MUKHERJEE

HEAD OF HUMAN RESOURCES

ABHIK SAHA

DIRECTOR OF SUPPLY CHAIN

SAMIR BHUSHAN

SENIOR GENERAL

MANAGER –BUSINESS

PLANNING

NAMRATA WAKHLOO

VICE PRESIDENT -CSR

SHARAD MALHOTRA

VICE PRESIDENT –QUALITY ASSURANCECOMPANY

HIERARCHY7 8

INDUSTRYMENTOR

NAME: Gitanjali Narula

AGE: 32

EDUCATION: NIFT Graduate [Accessory

Design]

PROFESSION: Brand Stylist

How many years have you worked at Benetton India?6 years.

How has your experience been working here?It has been a learning for certain. The exposure that I have gained

through working with both the brands – United Colors of Benetton and

Sisley has been incredible and an eye-opener. I have worked at two

departments in my time here – VM, i.e. Visual Merchandizing and now

Buying.

What was the purpose behind changing your department?The reason for my shift in departments is because the brand needed a

Brand Stylist. An understanding of specific themes and styling at the store

level was required. Since I had worked very closely with the Product

team at Sisley, I knew what had to be done. Also, this was the stepping

stone to get value addition to my resume.

Why Benetton and not any other company?There aren’t very many multinational fashion companies in Delhi NCR. The

best part about working at Benetton is the ‘work culture’ which is

frankly, amazing. It helps establish a good balance of personal and

professional life.

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INTERNSHIPOBJECTIVE

What is an internship? An internship is a

program that helps student and people alike to gain

real world experience so that they can explore and

gain the knowledge and skills required to enter into a

particular field of their choice.

The objective of this internship was to first and

foremost learn about the ‘Corporate Culture’ and also

experience real life in a WORK environment.

Secondly, another objective was to learn to bring

discipline into our lives engage in work experience,

the processes behind them and encourage personal

development.

And lastly, this internship helped me understand what

career path I want to pursue post-graduation and

engage myself in my professional colleagues and

become more social, responsible and liable of my

actions.

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PERSONAL STYLE

PHILOSOPHY

Confident, Balance, Color, Zealous; the four words that describe me as an

individual and a stylist.

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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CAREERPATH

Exploring is a very important part

of the academic process, and

gaining a work experience is a great

way for students like us, to acquaint

ourselves with a field that we are

looking to learn about.

After working in the corporate sector

and with such a well-established

company like Benetton India, I

realized that I too wanted to work in

the corporate world post-graduation.

Also another final decision that I came

up with was of adopting the career

path of becoming a BRAND STYLIST.

It’s a great creative position and with

all the learning that I have

experienced in my time in this

internship, I know what to expect of

this job.

It’s an extremely versatile position

where you can delve into styling,

photography, direction, and most

importantly, and my personal favorite,

graphic designing. That is something

that I feel I can do very well and have

a major interest in.

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INTERNSHIPEXPERIENCE

ACTIVITIES + PROCESSES

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FIRST DAY

When I started on the 21st of January, my reporting manager introduced me to

my colleagues and people working on my floor from the other departments. I

was working alongside Vidisha Gupta, who is also from my class, which made

me feel a bit more at ease.

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.

Based on the mood boards, we then proceeded to garment

exploration and the final making of the Style Boards per theme.19 20

For example: Let’s

talk about the

process behind the

Bloomsters theme

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GARMENTEXPLORATION

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.

This is one such

garment from the

Bloomsters

Women’s theme that

I shot, edited and

converted to a .PNG

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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:

- Two – three model shots in the center [generally facing sideways]

- Each model shot having its fabric swatch attached to it in a circle.

- On both sides were the styling coordinates that we had made per theme

- These were made from the garments that we had shot and then edited [as

described earlier]

- Illustrations were added that went along with them mood of the theme or

were of accessories that could go along with the chosen outfit

- Accessories from the A/W ’16 range were also added to complete each

look created and styled

- Lastly, inside a fabric swatch circle, were the key words of each theme,

and a paragraph each talking about the general feel of the theme and how

to wear the styling coordinates.

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I made two

boards for each

theme

highlighting their

key aspects and

the styling

coordinates.

The styling

coordinates had

complimenting

accessories and

illustrations to

accompany them.

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FABRIC

SWATCH

CIRCLE

STYLE TIP/

THEME

EXPLANATION

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DESI ROOTS STYLINGACTIVITY

Benetton hired a Sufi/Rock band – DESI ROOTS,

to perform at the Trade Show on 22nd February

2016.

Desi Roots is an amalgamation of four musicians

who have practiced and performed music for over a

decade.

I and my fellow intern were asked to style them for

the live show with garments from the CITY BEATS

theme in the Menswear S/S ‘16 collection.

Gavin Pacheco, the band’s bassist and manager had

sent over the garment and shoe size of each of

his member. So we went through the theme City

Beats and made a presentation which contained the

styling coordinates for each member of the band.

With every garment that we selected, we also had

to attach the style code of each, so that the

presentation could then be forwarded to the

warehouse, where they would send over the correct

sizes w.r.t. the style codes.

This was quite an exciting activity as I and my fellow

intern had a lot of fun deciphering each band

member’s personality through his photograph and

then choosing the garments and shoes for them

accordingly.

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SIZES SENT

BY GAVIN

FOR EACH

BAND

MEMBER

STYLE CODES

FOR EACH

SELECTED

GARMENT

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THE COREPROJECT

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.

The following sub-projects were undertaken while working on this project:

- 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 ’16UPSTYLING 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.

Another fun thing to do while working on these coordinates for the

Upstyling Range Book were the ‘Style Tips’. I went on websites like

ASOS, WGSN and VogueRunway to get tips and know about the

different ongoing trends and then deciphered them into simpler terms so

that a layman could understand them as well.

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STYLE TIP FOR

THE

COORDINATES

CORE

GARMENTS/S ‘16

GARMENTS

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CORE A/W ’16UPSTYLING 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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LAYERING

OPTIONS

FROM A/W

‘16

STYLE CODES

FOR EACH

SELECTED

GARMENT

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COREIN-STORESTYLING

Gitanjali [our Industry Mentor],

organized an In-Store Styling activity

for us where I was to do the

photoshoot and Vidisha [my fellow

intern] was to do the modelling.

We chose the Core garments from the

store, like this pair of beige trousers,

and made three looks each – Formal,

Semi-Formal and finally, Casual.

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 + BUYINGEVENT

The Benetton Trade Show finally arrived on the 22nd

of February 2016. First was the Fashion Show,

where all the themes of the entire collection were

to be showcased. It was held at the Pullman Hotel,

Aerocity and was a grand event.

The stage was set up in a way that for the models to

walk through, they had to open the doors first,

creating a dramatic entry. Behind the doors were

LED screens that were displaying stunning visuals in

accordance with the themes that were being shown.

The came the week-long Buying event. It took

place at Taj Vivanta, Dwarka. There were tow

huge tents set up in the garden area where inside,

every garment from the collection was hung up in

rows, marked with printed boards from the Range

Book.

All of Benetton’s major franchises like GNB and

Saffron were present and took turns going through

all the rows, critiquing every garment and selecting

the ones they liked to plug in their numbers for the

final order later.

My job at the Buying event was to style the

clothes that the franchises’ wanted modeled to

see the fit and look of the garment. I was happy

to say that they appreciated my styling and even

bought some garments once they were satisfied

with the look that I had created.

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STRIPESSTYLINGTUTORIAL

Vidisha and I did an in-store

styling activity where once

again she was the model and I

was the photographer. I

actually quite liked the job of

shooting and making videos,

panning her from head-to-toe to

showcase each garment and then

back. It was well appreciated

by my mentor and my

colleagues back at the office as

well.

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.

We added small styling elements

by knotting her shirt, or rolling up

the bottoms or even using a color

block shirt to cinch the waist of a

dress.

These looks were later to be

used in the form of videos as

‘Styling Tutorials’, to be sent

out for In-Store Training

Programs.

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MOCK PRODUCTSHOOT

Benetton wanted to create content for their social

media pages and hence we decided to create that

for them by having shoots of their products done,

something akin to what Net-a-Porter or H&M does

for their Instagram pages.

So I created the Men’s, Boys’ and Girls’ Mock

Shoot boards while my fellow intern [Vidisha]

made the boards for the Women.

I created two boards for each theme, selecting the

garments that I believed would go well with each

other to create a look board and chose accessories

to accompany them as well.

Another addition was of an illustration or prop that

we could use as a value addition to the whole look.

Finally, I created a layout in a square format, as

most social media pages have a square layout

[especially Instagram].

In the layout, I took out mock images of a shirt’s

outline and similar garments and then cropped the

selected garment from each theme to fit in it so that

they would look like they were in that layout.

The mock shoot was to be done by Moksha

Designs in Saket, Delhi. These layouts were

created for them to have clarity on how to go about

the shoot.

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PROPS TO

BE USED/

ADDED

SQUARE

LAYOUT

FOR ALL

IMAGES

ACCESSORIES

TO BE USED

55 56

TRAININGDOCKETS

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 contained the following pages:

- Cover Page

- Mood Board

- Color Story

- Key Focus

- What’s Trending

- 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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59 60

61 62

63 64

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LEARNINGOUTCOMES

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/

RESEARCH: Another learning was in broadening

my horizons in terms of utilizing all means of

research techniques accessible to me – from

websites like ASOS and WGSN, to magazines like

Vogue and GQ, amidst a wide variety of options.

EXECUTION: Where fashion comes and goes in

the blink of an eye, it is highly imperative to hone

your skills to be as quick as you can if you want to

keep up. I learnt to do the same by executing

important tasks and decisions enforced upon me by

completing them dutifully and with great fervor.

ENGAGEMENT: Team engagement is an

important characteristic that always needs to be

worked upon, especially in the corporate culture. I

learned to cooperate and appreciate with my

colleagues’ and teammates’ perspectives and

work in accordance with them.

PRESENTATION: The one thing that I improved

upon in my time working, was performing all my

tasks in a systematic and professional manner, and

using my logical and creative abilities to the best

of my capabilities to present any work given to

me.

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COURSERELEVANCE

There were a number of different things that had significant relevance

to our course modules that we have learnt over the past three years.

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.

When we went to the store, we performed a thorough analysis of the

store, and even sketched out some visuals of it to get a better

understanding, where everything I’d learnt about spaces and their

different forms in the Spatial Styling module taught by Ms. Shweta

Sood.

But most of hat really helped me in this entire internship, were my

teachings in one of my favorite course modules so far - Graphics

Communication Design taught by Mr. Prateeq Kumar. His ideas and

teachings in how to modify and execute your imagination into reality

through graphics was a big help, when I had to create training dockets

and upstyling mood boards and look boards.

All in all, my teachings at Pearl Academy helped me to travel through

my journey at my first internship successfully and with great ease.

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To Whom It May Concern,

Rashika Chandra worked in the Buying Department as

a Stylist Intern under my supervision during the

summer of 2016. She has been efficient and

extremely competent.

Her graphic design skills have proved to be extremely

productive for the department. She often successfully

finishes a task before the deadline and is extremely

organized. Rashika has displayed excellent all round

skills as a Styling Intern.

Rashika has an upbeat demeanor and her strong

communication skills enabled her to interface very

effectively with different departments in the

organization.

In summary, I highly recommend Rashika Chandra.

Please feel free to contact me if you need additional

information or perspective.

Sincerely,

Gitanjali Narula Naithani

Brand stylist – Senior Manager - Buying Department

9971002682

g.narula@benetton.co.in

LETTER OFRECOMMENDATION

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CERTIFICATELETTER

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BIBLIOGRAPHY

The company profile and hierarchy belongs to

www.benettongroup.com.

All the campaign images and the Autumn/ Winter

Trade Show images used in this report belong to

Benetton India.

All the other content, visuals and graphics belong

solely to Rashika Chandra.

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