AMITY UNIVERSITY UTTAR PRADESH, LUCKNOW
CAMPUS
“BRAND MANAGEMENT IN FASHION RETAIL STORE”
SUMMER INTERSHIP -1
UNDER GUIDANCE OF
MS. SHIVANGI SRIVASTAVA
ASSISTANT PROFESSOR,
Amity School of Fashion Technology,
Amity University, Lucknow
SUBMITTED BY:
ANSHIKA SHUKLA
Enrolment No.: A7881722010
B.DES (FD) Vth SEMESTER
AMITY SCHOOL OF FASHION TECHNOLOGY
AMITY SCHOOL OF FASHION TECHNOLOGY
CERTIFICATE BY FACULTY GUIDE
This is to certify that Miss ANSHIKA SHUKLA a student of AMITY
SCHOOL OF FASHION TECHNOLOGY, AMITY UNIVERSITY,
UTTAR PRADESH pursuing Bachelors of Fashion designing 5th
semester has undergone a research paper on the topic “BRAND
MANAGEMENT IN FASHION RETAIL STORE”
The concerned Summer Internship- I has been completed by the student
to entire satisfaction.
______________ ______________ ______________
Signature Signature Signature
Anshika Shukla Ms.Shivangi Srivastava Prof. Pooja Verma
B.Des (FD) Vth sem Assistant Professor Director
(Student) ASFT ASFT
(Faculty guide)
ACKNOWLEDGEMENT
The research on topic “BRAND MANAGEMENT IN FASHION RETAIL
STORE" was done to collect information on a brand and its policies. This research
was made possible from the help and support from everyone including teachers,
parents, friends and Rajshree Seal.
I own a profound intellectual debt. to Dr. Pooja Verma Head of the Department
Amity University Uttar Pradesh, to contribute our thinking on this subject.
I would like to thank my teachers Ms. Shivangi Srivastava, who provided insights
expertise that greatly assisted the research and gave me an opportunity to work on
this project.
I would like to extend my sincere thanks to everyone who gave me their valuable
advice and guidance towards the fulfillment of the project. This project would not
have been possible with the kind support and help of many individual, organisation
and sources.
CONTENT
SN. TOPIC
1 Weekly Progress
Report 1 to 7
2 Offer letter
3 Completion certificate
4 Plag report
5 Abstract
6 Keywords
7 Introduction
8 Brand Management
9 Literature Review
10 Results
11 Conclusion
12 References
ROLE OF TECHNOLOGY IN FASHION:
“INSIGHTS FROM AN INTERNSHIP AT RITU BERI DESIGNS”
Author:- AnanyaVerma, Student, Amity School of Fashion Technology, Lucknow,India
Co-author:- Ms. Shivangi Srivasatava, Assistant Professor, Amity School of Fashion
Technology, Lucknow, India
ABSTRACT
Technology has become a transformative force in the fashion industry,
revolutionizing how fashion is designed, produced, marketed, and consumed. Now
designer`s can create intricate patterns and simulate fabrics in 3D. Computer-Aided
Design (CAD) software allows for more precise and efficient creation of clothing
prototypes, reducing the time from concept to production. The rise of e-commerce
and social media has transformed how brands interact with customer`s. Online
platforms allow for a personalized shopping experience, with virtual fitting rooms
and AI-driven recommendations. Social media serves as a powerful marketing
tool, enabling brands to reach a global audience instantly and engage directly with
customers through interactive content. Technology has not only enhanced the
creativity and efficiency of fashion design and production but has also redefined
consumer experiences. As technology continues to evolve, its integration with
fashion promises further innovation and growth in the industry.
KEYWORDS- Design, Sustainability, Ready-to-wear, Ritu Beri Designs,
Embroidery
ROLE OF TECHNOLOGY IN FASHION:
“INSIGHTS FROM AN INTERNSHIP AT RITU BERI DESIGNS”
INTRODUCTION
This project report (Insights from Ritu Beri) is all about my summer internship program at Ritu
Beri Designs. I explored learning on Prints, Quality Control, Stock maintenance (Look book),
Digital Media, and Management, Instagram Posts (Grids, Captions) for The Luxury League,
Sorting of Garments, and Development of Digital Flat Sketch of Tote Bag for Escape, Utilization
of Adobe Illustrator, Adobe Photoshop, Indesign, Time Management, and Sourcing. Ritu Beri is
an Indian fashion designer. She became head of the Ready to wear section of French fashion
brand. Ritu Beri has its own three brands –
Ritu Beri Designs
The Luxury League
Baby Beri
The Luxury League to promote innovation and creativity in the luxury industry of India. She was
appointed an advisor to khadi and village industries commission (KVIC). She was also appointed
as the Cultural and Tourism Ambassador of Uzbekistan in India by the Ministry of Tourism in
Uzbekistan 2019. Ritu Beri was awarded the Chevalier des Arts et des Lettres (Knight of the
order of Arts and Letters) by the French government in 2010. She studied at The National
Institute of Fashion and Technology. Ritu Beri flagged off her first Fashion week in India
(Lakme Fashion Week). She launched a Ready to wear collection and her brand in Paris. On 9
April 2016, Beri launched two books –
The Designs of a Restless Mind
The Fire of a Restless Mind
RITU BERI`S store is located in Delhi`s Sainik Farms which showcases a portfolio of Bridal,
Casual, Formal, Ethnic and contemporary wear including a range of stunning outfits such as
Lehengas, Saris, Denim jackets, brocade and bejeweled skirts, embroidered corsets, tunics and
kurtas. Famous for the embroidered and printed India wear. Ritu Beri continues to break
boundaries. She has received awards, accolades and recognition for her talent and passion for
craft. She has upcoming project which will launch in Goa named as Escape. Technology has
become an integral part of the fashion industry, transforming how designers create, how brands
market. Since robots have started making apparel and Artificial Intelligence has been used to
virtually experiment. Technology enhances creativity, efficiency, and customer engagement.
During my internship at Ritu Beri, a renowned name in Indian fashion, I observed firsthand how
technological advancements are reshaping the fashion landscape. This report develops into the
various ways technology influences fashion, drawing on insights and experiences gained during
my time at Ritu Beri.
Technology has become an integral part of the fashion industry, transforming how designers
create, how brands market. Since robots have started making apparel and Artificial Intelligence
has been used to virtually experiment and try new designs.
Here are some key areas where technology is playing a pivotal role in fashion:
1. Design and Production
2. Retail and Marketing
3. Sustainability and Ethical Fashion
4. Consumer Experience
5. Printing Technology
6. Use of AI and Machine Learning in Fashion
DESIGN AND PRODUCTION
Production design is the intersection of art, lines, shapes, colors, and patterns to form a visual Language
Identify target audience, trend
Generate ideas
Create rough sketches and drawings to visualize ideas
Develop prototypes to test functionality and design
Use of CAD software to create detailed models and drawings
Test for performance and durability
RETAIL AND MARKETING
Retail Marketing is a strategic blend of in-store and digital techniques a retail business uses to attract
Customers. Effective marketing establishes a unique brand identity, trends and consumer preferences.
Retail marketing has 4Ps-
Product: Customer`s want to know that what you have
Price: Competitive retail marketing tries to offer Product at a lower price.
Place: Place can refer to the actual location of a physical store.
Promotion: Retail promotion is all about connecting with customers and making them more aware of your
Brand.
Some strategies you can use to promote your products like Events, Fashion shows, Sample Products,
Instore, displays, Posters, Social media.
Digital retail marketing includes Website, Social media marketing, E-mails.
Store Layout and Design
Customer Service
Monitor stock
Online shopping
SUSTAINABILITY AND ETHICAL FASHION
Sustainable fashion defined as “development that meets the needs of the present without
compromising the ability of future generations to meet their own needs.” Terms related to
ethical fashion (green fashion, eco fashion, and ethical fashion). Ethical fashion focuses
on reducing harm to people and the planet and design in a pay to make it eco fashion. It`s
an approach to sourcing, manufacturing, and designing clothes that maximize benefits to
the industry while minimizing the impact on environment. Sustainable fashion mainly
focuses on to reduce impacts on environment.
Eco-Friendly Materials
Recycling
Design for Sustainability
Second-Hand Shopping
CONSUMER EXPERIENCE
Customer experience refers to how a business engages with its customers at every point of their
buying journey.
Data and Analytics
Branding, Messaging, and Customer service
Use Website
Interaction
Clear Communication
PRINTING TECHNOLOGY
Printing is a process for reproducing text and image, typically with ink on paper using a printing
press.
Digital Printing
Inkjet Printing
Laser Printing
3D Printing
Digital Printing
Digital printing is the process of printing digital-based images directly on a variety of media
substrates.
Inkjet Printing
Inkjet printing recreates a digital image by propelling droplets of ink onto paper and plastic
substrates.
Laser Printing
Laser printing is a laser beam to produce high-quality text and graphics on paper.
3D Printing
3D printing is an additive manufacturing process that creates a physical object from a
digital design
USE OF AI AND MACHINE LEARNING IN FASHION
Artificial intelligence is revolutionizing the fashion industry by enhancing design, improving
customer experiences, optimizing supply chains, and enabling personalized marketing.
COMPUTER-AIDED DESIGN (CAD)
Computer-aided Design is a way to digitally create 2D drawings and 3D models of real-world
products before they were manufactured. A technical drawing of a garment that is laid flat to
show design details such as seams and stitching
From designers and producers to retailers and customers, technology is impacting many
participants in the fashion business. At the same time, every component of the sector is being
automated or improved by technology, leading to speedier production, more effective inventory
management, and a larger variety of online and in-store retail experiences. Numerous businesses
are using a variety of technologies and planning for the future.
Fig. 1Ironing of garments, Self, Ritu Beri Designs, June 2024
Fig.2 Quality control of garment, Self, Ritu Beri Designs, June 2024
Fig.3
Quality control of garment, Self, Ritu Beri Designs, June 2024
Fig.4 Ritu Beri Designs, Self June 2024
Fig.5 Fabric Sorting, Self, Ritu Beri Designs, June 2024
Fig.6 Self Developed Prints, Self, Ritu Beri Designs, June 2024
Fig.7 Self Developed Prints, Self, Ritu Beri Designs, June 2024
Fig.8 Self Developed Prints, Self, Ritu Beri Designs, June 2024
Fig.9 Instagram grid for The Luxury League, Self, Ritu Beri Designs, June 2024
Fig.10 Instagram grid for The Luxury League, Self, Ritu Beri Designs, June 2024
Background Information
The fashion industry has witnessed a profound transformation over the past few decades, with technology
playing a pivotal role. This shift is evident in various facets of fashion, from design and production to
storage and distribution.
Research Problem
The transition from traditional handwork to machine embroidery and the shift from physical storage to
digital applications raise questions about the impact of these changes on the industry’s authenticity and
craftsmanship.
Objectives or Research Questions
1. How has the shift from handwork to machine embroidery affected the fashion production process
2. What are the advantages and disadvantages of digital storage applications compared to traditional
physical storage?
3. How do these technological advancements impact the perceived authenticity of fashion items?
Significance of the Study
This study aims to provide a comprehensive understanding of how technological advancements influence
the fashion industry, drawing on real-world observations from an internship at Ritu Beri Designs.
LITERATURE REVIEW
Theoretical Framework
The study is framed within the context of technological determinism and its impact on cultural and
creative industries.
Review of Related Studies
Previous studies have explored the integration of technology in fashion, particularly focusing on
automation in production and the digitalization of storage and design.
Conceptual Framework
This research integrates the principles of traditional craftsmanship with modern technological processes,
emphasizing the transition and its implications.
METHODOLOGY
Research Design
A qualitative approach is adopted, utilizing case studies and interviews conducted during the internship at
Ritu Beri. This study employs a qualitative research approach to explore the role of technology in
fashion, with a specific focus on the experiences and practices within the esteemed fashion house
of Ritu Beri.
Participants or Sample
The sample includes fashion designers, Production Managers and Technicians, Marketing and
Sales Professionals, artisans, and industry experts who have directly experienced the
technological shifts.
Data Collection Procedures
Data were collected through semi-structured interviews, direct observations, and analysis of fashion
artifacts created using both traditional and modern methods.
Data Analysis Techniques
Thematic analysis was employed to identify key themes and patterns, focusing on the impact of
technology on production and storage. The data collected through semi-structured interviews,
direct observations, and artifact analysis was analyzed using thematic analysis. This technique
involves several steps to identify key themes and patterns, particularly focusing on the impact of
technology on production and storage within the fashion industry.
This methodology provides a framework for exploring the role of technology in the fashion
industry, offering valuable insights into the benefits, challenges, and transformative potential of
technological advancements in fashion design, production, and marketing.
RESULTS
Presentation of Findings
The findings indicate a significant shift from handwork to machine embroidery. This transition has led to
increased production speed and consistency but has also raised concerns about the loss of traditional
skills.
Statistical Analysis
Quantitative data highlight the efficiency gains in production time and cost reduction due to machine
embroidery.
Tables, Figures, and Graphs
Visual aids compare the characteristics and outcomes of handwork versus machine embroidery, and
physical versus digital storage methods.
DISCUSSION
Interpretation of Results
The results suggest that while machine embroidery offers practical benefits, it also diminishes
the uniqueness and handcrafted quality of fashion items. Digital storage has streamlined design
processes but may lack the tangible connection to historical archives.
Comparison with Previous Studies
This study's findings align with broader trends observed in the fashion industry, where
technology often replaces traditional methods.
Implications of Findings
The findings imply a need for balancing technological efficiency with the preservation of
traditional craftsmanship.
Limitations of the Study
The study's qualitative nature and reliance on a single internship experience may limit the
generalizability of the findings. Further research across diverse fashion houses is recommended.
CONCLUSION
Summary of Key Findings
Technology, specifically machine embroidery and digital storage, has transformed the fashion
industry, enhancing efficiency but challenging traditional craftsmanship.
Recommendations for Future Research
Future research should explore consumer perceptions of authenticity in fashion and investigate
the potential for hybrid production methods that combine technology with traditional techniques.
Practical Implications
Fashion education programs should incorporate training in both technological and traditional
skills to ensure a balanced approach to fashion production.
However, the integration of these technologies also presents challenges, particularly in
maintaining the essence of traditional craftsmanship. Artisans and designers have expressed
concerns about the potential loss of unique, handcrafted elements that characterize traditional
fashion techniques. The shift towards technology-driven methods requires a balance to ensure
that the authenticity and cultural heritage of fashion are preserved while embracing the benefits
of technological advancements.
During the internship at Ritu Beri Designs, it became evident that technology plays a pivotal role
in modern fashion design and production. Key technological tools and processes observed
included machine embroidery, digital design software, and advanced inventory management
systems. These technologies have significantly enhanced operational efficiency, allowing for
faster and more precise production, better inventory control, and streamlined workflow
management.
Machine embroidery, in particular, has revolutionized the design process at Ritu Beri Designs by
enabling the creation of complex patterns with high precision and consistency, which would be
challenging to achieve manually. Digital design software has empowered designers to
experiment with various ideas quickly and make real-time adjustments, thereby accelerating the
design process and improving overall creativity.
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