REPORT ON THE EXCHANGE PROGRAM TO

SWISS TEXTILE COLLEGE

Submitted by
Supriya Pote

Submitted to
Mrs Jagriti Mishra Mam





DEPARTMENT OF FASHION MANAGEMENT STUDIES(FMS)
NATIONAL INSTITUTE OF FASHION TECHNOLOGY(NIFT)
(Ministry of Textiles,Govt.of India)
GH-0 Road,Behind Infocity
Gandhinagar 382007.Gujrat
http://www.nift.ac.in
April,2013

CONTENTS
1 Introduction
2 Project undertaken at SWISS TEXTILE COLLEGE
3 Topics covered during the program
4 Excursion during the program
5 Photo gallery
6 Conclusion















INTRODUCTION
Visited SWISS TEXTILE COLLEGE for a period of 22 days from 24
th
may to 14
th

June. Got a chance to meet excellent teachers and industry personals who are
masters in their respective fields. They showed us the ways of entering the
European market and most of the studies were practical.
We visited fashion houses and museum, also studied stitching and other tailoring
techniques. With that we were trained in management subjects like sales and store
operation.
I was assigned to make project on Indian home textiles. The entire faculty played
role to develop my project.
In the end, received a certificate with 8 credit point for the program.

PROJECT UNDERTAKEN AT SWISS TEXTILE COLLEGE
We had to design a brand which sells Indian home textiles in Europe
Brand name: DESI HOMES
Logo:
Desi home
Type of business: Co-operative organization
Brand USP: Excellent quality and unique techniques
Price range: 150 Euros to 900 Euro per piece
Product range: Bedding, Cushion covers, Drapes
Color scheme: Pastel
Types of store: Shop in shop and online store
Materials used: Cotton, Mulberry Silk, Cotton silk blend, Wool
Technique:

Heavy embroideries from Kashmir on cushion with plain bed sheets,
Mostly use of flowers



Block printing from Rajasthan with bonders on the bed sheet and pillow

Chikankari from lucknow

Ikkat from Gujarat

Batik from Madhya Pradesh

Crochet laces for drapes

















ORDER FLOW CHART





















Orders collected in
Europe
Received in
headquarters
Mumbai
Customer order
processed
Send to the
manufactures which
can produce what
according to the
needs
Received back in
Mumbai
Order rechecked
and confirmed
Shipped vie DHL
Europe homes
The whole process
would take 25 days.
With 7 days
production and
transportation in
the country.
Incase of return of
goods they would
be stored in
Germany head
quarters or kept in
stores for display

TARGET MARKET

SIZE CHARTS
BEDDING
Bed measurements Fitted sheet Flat sheet Duvet cover
Single
90 cm 190 cm (35 in
75 in)
90 200 20 cm 180 260 cm 160 210 cm
Double
140 cm 190 cm (55 in
75 in)
140 190
20 cm
220 260 cm 200 200 cm
King
160 cm 200 cm (63 in
79 in)
160 200
20 cm
265 275 cm 240 220 cm
Upper Middle class
Middle class
Hotels
Retailers
Super King
200 cm 200 cm (79 in
79 in)
200 200
20 cm
280 290 cm 260 220 cm

CUSHION
Standard: (square) 16 in 16 in (41 cm 41 cm)
Square: 26 in 26 in (66 cm 66 cm)
Standard: 20 in 26 in (51 cm 66 cm)
Queen: 20 in 30 in (51 cm 76 cm)
King: 20 in 36 in (51 cm 91 cm)
CURTAINS
Shear: (custom size)
Opaque:(custom size)










TOPICS COVERED DURING THE PROGRAM
GLOBAL TRENDS
We were told about different global trends like New Woman, Mobility, Eco
friendliness, Globalization, New Job, entrepreneurship, etc .
Before any product is to be designed these topics were looked into and also used as
a marketing strategy by the companies.
Keeping these trends in mind we had to design a business plan for Indian home
textiles in Europe.
HANRO LUXURY UNDERWEAR
We meet the designer of Hanro who showed us the 2015 collection. We had a brief
interaction with her, she told us that mostly cotton, moda cotton and silk was used
in Hanro garments.
The brand was started in 1884 and its a luxury brand which is mostly sold in USA.
Today though Hanro uses Switzerland as its tag line its production is done in
Austria and Switzerland still has its old factory but its now converted into a
museum .It has all the old Hanro products.
COLLECTION DESIGN FOR SPECIFIC TARGET GROUP
We learned that for any business to grow we have to look after the need of the
consumer locally, even if its a global brand.
Best example is Swarovski which designs according to the local demands. We had
a chance to interact with the marketing head.
We even studies stores like Globas ,Telly welli,Mammut,catchet. Each of these
stores are for specific target groups.
ANALYSIS OF SALES PRACTICE
We were told about the profit margins that different companies maintain. How
Chinese are doing so well in global business.
Store sale practices and what seasonal sale does to a store in terms of its working
and image.
BRAND MANAGEMENT
We were told how important a product quality is, no marketing so sales practice
could save a brad if the product is not good.
Switzerland is known for selling quality items, business tycoon who presently help
young entrepreneur gave a lecture on how to start your own brand. He told us that
marketing is the second step and more should be invested on new product
development.
After sales service is a very important attribute to build a good brand.
STRATEGIC SOURCING
Trade policies of China were studied. Germany and Austria had become as the
head of all the textile offices.
We debated on whether India or China for the export business. The conclusion was
that India doesnt uses its sources well and china is preferred for sourcing.
Also Istanbul is a great hub for sourcing due to cheap labor.
INNOVATIVE DESIGN TOOL DRAWING AND INK JET PRINTING
Kalido software was introduced, In the software we could design garments with
texture and straight give for printing.
We made different textures and printed them on a cotton fabric with the ink jet
printer.
INNOVATIVE AND FUNCTIONAL MATERIAL
We visited the college in Watt will, were we did knitting and we were shown
different materials which are made vie new technologies.
These materials didnt need stitching machines they could be fused or stuck with
special glue.

ANTHROPOMETRY
Different European brands have different size charts and they are completely
different from Asian size charts.
We were told that lot of companies make the size chart in such a way that the
consumer feels good. Mens sizes are doubled ,were as for women its sometime
reduced by 5 inch and written.
Lot of Asian means these days buy European sizes because to check hoe fit they
are. We even studied different body shapes.
MASS CUSTOMIZATION
The upcoming global trend which most of the big business too are following is
mass customization. Customer is the king and hence with growing competition its
getting very important too mass customize.
Lot of brands now redesigns the existing garments for the customers needs. Also
there are brands which take old garments and design them as new. Agreed this is
expensive but then it makes the brand stand out in the cluster today.
BODY SCANNING
We were shown the body scanning machine also we got a chance to see how it
works for us. We took measurements for our body in the body scanner. A 3 D view
is obtained and this could be transferred to the software kaledo and garments could
be put on.
PATTERN MAKING(stitching ,welding, fitting)
We designed a European trouser and a hoodie .We had to stitch the pants and weld
the hoodie. Both these garments were made according to our size and we could try
it on once they were made. We did the final fitting.
Hoodie was made vie welding we had to first cut the pattern and then weld them in
a sequence.


EXCURSIONS MADE DURING THE PROGRAM
EMPA
We visited EMPA which is a testing lab. It had all the instruments required for the
test to be performed for a garment to be approved of a good quality.
Its a certified lab and lot of brands opts for it to prove its quality. We even got a
chance to perform few tests.
HUGO BOSS
We saw the Hugo Boss 2015 collection which was in their business head, its
different sub labels .How it started, what sells the most, who buys it and also what
are their future plans.
They showed used all the garments in details with its making. Also its selling
process.
ODLO SPORTWEAR
We visited the brands head office were the showed us all their products their
developments .Its a very old brand which was started with the fact that
Switzerland has extreme winters .But from last couple of years the weather is
changing and the winters in Switzerland is not as cold as before, hence the brand is
trying to diversify.
They were the inventor of 3 layer technology to fight cold and from there the other
brands have adopted it.
They have wide variety of garments for all age groups. They are now entering
Asian market with new product range mostly sportswear and innerwear.
TEXTILE MUSEUM ST GALLEN
This museum was a part of Swiss history with actual production happening there.
All the new introduction by Akris is first exhibited there .Also lot of designer come
there to take inspiration if they want to create something inspired from the old
fashion.
They have the display for fabrics which would be used for 2015. There is the most
ancient embroidery machine.
TEXTILEPIAZZA
Its the Hanro museum, as the production shifted to Austria the company decided
to shut is Swiss company .But the local people who worked their all their life and
also they believed that the company was part of the area history requested the
Hanro to not sell the place and they will look after it. Today its a place where
upcoming or even big artist come and buy the machines on hour basis to work.
There is Hanro museum with all the Hanro garments and drawing properly stored.
There are a lot of books and assistance for fashion designers.
SWAROVSKI
We visited the flagship store in Zurich, wherein he showed us how the display is
made the most selling item how the salesmen work.
We the visited a demo store where in all the new items are introduced the specialty
of the store is that is made to study the consumer. How a consumer reacts to a
particular product and from the survey here the changes are done at other store.










PHOTO GALLEY






ST Gallen Museum



Hanro Museum




CONCLUSION
The overall program was a great learning experience, with the exposure to the
European market. Got to understand what the need of the consumer is Europe.
Because of practical knowledge things are learned on minute level like for welding
and sales.
The faculty was really supportive and helped a lot in the research of home textiles.
Market survey helped us develop products.