1. Lasalle College Jakarta
Internship 1 Report
Proshop X Wear Industry
Fashion Business
Intergration in Workplace 1
571 - KQA - 03
Sheilaya Cempaka
Muhamad Fadhli Hanifan
December, 5th 2016

2. TABLE OF CONTENT
Teble Of Content 1
Chapter 1: Operations 2
I. Introduction 3
II. Brief History of Establishment 3
III. Description of the Principal Departments 3
IV. Physical Layout of the Establishment 3
V. Store Management 4
a. Management Standards and Values 4
b. Company’s Fiscal Calendar and Objective 5
c. Administrative Procedures 5
d. Wage Cost Planning 5
e. Meeting Planning 5
f. Budget Planning 5
g. Loss Prevention 5
h. Inventory Management 5
i. Receiving Procedures 6
j. Schedule Planning 6
VI. Human Resource Management 6
a. Organizational Chart 6
b. Recruitment Policy 6
c. Training and Development 6
d. Compensation & Incentive System 6
e. Discipline 6
VII. Sales and Marketing 7
a. Sales Objectives 7
b. Conversion Rate 7
c. Selling Procedures and Techniques 7
d. Customer Service Policies 7
Chapter 2: Marketing 8
I. Target Market Profile 9
II. Positioning Strategy 9
III. Product Classification 9
IV. Pricing Policy 10
V. Markdown Policy 10
VI. Communication 11
a. Public Relations 12
b. Promotion 12
c. Visual Presentation 12
VII. Merchandise Management and Distribution 12
VIII. Competition 13
Chapter 3: Personal 14
I. Recommendation 15
II. Conclusion 15
ATTACHMENT
BIBLOGRAPHY
CHAPTER I
OPERATIONS
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3. I. INTRODUCTION
Internship was always a part of the academic in every University around the world including LaSalle College
Jakarta. This integration in workplace I is one way of LaSalle College to teach each student how it goes in the
real word in the fashion industry, For Integration in workplace I we were teach to be a sales associate. The first
internship is an in-store working experience, student must work in a physical retail store as a sales assitant
knowing how to handle customers. I am hoping that with this internship I can gain a lot more experience in the
retail store. By learning in the retail store theres a lot of new thing that I learn. We were given time for 45 hours
of 6 working day to learn and experience in PROSHOP X WEAR in BANDUNG as a Sales Associate. I’ve been
through from the very first step which is applying to the Goodsdept, meet with the HR team, interview, and
finaly work at the actual store. PROSHOP X WEAR has given me a lot of thing to learn not only becoming a
sales associate but how the store works, brand knwoledge, meeting a lot of new people, etc.
II. BRIEF HISTORY OF ESTABLISHMENT
Proshop prides it self being one of Bandung’s greatest contributions to streetwear. Throughout our history, we
have always stayed true to our ethos of integrity and attitude.
The brand was born in the late 1996s, from the beginning, Proshop has been associated with a whole series of
subcultures driven by musical and sport affinities. pop, rock, even extreme sport such as BMX and skateboard.
Today our product is recognizable nationally, with shops and customers across 33 province around the
Country. The original Proshop product are still made to the same high standards and its synonymous with
extreme sport fashion. Proshop continues to search out new and interesting associates to bring innovative ideas
to our product styling.
III. DESCRIPTION OF THE PRINCIPAL DEPARTMENTS
I was working as a sales associate in a retail store which is PROSHOP X WEAR in BANDUNG. Basically what
I do was assisting customer in selecting, fitting, and buying process, making sure the store looks neat enough,
putting back the product to they’re places. PROSHOP X WEAR only employ full time Sales Associate, because
PROSHOP X WEAR is a distro then they only have one shift only, that is from 9 am to 6 pm. In the first shift
consisted of 2 Sales Associate, 1 for cashier and 1 for stock.
IV. PHYSICAL LAYOUT OF THE ESTABLISHMENT
Proshop store X WEAR located at Ciguriang Street No. 9, Bandung. For the theme of the store, they choose a
theme shed and a bicycle repair shop because their target market is people who like BMX and skateboard.
At the entrance you can see two windows display on the left and the right, on each of the windows display there
are two different products on the left side there is a product that is at a discount, and on the right there is a new
product. After the entrance on the right you will see the boy’s and men’s T-Shirt section , and the left side you
will see the men’s pants and shirt and backpacks section. In the left corner there is a cashier table and fitting
room and accessories section such as belts, wallets and hats.
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V. STORE MANAGEMENT
A. Management Standards and Values
On my first day at PROSHOP X WEAR I was teach by my supervisor and the other sales associates. Each time
I learn new thing, sometimes you have to actually been in that position then you will get it. Theres a few stan-
dards in approaching customer, such as:
-Greet customer with (good morning or good afternoon) with a smile
- Let the customer enjoy their time at the store
- Approach customer when they had a clothes pick up, and then ask “would you like to try it on first or would
you like to take it to the cashier?”
- If the customer say they would like to try it on, lead the customer to the fitting room and help them with
taking off the clothes from the hanger.
- If the customer would like to take it to the cashier right away, then lead the customer to the cashier.
- Always intiative first when there is a customer asking for our help
- If the customer asking for another size then immediately help them to find the other size in the stock room
- When there’s any purchasement, sales associate should restock the item again
- Sales Associate need to make sure that every clothes that put in the rack was per article (1 pc dipspaly)
- If theres any defect on the item we need to record it.
Transaction Procedures :
- When the customer want to buy the products, we need to bring it to the cashier
- Once we were at the cashier, we help the cashier to fold the product and put the barcode outside the product
- Help the cashier on putting the product in the paper bag
Fitting room rules :
- Eac of us responsible on our customer that we lead to the fitting room.
- Wait for the customer until they’re finish with the fitting
- Maximum 3 piece each time
- At the fitting room there is 2 rack differentiate between the piece that has been try, and the piece that hasn’t
been triy.

4. B. Company’s Fiscal Calendar and Objective
A calender business used to calculate revenue and expenses. In PRSOHOP X WEAR, there’s one accountant
who response to the financial reports. Every sales report was taken daily, weekly, monthly, and year. Everyday at
the closing shift each Supervisor form each PROSHOP X WEAR store give a report via email and phone to the
warehouse informing about today sales. This way, the supervisors will know about their target sales for briefing.
C. Administrative Procedures
Because only one shift, the supervisor or manager will tell sales associates in the morning when the store
opening or a briefing about whats in the store, new collection, sales, promotion, who’s in charge in where and
what, etc. From these briefing sales associate know exactly when being asked by the customer. Everything in
the store was in charge by the supervisor. In PROSHOP X WEAR in Cigurang Street there are 2 supervisore
Puteri and Rezki. And at the end of the day we gather around to check how many sales did we make today and
remaining target sales. From the opening shifts, sales associate also responsible at cleaning every corner of the
store making it neat and clean. And at the end of the day which is closing time sales associate need to make sure
that every clothing rack was organized, hangtag was inside the clothes, every product was in the right article (2
per item in display), and restock.
D. Wage Cost Planning
In PROSHOP X WEAR employees are full-time employees because there is only one shift course in 1 day. Sales
Associate to get off one day a week on weekdays, and for part of their office to get off on Sunday, they work six
days a week with 8 hours per day. Each employee will get their wages transferred to their bank account,
wage is obtained in accordance with their respective contracts.
E. MEETING PLANNING
Every employee have a routine which is a short briefing in the morning before the store open. In every briefing
the manager will tell and ask each of the employee about whats happening in the store and some evaluation. Its
like giving information so that each of the sales associate know what they’re doing. Reviewing sales, new stock,
sales, etc.
F. BUDGET PLANNING
For each event the budget for promotion around IDR 5.000.000 - IDR 10.000.000 depands of the company.
And they usually get sponsorhip from any other brand or company.
G. LOSS PREVENTION
There’s called Standard Operation Procedure for preventing any loss at PROSHOP X WEAR. First thing which
is a sensor that attached on each product that was in the display, it can be easily removed because it is
a magnet key and at the front of the store theres a sensor that will ring if the sensor when through the store.
Other thing that preventing any loss at the store that sales associate need to check each item that goes into the
fitting room and check if theres any damage after the fiiting. Thats why in each corner of the store there’s CCTV,
so that we could see in each time what’s happening in the store and reducing any loss for the store.
H. INVENTORY MANAGEMENT
In PROSHOP X WEAR store there is the stockist man who usually organize and put the merchandise in order
and sync with the notes on the stock racks. Stockist man is the one that responsible for manage and setting the
stock room. Usually on weekend he works at the office, then he will tell any full timer sales associate to help
him organize the stock. The work they have to do basically matching quantity, size, color, from each product.
And if theres any defect or different in the report they need to report to the buyer. And what has been signed
by the stock person will become inventories. There is a software called “Retail Pro”, which basically recording
every merchandise details in each store and warehouse.
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I. Receiving Procedures
First buyer make a list of merchandise and give command to the warehouse to prepare for merchandise.
Buyer is the one that responsible to put all the data into Retail Pro. And then Supervisor of eachs tore need to
match between the real quantity or merchandise with the written one.
J. Schedule Planning
In Proshop X WEAR almost every day a new product comes to the shop to be stored in warehouses, and
released on new seasson.
VI. Human Resource Management
A. Organization Chart
B. Recruitment Policy
PROSHOP X WEAR memberitahu jika ada perekrutan melalui email blast kepada para costumer yang pernah
berbelanja di toko. Any candidats who are interested in the job will send their CV through the website or
email. Or you could also directly go to the retail store or warehouse. After that they will be called by the HRD
manager, and ask for a one day trial straightly to the retail store (usually they choose on weekend). If the
trial went well, then they will continue being interviewed by the store manager. Then they will be watch by a
few aspect such as good performance in greeting customer, is the customer approaching good enough, how
much sales did they make, etc. After the candidats accepted they will have to sign a six month contract with
PROSHOP X WEAR. If they happens to break any rules (quit on the job before six month contract), they have
to pay the fine for one month salary.
C. Training and Development
Every three months, usually there’s a training and development for every position. Most of the sales associate
in PROSHOP X WEAR must have a interest in fashion world. In order for they to learn as well, they have to
know brand knowledge. Brand knowledge will be presented by each sales associate in front others. Knowing
the brand inside and out is also important, because they need to know each brand if the customer ask any.
D. Compensation & Incentive System
For the compensation, they have bonus each time they achieve monthly target sales, IDR 500.000 for each em-
ployee. Its all about team work.
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Owner
Yusuf
General Manager
Soni
Administration
Siti
Administration Distribution
Rudi
Supervation
Yayat
Sales Assistance
Riky and Puteri

5. 7
CHAPTER 2
MARKETING
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E. Discipline
Sales assistant should be stand by on the store at right or at least minutes before the opening shift started, and
in which it means that they shold start work at 9am until 6pm for the opening of the store preparation. At their
arrival on the store, there is a fingerprint detection machine where they can put their pingerprint on it as an
absent so they could not lie on their time absent. On the full shift hours, the sales assistant will get 1 hour for
break started on 12pm and so on, but, the break time will be one sales at one time because the store should not
be leave on less secure. On the opening and closing hours they have jobtask on counting the cash on the cashier
machine, which needs high secure, they strictly do not steal any cent of it, and ofcourse on the product also or
they will be fired and go to the court to be fair, and also they will get bad reference letter. If there is a worker that
could not come at their shift hour, the sales assistant must find other sales assistant that is able to replace him
or her at their absent time, however, the reason on why they could not come at work should make sense and
be honest, like if they are sick, at least there should be a medical letter from the doctor. Other than that, their
appearance also included in disciplines part because they must be tidy, following the rules that has been set,
and they should always wear their ID card hang on their neck also for identification. Anything besides that, any
activities on the store has always be controlled through the cctv on the store so that if the sales assistant broke
any rules, they can’t lie about it because evidence could be taken from the recording by the cctv.
VII. Sales and Marketing
A. Sales Objectives
Sales objectives of every store of PROSHOP X WEAR could be different. Other than that, sales
target every month could also be different based on what’s happening in that period of time.
Main target is to achieve the targeted sales per month by the manager, and then the rest, the
sales assistant should be able to divide it into daily target, and then divide it again per sales
assistant so that each sales assistant have their own target sales to be achieved. Sales targeted
with the purpsoe of company’s survival, growth and development.
B. Conversion Rate
The highest sales was by PROSHOP X WEAR at Trunojoyo Street, and the second is where I intern in PROSHOP
X WEAR at Cigurang Street.
C. Selling Procedures and Techniques
- Don’t follow and watch the customer all the time
- Let the customer wandering around
- Show to customer if there’s any promotion , discount, or new arrival
- Give several options to the customer for mix and match.
D. Customer Service Policies
In Proshop X WEAR there is no exchange of goods, because Proshop X WEAR is a distro. So when you choose
the item or want to buy you should first check the goods you want to buy

6. I. Target Market Profile
A. Geographic:
- Location : Bandung
- Region : Indonesia
- Density : Men
B. Demographic
- Age : 17 - 35
- Sex : Men
- Occupation : Student, Entrepreneur, etc
- Income : IDR 5.000.000 above
- Social Class : Middle - Upper
C. Psychographic
- Lifestyle : Fashion people, Music lover, Love travel, BMX and skater lover
- Personality : Independent, active, fun, fashionable, shopaholic.
Behavioral
- Occasion : Basic - Formal
II. Positioning Strategy
III. Product Classifaction
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QUALITY
PRICE
PROSHOP X WEAR
COFFEE PARK
SKATERS
I.V Pricing Policy
Pricing strategy of PROSHOP X WEAR product is simple. The range price of PROSHOP X WEAR product
itself is around Rp.99,000 until 399,000. The minimum and maximum price range itself already shows the
pricing strategy used by PROSHOP X WEAR, which is phychological method by using “9” as its price. The
number “9” itself could set the price of the product cheaper than the real one, in which the truth, it is only
cheaper Rp. 1. That number also could persuade people by setting customer’s mindset just like it is cheaper than
the other, and the price is bear so they better get it now or never.
PROSHOP X WEAR set its price using simple pricing strategy. Which at first, it is combining the purchase
price of the goods that is already includes raw materials, production, and others. After that, there’s also price
for customs duty and insurance. If those are already counted, there’s markup also before set the fix selling price.
V. Markdown Policy
PROSHOP X WEAR markdown policy controlled directly by the merchandiser at the head office. The sales
assistant responsible to help promote the promo in the physical store. The sales assistant also responsible to
make report about the sales on the day, per week, and also per month including the promo products that on
sale.
Not all products of PROSHOP X WEAR will have markdown on the same event, like on the internship period,
there are new arrival products which do not apply any promo of reduction price. Products that usually includes
markdown on an event, usually the products that have defects, or products from the previous season that do
not sell well because the stock must be sold out so that the stock for the next season will not crash with the new
arrival products.
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Men
- Shirt
- T-Shirt
- Pants
- Outerwear
- Denim
- Short
Kids & Junior
- Shirt
- T-Shirt
-Pants
- Outerwear
- Denim
- Short
Accessories
- Hat
-Belt
- Backpack
-Wallet
- Sandals

7. The period for markdown pricing taken by PROSHOP X WEAR on every special event and holiday season
such as Eid Al-Fitr holiday and many others, and also on the end of every season which means at least four
times in a year because one season counted on three months.
VI. Communication
A. Advertising
PROSHOP X WEAR usually make advertising at their online website or any social media account. Their
Facebook has become one of the main advertising tools and also giving news about whats new, whats on
sales, etc. They had their logo on the packaging so that people who walk by could see PROSHOP X WEAR
logo. And they have other social media account such as instagram, facebook, twitter, these kind of tool is very
effective on telling their customer wtih the current news.
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B. Public Relations
For these time of era social media is the number one effective communication tools with each other. PRO-
SHO X WEAR has instagram, facebook, twitter, and website. All of these social media building a very good
relations with their customer. From all of these social media PROSHOP X WEARtell about their current
news, sales item, etc.
C. Promotion
Promotion was always a part of any industry. When I was taking internship at PROSHOP X WEAR there’s a
discount promo for outerwear and old stock sebesar 30% - 50%
D. Visual Presentation
Visual presentation is the first thing that you will see inside every retail industry. So they need to make it as
attractive as possible for attracting customer. In PROSHOP X WEAR for window display they changed it
quite rarely, it depends on the store owner usually they changed it like once a month. For the visual merchan-
dise or the store layout they changed it once a week. Once a week visual merchandise people will come and
changed the mannequin or changed the display of the store.
VII. Merchandise Management and Distribution
All merchandise will be sent to warehouse and then from the warehouse will be delivered to each PROSHOP
X WEAR store. Once teh product arrived each product checked by the supervisor and sales associate. And the
buyers need to remember that each store has their won target market.
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8. VIII. Competition
A. Direct Competitor
- Coffe Park
Coffe Park is a Indonesia clothing and accessories retailer based in Bandung, and founded in 1996. Coffe Park
actually has a same concept with PROSHOP X WEAR, but they have a high price than PROSHOP X WEAR
B. Indrect Competitor
- Topman
TOPMAN is a staunch supporter of UK menswear design talent through its own partnership with FashionEast
and sponsorship of the British Fashion Council’s NEWGEN MEN scheme. We also have TOPMAN DESIGN,
our in-house designed premium collection that’s showcased during London Collections: Men. We continue to
open the biggest event of the year in menswear and are the only high street brand to show.
CHAPTER 3
PERSONAL
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9. I. Recommendetton
Based on my experience as a Sales Assistant at the PROSHOP X WEAR, there are some of my recommenda-
tions for PROSHOP X WEAR. The first is the brand itself. PROSHOP Brand X WEAR longstanding since my
elementary school until now. From what I see is not so much the development starting from the style of cloth-
ing that is not so follow the fashion trend, but nowadays fashion and trend are the pillars of a clothing brand.
If you do not follow fashion and trends can be ascertained then the brand will not last long. Evident from the
PROSHOP X WEAR itself, formerly PROSHOP X WEAR has bnayak store branches in Bandung, but now only
about two-store.
And the second is about how they promote their own brand. Although the target market of PROSHOP X
WEAR is middle to low but now everyone uses social media such as Facebook, Twitter, Instagram, etc. Then
take advantage of social media because they are one of the ads do not pay at all, just how do you use social
media and play with it. Once you master the social media then you will master your target market, and your
brand will never die.
II. Conclusion
Internship is a job training that provided by company to help student to learn the working world. Interns may
be college or university students, high school students, or post-graduate adults. These positions may be paid or
unpaid and are usually temporary.
For these internship course it’s really efective, and althought everything has been explained at the college or by
my supervisor, I learn a lot more when I actually experienced myself. And it was a thrilling experience. I enjoy
every and each of my internship day, no matter how it was tiring. But I learn a lot of thing about the retail world
more.
I have learn about stocking item, visual merchandise, store manager, retail policy, etc. Although I I became
Sales Assistant in a distro that spelled a little relaxed, I do not have to stand the whole time. I can sit down, play
phone, even watching a movie with others. But I still feel the difficulty as to be always smiling to customers,
dealing with customers who just wonder without buying a single product, customers are asking for discounts
even bid on an item
Overall having this internship is really effective and helping a lot for student to learn more about the fashion
industry. Learning in person and experience it ourself is more effective rather than learning theory all the time.
Working at PROSHOP X WEAR giving me a lot of new things to learn and Im more exicted to learn much
more.
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