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BGMEA University of Fashion & Technology
Industry Visit Report
AMT 1206
Apparel Industry Visit
Submitted by
Syed Zulker Nine Ratul
221-142-101
Course Teacher
Mahbuba Sultana Mukta
Department of Apparel Manufacturing & Technology
Spring 2023
ACKNOWLEDGEMENT
I am overwhelmed in all humbleness and gratefulness to acknowledge my depth to all those
who have helped me to put these ideas, well above the level of simplicity and into something
concrete.
I would like to express my special thanks of gratitude to my course teacher , who gave me the
golden opportunity to do this Industry Visit at‘Shanta Industries Ltd Dewhirst Group in
Bangladesh . This Industry Visit helped me in collecting a lot of information and I came to
know about so many new things. I am truly indebted to Muhib Sir.
I would like to thank Mr. Mahabub Rashid and the whole management of ‘Entrust Fashions
Ltd’ for helping me a lot in gathering different information, collecting data and guiding me
in making this industry visit report, despite of their busy schedules, they gave me different
ideas in making this report unique
Last but not least thanks go to my precious family and friends. I indisputably believe that
any attempt at any level can not be satisfactorily completed without the support and guidance
of my parents and friends.
TABLE OF CONTENTS
SL.
NO.
Name
1 Introduction
2 Storehouse
3 Fabric Inquiry
4 Ornaments
5 Cutting Process
6 Sample Section
7 Merchandising
8 CAD Room
9 Production Floor
10 Quality Check
11 APW Machine
12 Packing Process
13 Storage
14 Conclusion
INDUSTRY DETAILS
Location: Santa Industries Limited, DEPZ Extension area, Ganakbari, Savar, Dhaka
Bangladesh.
Location map :
Storehouse:
Before starting the garments production, the required amount of fabric has to store in the garments.
All the next processes such as spreading, cutting, sewing, etc. have been done by taking the fabric
from here. As result, this department plays an important role to get smooth production. As its
importance, this article has presented a detailed discussion on the activities of the fabric store
department in the readymade garments sector.
Fabric Inquiry:
Inspection is the most crucial section under the quality control department in the fabric
manufacturing or fabric dyeing factory. This section ensures the fabric is defect-free or not. The
fabric manufacturer's responsibility is to provide the fabric with good quality and suitable for the
expected product.There are various systems for fabric inspection, such as Four Point system, Ten
Point system, Grantville system, etc. There are no arrangements in the mentioned systems or in
any other systems until recently for considering the shade, bias, handling etc., of fabrics. The
four points system for fabric inspection has been described here. Because the system of
examining the quality of fabrics in this system has been recognized by the American Apparel
Manufacturing Association (AAMA) and the American Association of Quality Control (AAQC).
Ornaments:
The ornaments sector of the apparel industry refers to the production and attachment of
decorative elements to clothing and other textile products. These decorative elements, or
ornaments, can include things like buttons, beads, sequins, embroidery, lace, and applique.
They are used to add visual interest and style to clothing and other textile products. The
ornaments sector of the apparel industry is an important part of the overall production
process, as it helps to create unique and visually appealing products that stand out in the
marketplace. The ornaments sector is a labor-intensive process, requiring specialized skills
and equipment. The workers who are involved in this sector are typically skilled in
techniques like hand embroidery, beading, and applique. They use specialized tools and
equipment, such as sewing machines, embroidery machines, and bead looms, to attach the
ornaments to the fabric. In the ornaments sector, the quality of the ornaments and the
attaching process is important, as it affects the overall look and durability of the final product
Cutting Process:
The cutting process in an apparel factory is the step in which patterns are cut out of fabrics using
specialized equipment. This process is typically done after the fabric has been received and
inspected, and before it is sewn together to create garments.The cutting process starts with
spreading the fabric out on a large cutting table. A cutting master will then use a cutting machine
to cut out the individual pieces of the garment, following the pattern layout. The cutting machines
used in apparel factories can be manual or automated.Manual cutting is done by using a sharp
cutting tool (such as a scissors or rotary cutter) to cut the fabric following the pattern. The manual
cutting process is usually done for small production runs or for cutting fabrics that are difficult to
cut with a machine.Automated cutting is done using specialized cutting machines such as a flatbed
cutting machine, a laser cutting machine or a CNC cutting machine. These machines are able to
cut multiple layers of fabric at once, and can be programmed to cut out specific shapes or patterns.
They are also faster and more accurate than manual cutting.After cutting, the cut pieces are
collected and organized according to their garment type, size and style. They are then sent to the
next stage of the production process, which is the sewing process.The cutting process is critical for
the apparel industry because it is a key factor in determining the efficiency and the quality of the
final product. It is important to have the correct measurements and cutting techniques to produce
a product that fits correctly, looks good and is comfortable to wear.
Sample Section:
A sample section in an apparel factory is a department or area where samples of garments are made
and tested before they are produced on a larger scale.The sample section typically begins with the
design team creating a concept or sketch of the garment.The sample is usually made using the same
materials and techniques that will be used in the final production.Once the sample is complete, it
is inspected by the quality control team to ensure that it meets the factory's standards for fit,
construction, and design. The sample is also tested for durability and functionality, and any
necessary adjustments are made to the pattern.After the sample is approved, it is used to create a
production pattern, which will be used to cut and sew the final garments. The sample can also be
used as a reference for the factory's production team, who will use it as a guide to ensure that the
final product meets the factory's quality standards.The sample section is an important part of the
apparel factory as it allows the factory to create a prototype of the final product before it is produced
in bulk, this helps to detect any issues with the design, fit or construction before it goes into mass
production. It also allows the factory to make necessary adjustments to the pattern to improve the
final product.
Merchandising:
Merchandising in an apparel factory refers to the process of planning, sourcing, developing, and
promoting a range of garments that will be sold to customers. It is a crucial function that involves
a variety of activities, including market research, trend analysis, product development, and sales
forecasting.The merchandising process begins with market research, in which the merchandiser
identifies current fashion trends, consumer preferences, and competitive products. This
information is used to develop a product line that meets the needs and wants of the target
market.Once a product line is developed, the merchandiser will source fabrics, trims, and other
materials needed to produce the garments. They will also work with the factory's design and
production teams to ensure that the garments are manufactured according to the factory's standards
and that the garments will be produced on time and within budget.Once the garments are produced,
the merchandiser will work on promoting the product line. Overall, merchandising in an apparel
factory is a key function that helps to ensure that the factory is producing garments that meet the
needs and wants of the target market, and that the garments are promoted and sold effectively to
generate revenue.
CAD Room:
CAD is a set of software tools compiled in a computer application to assists product designer in
creating a virtual representation of the artefacts they are designing. It helps in giving dimension to
any design, experimenting changes on it, configuring the design according to needs, archiving the
design, exchanging of data and information related to the design between teams and organization,
adding progress of the designs for future analysis, assisting tool for product manufacturing by
means of a computer system which may include both hardware and software.
The long and cumbersome process of designing has now been converted to a mere simple process
on a computer system. CAD can be used to design curves and figures in two-dimensional (2D)
space; curves, surfaces, and solids in three-dimensional (3D) space. Even a 2D design can be
converted to 3D for a better representation of the design.
Production Floor:
The production floor in an apparel factory is the area where garments are assembled from raw
materials using specialized equipment and skilled workers. The production process is typically
divided into several stages, including cutting, sewing, finishing, and quality control.The cutting
process begins on the cutting floor, where patterns are cut out of fabrics using specialized
equipment. The cut pieces are then collected and organized according to their garment type, size
and style, and sent to the sewing floor This process is typically done using industrial sewing
machines, which are operated by skilled workers known as sewers. The sewers follow the
production pattern to assemble the garment, ensuring that the final product meets the factory's
standards for fit, construction, and design.After the garments are sewn, they are sent to the finishing
floor, where they are pressed, steamed, and inspected for any defects. This is also where any
remaining finishing touches are done, such as attaching buttons, snaps, or zippers, and adding
labels and tags.The final step in the production process is quality control, where the garments are
inspected to ensure that they meet the factory's standards for fit, construction, and design. Any
garments that do not meet these standards are set aside for repairs or adjustments.The production
floor is the heart of the apparel factory, where raw materials are transformed into finished garments.
It is important to have an efficient and organized production floor, with well-trained workers, to
ensure the garments are produced in a timely manner and to the highest quality standards.
Quality Check:
When end customers purchase a garment, they look for the quality first. So, to have a
satisfied customer, retailers must keep the quality product in their shops. According to
the purchase agreement, buyers can penalize suppliers for supplying them with defective
pieces. It might cost the factory lot of money and goodwill. So, the garment
manufacturers take care of garment quality at each stage of production. In maximum
cases, the buyer inspects shipment at the factory before accepting the finished garments.
Whatever defects found in the final inspection, it is the cumulative figure of previous
processes. So, it is very important to rectify defective pieces in the process where it
occurred instead of in the finishing.
Ironing Section:
The ironing section in an apparel factory is an area where garments are pressed and steamed to
remove wrinkles and give them a finished appearance. It is an important step in the finishing
process, as it ensures that the garments have a polished and professional look before they are
packaged and shipped to customers.The ironing section typically includes a variety of specialized
equipment, such as steam irons, pressing tables, and steam generators. The garments are placed on
the pressing table, and then ironed and steamed by the operator using the specialized
equipment.Ironing and steaming can be done manually or by using specialized machines, such as
a Steam press, it can also be a semi-automated process, where the operator loads the garment into
the machine and it automatically applies heat and steam to the garment.Ironing is typically done
on various areas of the garment, such as collars, cuffs, and fronts of jackets, but also on the entire
garment. The ironing process can be adjusted depending on the type of fabric and the final look
desired, for example, some fabrics require more heat and steam than others.The ironing section is
an important step in the apparel factory as it ensures that the garments have a polished and
professional look before they are packaged and shipped to customers. It also helps to remove
wrinkles and creases caused during the production process, making the final product more
appealing to the customers.
Packing Process:
The packing process in an apparel factory is the final step in the manufacturing process where
finished garments are prepared for shipment to customers. The packing process includes a variety
of tasks, such as folding, bagging, tagging, and packaging the garments.The first step in the packing
process is folding the garments, this is done by folding the garments according to the factory's
standards and guidelines, ensuring that the garments maintain their shape and appearance.After
folding, the garments are placed in bags or other packaging materials, such as boxes or hangers,
depending on the type of garment and the customer's preference.Next, the garments are tagged,
which is the process of attaching labels or tags to the garments that contain information about the
garment, such as its size, style, and care instructions.The final step is packaging the garments, this
is done by placing the bagged or boxed garments into shipping containers or pallets, for safe and
secure transport.It also helps to ensure that the garments are easily identifiable and that they meet
the customer's requirements
Storage:
Finished goods and storage in an apparel factory refers to the process of storing completed
garments after they have been through the entire production process, including cutting, sewing,
finishing, and quality control. Once the garments have been packed and are ready for shipment,
they are considered finished goods.Finished goods are typically stored in a warehouse or other
designated storage area within the factory, or in a third-party warehouse. The storage area should
be clean, dry and free from pests. It should be also equipped with a proper HVAC system to keep
the garments in good condition and prevent any damage from moisture or temperature changes.The
finished goods are typically stored on racks or shelves, and they are organized and labeled
according to their style, size, and customer. The storage area should also be equipped with proper
security measures to ensure that the finished goods are protected and are not accessible to
unauthorized personnel.The finished goods are often stored for short periods of time before they
are shipped out to customers. However, it may also be stored for longer periods of time if the
factory has a backlog of orders or if the garments are being held for a specific release date or
event.Finished goods storage is an important step in the apparel factory, as it ensures that the
garments are protected and preserved until they are ready to be shipped to customers. It also helps
to ensure that the garments are easily accessible and can be quickly retrieved for shipment when
needed.
CONCLUSION
In conclusion, the apparel industry is a highly competitive and constantly evolving field.
The visit to Entrust Fashions Limited provided valuable insights into the various aspects of
the industry, including the operations of a fashion company. The company's marketing and
sales sector plays a crucial role in driving revenue and growth for the company by
promoting and selling their products. The design and trend analysis team is responsible for
creating new and innovative designs that align with current fashion trends, meet the needs
and preferences of target customers, and support the company's overall sales and
marketing strategy. The visit also highlighted the importance of understanding consumer
trends and preferences, and using that information to inform product development and
promotional strategies. Additionally, the use of digital marketing channels such as social
media, email marketing, and influencer marketing, as well as the implementation of
ecommerce operations are key to increasing brand visibility and reaching new customers.
Overall, the visit to Entrust Fashions Limited has provided a comprehensive understanding
of the operations and strategies of a successful apparel company, and has demonstrated the
importance of staying on top of industry trends and consumer preferences in order to
remain competitive in the market.

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fectory visit done.pdf

  • 1. BGMEA University of Fashion & Technology Industry Visit Report AMT 1206 Apparel Industry Visit Submitted by Syed Zulker Nine Ratul 221-142-101 Course Teacher Mahbuba Sultana Mukta
  • 2. Department of Apparel Manufacturing & Technology Spring 2023 ACKNOWLEDGEMENT I am overwhelmed in all humbleness and gratefulness to acknowledge my depth to all those who have helped me to put these ideas, well above the level of simplicity and into something concrete. I would like to express my special thanks of gratitude to my course teacher , who gave me the golden opportunity to do this Industry Visit at‘Shanta Industries Ltd Dewhirst Group in Bangladesh . This Industry Visit helped me in collecting a lot of information and I came to know about so many new things. I am truly indebted to Muhib Sir. I would like to thank Mr. Mahabub Rashid and the whole management of ‘Entrust Fashions Ltd’ for helping me a lot in gathering different information, collecting data and guiding me in making this industry visit report, despite of their busy schedules, they gave me different ideas in making this report unique Last but not least thanks go to my precious family and friends. I indisputably believe that any attempt at any level can not be satisfactorily completed without the support and guidance of my parents and friends. TABLE OF CONTENTS SL. NO. Name 1 Introduction 2 Storehouse 3 Fabric Inquiry 4 Ornaments 5 Cutting Process
  • 3. 6 Sample Section 7 Merchandising 8 CAD Room 9 Production Floor 10 Quality Check 11 APW Machine 12 Packing Process 13 Storage 14 Conclusion INDUSTRY DETAILS Location: Santa Industries Limited, DEPZ Extension area, Ganakbari, Savar, Dhaka Bangladesh. Location map :
  • 4. Storehouse: Before starting the garments production, the required amount of fabric has to store in the garments. All the next processes such as spreading, cutting, sewing, etc. have been done by taking the fabric from here. As result, this department plays an important role to get smooth production. As its importance, this article has presented a detailed discussion on the activities of the fabric store department in the readymade garments sector.
  • 5. Fabric Inquiry: Inspection is the most crucial section under the quality control department in the fabric manufacturing or fabric dyeing factory. This section ensures the fabric is defect-free or not. The fabric manufacturer's responsibility is to provide the fabric with good quality and suitable for the expected product.There are various systems for fabric inspection, such as Four Point system, Ten Point system, Grantville system, etc. There are no arrangements in the mentioned systems or in any other systems until recently for considering the shade, bias, handling etc., of fabrics. The four points system for fabric inspection has been described here. Because the system of examining the quality of fabrics in this system has been recognized by the American Apparel Manufacturing Association (AAMA) and the American Association of Quality Control (AAQC).
  • 6. Ornaments: The ornaments sector of the apparel industry refers to the production and attachment of decorative elements to clothing and other textile products. These decorative elements, or ornaments, can include things like buttons, beads, sequins, embroidery, lace, and applique. They are used to add visual interest and style to clothing and other textile products. The ornaments sector of the apparel industry is an important part of the overall production process, as it helps to create unique and visually appealing products that stand out in the marketplace. The ornaments sector is a labor-intensive process, requiring specialized skills and equipment. The workers who are involved in this sector are typically skilled in techniques like hand embroidery, beading, and applique. They use specialized tools and equipment, such as sewing machines, embroidery machines, and bead looms, to attach the ornaments to the fabric. In the ornaments sector, the quality of the ornaments and the attaching process is important, as it affects the overall look and durability of the final product Cutting Process: The cutting process in an apparel factory is the step in which patterns are cut out of fabrics using specialized equipment. This process is typically done after the fabric has been received and inspected, and before it is sewn together to create garments.The cutting process starts with spreading the fabric out on a large cutting table. A cutting master will then use a cutting machine to cut out the individual pieces of the garment, following the pattern layout. The cutting machines used in apparel factories can be manual or automated.Manual cutting is done by using a sharp cutting tool (such as a scissors or rotary cutter) to cut the fabric following the pattern. The manual cutting process is usually done for small production runs or for cutting fabrics that are difficult to cut with a machine.Automated cutting is done using specialized cutting machines such as a flatbed cutting machine, a laser cutting machine or a CNC cutting machine. These machines are able to cut multiple layers of fabric at once, and can be programmed to cut out specific shapes or patterns. They are also faster and more accurate than manual cutting.After cutting, the cut pieces are collected and organized according to their garment type, size and style. They are then sent to the next stage of the production process, which is the sewing process.The cutting process is critical for the apparel industry because it is a key factor in determining the efficiency and the quality of the
  • 7. final product. It is important to have the correct measurements and cutting techniques to produce a product that fits correctly, looks good and is comfortable to wear. Sample Section: A sample section in an apparel factory is a department or area where samples of garments are made and tested before they are produced on a larger scale.The sample section typically begins with the design team creating a concept or sketch of the garment.The sample is usually made using the same materials and techniques that will be used in the final production.Once the sample is complete, it is inspected by the quality control team to ensure that it meets the factory's standards for fit, construction, and design. The sample is also tested for durability and functionality, and any necessary adjustments are made to the pattern.After the sample is approved, it is used to create a production pattern, which will be used to cut and sew the final garments. The sample can also be used as a reference for the factory's production team, who will use it as a guide to ensure that the final product meets the factory's quality standards.The sample section is an important part of the apparel factory as it allows the factory to create a prototype of the final product before it is produced in bulk, this helps to detect any issues with the design, fit or construction before it goes into mass production. It also allows the factory to make necessary adjustments to the pattern to improve the final product. Merchandising: Merchandising in an apparel factory refers to the process of planning, sourcing, developing, and promoting a range of garments that will be sold to customers. It is a crucial function that involves a variety of activities, including market research, trend analysis, product development, and sales
  • 8. forecasting.The merchandising process begins with market research, in which the merchandiser identifies current fashion trends, consumer preferences, and competitive products. This information is used to develop a product line that meets the needs and wants of the target market.Once a product line is developed, the merchandiser will source fabrics, trims, and other materials needed to produce the garments. They will also work with the factory's design and production teams to ensure that the garments are manufactured according to the factory's standards and that the garments will be produced on time and within budget.Once the garments are produced, the merchandiser will work on promoting the product line. Overall, merchandising in an apparel factory is a key function that helps to ensure that the factory is producing garments that meet the needs and wants of the target market, and that the garments are promoted and sold effectively to generate revenue. CAD Room: CAD is a set of software tools compiled in a computer application to assists product designer in creating a virtual representation of the artefacts they are designing. It helps in giving dimension to any design, experimenting changes on it, configuring the design according to needs, archiving the design, exchanging of data and information related to the design between teams and organization, adding progress of the designs for future analysis, assisting tool for product manufacturing by means of a computer system which may include both hardware and software. The long and cumbersome process of designing has now been converted to a mere simple process on a computer system. CAD can be used to design curves and figures in two-dimensional (2D) space; curves, surfaces, and solids in three-dimensional (3D) space. Even a 2D design can be converted to 3D for a better representation of the design.
  • 9. Production Floor: The production floor in an apparel factory is the area where garments are assembled from raw materials using specialized equipment and skilled workers. The production process is typically divided into several stages, including cutting, sewing, finishing, and quality control.The cutting process begins on the cutting floor, where patterns are cut out of fabrics using specialized equipment. The cut pieces are then collected and organized according to their garment type, size and style, and sent to the sewing floor This process is typically done using industrial sewing machines, which are operated by skilled workers known as sewers. The sewers follow the production pattern to assemble the garment, ensuring that the final product meets the factory's standards for fit, construction, and design.After the garments are sewn, they are sent to the finishing floor, where they are pressed, steamed, and inspected for any defects. This is also where any remaining finishing touches are done, such as attaching buttons, snaps, or zippers, and adding labels and tags.The final step in the production process is quality control, where the garments are inspected to ensure that they meet the factory's standards for fit, construction, and design. Any garments that do not meet these standards are set aside for repairs or adjustments.The production floor is the heart of the apparel factory, where raw materials are transformed into finished garments. It is important to have an efficient and organized production floor, with well-trained workers, to ensure the garments are produced in a timely manner and to the highest quality standards.
  • 10. Quality Check: When end customers purchase a garment, they look for the quality first. So, to have a satisfied customer, retailers must keep the quality product in their shops. According to the purchase agreement, buyers can penalize suppliers for supplying them with defective pieces. It might cost the factory lot of money and goodwill. So, the garment manufacturers take care of garment quality at each stage of production. In maximum cases, the buyer inspects shipment at the factory before accepting the finished garments. Whatever defects found in the final inspection, it is the cumulative figure of previous processes. So, it is very important to rectify defective pieces in the process where it occurred instead of in the finishing. Ironing Section: The ironing section in an apparel factory is an area where garments are pressed and steamed to remove wrinkles and give them a finished appearance. It is an important step in the finishing process, as it ensures that the garments have a polished and professional look before they are packaged and shipped to customers.The ironing section typically includes a variety of specialized equipment, such as steam irons, pressing tables, and steam generators. The garments are placed on the pressing table, and then ironed and steamed by the operator using the specialized equipment.Ironing and steaming can be done manually or by using specialized machines, such as a Steam press, it can also be a semi-automated process, where the operator loads the garment into the machine and it automatically applies heat and steam to the garment.Ironing is typically done on various areas of the garment, such as collars, cuffs, and fronts of jackets, but also on the entire garment. The ironing process can be adjusted depending on the type of fabric and the final look desired, for example, some fabrics require more heat and steam than others.The ironing section is an important step in the apparel factory as it ensures that the garments have a polished and professional look before they are packaged and shipped to customers. It also helps to remove wrinkles and creases caused during the production process, making the final product more appealing to the customers.
  • 11. Packing Process: The packing process in an apparel factory is the final step in the manufacturing process where finished garments are prepared for shipment to customers. The packing process includes a variety of tasks, such as folding, bagging, tagging, and packaging the garments.The first step in the packing process is folding the garments, this is done by folding the garments according to the factory's standards and guidelines, ensuring that the garments maintain their shape and appearance.After folding, the garments are placed in bags or other packaging materials, such as boxes or hangers, depending on the type of garment and the customer's preference.Next, the garments are tagged, which is the process of attaching labels or tags to the garments that contain information about the garment, such as its size, style, and care instructions.The final step is packaging the garments, this is done by placing the bagged or boxed garments into shipping containers or pallets, for safe and secure transport.It also helps to ensure that the garments are easily identifiable and that they meet the customer's requirements Storage: Finished goods and storage in an apparel factory refers to the process of storing completed garments after they have been through the entire production process, including cutting, sewing, finishing, and quality control. Once the garments have been packed and are ready for shipment,
  • 12. they are considered finished goods.Finished goods are typically stored in a warehouse or other designated storage area within the factory, or in a third-party warehouse. The storage area should be clean, dry and free from pests. It should be also equipped with a proper HVAC system to keep the garments in good condition and prevent any damage from moisture or temperature changes.The finished goods are typically stored on racks or shelves, and they are organized and labeled according to their style, size, and customer. The storage area should also be equipped with proper security measures to ensure that the finished goods are protected and are not accessible to unauthorized personnel.The finished goods are often stored for short periods of time before they are shipped out to customers. However, it may also be stored for longer periods of time if the factory has a backlog of orders or if the garments are being held for a specific release date or event.Finished goods storage is an important step in the apparel factory, as it ensures that the garments are protected and preserved until they are ready to be shipped to customers. It also helps to ensure that the garments are easily accessible and can be quickly retrieved for shipment when needed. CONCLUSION In conclusion, the apparel industry is a highly competitive and constantly evolving field. The visit to Entrust Fashions Limited provided valuable insights into the various aspects of the industry, including the operations of a fashion company. The company's marketing and sales sector plays a crucial role in driving revenue and growth for the company by promoting and selling their products. The design and trend analysis team is responsible for creating new and innovative designs that align with current fashion trends, meet the needs and preferences of target customers, and support the company's overall sales and marketing strategy. The visit also highlighted the importance of understanding consumer trends and preferences, and using that information to inform product development and promotional strategies. Additionally, the use of digital marketing channels such as social media, email marketing, and influencer marketing, as well as the implementation of ecommerce operations are key to increasing brand visibility and reaching new customers.
  • 13. Overall, the visit to Entrust Fashions Limited has provided a comprehensive understanding of the operations and strategies of a successful apparel company, and has demonstrated the importance of staying on top of industry trends and consumer preferences in order to remain competitive in the market.