The document is an internship project report by Varsha Sekhani, focusing on market survey and design processes at Max Fashions for the summer 2020 ethnic wear collection. It outlines the company profile, target market, design inspirations, and the practical experiences gained during the project, highlighting the importance of hands-on industry experience. The report emphasizes understanding consumer behavior and market dynamics through direct engagement with the fashion industry.

1. THE PORTFOLIO
VARSHA
SEKHANI

2. AN INTERNSHIP PROJECT REPORT
A STUDY ON MARKEY SURVEY AND DESIGN PROCESS AT
MAX FASHIONS
FASHION INTEGRATION FOR TEXTILES
NATIONAL INSTITUTE OF FASHION TECHNOLOGY,
BANGALORE
2018-19
SUBMITTED BY:
VARSHA SEKHANI

4. I, Varsha Sekhani of Textile Department, National
Institute of Fashion Technology, Bengaluru, would
like to express my gratitutde to everyone who has
mentored me through this Internship Project.
I express my heartfelt gratitude to the entire Ethnic
Wear-Basic design team for their undue guidance and
support throughout to complete the project successfully.
I would like to thank the centre coordinate
Ms.Monica A.N along with other department faculties
for their feedback, timely guidance and support.
Lastly, I wish to thank my family and friends for
their constant cooperation and being the pillars of
support throughout the duration of this project.
Acknowledgement

5. Max is the largest value fashion brand in the Middle East,
North Africa and India. Launched in the UAE in May 2004.
Max was established in India in 2006, opening its
first store in Indore, currently in over 60 cities, boasting
a loyal customer base of over 5.5 million.
Over the past 13 years, the brand has grown to become one of
the largest value fashion brand in the region. It currently has
around 450 stores across 16 countries.
The business model includes a very strong in-house private label
working with an in-house team of designers. Shoppers enjoy great
prices on an excellent range of over 3,000 styles.
Max is a family store which targets everyone from kids to
students even home-makers and working professionals where
fashionable apparels are available at affordable prices.s
The brands Vision is to be among the top three retail players in
three of the fastest growing retail markets in the world
The brands Mission is to carefully listen, constantly adapt and
always deliver.
Company Profile

6. The Basic Ethnic Wear Division in Max contains of a
category on which a range of kurtas was to be designed
keeping the factors in mind like costing, price points, current
trends, target market as well as the brief of the category.
Ÿ
Ÿ Traditional
Ÿ Core Medium Kurta (CMK)
Ÿ Embroidery/AOE, Prints/AOP, Panel prints
An approach to maintain the Indian aesthetics by exploring
the traditional elements in a contemporary manner and
design a range of kurtas for the season of Summer 2020.
Captivating the traditional motifs and transforming them
into topical styles in vogue.
Presenting a range of colours, accentuating prints,
customary embroideries speculating the essence of the Basic
Ethnic Wear category.
Project Brief

7. eometricG
forms in perfect
shapes and patterns
that form the
fundamental for
life and universe.
The Inspiration

8. Sky Blue | PLAYFUL
PANTONE 12-5409 RCX
Mauve | MODERN
PANTONE 14-3207 TCX
Lime | REFRESHING
PANTONE 13-0645 TCX
Grey | IMAGINATIVE
PANTONE 15-0523 TCX
Violet | SOPHISTICATED
PANTONE 17-3313 TCX
Summer 2020
The Palette

9. The Market
Age group ~ 20-50
ender ~ FemaleG
Season ~ Summer 2020
Income group ~ 25,000 pm
Social status ~ Middle class
Personality ~ Playful, sober,
sophisticated, simplicity

10. The Motif Development

11. The Colour Ways

12. The Print Variations

13. The Colour Ways

14. Keyhole 2"neck drop
with a wooden button
Center V Slit
of 2"
Self fold at neck,
5" neck drop
3/4th
sleeve length
Straight hem
Full length 42"
The Silhouette
Back
Front

15. Back
Front
The Final Design

16. The Design Project a very essential part of the course
as we learn the pros and cons of working in the
industry.
The market survey leads us to understanding the
different types of markets, target groups, consumer
behaviour and choices of different sections of the
society.
Perhaps, there are various challenges and difficulties
which we learnt how to overcome with time and
experience.
The knowledge imparted during this course would be
incomplete without this project.
The industry experience allowed me to experience the
difference between a hypothetical project in a controlled
classroom environment and a project underway for the
collection under a brand.
Conclusion