Final File - Supply Chain Management Vero Moda

School of Creative Business
Pearl Academy, New Delhi
Project Report on Fashion Supply Chain

Of
Submitted to:
Mr. Avijit Ganguly, Mr. Yogesh Potalia, Mr Gaggan Bhatia
Mrs. Swati Singh and Mrs. Mahima Gupta
Submitted by:
Himali Lalwani and Isha Kapoor
B.A. (Honors) Fashion Business Management
Level: 1
2014 2018
Submitted on:
5th May, 2016

Acknowledgement
The success and final outcome of this project required a lot of guidance and assistance from many
people and we are extremely fortunate to have got this all along the completion of our project
work.
At this juncture we feel deeply honoured in expressing our sincere gratitude to our mentors Mr.
Avijit Ganguly, Mr. Yogesh Potalia, Mr Gaggan Bhatia, Mrs. Swati Singh and Mrs. Mahima Gupta
for their guidance and constant supervision as well as providing us with the relevant information
as and when required to help us complete the project on time.
We are grateful to Vero Moda for taking out time from their hectic schedule to give us a glimpse
of their store and letting us experience the practical world of retail business.
We would also like to pay our regards and thanks to the library faculty at Pearl Academy, New
Delhi for providing us with constant and all possible support whenever requested for.
Lastly, we thank all our family members and friends who have been constant source of support
during the preparation of this project work.
Table of Contents
S.No. Particulars Page Number

PART -1
INTRODUCTION (1-6)
1 Bestseller 2
2 Vero Moda 3
3 Values 3
4 Vision 4
5 Facts and Figures 4
6 Evolution and Milestones 5
7 Product Category 6
BRANDING (7-12)
8 Segmentation, Targeting and Positioning of Vero Moda 8-9
9 Customer Based Brand Equity 9 -10
10 Brand Attributes and Association 11
11 Brand Elements 11
12 7 Ps of marketing 12
RETAIL OPERATION AND CONSUMER BEHAVIOUR (13-21)
13 Retail Trade Area 14-16
14 Store Area and Rent 16
15 Retail format and Layout 17
16 Licenses required 17
17 Contribution to rent towards total sale 17
18 Staff productivity 18
19 Sales per square feet 18
20 Store Profitability 18-19
21 Organization Chart 19
22 Merchandise mix and its relation to retail mix 20-21
23 Consumer Behaviour 21
TEXTILES (22-27)
24 Fabric, Quality and Trend of Vero Moda 23-27
CORPORATE SOCIAL RESPONSIBILITY (28-29)
25 Corporate Social Responsibility 29
SUPPLY CHAIN AND COSTING (30-67)
26 Technical Package 1 - Shirt/ Blouse Black 31-42
27 Technical Package 2- Slim Fit Jeans 43-55
28 Technical Package 3- Crochet Lace Playsuit 56-67
PRODUCTION, LOGISTICS AND SHIPPING PLAN (68-75)
29 Shipping Plan of Shirt and Jeans 69-71
30 Airway Plan of Lace Playsuit 72-74
31 Payment Methods 74-75
REFERENCING (76-78)
32 Referencing 77-78
BIBLIOGRAPHY(79-81)
33 Bibliography 80-81
ANNEXURE (82-84)
PART 2 (FABRIC FILE)
INTRODUCTION
[1]
(1) Bestseller
Bestseller is a family-owned clothing and accessories company founded in Denmark in 1975 by
Merete Bech Povlsen and Troels Holch Povlsen, providing fast affordable fashion for women,
men, teenagers and children.
1.1 Brands
Products are marketed and sold under the following brands:
Jack & Jones
Junarose
Jaqueline De Yong
Little Pieces
Lp Boys
Mamalicious
Name It Limited
Noisy May
Only
Only Play
Only & Sons
Outfitters Nation
Pieces
Produkt
Selected
Vero Moda
Vila Clothes
Y.A.S
1.2 Markets
Market for their products is 70 markets across most of Europe, the Middle East, Canada,
India and globally via e-commerce.
They have more than 3,000 branded chain stores across 38 markets worldwide and products
are sold in approximate 15,000 multi-brand and departmental stores
BESTSELLER has no ownership interests in the production chain but cooperates with
selected suppliers primarily in China, India, Bangladesh, Turkey and Italy.
Working with around 300 manufactures of garments and accessories.
[2]
(2) Vero Moda
Launched in 1987, Vero Moda was the brainchild of Bestseller founder Troels Holch Povlsen,
Vero Moda was one of the first brands to launch within the family- owned Bestseller Company,
fast becoming the fashion choice for the girls wardrobe. Today Vero Moda is one of the largest
brands in the company.
The vision of the brand is to fulfil a need for good quality, on-trend clothing at affordable
prices, always surprising our customers when they turn the hangtag.
Vero Moda is the brand of choice for the fashion-conscious, independent young woman who wants
to dress well and pay less. Vero Moda offers quality, affordable and inspiring clothing for the
young woman who wants to look good and have fun with her look in a trustworthy fashion-oriented
context. At Vero Moda, the customer finds the right clothes at the right price and consequently the
opportunity to follow fashion on her own terms.
Today, Vero Moda has more than 1,000 stores in Europe, 1,600 stores in China, and experience
rapid growth in both India and Canada. Vero Moda is represented in 45 countries with more than
3,800 point of sales through wholesale customers, shop-in-shops and some of Europes largest
online retailers (Vero Moda)
(3) Values
More than 30 years ago Troels Holch Povlsen, Bestseller's founder, phrased the 10 basic principles
of the company. The principles were reliable guidelines back then, and today they still express the
essence of the Bestseller spirit.
We are honest
We are hard-working
We are loyal
We are co-operative
We are business minded
We want to see results
We want simple solutions
We take nothing for granted
We always keep our promises
We want to be the best(Bestseller)
[3]
(4) Vision
One World, One Philosophy, One Family is the symbol of the company culture in Bestseller.
(Bestseller)
(5) Facts and Figures

Net turnover: $3.29 billion
Result before tax: $150 million
Total equity: $1.6 billion
Number of employees: More than 15,000 (hereof 3,300 in Denmark)
Number of chain stores: Approx. 3,000 (hereof 300 in Denmark) (Bestseller, 2014)
[4]
(6) Evolution and Milestones
29 years ago, Vero Moda was launched within the family owned best seller.
(Divinetrash, Adm1370-veromoda.wikispaces)
Troels Holch Povlsen takes over his uncle's clothing company in Ringkobing,
1975 Denmark.
Company opens first retail stores and launches Bestseller Wholesale business.
1979
Launch of first international store in Norway; entry into children's clothing

1986 with Exit brand.
Launch of Vero Moda women's wear brand

1987
Creation of Bestseller Fashion Group as separate company bringing Bestseller

brands and designs to mainland American supermodel Christy Turlington
1996 becomes the face of Vero Moda.
Anders Holch Povlsen takes over as head of company.

2001
International expansion drive begins, and company opens more than 700
2005 stores over two years.
Vero Moda opens its first store in the UK.

2007 Brazilian supermodel Gisele Bndchen became the face of Vero Moda.
Vero Moda have 2600 stores all over the world, making a turnover of 2.93
2014 billion in a year.
[5]
(7) Product Categories
Blazers
Trousers
Jackets
Jumpsuits And
Dresses
Playsuits
Vero Moda
T-Shirts
Tops
Tunics
Shirt
Skirts
Shorts
Knitwear Cardigans
Jeans And Jeggings
Product Categories
Source: www.veromoda.in
[6]
BRANDING
[7]
(8) Segmentation, Targeting and Positioning of Vero Moda
Vero Moda have its own strategies for the promotion of the brand and the brand however focuses
on the new strategies that are being followed by for the purpose of raising the brand image in the
market.
Vero Moda has a firm position in its strategic marketing. Vero Moda coordinates six marketing
campaigns each year to promote the brand and drive sales. These campaigns include pay-per-click
advertising, social media, print, in-store material, the brands website, email, newsletters and SMS
marketing. (Thinkwithgoogle)
Vero Moda is a brand of choice of fashion conscious, independent young working women.
(Fashionmodeldirectory)
8.1 Segmentation
Vero Moda focuses on young working women. For Vero Modas core consumer group the
market can be segmented on the basis of following variables:
Demographic, Geographic, Psychographic and Behavioural Segmentation
Demographic Segmentation
Vero Moda focuses on independent young women in the age group of 18 30. These are
the customers from high income group mostly residing in urban areas with a good
educational level. (Shah, 2015)
Geographic Segmentation
Vero Moda Women apparels mainly focus on metropolitan cities from urban population.
(Shah, 2015)
Psychographic Segmentation
Vero Moda customer enjoys shopping and socializing. They are aware of the latest
trends in fashion and style. (Kulkarni, 2013)
Behavioural Segmentation
Vero Moda offers apparels for casual and party wear. (Shah, 2015)
Customer of Vero Moda are occasional buyers. (Kulkarni, 2013)
8.2 Targeting
Vero Moda target customer are the one with the latest trending style and also for the one who
loves going with the brand name. The trending colors attract teens, formal clothes with great
style attract corporate people. (Gala, 2014)
Vero Modas strategy launches its outlet in high profile locations and provides customer with
turnover time of 3-4 weeks for its new collections made available at a fraction of the couture
cost.(Kulkarni, 2013)
[8]
8.3 Positioning
Point of Parity: Fast fashion player
Point of Differentiation: Exclusive collection by Kangana Ranaut and Karan Johar.
The positioning for Vero Moda in the fashion industry is 'affordable fast fashion' and
positioned to a universal consumer market. Vero Moda has become a world-class brand, but
the success of Vero Moda does not rely on the named designers to create classical or popular,
however, its due to a close relationship of Vero Moda's brand positioning to "fast fashion."
Through the rapid imitation strategy, emphasis on the fast design, fast production, and quick
sale and with the fastest speed in response to the market demand, as the representative of fast
fashion.
Therefore, in order to meet consumers' demand for this customer base, thus, Vero Moda
creates a fast fashion model, delivering eight complete main collections a year plus several
express collections in between and it is a great success under current market trends.
(9) Customer Based Brand Equity
Relationship REASONANCE Loyalty
How are they? JUDGEMENT FEELINGS

Reaction
PERFORMANCE IMAGERY
What am I? POP and POD
SALIENCE
Who am I? Awareness
[9]
9.1 Salience
Vero Moda was launched in 1987, it was the brainchild of Bestseller founder Troels Holch
Povlsen, was one of the first brands to launch within the family- owned Bestseller Company.
Today, Vero Moda has more than 1,000 stores in Europe, 1,600 stores in China, and
experience rapid growth in both India and Canada. (VeroModa)
9.2 Performance
Reliability and Durability: Vero Moda is known for the quality of clothes that they sell
Style and Design: It offers their customers the latest and the most fashionable items
Service Effectiveness: it focus its resources on in-store services. Well received exchange
policy which allows customer to get back full refunds for purchased products according
to Vero Modas return policy. (Bibars, 2014)
9.3 Imagery
Values associated with Vero Moda includes fashion conscious, independent, young and
affordable. (Bibars, 2014)
Theme use of black and white which emphasises luxury/ sophistication. (Veromoda)
9.4 Judgement
Well-known brand with value of price, holding a great margin in the market.
The quality of products is good in terms of comfort. (Bibars, 2014)
9.5 Feelings
Vero Moda consumers reactions and emotional responses towards the brand is Fashionable,
presentable, elite and social approved. (Bibars, 2014)
9.6 Resonance
Vero Moda has loyal customer through constant purchases and has great online and offline
customer reviews. (Bibars, 2014)
[10]
(10) Brand Attributes and Association
10.1 Brand Attributes
Confidence, trend conscious, affordable, elegant and versatile (Petit, 2014
10.2 Brand Association
Danish
Exclusive Young
Collection Women
Vero Moda
Value for
Karan Johar Money
Kangana Good Visual

Ranaut Merchandise Brand Associations
(11) Brand Elements

Brand Name: Vero Moda
Colour: Black and white
Tonality: It is fashion- oriented.
Visuals used in display: Vero Moda works with
different types of displays being newspaper,
magazine, hoardings, blog and online.(Vero
Moda)
Visuals of Vero Moda

[11]
(12) 7 Ps of Marketing
a) Product
Blazer, Trouser, Jackets, Dresses, Tops, Shirt, Skirt, Dresses, Shorts, Knitwear, Jeans and
Jeggings.
b) Place
1,000 stores in Europe, 1,600 stores in China and 67 stores in India
c) Price
Medium to high prices (Rs.477- Rs.5695)
d) Promotion
Internet and social media, fashion magazines, Advertisement on hoarders and campaigns
e) People
Troels Holch Povlsen is the founder of Vero Moda.
There are around 15,000 employees working with Vero Moda.
f) Process
Vero Moda at present does not charge any shipping fees. They are offering Free
Shipping across all orders.
Vero Moda claims that all the response made for wrong delivery or any return or refund
would be responded in 1-2 business days
g) Physical Evidence
Vero Moda provides exclusive offers to its customers, VIP Events, gift
card and Trend Information.
Gift Card
Source: http://colnect.com/
VIP Event Card

Source: http://sosueme.ie/
[12]
RETAIL OPERATIONS AND
CONSUMER BEHAVIOUR
[13]
(13) Retail Trade Area
The store of Vero Moda which was visited was located in Noida.
Store: Vero Moda, Great India Place, Noida
Retail Trade Area
Primary Secondary Tertiary
Primary Area
Map of primary area of Great India Place

Source: www.google.com
The Area ranges from 3-5 Miles of the store.

The markets and malls which are covered in this region for Vero Moda, Great India Place are:
1. DLF Mall of India
2. Sector 18, Market
3. Indira Market
4. Wave Mall Noida
5. Centre Stage Mall
6. Westside
[14]
Secondary Area
Map of secondary area of Great India Place

The Area ranges from 5-8 miles of the store.

1. Shipra Mall
2. Omaxe Park Plaza
3. Jaipuria Sunrise Plaza Mall
4. Acharya Niketan Market
5. Block C Market
6. Vasundhara Enclave
7. Sector-25 Market Noida
Tertiary Area
Map of Tertiary Area of Great India Place

[15]
The Area ranges from 8 15 miles and more of the store.
1. Mahagun Metro Mall
2. East Delhi Mall
3. Pacific Mall
4. Ansal Plaza
5. V3S Mall
6. Connaught Place
7. Palika Bazaar
8. Sarojini Nagar
9. Lajpat Nagar
(14) Store Area and Rent

The store area and rent of Vero Moda, Great India Place, Noida is as follow:
Carpet area Selling Area Rent
2300 sq.ft 1783 sq.ft 13 Lakh per year
Vero Moda at Great India Place

Source: Author
[16]
(15) Retail Format and Layout
Location: Great India Place, Noida

Specialty Store
It retails merchandise narrow in product lines but with a good depth within that area
They specialize in a Womens wear
Offers very attentive and good customer service.
It is located in high traffic area i.e. shopping mall.
Free Flow
Fixtures and Merchandise were grouped in Free-flowing patterns on the sales floor.
This type of layout fits best in small stores in which customers can easily browse through.
(16) Licences Required
1) Shops & Establishments Trade Licenses Local Municipal Corporation

2) Labour License/7 days working permission Ministry of Labour/Labour Commissioner
3) ESIC Sub Code National / State ESIC Commissioner
4) Sky Signs-License for Hoarding & Display Windows (permission code) Local Municipal
Corporation
5) Phonographic Performance Ltd National PPL
6) Certificate of Registration issued under the Employees State Insurance Act, 1948 for stores.
ESIC Department
7) Indian Performing Rights Society National IPRS
(17) Contribution to rent towards total sales

Turnover
ontribution to rent =
Rent
2,16,00,000
Contribution to rent = = 16.61%
13,00,000
The turnover of the brand is 2crore 16 lakh per year. According to the above calculation, it can be
observed that out of total turnover, rent contributes to 16.61%. This in turn means that contribution
to rent towards sales is accurate and is not incurring losses
[17]
(18) Staff productivity
Turnover
Earnings per Employee =
No. of Employees
2,16,00,000
Earnings per Employee ( in a year) = = Rs.24,00,000
09
The turnover of the brand is 2crore 16 lakh per year. According to the above calculation, it can be
observed that out of the total no. of employees i.e. 09, each employee earns Rs. 24 lakh per year
which implies each employee earns 2 lakh per month. This in turn means staff productivity is good.
(19) Sales per Square feet
Total Sales in a month: Rs. 73 Lakhs

Annual Sales: Rs.5.4 crore 6 crore approx.
Sales per sq. ft. in a month: Rs. 3173.9 per month
(20) Store profitability
Cost of goods sold = Turnover 40%
40
Cost of goods sold = 2,16,00,000 100 = Rs. 86,40,000
Gross Margin = Turnover Cost of goods sold
Gross Margin = 2,16,00,000 86,40,000 = Rs. 1,29,60,000
Expenses = Turnover 35%
35
Expenses = 2,16,00,000 = Rs. 75,60,000
100
Net Profit = Gross margin Expenses
[18]
Net Profit = 1,29,60,000 75,60,000 = Rs. 54, 00, 000
According to the above calculation, it can be observed that out of the turnover made by the brand
i.e. 2 crore 16 lakh the profit earned came out to be 54 lakh after all expenses and cost of goods
sold. This in turn means that the store profitability of the store is very good.
(21) Organization Chart
CEO
Finance HR Retail Legal Merchandiser IT
Manager
Staff - 1 Staff -2 Staff - 3
Vero Moda, Organisation Chart

Source: Author
[19]
(22) Merchandise mix and its relation to retail mix
22.1 Length
Womens Wear 14,400 pieces
22.2 Breadth
Womens Wear
Tops
Bottoms
Dresses
22.3 Depth
Trousers
Size XS, S, M, L, XL, XXL
Colour Blue, Black, Grey, Brown, White
Dresses
Size XS, S, M, L, XL
Colour Yellow, Black, Green, Turquoise, White, Rose
Tops
Size XS, S, M, L, XL, XXL
Blue, Yellow, Black, Green, Grey, Turquoise, Pink, Light Blue,
Colour
White, Rose
Shirt
Colour Blue, Black, Green, Red, Turquoise, Pink, Light Blue, White
Skirts
Colour Blue, Black, Green, Red, Turquoise, Pink, Light Blue, White
[20]
Knitwear
Colour Brown, White
(Vero Moda)
(23) Consumer Behaviour
Consumer behaviour indicates how individuals, groups and organizations select, buy, use and
dispose goods, services, ideas, or experiences to satisfy their needs and desires. Consumer
behaviour is affected by several factors.
Marketers need to have a good knowledge of the factors affecting the consumer behaviour.
The consumers of Vero Moda have a choice of buying both formal and informal wear in which
the consumers make their choice keeping certain factors in mind they are as follow:
23.1 Age factor

The age factor greatly influences the buying behavior. For example, teenagers prefer trendy
clothes i.e. being more of casual wear, whereas office executives prefer sober and formal
clothing.
23.2 Gender
The consumer behavior varies across gender. For example, girls prefer certain feminine
colors such as pink, purple and peach, whereas boys go for blue, black and brown.
23.3 Income level

Normally, the higher the income level, the higher is the level of spending and vice versa. But
this may not be the case in developing countries.
23.4 Status in the society:

Persons enjoying higher status in the society spend a good amount of money on luxury items
such as premium brands.
23.5 Beliefs:
A belief is a descriptive thought that a person holds about certain things or a brand. It may
be based on knowledge, opinion, faith, trust and confidence. People may hold certain beliefs
of certain brands/products. Beliefs develop brand images, which in turn can affect the buying
behavior. (Chand, 2015)
[21]
TEXTILES
[22]
(24) Fabric, Quality and Trend of Vero Moda
24.1 Lace Picks
Lace dresses with delicate designs especially for evening frocks completed revealing
cotton fabrics.
1. Brunch Look
Lace Dress along with fedora hat and a sling
Fabric: 100% Cotton
Brunch Look
Source: www.veromoda.in/blog/
2. Muted Loving
Simple and yet styling combination of both
with pastel colours and floral intricate designs
and complete that dress with a tan bag and
neckpiece for a classic look.
Fabric: 100% Cotton
Muted Loving
3. White Shift
This all white ensemble is sure to give a timeless classic look.

To pair it with a studded footwear to give a stylish look
altogether.
Fabric: 100% Cotton
White Shift
[23]
24.2 Skirts
1. Printed Basic
Frilly skirt paired up with a white basic top
tucked inside it is the perfect girly-girl outfit
to sport during the day. It can be paired up
with white sneakers to complete the look.
Fabric: 100% Viscose, Printed
Printed Basic
2. Skater Lover
The skater silhouette is ensemble look.
Fabric: Polyester
Skater Lover
3. Boho chic
This suede skirt gives a sporty look. Pair it up

with a chic white top and a fringe bag to make
this look perfect.
Fabric: Polyester
Boho Chic
[24]
24.3 Destroyed Denim
1. The Uber Chic Look

Nothing works magic quite like a simple pastel
yellow tee teamed with a pair of gorgeous
destroyed denims.
A top that screams summer, this sleeveless with
LOVE written over it is your perfect go-to for a
lazy day with cool accessories like a white neck
piece and a pastel yellow sling bag and youre
good to go.
Uber Chic Look
2. The Cool Formal Look

A pair of destroyed denims with a linen
blazer and a simple white tee to go along.
The Cool Formal Look

3. The Timeless Floral Look

Florals are here to stay and rule the fashion roost
for as long as they like! Keeping this in mind, a
floral look was mandatory. A look teamed with this
chic floral top with the same pair of destroyed
denims for a casual look.
The Timeless Floral Look

[25]
24.4 Corporate Dressing
Dressing for work can really get on nerves as formal wear isnt something that falls under
comfortable clothing or something that can be worn every day.
However, some of the ladies being in the corporate field, dont have much of an option when
it comes to work dressing.
At Vero Moda, comfort meets fashion. We have the best of the apparel designed for the
perfect corporate woman.
1. Blazer Basic
Blazers are a must have for every corporate woman and at
Vero Moda they have an extensive collection of blazers to
choose from. Pair up a solid blue blazer and pants. Finish
with a white tote bag.
Fabric: Denim Blazer Basic

2. Pastel Loving
A pastel ensemble at work is always a good idea
as it enhances the corporate factor really well.
Team up white pants with a pastel blue top and
add a white blazer. Wear darker colored pumps
and youre good to go.
Fabric Polyester and Cotton mixed

Pastel Loving
3. Wrap Dress
A wrap dress is always fun to add a little twist to the work
wardrobe. This solid blue wrap dress does justice to a
corporate atmosphere and is also really comfortable to be
in! Add a white handbag and some accessories to finish
off.
Wrap Dress
Fabric Polyester Source: www.veromoda.in/blog/
[26]
24.5 Stripes
The one style that will always be in fashion is Stripes. Be it pretty horizontal ones or delicate
vertical stripes, this trend is here to stay. Stripes can be worn in different ways on several
occasions and still give a different look.
From a horizontal striped monochrome dress to vertical striped shirts.
1. Monochrome Shorts
Stylish monochrome striped shorts. Team it with a

plain white tee and minimal accessories to perfect
the casual chic look.
Fabric Polyester
Monochrome Shorts
2. Horizontal Beauty
Bold Stripes are in fashion, this deep navy horizontal striped
shirt is perfect for a casual day out. Team it with white
jeggings or your regular denims and throw on a huge tote to
perfect the Summer look. Accessories like a charm bracelet
or a hat will add to the look.
Fabric Polyester Horizontal Beauty
3. Striped Skirt
Black and white striped skirt. Team it with this top
and this clash of stripes ensemble is perfect for your
office party.
Fabric Polyester
Striped Skirt
[27]
CORPORATE SOCIAL
RESPONSIBILITY
[28]
(25) Corporate Social Responsibility of Vero Moda
Bestseller has arranged a world-wide charity day across all its brands and countries. One day
to unite and do good is what its all about and Bestsellers houses fashion brands Vero
Moda, Only and Jack and Jones, donated an entire days revenue.
Bestseller, India chose to go ahead with Project Nanhi Kali because they have identified that
the literacy rate of the girl child is one of the gravest issues in India. Project Nanhi Kali
empowers more than 100,000 girls across rural, tribal and urban regions in nine states of India
by providing them with high-quality education support and resources. (sangam.com)
Every year, the Danish AIDS Foundation hands out awards in different categories to people
or organizations that have made an impact in the fight against HIV and AIDS around the globe.
In 2010, Business Award went to Vero Moda. Vero Moda has been a partner on the AIDS
Foundations campaigns. Through creative, brave and committed employees as well as a strong
brand and retail chain, Vero Moda has contributed to generating means and putting focus on
the AIDS cause. Long-term partnerships are crucial in order to create effective results and to
make a real difference in the fight against HIV and AIDS. (bestseller.com)
Green Attitude is a green label, Vero Moda puts on the products that live up to the
standard of less environmental impact. It's the guide for their customers so that they
can find environmentally friendly products. The Green Attitude styles are generally the
same products that they would normally have in their collections, but they have worked
on reducing the environmental impact by using different fibres or different production
processes in the styles labelled Green Attitude.
Materials Used:
1. Recycled Polyester: Reuse polyester without degrading the quality of

the fibers since the fibers are recreated via chemical processes.
2. Organic Cotton: Organic cotton is grown without the use of synthetic

fertilisers and pesticides.
3. Oeko-Tex 100: Oeko-Tex 100 is a label that shows consumers that

the clothes are free from harmful chemicals.
4. Recycled Cotton: It is mainly made from production waste, but it is

possible to reuse fibres from used clothes as well. Vero Moda
always use the largest possible amount of recycled cotton, at least
30% of cotton fibres.
[29]
SUPPLY CHAIN AND COSTING
[30]
(26)
TECHNICAL PACKAGE
STYLE 1
SHIRT/ BOUSE BLACK
[31]
Construction Sheet
Spring Summer
Season Date 16th August, 2015
2016
Client Name Isha Kapoor Style Straight
Technical
Size classification XS,S,M,L Himali Lalwani
Designer
Shirt/ Blouse -
Style Description Product Category Womenswear
Black
Shirt/ Blouse - Black
[32]
Front View
Casual - point Collar

Single needle Button
Front
Lock Stitch
neck
Armhole -DNL
Single needle Lock Stitch
Functional pocket
Strip -SNL
Inseam 4 thread overlock
Hem - SNL
Back view
Single needle Yoke

Bartack
lock stitch
Box pleat
[33]
Measurement Sheet
Spring Summer
2016
Technical
Designer
Shirt/ Blouse
Black
Shirt/ Blouse Black

Front View
S. no. Measurements (in cm) M
1 HPS to bust 25
6 5
2 Bust girth 90
7
1 8 3 Nape to hip 60
2
9 4 Waist girth 86
5 Neck girth 36
6 Across shoulder 36
Front neck opening from
3, 4 7 14
nape
8 Armhole depth 44
Patch Pocket length and
9 10,7
width
10 Front Strap - width 3
[34]
Back View
1, 2 1 Yoke (Centre) 4
3
2 Yoke (side) 2
3 Box pleat 2
[35]
Bills of Material
Spring Summer
2016
Technical
Designer
Shirt/ Blouse
Black
Size/ Lead
Image Item Composition Color Vendor Unit price MOQ
Weight Time
Fabrics
Wujiang
100% Shijie
58 US 20 1500
Georgette Polyester Black Textile Co.,
100 GSM $1.5/Meter days Meters
75D*75D Ltd.
China
100% Hangzhou
60 20 1000
Poly Knit Polyester Black Kuangs US $3/Kg
125 GSM days Meters
32*32 Textile
Trims
JC Basic
Plastic Garment
US $0.2 10 1000
Button Round button Black 18 Ligne Accessories
per piece days piece
with 4 holes (Shanghai)
Co., Limited
Hangzhou
100% Dyed 500
1000m Shuangjia 12
Thread Polyester, to US $3.20 Kilograms
/cone Thread Co., Days
Twisted Match
Ltd.
[36]
JC Basic
700g with
Garment
Hang lamination US 3
White 1.8*3.8 Accessories
tags punch $0.1/Piece Days 100 pcs
(Shanghai)
With circle
Co., Limited
black string
Dongguan
Jingyi
White 4cm*2.5cm
Packing US $ 0.08/ 8
Label Poly taffeta and 1000 pcs
And Piece Days
Black 100gsm
Printing
Co., Ltd.
Dongguan
Jingyi
White
Wash Packing US $ 0.07 / 8
Poly taffeta and 80 gsm 1000 pcs
Care And Piece Days
Black
Printing
Co., Ltd.
Packing Items
Anhui
Province
Plastic and 50-150mic Taihu Ze US $ 0.03 / 7
Poly bag Biodegradable
White 5000 pcs
thick Hong Piece Days
Plastic Co.,
Ltd.
Qingdao
3 ply Lianhe
US $0.7/ 10
Carton cardboard Brown 60X40X40 Jincai 500 pcs
used Piece Days
Packaging
Co., Ltd.
[37]
COST SHEET
Style: Straight
Style Description: Shirt/ Blouse - Black
Size Range: XS,S,M,L
Season: Spring - Summer 2016
Product Category: Women's Wear
S.No Description Consumption Rate per Unit Total Cost

1. Material $1.33
Georgette 0.70 m $1.05
Poly Knit *1 92 g $0.28
2. Trims $0.527
Button 1 $0.20
Thread 24.23m $0.077
Hangtag 1 $0.1
Label 1 $0.08
Wash Care 1 $ 0.07
3. Packing $0.0073
Polybag 1 $0.0003
Carton 1 $ 0.007
4. Labor *2 $0.77
Cutting $0.075
Making $0.51
Trimming and Packing $0.075
Washing $0.08
5. Testing $0.03
6. Wastage (3%) $0.79 $2.709
7. Overhead Expenses $0.233 $2.952
(9%)
8. Profit (10%) $0.295 $3.247
Total Cost $3.247
MRP $16.236
[38]
Remarks: Georgette fabric is difficult to handle so the labor cost will increase as it is a light weight
fabric.
Calculation: *1 For Poly Knit fabric

[ + ] [ +
+ + ] )
,
Width = Half Chest + Seam Allowance=45cm + 1 cm = 46cm

Length=Body Length+ Sleeve Length+ Hem Fold + Seam Allowance = 60+0+1+1=62

=
,
,
=
,
=79.85 gram
Add 15% of wastage = 79.85cm *15%=91.82 g = 92 g
*2 For Labor
10 Pieces per day = 30 min per piece
So, Average = 60%
42 Min = 30 min + 40%
Salary of an employee per month= Rs. 10,000
Salary of an employee per day = Rs.384
384 per day - 8 hrs i.e. 384/480min
0.8/ per min
42 min x 0.8 = Rs. 34
Total Labor Cost = 5+34+5=44
Total Labor Cost = $0.075 +$0.51+$0.075 = $0.66
[39]
[40]
VERO MODA PURCHASE ORDER
Fredskovvej 5, DK 7330
Brande, Denmark
+49 3035105702
TO: SHIP TO: P.O. NUMBER:

Monika Garments Vero Moda PO1203 45000
A-182, Sector-63,Noida, Berlin - Spandau [The P.O. number must
Uttar Pradesh-201301 Klosterstr. 3 appear on all related
India 13581 Berlin correspondence, shipping
+91-120-422290 +49 3035105702 papers, and invoices]
P.O DATE REQUISITIONER SHIPPED VIA F.O.B. TERMS

9/1/2015 Ms. Himali Lalwani Sea Mumbai
POINT Port 100% by L/C at sight
S.NO DESCRIPTION SIZE QUANTITY COST PER TOTAL

PIECE COST
1. Shirt/ Blouse Black XS 500 $3.247 $16,235
S 1000 $3.247
M 2500 $3.247
L 1000 $3.247
PACKING DETAILS
1. Poly Bag 60X40X40 50 $0.03 $1.5
cm
2. Carton 60X40X40 50 $0.7 $35
cm
(Goods should be packed in
the multiples of 50 numbers.
All sizes should be packed
separately.)
(All boxes should have sea
worthy packing)
TOTAL $16,271.5
Please send two copies of your invoice.
Enter this order in accordance with the prices, terms, delivery method, and
specifications listed above.
Please notify us immediately if you are unable to ship as specified.
Send all correspondence to:
Vero Moda, Brande Denmark
Signature: 9/1/2015
[41]
TIME AND ACTION CALENDAR
Description Due date Actual date Approved date
SAMPLING
Fit 7th September,15 7th September,15 14th September,15
Size set 25th September,15 25th September,15 1st October,15
Pre. Production 25th November,15 25th November,15 2nd December,15
Top of production sample 18th December,15 18th December,15 25th December,15
Shipment sample 29th December,15 N.A N.A
RAW MATERIAL
Georgette 7th September,15 7th September,15 14th September,15
Poly Knit 7th September,15 7th September,15 14th September,15
First of Bulk Georgette 5th November,15 5th November,15 12th November,15
First of Bulk- Poly Knit 5th November,15 5th November,15 12th November,15
Trims 16th October,15 16th October,15 23rd October,15
Labels 16th October,15 16th October,15 23rd October,15
TESTING
FPT 5th November,15 5th November 12th November,15
GPT 18th December,15 18th December,15 25th December,15
Planned Cut Date: 8th December Stitching: 9th December Finishing: 17th December
Initial Inspection:-11th December Final inspection 26th December
[42]
(27)
TECHNICAL PACKAGE
STYLE 2
SLIM FIT JEANS
[43]
Construction Sheet
Spring Summer
2016
Client Name Isha Kapoor Style Solid
26,27,28,29,30,31,3 Technical
Size classification Himali Lalwani
2,33,34 Designer
Style Description Slim-fit jeans Product Category Womenswear
Blue Mid Rise Slim Jeans
[44]
Front View
Button Waist Band -SNL
Loops
Coin Pocket Functional Pocket -DNL
DNL
Thigh
Crotch
Side Seam Inseam

(SNL) (DNS)
Knee
Front Panel
SNL
Back view
Yoke
Double Needle Stitch Single Needle Stitch
Patch Pocket
Back Rise
Double Needle
Bar Stitch
Tacks
Patch Pocket
Spec Sheet
[45]
Distance from:
Waist band:
19cm
Distance from: Inseam: 6cm
Side seam:
Waist band:
8cm
22cm
Inseam: Length of ribbed
6cm portion: 7cm
Side seam:
9.5cm
Distance from:
Waist band: 44
Inseam: 4cm
Distance from: Side seam: 4cm
Waist band: 36cm Length of ribbed portion:
Inseam: 6 cm 11cm
Side seam: 8 cm
Length of ribbed
portion: 4 cm
[46]
Measurement Sheet
Spring Summer
2016
26,27,28,29,30,31,3 Technical
Size classification Himali Lalwani
2,33,34 Designer
S. no. Measurements (in cm) 26

2
1 1 Waist band 76
3
4
5 2 Loops length (width) 5.2 (1)
7 Functional pocket length

3 13 (12)
(width)
4 Coin pocket length (width) 9.5(5)

6
8 5 Crotch 19
Front panel 83
6
(waist band height) (3.5)
7 Thigh 22.5
8 Knee 15.5
9
9 Bottom hem 11.7
[47]
1 Yoke (centre) 4
1, 2
2 Yoke (side) 2
3
3 Back rise 32
2 Patch Pocket
1
1 Length 14.7
2 width 12.5
[48]
Bill of Material
Spring Summer
2016
Technical
Size classification 26,28,30,32,34 Himali Lalwani
Designer
Fabrics
Compositio Size/ Lead
Image Item Color Vendor Unit price MOQ
n Weight Time
Changzhou
100%
58 Guoyu US 70 5000
Denim Cotton Blue
10 Oz Textile Co., $1.5/Meter days Meters
60D*44D
Ltd.
Haining
Twill Jingsen Warp US 25 3000
150D*150D Cream 160 GSM
Polyester Knitting Co., $1.8/Meter days Meters
Ltd.
Trims
JC Basic
Plastic
Garment
Round US $0.2 10 1000
Button Black 18 Ligne Accessories
button with per piece days piece
(Shanghai)
4 holes
Co., Limited
Hangzhou
100% 500
Mustar 1000m Shuangjia 12
Thread Polyester, US $3.20 Kilogra
d /cone Thread Co., Days
Twisted ms
Ltd.
[49]
Shenzhen
Metal zipper
Xinlongyao US $0.3/ 14 10
Zipper with golden DTM 3
Zipper Co., piece Days Pieces
brass teeth
Ltd.
color
Dongguan
Jingyi
Brand US $ 0.09/ 10 500
Leather Brown 3.5*9 cm Packing And
Label Piece Days pcs
Printing Co.,
Ltd.
JC Basic
700g with
Garment
lamination US 3
Hang tags White 1.8*3.8 Accessories
punch $0.1/Piece Days 100 pcs
(Shanghai)
With circle
Co., Limited
black string
Dongguan
White 7.5 *2cm Jingyi
US $ 0.08/ 8 1000
Label Poly taffeta and Packing And
Piece Days pcs
Black 100gsm Printing Co.,
Ltd.
Dongguan
White Jingyi
Wash US $ 0.07 / 8 1000
Poly taffeta and 80 gsm Packing And
Care Piece Days pcs
Black Printing Co.,
Ltd.
Packing Items
Anhui
Plastic and Province
50-150mic US $ 0.03 / 7 5000
Poly bag Biodegradabl White Taihu Ze
e thick Piece Days pcs
Hong Plastic
Co., Ltd.
Qingdao
3 ply
Lianhe Jincai US $0.7/ 10
Carton cardboard Brown 60X40X40 500 pcs
used Packaging Piece Days
Co., Ltd.
[50]
COST SHEET
Style: Solid
Style Description: Slim Fit Jeans
Size Range: 26,28,30,32,34
Product category: Women's Wear
S.no Description Consumption Rate per Unit Total Cost

1. Material $1.335
Denim 0.83 m $1.245
Twill Polyester 0.022 m2 $0.09
2. Trims $0.88
Button 1 $0.20
Thread 106.8m $0.34
Hangtag 1 $0.1
Brand Label 1 $0.09
Label 1 $0.08
Wash Care 1 $ 0.07
3. Packing $0.01825
Polybag 1 $0.00075
Carton 1 $0.0175
4. Labor *2 $1.98
Cutting $0.15
Making $1
Washing $0.75
5. Testing $0.08 $0.08
6. Wastage (10%) $0.429 $4.722
(9%)
[51]
8. Profit (10%) $0.514 $5.66
Total Cost $5.66
MRP $28.30
Remarks: Ripped jeans will increase Labor and Overhead expenses. As Material would be wasted while
ripping and ripping would be an extra labor effort so it will increase the labor cost.
Calculation: *1 For Labor

So Average = 60%
84 Min = 60+40%
Salary of an Employee per month = Rs. 10,000
Salary of an Employee per day = Rs.384
384 per day - 8hrs i.e. 384/480 min
0.8/ per min
84 min x 0.8 = Rs. 67
Total Labor Cost = Rs. 10 +Rs. 67 +Rs.5 = Rs.82
Total Labor Cost = $0.15+$1+$0.08=$2.13
[52]
[53]
Brande, Denmark
+49 3035105702


9/1/2015 Ms. Himali Lalwani Sea Mumbai
S.NO DESCRIPTION SIZE QUANTITY COST PER TOTAL COST

PIECE
1. Slim Fit Jeans 26 2000 $5.66 $33,960
28 1500 $5.66
30 1000 $5.66
32 800 $5.66
34 700 $5.66
PACKING DETAILS
1. Poly Bag 60X40X40 150 $0.03 $4.5
2. Carton 60X40X40 150 $0.7 $105
separately.)
(All boxes should have sea
worthy packing)
TOTAL $34,069.5
1. Please send two copies of your invoice.
Signature:
[54]
SAMPLING
RAW MATERIAL
Denim 7th September,15 7th September,15 14th September,15
Twill Polyester 7th September,15 7th September,15 14th September,15
First of Bulk Denim 5th November,15 5th November,15 12th November,15
First of Bulk- Twill Polyester 5th November,15 5th November,15 12th November,15
TESTING
FPT 5th November,15 5th November,15 12th November,15
[55]
(28)
TECHNICAL PACKAGE
STYLE 3
LACE PLAYSUIT
[56]
Construction Sheet
Spring Summer
2016
Technical
Size classification XS,S,M,L,XL Himali Lalwani
Designer
Style Description Lace Playsuit Product Category Womenswear
White Crochet Lace Playsuit
[57]
Front View
Strap (lock Stitch)
Lock Stitch
Side Seam
Elastic 5 thread overlock)
(5 thread overlock)
In Seam Bottom hem
(Three thread flat lock)
Back View
Strap
Strap
( lock stitch) Lock Stitch
Button Slit
Elastic
(5 thread overlock)
[58]
Measurement Sheet
Spring Summer
2016
Technical
Designer
1 Bust 44
8
2 Waist 35
1 3 Hips 55
5
4 Pant length 31
2
3 5 Total length 61
4
6 Bottom hem 33
7
6
7 Crotch (front) 32
8 Straps 37
[59]
1 Button slit 10
2 Crotch 36
[60]
Bills of Material
Spring Summer
2016
Technical
Designer
Fabrics
Compositio Size/ Lead
Image Item Color Vendor Unit price MOQ
n Weight Time
Fogang
Shunya
Lace Textile US 14 300
150D White 150 GSM
fabric Dyeing & $7.5/kg Days Yards
Finishing
Co., Ltd.
100% Hangzhou
60 20 100
Poly Knit Polyester Black Kuangs US $3/kg
125 GSM days Meters
32*32 Textile
Trims
JC Basic
Plastic
Garment
Round US $0.2 10 1000
Button white 18 Ligne Accessories
button with per piece days piece
(Shanghai)
4 holes
Co., Limited
Hangzhou
100% 500
Dyed to 1000m Shuangjia 12
Thread Polyester, US $3.20 Kilogra
Match /cone Thread Co., Days
Twisted ms
Ltd.
[61]
Dongguan
Braided Paihong
Spandex / US 20000
elastic White 8mm Industry Co., 7 days
Nylon $0.2/meter meters
band Ltd.
(china)
Dongguan
Strap Silver Tops Fashion US 100
Plastic 0.5 cm 7 days
Adjuster coated Apparel Co., $0.1/pair pairs
Ltd.
JC Basic
700g with
Garment
lamination US 3
Hang tags White 1.8*3.8 Accessories
punch $0.1/Piece Days 100 pcs
(Shanghai)
With circle
Co., Limited
black string
Dongguan
White 7.5 *2cm Jingyi
US $ 0.08/ 8 1000
Label Poly taffeta and Packing And
Piece Days pcs
Black 100gsm Printing Co.,
Ltd.
Dongguan
White Jingyi
Wash US $ 0.07 / 8 1000
Poly taffeta and 80 gsm Packing And
Care Piece Days pcs
Black Printing Co.,
Ltd.
Packing Items
Anhui
Plastic and Province
50-150mic US $ 0.03 / 7 5000
Poly bag Biodegradabl White Taihu Ze
e thick Piece Days pcs
Hong Plastic
Co., Ltd.
Qingdao
3 ply
Lianhe Jincai US $0.7/ 10
Carton cardboard Brown 60X40X40 500 pcs
used Packaging Piece Days
Co., Ltd.
[62]
COST SHEET
Style: Straight
Style Description: Lace Playsuit
Size Range: XS,S,M,L
Product category: Women's Wear
S.no Description Consumption Rate per Unit Total Cost

1. Material $1.23
Lace Fabric *1 128g $0.95
Poly Knit *2 92 g $0.28
2. Trims $0.962
Button 1 $0.2
Thread 85.49m $0.272
Strap Adjuster 1 $0.1
Braided Elastic band 0.72 m $0.14
Hangtag 1 $0.1
Label 1 $0.08
Wash Care 1 $0.07
3. Packing $0.195
Polybag 1 $0.008
Carton 1 $0.187
4. Labor *3 $1.1
Cutting $0.15
Making $0.75
Washing $0.12
5. Testing $0.03 $0.03
6. Wastage (3%) $0.105 $3.622
[63]
(9%)
8. Profit (10%) $0.394 $4.342
Total Cost $4.342
MRP $21.7
Remarks: Lace fabric is difficult to handle so the labor cost will increase as it is a light weight fabric.
Calculation: *1 For Lace Fabric

[ + ] [ +
+ + ] )
,


=
,

=
,
=111.6g
Add 15% of wastage = 111.6 cm *15%=128.34 cm = 128g
*2 For Poly Knit

[ + ] [ +
+ + ] )
,


=
,

=
,
=79.856 g
Add 15% of wastage = 79.85cm *15%=91.834 cm = 92 g
*3 For Labor
[64]
So Average = 60%
63 Min = 45+40%
Salary of an Employee per month = Rs. 10,000
Salary of an Employee per day = Rs.384
384 per day - 8hrs i.e. 384/480 min
0.8/ per min
63 min x 0.8 = Rs. 50
Total Labor Cost = Rs. 10 +Rs. 50 +Rs.5 = Rs.65
Total Labor Cost = $0.15+$0.75+$0.08=$0.98
[65]
Brande, Denmark
+49 3035105702


9/1/2015 Ms. Himali Lalwani Air Mumbai
S.NO DESCRIPTION SIZE QUANTITY COST PER TOTAL

PIECE COST
1. Crochet Lace Playsuit XS 800 $4.342 TOTAL $13,026
S 600 $4.342
M 1200 $4.342
L 400 $4.342
PACKING DETAILS
1. Poly Bag 60X40X40 80 $0.03 $4.5
2. Carton 60X40X40 80 $0.7 $105
separately.)
(All boxes should have air
worthy packing)
TO TAL $13,135
1. Please send two copies of your invoice.
Signature:
[66]
SAMPLING
RAW MATERIAL
Lace 7th September,15 7th September,15 14th September,15
Poly Knit 7th September,15 7th September,15 14th September,15
First of Bulk Lace 5th November,15 5th November,15 12th November,15
First of Bulk- Poly Knit 5th November,15 5th November,15 12th November,15
TESTING
FPT 5th November,15 5th November,15 12th November,15
[67]
PRODUCTION, LOGISTICS AND
SHIPPING PLAN
[68]
(29) Shipping Plan of Shirt and Jeans
Shipping Plan
Source: www.searates.com
Exporter Name: Monika Garments

A-182, Sector-63, Noida,
Uttar Pradesh-201301
India
+91-120-422290
Ship To: Vero Moda

Berlin - Spandau
Klosterstr. 3
13581 Berlin
+49 3035105702
Packing Details
Total no. of Boxes 200
Dimensions of Boxes 200 @ 60cm X 40cm X 40cm
Volumetric Weight of Each Box 16kg
Total Weight 3200 kgs
Mode of Shipment Sea
[69]
Type of Container 40 GP
Cost of the Shipment $50,341
Activity wise logistic plan for movement of materials from Noida to Hamburg
Seaport Germany in 40 Container
S.NO. Activities Mode Transit Freight Freight

Time (USD) (INR)
(Days)
1 Pick up and Movement of
materials from Monica
Export Noida to Inland By Road 1 $182 Rs.12,114.9
Container Depot (ICD)
Tughlakabad
2 Custom Clearance of
Materials at ICD - 1 $91 Rs.6,057.5
Tughlakabad
3 Bill of Lading Fee - - $45 Rs.2,995.4
4 Movement of Material from

ICD Tughlakabad to Nhava By Train 6 $1084 Rs.72,156.95
Sheva Port, Mumbai
5 From Nheva Sheva Sea Port

By Sea 28 $3300 Rs.2,19,666
to Hamburg Sea Port
6 Custom Duty at berlin Sea

Port @ 10% (Duty - 1 $5504.3 Rs.3,66,396.2
calculator)
7 Custom Clearance Cost at

- 2 $605.473 Rs.40,303.58
Hamburg Sea Port @1%
8 Transportation Cost from

Hamburg Sea Port to Vero By Road 1 $1000 Rs.66,565.45
Moda Store in Berlin
Total cost for 11,000 Garment on Delivery Duty

40 $62,152.77 Rs.41,37,227.10
Paid (DDP) Germany Basis
Documents for reference in annexure
[70]
Documents required for export of Goods
1. Invoice
2. Packing List
3. Certificate of Origin
4. Bill of Lading
5. Insurance Policy
6. Letter of Credit
[71]
(30) Airway Plan of Lace Playsuit
Airway Plan
Source: http://www.distancefromto.net/
Exporter Name: Monika Garments

A-182, Sector-63, Noida,
Uttar Pradesh-201301
India
+91-120-422290
Ship To: Vero Moda

Berlin - Spandau
Klosterstr. 3
13581 Berlin
+49 3035105702
Packing Details
Total no. of Boxes 80
Dimensions of Boxes 80 @ 60cm X 40cm X 40cm
Volumetric Weight of Each Box 16kg
Total Weight 1280 kgs
Mode of Shipment Air
Airport of Loading Delhi
Cost of the Shipment $13,135
[72]
Activity wise logistic plan for movement of materials from Noida to Berlin
Airport of Germany by Air
S.NO. Activities Mode Transit Freight Freight

Time (USD) (INR)
(Days)
1 Local Transportation
Charge from Monika
By Road 1 $152 Rs.10,117.95
Garments Noida to
Delhi Airport
2 Custom Clearance of
Materials at Delhi - 1 $91 Rs.6,057.46
Airport
3 Airway Bill of
- 1 $15 Rs.998.48
Charge
4 Airfreight from
Delhi Airport to By Air 4 $1,978 Rs.1,31,666.5
Berlin Airport
5 Custom Duty at
berlin Sea Port @
- 1 $1537 Rs.1,02,311
10%
(Dutycalculator)
6 Custom Clearance
Cost at Hamburg Sea - 2 $169 Rs.11,249.6
Port @1%
7 Transportation Cost
from Berlin Air Port
By Road 1 $500 Rs.33,282.72
to Vero Moda Store
in Berlin
Total cost for 3000 Playsuit on Delivery

11 $17577 Rs.11,70,020.91
Duty Paid (DDP) Germany Basis
Documents for reference in annexure
[73]
Documents required for export of Goods
1. Invoice
2. Packing List
3. Certificate of Origin
4. Airway Bill
5. Insurance Policy
6. Letter of Credit
(31) Payment Terms

Payment Terms in any business is a major part of sales contract. Terms of payment in exports and
imports plays an important role in international business. There are two kinds of payment terms.
29.1 Letter of Credit

Letter of Credit is a document from a bank (issuing bank), assuring that an exporter
(beneficiary) will receive payment up to the amount of the letter of credit as long as certain
Letter of Credit
LC at Sight Usance
documentary delivery conditions have been met.

In a situation where the buyer is unable to make payment on the purchase, the beneficiary
may make a demand for payment on the bank. The bank will examine the Beneficiary's
demand and if it complies with the terms of the letter of credit, will honor the demand.
It is of two types:
Letter of Credit at Sight: At sight LC causes payment to be made immediately to the
exporter upon presentation of the correct document from the exporter.
Usance LC: It is a credit that is not paid immediately after presentation, but after an
indicated period that is accepted by both buyer and seller. This is situation where seller
allows buyer to pay after agreed usance period on the basis of acceptance of documents
and confirmation of the payment date (export.gov).
[74]
29. 2 Telegraphic Transfer
Here, the buyer sends the payment through their bank to sellers bank immediately on the
receipt of all the documents as per order. In case of TT, it is commitment between buyer
and seller only not between any banks (export.gov).
Documents required:
Financial documents Bill of Exchange

Commercial documents Invoice, Packing List and Certificate of Origin
Shipping documents Bill of Lading, Airway Bill
Official documents License
Insurance documents Insurance Policy or Certificate
[75]
REFERENCING
[76]
(32) Referencing
ABOUT.BESTSELLER (2010). Aid Award to Vero Moda. [Online] Available from:

http://about.bestseller.com/en/News/2010/6/1706.aspx. [Accessed: 1st May 2016].
ABOUT.BESTSELLER. Facts and Figures [Online]. Available from:

http://about.bestseller.com/AboutContent/FactsandFigures.aspx . [Accessed: 8th April, 2016]
ABOUT.BESTSELLER. Our Values [Online]. Available from:

http://about.bestseller.com/en/AboutContent/OurValues.aspx. [Accessed: 8th April, 2016]
BIBARS Y. (2014) Customer Based Brand Equity Model. [Online]. Available from:
http://www.slideshare.net/yasminebibars/zara-32486286. [Accessed: 15th April, 2016]
CHAND S. Top 5 Important Factors Influencing Consumer Behavior [Online] Available

from: http://www.yourarticlelibrary.com/marketing/consumer-behavior/top-5-important-
factors-influencing-consumer-behaviour/32302/ . [Accessed: 5th April, 2016]
COLNECT. Gift Card Catalogue [Online]. Available from:

http://colnect.com/en/gift_cards/gift_card/35158-Black_card_with_logo-Vero_Moda-Austria
[Accessed:2nd May 2016]
EXPORT.GOV Methods of Payment in International Trade [Online]. Available from:

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[81]
ANNEXURE
[82]

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School of Creative Business

Pearl Academy, New Delhi

Project Report on Fashion Supply Chain

Mr. Avijit Ganguly, Mr. Yogesh Potalia, Mr Gaggan Bhatia

Mrs. Swati Singh and Mrs. Mahima Gupta

Himali Lalwani and Isha Kapoor

B.A. (Honors) Fashion Business Management

5th May, 2016

S.No. Particulars Page Number

(5) Facts and Figures

Launch of first international store in Norway; entry into children's clothing

Launch of Vero Moda women's wear brand

Creation of Bestseller Fashion Group as separate company bringing Bestseller

Anders Holch Povlsen takes over as head of company.

Vero Moda opens its first store in the UK.

Jeans And Jeggings

Point of Differentiation: Exclusive collection by Kangana Ranaut and Karan Johar.

(9) Customer Based Brand Equity

Relationship REASONANCE Loyalty

How are they? JUDGEMENT FEELINGS

10.2 Brand Association

Kangana Good Visual

(11) Brand Elements

Visuals of Vero Moda

VIP Event Card

Retail Trade Area

Primary Secondary Tertiary

Map of primary area of Great India Place

The Area ranges from 3-5 Miles of the store.

Map of secondary area of Great India Place

The Area ranges from 5-8 miles of the store.

Map of Tertiary Area of Great India Place

(14) Store Area and Rent

Vero Moda at Great India Place

Location: Great India Place, Noida

(16) Licences Required

1) Shops & Establishments Trade Licenses Local Municipal Corporation

(17) Contribution to rent towards total sales

(19) Sales per Square feet

Total Sales in a month: Rs. 73 Lakhs

(20) Store profitability

Cost of goods sold = Turnover 40%

Gross Margin = Turnover Cost of goods sold

Gross Margin = 2,16,00,000 86,40,000 = Rs. 1,29,60,000

Expenses = Turnover 35%

Net Profit = Gross margin Expenses

(21) Organization Chart

Finance HR Retail Legal Merchandiser IT

Staff - 1 Staff -2 Staff - 3

Vero Moda, Organisation Chart

(23) Consumer Behaviour

23.1 Age factor

23.3 Income level

23.4 Status in the society:

This all white ensemble is sure to give a timeless classic look.

This suede skirt gives a sporty look. Pair it up

1. The Uber Chic Look

2. The Cool Formal Look