The project at Shree Balaji Ethnicity Retail Limited was to develop a new sister line named 'Nylangan'. The project brief was to build a fresh upcoming, premium retail brand. The idea was to design ready-to-wear clothing that hits the markets every 45 days, and the project was to design two collections and accessories for the brand. The concept was to make the collection contemporary and minimal, developed and inspired by the traditional arts and crafts of India. The process commenced by understanding the brand, along with studying other brands to get a direction, followed by developing a questionnaire, taking personal interviews, and user wardrobe study. This helped to understand the clients and competent brands. This project gave the student a chance to understand the company, client requirements, design language, aesthetics and the design process. It helped to get an inside view of how the industry works under certain constraints: the market, clientele that the company targets, to cater for their needs.
Keywords: brand building, ready-to-wear, retail, user experience, women's wear