National Institute of Fashion Technology,

Hyderabad

Fashion Concepts and Business Overview

Fashion Management Studies

2022-2024

Brief: - Identify a Sustainable brand and study their

business model canvas by collecting primary data and
analyzing the opportunities, challenges and future plans
of the brand.

Submitted By: -
Akshita Singh
Arushi Srivastava
Guided By: -
Madhushika Paul
Prof. A. Smriti
Rajyalakshmi Vanisha Sher
 ACKNOWLEDGMENT

We are highly thankful to National Institute of Fashion Technology, Hyderabad for giving
us this wonderful opportunity to let us gain knowledge in this organization. Special thanks
to our MFM department for providing us materials and guidance that helped us in
enhancing my knowledge. We would also like to thank Prof A. Rajyalakshami for guiding
us on work on report projects. We have gained confidence while working on this report
and it has also enhanced our profession skills. We would to like to thank Mr. Vijay Kr.
Mantri NIFT Hyderabad for providing us this opportunity.

We would also like to thank the Centre Coordinator of Fashion Management Studies, Mr.
Shiv Kumar Belli for his help and guidance. Our thanks and appreciations also go to my
colleagues in the organization who have willingly helped me out with their abilities.

Thanking You

Akshita Singh
Arushi Srivastava
Madhushika Paul
Smriti
Vanisha Sher
 DECLARATION

We Ms./Mr. ________________, _______________________, __________________,

_________________ & _____________________ do here by solemnly affirms and
declares that all information and particulars furnished here by us are true and correct to the
best of our knowledge. The information derived from the literature has been duly
acknowledged in the text and a list of references provided. No part of this dissertation was
presented or available at any other document.

Date
Signature
16/12/2022

Akshita Singh

Arushi Srivastava

Madhushika Paul

Smriti

Vanisha Sher
 TABLE OF CONTENT

SL. No. CONTENT PAGE No.

1. Introduction 1

2. Making an Icon 7

3. Business Model Canvas 8

4. Sustainable Practices 11

5. Suggestions 19

6. Bibliography 20

7. Annexures (i)
 1. The Summer House

"There is a sense of simplicity and modern subtle detail in every design we create. We
believe in living beautifully, even when no one's watching."

INTRODUCTION

With no formal training in fashion or design, co-founders Shivangini Padhiyar and Rekha Datla came
together through a shared vision of conscious and ethical living. They believe pure is beautiful. The duo
collaborated to create The Summer House, a modern lifestyle brand with an emphasis on handicraft and
responsible techniques presented in contemporary aesthetics. They have made a choice to question every
process and explore better possibilities. They choose the alternative to the easy way of sourcing materials.

Their inspiration comes from everyday life, Indian handcraft techniques that are otherwise dying with
generations, vintage design books and even fiction stories they grew up with. Sometimes even a line from
a story serves as a great starting point for a new edit.

The label sources eco- friendly fabrics from around India, such as organic cotton – all of it Global Organic
Textile Standard (GOTS) certified – and works with a Gujarat co-operative to spin the fibers into yarn,
which is then hand-woven into fabrics ranging from soft khadi to sturdy denim. It also showcases India’s
long heritage of hand weaving and printing techniques using local craftsmen to create original,
unexpected and timeless prints and designs.

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 1.1 BACKSTORY

When Indian entrepreneur Shivangini Parihar, launched The Summer House in 2012, she was
designing and producing homeware products to supply to stores and larger labels that included
U.K. based clothing and accessory brand Toast, and Indian chain retail store Fabindia.

Dismayed by the speedy pace of modern urban living, Parihar was nostalgic for the days she
remembered as a child spent on her family farm in small-town Gujarat. Though she was already
producing goods that were reminiscent of the simple, handcrafted, and high-quality goods of past
times, she knew she wanted to do something more.

Parihar started working with craftsmen to recapture that pace of life after moving to a big city to
take a job in advertising. She began by getting to know artisans in her area, something that she
says comes easily in small-town India. Her first offerings were actually housewares like cutting
boards and wooden bowls, which Parihar began selling to multimillion dollar retailer Fabindia.

Soon, she added hand-woven and -printed textiles, found another distributor through UK-based
retailer Toast and spent a year and a half traveling India with her then nine-month-old child to
continue connecting with and identifying the best local artisans.

When now-business partner and business head Rekha Datla joined in 2014, the two decided to
take the company into its own, creating a label that offered its customers sustainable, fair-trade
goods – but at a fraction of the cost a retail giant would charge.

Weavers in Madhya Pradesh, West Bengal and Andhra Pradesh, and block printers in Karnataka
and Gujarat are all engaged to help create the fabrics. All clothing is made in the brand’s
Bangalore production studios, giving it full control over workmanship and added transparency in
the fashion cycle.

The brand has been at the forefront of sustainability and slow fashion in the country, but it was
an organic evolution that came from a pure desire to create in the right way. "When we started it,
we didn't know it was a sustainable brand, and since we didn't come from a traditional fashion
background, everything was based on research." recounts Padhiyar who worked in advertising
for nine years prior to founding The Summer House. "We just knew that it was the correct way

Page no. 2
 to do it. The clean way to do it. The brand became an extension of our own lifestyle and homes
where we implement similar practices to live as simply and organically as possible. Our purpose
was not to own a sustainable business but to own a good fashion business that caters to the needs
of women who dress a certain way and still want to express their appreciation for
craftsmanship."

The Summer House website was launched with its first collection in February 2015. All the
fabrics come from an environment that does not abuse the earth. All of their clothing is made in
their own production studio. Each edit they produce has a story, heart and uses responsible
processes and old -fashioned techniques to create products that will outlast the season. They
design and manufacture in small batches, keeping in mind ethical production, quality and
affordability. They have made a choice to be inclusive, fair and responsible.

When they started The Summer House, they did not know the impact of fashion on the world or
that sustainability would soon become the trend or buzzword. they simply did things the best
way they could, without cutting corners for the sake of profit. As people, they can’t imagine
doing something that is not right for the people who work with us, our planet or our customers.

1.2 SOURCING

Their textiles come from all around the country. Their Khadi comes from Gujarat and Bengal, while
Cotton, Organic Cotton and Linen come from Andhra Pradesh and Tamil Nadu. They work with craft
clusters across Rajasthan, Uttar Pradesh, Gujarat, Tamil Nadu and Karnataka. For their much loved
Farmers Baskets, they worked with an NGO that employs women from underprivileged backgrounds.

Between concept, sampling and final prototype, their teams communicate with remote artisans on a
weekly basis. This process does take time and sometimes they even do face challenges with language and
meeting deadlines, but it is sheer joy to see the finished product in a modern design made using traditional
techniques by these skilled artisans. They celebrate their skill and contribution each year through
initiatives such as Fashion Revolution Week during the month of April.

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 1.3 ENDEAVORS

One of the first things they decided was to be a brand for people with taste, not necessarily just money.
So often they see something they love but don’t buy it because the pricing makes it feel like an
indulgence. They really believe in providing fabulous quality at a price that is viable for both us and the
consumer, which is why their prices range between INR 775 – 4000. They also work with craftsmen and
weavers directly so they avoid any expenses for middlemen here as well. The biggest challenge has been
in getting craftsmen to understand the quality they strive for and get them to follow deadlines. This
directly affects sampling time.

The brand is continuing to expand its international sales and hopes to put out tightly edited collections as
often as once a month in the future.

1.4 VALUES

The Summer House is for someone who has a minimalist aesthetic. They appreciate the value of products
not made in factories. For example, the same prints or wares can be created with machines. But their
consumer knows why it is important to consume responsibly. Also, their designs are soft-spoken so they
cater to a certain kind of person. Somebody who believes it is not necessary to be loud to make a
statement. With stores going on sale all the time one starts thinking about what the real value of the
product is.

Comfort and style go hand-in-hand at The Summer House. Crafted from luxury cottons, silks, khadi and
similar natural fabrics, with the presence of a range of free-flowing tops, checkered skirts made with
Chanderi silk, marbled silk capes, and bohemian dresses made from organic cotton. Keeping things eco-
friendly their denim clothes use recycled (denim) fabric, while handwoven, soft khadi goes into making
robes, and shirts. We can take these uncomplicated designs to bed as well with their range of lightweight
pajama sets and night shirts. Their denim paper bag skirt, and their dreamy khadi dolman sleeve shirt;
perfect for the summer.

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Working Moms- From our working hours to our travel plans, everything is decided around family time.
What we often discuss is how what we do will impact our children. They may not follow our work paths,
but they will inherit our ways. Sustainable and responsible methods and consumption are a big part of it.

The Summer House’s home and kitchen offerings- Intricately carved curtain holders and metal plant
baskets will give your home a cozy feel while your kitchen gets a rustic touch with plates and butter
dishes made with mango wood, and butter knives crafted from Indian rosewood.

Padhiyar shares, "Through the limited edition collection, we hope to allow people who truly appreciate the
craftsmanship and these stories to celebrate these women. We want to speak to the bigger idea of
championing women as women and honoring this sisterhood."

1.5 EMBRACING CIRCULARITY

Long before thrifting and upcycling became fashion buzzwords, our mothers and grandmothers were
transforming lehengas into kurtas and wearing second-hand clothes passed down within the family. Now
preloved fashion is a whole industry with a myriad of options and thrift stores to choose from. Padhiyar
and Datla and the duo behind the sustainable fashion startup Relove, Kirti Poonia and Prateek Gupte
remain trepidatious about the source of these "thrifted" finds as a lot of these allegedly second-hand pieces
come from export surplus. Relove was born out of this need to ensure authenticity and close the gap
between thrifting and fashion labels.

Poonia and Gupte aim to transform circular fashion in India through a new business model that allows
customers to resell directly on the brand website and elected The Summer House to be their first partners.
"When Kirti first came to me with this idea, I loved it and insisted that we should be the first brand they
collaborate with. The partnership just makes a lot of sense with our whole brand ethos that centers on
mindful and conscious fashion." Padhiyar says."So it started from there, and it's been a learning
experience with a lot of trial and error for both us and Relove. The whole idea is to have the platform be
accessible and to replicate the model across businesses in India, so it was great to be part of the process,
understand their thinking and smooth out any problems."

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 The Relove initiative is a perfect example of how The Summer House embraces sustainability in
fashion by extending the life cycle of the clothes that the customer has grown out of or is bored of
wearing by passing it along to their own customer base. While some fashion brands consider second-
hand clothing as competition, Padhiyar and Dalta are ahead of the curve and embrace the change.

1.6 REVIEWS

Based in tech-happy Bangalore, The Summer House is taking advantage of that opportunity by creating
their sustainable luxury apparel and home goods line as a niche business, using the internet (e-commerce
as well as social media) as a medium to grab attention. As a result the company has increasingly found
themselves being well noticed by media in India.

It's this dissonance that spurred Parihar to start The Summer House, an intentionally small-batch label that
marries ethical production, quality and affordability to a degree rarely seen in the fashion industry.

“We work with craftsmen, not agents,” say Parihar and Datla.
“From consuming energy only as required, to using only biodegradable office wares, to putting our scraps
to good use, we are constantly attempting to make our workspace environmentally responsible too,” says
Datla. “For us being sustainable is not a marketing strategy, it is what we are trying to apply in all aspects
of our work and even in our homes.”

"We learned a lot about quality control and what really goes into making sure that it's the perfect
product," Parihar says of the two-and-a-half years that The Summer House existed primarily as a
supplier to bigger brands. But after meeting her now-business partner Rekha Datla and collecting
a little capital, Parihar decided to start a brand of her own.That was the genesis of The Summer
House as it exists today: an independent label that sells home goods and clothing, both of which
are marked by a romantically simple aesthetic, careful craftsmanship and conscious production.
To protect a sense of uniqueness, The Summer House produces its pieces in extremely limited
quantities that are released as part of new collections every other month or so. Though it's a
small label, it has international fans so dedicated they'll buy every piece in a new collection
immediately after it comes out to ensure they don't miss anything.

Page no. 6
Part of what inspires that kind of fandom is the brand's ability to marry price and quality. With
tops starting at $23 and dresses at $38 and construction that feels far sturdier than what you'd
find at H&M or Zara, The Summer House is a no-brainer for fans. Its pricing structure was
inspired by brands likeEverlane, which Parihar credits with giving her the confidence that it's
possible to run a profitable business model even while avoiding the industry's standard markups.
Cutting out a middleman also means that more of the money goes into the pockets of artisans,
too.

The Summer House's environmentally and socially responsible manufacturing is another draw
for customers. Since most conscious fashion offerings in India tend to have a boho or "Indo
Fusion" aesthetic, and The Summer House's Kinfolk-magazine-appropriate,
vintage-sewing-pattern-inspired look is a welcome alternative for those with a more globally
influenced aesthetic. Besides working with fairly paid artisans, The Summer House also relies on
organic raw materials, low-impact dyes (or none at all) and either handwoven or fair-trade
factory fabrics. The clothing is cut and sewn by an in-house team that works in the same airy
space that the founders use as an office and studio.

2.MAKING OF AN ICON

Playing on the idea of wearing your hero on a shirt and celebrating icons through clothing, the
brand released a limited edition collection aptly named 'The Icon Shirts 'that reimagines what
constitutes an icon. The shirts are made with handwoven and zero-dye fabric, with the self-
portraits of three artisans who work with the brand hand-embroidered on the back.

To Padhiyar, it is crucial to celebrate the women who create the garments, reiterating that these
craftsmen not only create art through their intricate offerings but are carrying craftsmanship
forward to the future. "At The Summer House, we don't look at artisans as vendors or suppliers
but more as partners; they deserve as much as the brand deserves. Everyone loves the clothes and
the kurtas they make. But nobody really knows these women. We realized that someone should
celebrate them too."

Page no. 7
 3.BUSINESS MODEL CANVAS(BMC)

A business model canvas is a visual representation of a business model, highlighting all key
strategic factors. In other words, it is a general, holistic and complete overview of the company’s
workings, customers, revenue streams and more.

The actual business model canvas definition was first proposed by Alexander Osterwalder, a
Swiss entrepreneur, and consultant, but has gone to be used around the world.

3.1 Purpose of BMC

Other than providing a general overview of the business model, these canvases enable companies
to visualize and analyse their strategy. This includes updating the model as the company evolves,
such as changes in the market, new streams or expansions.

The business model canvas provides the central, common source of knowledge through which
each department can add their unique input from their respective domains.
It is a template that defines the business - specifically, how each section interacts with the others.
For example, understanding the value proposition, the target customer and the channels through
which they are engaged all need to be analyzed together, not just in individual vacuums.

Alternatively, the business model canvas can be used by organizations to plan, assess or execute
new models altogether. In this way, the canvas highlights the key essentials and ensures that no
vital factors are forgotten. If the canvas is incomplete, then the respective strategy is also
incomplete.

Page no. 8
 3.3 Benefits of BMC

Visuals at a glance
Thanks for having everything in one place, people in the company can gain an immediate
understanding of the business model as a whole. It’s easily interpretable and offers a single
source of truth for the wider strategy.

Quick Improvements & Iterations

By having everything connected, organizations can see how every part of the business works
with the wider structure. This is where people can highlight flaws or identify solutions. By
comparing all the factors, such as customers, revenue streams and costs, the company can begin
to make strategic improvements it might not have otherwise identified before.

Shareable

Nobody wants to go through a 2-hour presentation everything they want to go through the
business strategy. The business model canvas definition is a better way to show this plan. It can
be easily shown to new people to help bring them up to speed, while simple changes don’t
require extensive explanations; people can see how they fit onto the updated canvas.

Page no. 9
Page no. 10
 4. SUSTAINABLE PRACTICES

The more Shivani and Rekha learned, the more interested they were in sustainability and responsible
processes. There really was no strategy to get seeped into it, they kept asking questions and seeking
answers. Simple things like black dyes are most damaging to the earth (they only buy deadstock black
fabric if they need the color). Or that if you use handwoven cloth or eco-friendly colors or fabrics but then
transport it across various parts of the world in a conventional way,. Also, the fact that cotton is actually
quite damaging to the Earth. It is a thirsty crop that completely takes everything out of the earth it grows
on. Or the irony that we spend more time in closed spaces in clean clothes but our detergents are getting
harsher and have more chemicals than before when we were actually working and playing outdoors. So
many simple facts like these that help us function more sensibly.

Econyl

They released their first swim line made out of Econyl, a fabric that is not only made responsibly but
actually helps clean up the oceans. Made from fishing nets and gear abandoned in oceans, this waste is
fished out, polymerized and converted to regenerated nylon yarn that is then made into fabric that is
beautiful and strong.

Tencel Material

The Summer House’s delicate long dress is passionately crafted with tencel. Tencel has incredible
absorption characteristics: 50% more than cotton. Because it's more breathable and less susceptible to
odorous bacteria growth like environmentally-damaging synthetics, this fabric is ideal for
activewear.Made from eco-friendly fibers, the halter dress with soft gathers at the back is for the urban
gipsy. Each design differs from the other as the brand collaborates with clusters across India to produce
original textiles.

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 4.1 SUSTAINABLE DEVELOPEMENT GOALS(SDGs)

The 2030 Agenda for Sustainable Development is a set of international development goals from
2016 to 2030, which was adopted by the UN Sustainable Development Summit held in
September 2015 building on the success of Millennium Development Goals (MDGs).

The 2030 Agenda listed “Sustainable Development Goals” consisting of 17 goals and 169 targets
in order to eradicate poverty and realize a sustainable world. The SDGs are universal goals
applicable, not only to developing countries but also developed countries, and pledge “Leave no
one behind.” through the implementation process.

Page no. 12
 4.2 SDGs followed by The Summer House

❖ Goal 5

Gender Equality
Achieve gender equality and empower all women and girls

We can celebrate the great progress the world has made in becoming more prosperous and
fairer. But there’s a shadow to the celebration. In just about every way, women and girls lag
behind. There are still gross inequalities in work and wages, lots of unpaid “women’s work”
such as child care and domestic work, and discrimination in public decision-making.

The Summer House can proudly say that they try to introduce as much of women
empowerment into their brand as possible. Thers no bias behaviour practiced as well.

❖ Goal 6

Clean Water and Sanitization

Ensure availability and sustainable management of water and sanitation for all

Everyone on earth should have access to safe and affordable drinking

water. That’s the goal for 2030. While many people take clean drinking
water and sanitation for granted, many others don’t.

The Summer House uses natural dyes for dyeing and printing of clothes and garments
which reduces the toxicity of water and the used water released to the water bodies
doesn’t harm the environment.

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 ❖ Goal 8

Decent Work and Economic Growth

Promote sustained, inclusive and Sustainable economic growth, full and productive
employment and Decent work for all

An important part of economic growth is that people have jobs that pay enough to
support themselves and their families. The good news is that the middle class is
growing worldwide—almost tripling in size in developing countries in the last 25
years, to more than a third of the population.

The Summer House employees the local people in their house, because of which
the unemployed are able to help their families and tradition of the garments are also
sustained.

❖ Goal 12

Responsible Consumption and Production

Ensure sustainable consumption and production pattern

Some people use a lot of stuff, and some people use very little—in fact, A big share of
the world population is consuming too little to meet even Their basic needs. Instead,
we can have a world where everybody gets what they need to survive and thrive.

The Summer House effectively uses their raw materials. Like, the leftover fabric is
used to make decorative trims for the garment itself. Or the leftover materials of
natural dyes are further dumped into soil for form composites.

Page no. 14
 ❖ Goal 14

Life Below Water

Conserve and sustainably use the oceans, seas and marine resources for sustainable
development

The oceans make human life possible. Their temperature, their chemistry, their currents,
their life forms. For one thing, more than 3 billion people depend on marine and coastal
diversity for their livelihoods.

The Summer House develops a material called as Econyl, which is made out of wish nets
which are lying down on the surface of oceans or seas. This measure has definitely helped
the aquatic animal.

❖ Goal 17

Partnership for the Goals

Strengthen the means of implementation and revitalize the Global partnership for
sustainable development

The world is more interconnected today than ever before, thanks to the internet, travel and
global institutions. There’s a growing consensus about the need to work together to stop
climate change. And the Sustainable Development Goals are no small matter either. 193
countries agreed on these goals.

The Summer House can proudly mention that they are contributing for the Sustainable
Page no. 17
Development Growth nationally as well as internationally by practicing the SDGs.
 4.3 SUSTAINABLE LUXURY IN INDIA

What began as a simple ode to the old-world leisurely lifestyle that India once boasted, two
female entrepreneurs have turned into an enterprise that is testament to the power of the
country’s e-commerce market, when they decided to dip their toes into the business of selling
sustainable luxury.

“We design small, capsule collections so that we can focus on quality,” says Datla, “we save on costs of
middlemen and commission for retail stores so that our prices don’t pinch.”

Clothing in luxurious silks to handspun cottons average about $23, and the simple, clean lined collections
of both apparel and homewares can sell out within hours of going online.

Moreover, the duo source much of the fabric for their clothing line from the surplus stock of large export
houses, working to reduce their carbon footprint.

A recent denim collection was hand-woven by young craftswomen using organic cotton, water based
dyes, and less water than the usual chemical process requires. The women weavers were directly paid fair
wages, ensuring an all-too-common practice of child labor is avoided.

Social media posts depict the craftspeople and processes behind the manufacture of products – making
sure the company’s sustainable practices are entirely transparent. It’s more of a way of thinking, say the
duo, both mothers of small children and conscious of passing on a clean way of living to the next
generation.

Breezy, tropical and effortlessly chic, from artisan-made luxurious separates to zero-dye sleepwear, The
Summer House is one of India’s leading and most exportable sustainable fashion brands. Care is taken
with both human and environmental impact, a dual-pronged social and eco-driven approach to each step
of the fashion process that gives the label a wonderful appeal.

Collections are aptly named – Wonder Wander, The Flowers Will Return, Cherie and All White. The
aesthetic taps into a lightweight modernity alongside touches of traditional craft in the fabrics, some
abstract or minimal patterns, stripes and the serene range of hues. Silhouettes are blissfully airy.

Page no. 16
The Summer House also has a House and Home section that works directly with craftsmen and NGOs to
ensure they benefit more directly from each sale, instead of masses of middlemen. “Minimal, functional
and hardworking are the three words that best describe our homeware,” says the brand, and the elegance
and respect for natural materials is indicative of the quality of hand craftsmanship and conscious design.

5. SUGGESTIONS FOR IMPROVEMENT

OF BUSINESS

After going through all the primary and secondary which we have collected, there are few
suggestions which we would like to highlight in these sections. There were very similar range
of collection available at the brand’s website so the Summer House needs to increase their
product categories. Since, the summer house targets mostly on sustainable clothing so they opt
for natural raw materials which are very limited so they should invest in research and
development more like hiring teams for the process.
Their competitors are fast fashion brands so they should spread awareness and promote their
products and brands more.

Page no. 19
 6. REFERENCES :-

➢ Books
▪ Author: by M C Dash
“Concepts of Environmental Management for Sustainable Development”
Access Date: 05/12/2022

▪ Author: Jeffrey D Sachs and Ki–moon Ban

“The Age of Sustainable Development”
Access Date: 05/12/2022

▪ Author: Teri
“Global Sustainable Development Report 2015: Climate Change and
Sustainable Development: Assessing Progress of Regions and Countries”
Access Date: 06/12/2022

Page no. 20
 ➢ Online Websites
▪ https://www.platform-mag.com/fashion/the-summer-house.html
Access Date: 03/12/2022

▪ https://www.borderandfall.com/the-summer-house/
Access Date: 03/12/2022

▪ https://fashionista.com/2017/06/the-summer-house-indian-ethical-fashion
Access Date: 06/12/2022

▪ https://www.grazia.co.in/fashion/an-ode-to-icons-and-preloved-clothing-
the-summer-house-on-mindful-fashion-8406.html
Access Date: 10/12/2022

▪ https://www.prestigeonline.com/hk/style/fashion/the-summer-house-
indias-leading-sustainable-fashion-brand/
Access Date: 10/12/2022

▪ https://fashionista.com/2017/06/the-summer-house-indian-ethical-
fashion#gid=ci020c32a850002680&pid=the-summer-house-6
Access Date: 15/12/2022

Page no. 21
 (I). ANNEXURES
➢ Primary Data
Any suggestions for the brand "The Summer House".8 responses

1. The brand can go into more ranges of clothing and work on advertising
2. Add more different collection
3. Not a very recognized brand
4. Nothing
5. Would love to see how the products are made and the processes involved in
manufacturing them.
6. Reach out to the mass as much as you can
7. Spend some more budget in Marketing
8. Try new styles. very basic
THANK
YOU