How to open a clothing store? How to open a clothing store from scratch in a small town Open a women's clothing department where to start

One of the most popular areas for small businesses is the clothing trade. But many aspiring entrepreneurs cannot imagine how they can open and develop their own business in this area. The format of the point is not so important, be it a boutique, a women's, children's or workwear shop, a showroom. The problems and production nuances will be the same.

Since the nineties, the business has undergone significant changes. Previously, shuttle traders brought clothes to Russia and sold them in special markets. Today, people buy clothes from specialized stores or shopping malls. Individual entrepreneurs no longer carry products, but purchase them from factories or suppliers.

Choosing a point format is an integral part of starting a business. Today there are more than enough of them. The most popular store options:

• Second hand.
• Stock.
• Multi-brand.
• Monobrand.
• Leading franchise trader.
• Boutique.

Second hand

Such an establishment sells clothes that have already been used by someone before. In Europe and other countries there are companies that buy clothes from the population for little money. Then employees sort things and send them to chain stores.

The main criterion for clothes that fall into second-hand is the degree of wear. This will determine the price for which the product will be sold.

The mark-up in such stores may be at the mark at 200-250 percent... You don't need a lot of start-up capital to open it. The organization of such a business is relatively simple, while the demand for such establishments among the population is quite high.

Stock

Stock shops specialize in items that weren't sold out in previous seasons. Also in them you can find branded clothes, which turned out to be in surplus.

The mark-up at such points is usually does not exceed 90-100 percent, therefore, it is there that you can buy quality items at low prices.

Multibrand

Multi-brand establishments are aimed at middle and high-end shoppers. They feature products from leading designers. Such a store sells clothes of several brands, thereby providing customers with a wide choice.

When opening, it is necessary to take into account that there will be many competitors. When organizing a sales process, you need to hire qualified sellers, as well as pay special attention to merchandising.

Monobrand

As a rule, only one brand is represented here. Such establishments are aimed at middle and high class buyers. Buyers usually belong to a narrow circle of customers of a point of sale. The store makes high demands on the staff, as it is necessary to maintain long-term relationships with customers.

By franchise

A store opened in this way could become like profitable project and disastrous. On the one hand, trading through a franchise has the advantages of a popular advertised brand and the help and support of the franchisor. On the other hand, it can be a waste of money, as purchases and monthly fees can be costly.

To open such a business, you must have start-up capital... In addition, you must carefully follow the instructions from your superiors. The bottom line is quite simple: you have capital, you are offered to run a business using a promoted brand. Your task is to divide the profit between the franchisor and yourself.

Usually it is necessary to make some an initial fee, the value of which varies greatly from company to company. Next, you have to pay monthly payments from the total sales. Also, some franchises may charge advertising royalties.

Boutique

The boutique is a small store, within 15-20 square meters. They mainly sell clothes of expensive brands.

The target audience is medium and high income clients. Opening such an establishment will be quite expensive, so you need to look for an individual approach to almost every client. However, only qualified salespeople should be hired.

Directions of the institution

Also, stores can be divided into several areas:

• Men's clothing.
• Feminine.
• Children's.

Based on market analysis, we can confidently say that the most profitable is to open a women's clothing store, as women pay increased attention to their wardrobe.

Step-by-step instructions for organizing such a business are presented in the following video:

Company registration

To sell clothes, you need (IP) or (LLC). To open a small store in a small or medium-sized town, registration as an individual entrepreneur is better suited. This will allow the businessman to save on taxes and other obligations.

You also need to purchase a cash register and register it. It is best to do this after you have rented the retail space.

Selecting a point location

The flow of customers and, accordingly, income will depend on the location of your store. To choose the best place, you can ask your friends where they prefer to buy things. You can also arrange a survey on social networks and determine where they like to shop the most.

There are several location options:

• Trade- entertainment centers.
• Freestanding store.

If the store is located in a shopping center, then it has some advantages:

• The shopping center has a large flow of customers.
• The rent for the retail space is not that high.

The disadvantage may be that best places in the shopping center are already occupied. Renting other places can be an unprofitable decision, since the profit depends on the location of the point. You should not rent a place that is located on the upper floors, as there may be very few buyers there.

It is advisable to open a freestanding establishment only in the place where it will intersect with a large flow of customers. For example, you should not open a clothing store for young people in a residential area of ​​the city.

Advantage separately standing point is that it is owned by the owner, and he is responsible for it.

Let's consider each option separately:

• It is best to open a second-hand store as a free-standing store with a small area.
• The stock option will also work great as a separate room.
• It is advisable to place a multi-brand in a shopping center, preferably on the 1st or 2nd floors.
• A mono-brand, like a multi-brand, can be opened in a shopping center on the 1st or 2nd floors. It can also be positioned as a free-standing establishment.
• It will be up to the franchisor to decide on the location of the outlet selling clothes for the franchise, which will analyze the market and potential competitors.
• The boutique should be opened as a stand-alone store. In this case, you need to take care of its presentable appearance.

Necessary equipment

Before opening an institution, you should take care of purchasing the necessary equipment.

For a clothing store, you need to buy:

• mannequins on which the presented products will be hung;
• showcases and shelves;
• dressing rooms, hangers;
• cash machine;
• special scanners for credit cards.

Supplier search

After you have chosen the direction of the institution, registered a company, rented premises, bought equipment, you need to find suppliers. The supplier must first of all deliver on time quality goods able to satisfy the tastes of visitors.

Finding suppliers will not be difficult. Factories can be suppliers from the countries of Europe, America, China, as well as Russia... The main problem can be finding an original product that will set you apart from competing stores.

Note! To find interesting product for your establishment, you can visit special clothing exhibitions, fashion shows.

If you want to work with a specific brand, then for the delivery you need to contact the supplier. You can find contacts of such companies on the Internet or ask friends who are engaged in the same business and work with this brand.

Staff

Naturally, you will need to hire professional sales consultants... How often customers purchase from your store will depend on these employees. This, in turn, will determine the revenue.

A qualified specialist must have a presentable appearance, confidently understand the product, be able to find an individual approach to each client.

The point's revenue depends about 70 percent on the actions of sellers, so it is important to select good specialists who already have experience in sales.

Recruitment advertisements can be posted in newspapers, television and radio. You can also give information on the Internet or use the services of recruiting agencies.

In addition to sellers, you need to hire accountant, cleaners, administrator, security guards.

Keep in mind that employees need to be constantly motivated. This will improve the quality of their work and productivity. It is necessary to carry out certification activities once a year.

Also, don't forget that salespeople will have to be trained if someone doesn't have the right work experience.

Costs, sources of funding

The costs will look something like this:

• registration individual entrepreneur- 2,000 rubles.
• Obtaining permits - 10,000 rubles.
• Rent - 30,000 rubles.
• Design and decoration - 100,000 rubles.
• Purchase of goods - from 200,000 rubles.
• Advertising - from 20,000 rubles.
• Employee salary - 180,000 rubles.
• Equipment - from 70,000 rubles.

Possible funding sources:

• Small business development loan.
• Private investor.
• Own or borrowed capital.

Advertising

You can advertise a point using television, radio, social networks... On the first day of sales, you can give special cards regular customers that will give a discount on goods.

On the first day, you can also arrange a competition with a drawing of various prizes. Do not forget about gifts for visitors for the holidays.

Potential profit

On average, a clothing store can pay off in 1-2 years... If the organization of the business has been correctly built, the products correspond to the quality, an acceptable pricing policy has been developed, then the projected revenue can be reached in six months.

Remember that by opening such an establishment, you need to constantly update the range of products to maintain a constant demand for your product.

Opening your own clothing store is what many entrepreneurs dream of. Someone sees it in the format of a fashionable boutique, while someone wants to create a cozy place where you can buy everything you need for your wardrobe at an affordable price. These ideas are fundamentally opposite, but they are united by the fact that in the beginning it is imperative to create a clothing store with calculations. This will allow you to study all the nuances of the sphere in advance, calculate costs and financial results.

Market analysis

As of 2015 - 2020, the size of the clothing market is about 2,000 billion rubles. There is no particular growth in this area, on the contrary, sometimes even small recessions are possible. A significant slowdown occurred in 2013 - 2014. This is due to the significant drop in the ruble exchange rate and the economic crisis in the country. The volume of spending by the population is growing insignificantly, while prices increase by 4 - 12% per year on average. From this we can conclude that people:

• prefer cheaper clothes;
• began to buy fewer clothes due to low purchasing power.

With all this, opening your own clothing store remains a relevant business format. However, open outlets better under famous brand by purchasing a franchise. Development own production will require serious investment, and the sale of products from unknown manufacturers will bring much less income.

It is worth considering opening an online store. This option will require less start-up costs. In addition, in case of failure, financial losses will be much lower. The work of such a store can be organized independently - create a website, purchase goods and serve customers remotely without involving personnel.

Despite the shift in the interests of buyers towards online stores and mono-brand stores, the entrepreneur has the opportunity to open a successful business in the stationary clothing trade. The main thing in this case is to choose the right assortment and attract buyers.

What clothes are better to sell

The business plan of the store assumes the need to form an assortment of products. To do this, it is important to decide what kind of clothing to sell. First, you need to understand who will be the target audience - women, men or children? Each has its own characteristics:

	Womens clothing	Mens clothing	Baby clothes
Demand level	55%	25%	20%
Competition	High	Moderate	High
Advantages	The highest level of demand. Stability of demand even during periods of crisis in comparison with the other two formats. Great needs and financial opportunities.	Easier to win over the consumer.	Children grow up quickly, so parents are forced to frequently update their wardrobe. High mark-up on goods.
disadvantages	Very high competition, the market is overheated	Men need less clothing. They are often willing to spend money on wives and children, and to a much lesser extent on themselves.	High competition. Serious product requirements.
Possibilities	Sale of shoes and accessories	Sale of expensive accessories (ties, cufflinks, etc.)	Sale of related products: toys, baby food, hygiene products, etc.

The ideal option is the joint sale of women's and men's or wife's and children's clothing. So the profit level will be higher.

How to choose a format for a clothing store

There are several directions for dividing clothing stores into categories. So, depending on the number of brands presented, they are distinguished:

• mono-brand stores - clothes of the same brand are sold here, most often such outlets operate under a franchise;
• multi-brand stores - they present clothes of different brands, this format is more typical of small businesses who independently develop their business.

Clothing stores are also divided by price segments:

1. Premium class... They occupy a small part of the market, but they have a high average check. They are usually located in the central part of the city in prestigious shopping centers or in detached buildings. People with high income come here and social status.
2. Middle price segment... They have a fairly stable demand. Prices for goods are relatively low, the mark-up is much lower than in boutiques. They can be located in shopping centers or residential / office buildings.
3. Lowest price segment... These include second-hand shops, stock pavilions. The prices for such goods are low, but their quality is also appropriate. Such shops can be located in markets, on the first floors of residential buildings or in other buildings, mainly in the sleeping areas of the city.

For a beginner entrepreneur, a clothing store in the middle price segment is most suitable. In this case, large financial investments, the demand for the product will be high.

Clothing stores can be divided into two categories based on how they will sell:

• Stationary stores... The most common option for beginners. Of the minuses, one can single out: the availability of rent, the need to hire personnel.
• Online Stores... It is more difficult to develop such a point, since the correct advertising campaign... But the savings are due to the absence of rental and wages costs (if the entrepreneur accepts orders on his own).

If the initial investment is very small, you can try to start with a showroom at home, and with an increase in the number of customers, create your own online store or a stationary outlet.

In the clothing trade, there are many trade formats... Some use beautiful names without thinking about what they mean. The most common formats today are:

• boutique - clothes here are fashionable and expensive;
• concept store - multifunctional stores with a special atmosphere that reflects the worldview of a person who should wear clothes for sale (often unique or rare, limited products are sold here);
• corner - a small department located in the general retail space (no walls and doors);
• showroom - a store with a showroom, here not only retail, but also wholesale purchases can be made;
• discount and stock centers - specializing in the sale of inexpensive items at great discounts.

There are other formats of clothing stores (outlet, Pop-Up Store and others), but they are not widely used in Russia.

Clothing store franchise

Over the past few years, the franchise network has been actively developing in Russia. More than 500 proposals in this area are currently functioning. And more than 50% are in trade, with clothing stores being the undoubted leaders. There are several franchising programs here:

1. Foreign companies do not master Russian market... They sell the master license to the largest wholesalers, who are already promoting the brand through a franchise.
2. Domestic brands themselves develop a development strategy, a business project. Such organizations are interested in expanding. Usually the brands themselves are deployed in large cities (Moscow, St. Petersburg), where the market is already overheated and there is not enough retail space, and the franchise is sold to developing regions, where the demand for goods has been actively growing over the past few years.

Foreign franchises are quite expensive, while among domestic companies you can find relatively budget proposals. Here are some of the popular franchise programs today:

As can be seen from the proposed options, opening a clothing store, even a small area, will require serious investments. In this case, this is due to the fact that the cost of branded goods is quite high. These stores usually do not charge an entrance fee or royalties, they make a profit by providing businessmen with their own clothing for later sale.

Location where to open a clothing store

Half of the success will depend on choosing the right location for a clothing store. Beginners need to be especially careful about this issue. They often do not have big savings, and one mistake that leads to failure and financial loss can mean the end of all endeavors.

Most of the shops open in rented premises, the construction of your own building will be very costly and time-consuming. In the case of a lease, the following options can be used:

• detached building;
• place in the shopping center;
• place in the clothing market.

Each of them has its own characteristics, advantages and disadvantages. Let's consider them in more detail:

	Detached building	Place in the shopping center	Place in the clothing market
Who is it for?	Experienced entrepreneurs who are ready to invest a large sum in the development of their store	For beginners with low to medium initial investment	Entrepreneurs with a minimal budget
What products to sell?	Premium segment goods	Medium or high price segment (depending on the prevalence of shopping centers)	Medium or low cost
Possible formats	Boutiques, showrooms, brand stores	Pavilions, shops, corners	Pavilion, point of sale
Advantages	High income, high average check, loyal customers	No need to resolve issues with firefighters, SES. Quick start. Low repair costs. The premise already meets the requirements of the supervisory authorities. No need to spend a lot of money on advertising	Low costs for opening and renting a place, availability a large number visitors
disadvantages	The high cost of rent, serious investments (more will be spent on the purchase of goods, payment utilities, repair), increased risk. You will have to resolve issues with SES on your own	The high cost of rent. The presence of competitors nearby	Low income, high competition, ineffectiveness of almost any advertising, minimum convenience for the visitor, almost no loyal buyers
Accommodation guidelines	Downtown. You need high cross-country ability, good transport interchange, parking	It is important to choose the right focus for the shopping center. For example, it makes no sense to open in a construction shopping center. Neighbors should be the same clothing stores, entertainment centers. It is important to assess the passability of the site. Better to place the store at the entrance to the store	At the entrance or in the passageways of the market
Minimum costs	2,500,000 rubles	1,500,000 rubles	500,000 rubles

The most popular among entrepreneurs are the pavilions in the shopping center. Although they require more rental costs than in the case of the clothing market, they allow you to get loyal paying customers who will come for high-quality and beautiful clothes again and again.

You will have to not only choose a room, but also bring it to its proper form. In the case of the shopping center, the points of sale are already equipped with sewerage, light, ventilation and other conditions. It is enough for an entrepreneur to carry out repairs. This will take about 150,000 rubles.

Business registration

Opening a store will require registration as or. Beginners most often choose the first format. Before starting work, you will also need to collect a package of documents:

1. the conclusion of the fire inspection;
2. conclusion of the SES;
3. Goskomstat codes;
4. formal lease agreement;
5. certificates or declarations of conformity for all products, depending on the type of goods sold;
6. list of goods;
7. permission for outdoor advertising, if any;
8. sanitary passport;
9. a contract for the removal of solid waste and garbage (it is not required in the shopping center, since the owner of the shopping center himself is engaged in this).

An entrepreneur does not have to obtain a license or certificates to sell clothes. The latter are provided by suppliers. The businessman is required to establish sales.

Before opening a clothing store, it is important to decide on the types of activities according to OKVED. They must be indicated in the application during the registration of the business. For clothing stores, the following codes are suitable:

• 51 - "Retail trade in textiles in specialized stores";
• 71 - "Trade retail apparel in specialized stores ";
• 71.1 - "Retail trade in men's, women's and children's clothing in specialized stores";
• 71.2 - "Retail trade in underwear in specialized stores";
• 71. 5 - "Retail trade in sportswear in specialized stores."

This list can be supplemented if the entrepreneur sells something else in the store.

At the start of a business, it is also important to decide on the tax system. In the case of a clothing store, you can use the following options:

• (income and expense form is more preferable);
• (based on physical indicators - area, if such a regime is applicable in a particular region, but the total area should not exceed 150 m 2);
• (patent is applicable for retail if the area of ​​the store does not exceed 50 m 2).

UTII is considered the most attractive format. The disadvantage of this system is that it is necessary to pay tax regardless of the results and the fact of doing business.

Equipment

After the repair of the premises, you will need to purchase and install all necessary equipment... It doesn't take much to work. The minimum will be needed:

• racks for clothes;
• hangers;
• showcases;
• mirrors;
• fitting room furniture;
• racks for cashiers;
• a computer.

Additionally, it is worth installing an anti-theft system - it will reduce the amount of possible shortages. It is also better to spend money on installing a specialized software for clothing stores. It will allow you to monitor the volume of goods, demand, surplus, generate reports and make summaries. All together it will cost an entrepreneur no less than 300,000 rubles if it comes to opening a prestigious store in a shopping center. Of course, it will be much cheaper to open a point in the clothing market.

Before starting a business, you need to arrange the supply of goods. In the case of working with a franchisor, this problem will not arise. If an entrepreneur works alone, he will have to find wholesale suppliers and conclude contracts with them. Before opening, you need to create a stock. This can take 1,000,000 - 1,500,000 rubles and more for a full-fledged store in a shopping center.

Staff

The work of the store is impossible without staff. Sellers will be key figures. At least 2 salespeople must work in one shift. You can emphasize the status and high level of service by hiring an additional security guard and administrator.

You may not need an accountant. At first, you can figure it out on your own or contact an outsourcing company. In fact, this service format turns out to be cheaper and of better quality.

Sellers and other employees of the sales area must have health books and undergo scheduled inspections on time. But they will not need special education. When looking for suitable sellers, consider the following factors:

• ability to work with a cash register and specialized software;
• marketing skills;
• smiling and responsiveness;
• attentiveness and accuracy;
• a responsibility;
• neatness;
• nice appearance.

An employee who has all these qualities will be able to provide the customers of the store with the required services for the highest level.

Advertising

For the successful operation of a clothing store, when drawing up a business plan, it is also necessary to draw up a marketing strategy. The most effective methods would be:

• placement of outdoor signage;
• installation of a pillar at the store or shopping center in which the store is located;
• advertising on TV and in local media (for large stores);
• distribution of leaflets;
• advertising in the elevator;
• Internet advertising;
• creation of discount programs, loyalty programs;
• distribution of leaflets;
• holding promotions and other events.

There is no point in creating a website if the entrepreneur subsequently does not plan to sell goods via the Internet.

How much does it cost to open a clothing store

The business idea of ​​a full-fledged clothing store will require a fairly serious investment. Together with the equipment, creation of stocks, repair and registration, at least 1,900,000 rubles will be spent. For a small shop, starting costs start at 400,000 - 500,000 rubles. A large branded boutique will cost no less than 2.5 - 8 million rubles.

How much can you earn

The level of earnings directly depends on the breadth of the assortment, the size of the inventory, the retail space. When drawing up a business plan for a clothing store, it is also important to lay down a real markup with which customers will want to buy goods. In the middle price segment, it is about 100%, in the premium segment it can reach 150 - 300%.

total revenues for a regular store in a shopping center about 1,000,000 rubles. Of these, the costs will go to:

• purchase of goods - 500,000 rubles;
• wage- 100,000 rubles;
• rent - 70,000 rubles (the cost of renting in a shopping center varies from 800 to 2,500 rubles per 1 m 2);
• advertising - 15,000 rubles;
• taxes - 40,000 rubles.

From here net profit will amount to 1,000,000 - 725,000 = 275,000 rubles per month. Therefore, the profitability will be 275,000 / 1,000,000 = 27.5%. The store will pay off not earlier than in 7 - 12 months.

Conclusion

Opening a clothing store - interesting idea, which does not involve serious bureaucratic formalities in comparison with grocery stores... However, the implementation of the business plan will require serious financial investments, a detailed analysis of the market and competition. Newcomers should try to work on a franchise - this direction in the field of clothing stores is today the most promising and minimally risky. The main thing is to find a reliable franchisor interested in the success of their partners.

All calculations are relevant for 2020.

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In this article we will consider the question of how to open a clothing store, what is needed for this, an example of a business plan for opening it.

The profit of a clothing store - a boutique - will directly depend on the type of goods sold - "luxury" branded clothing, exclusive, economy class, etc. For example, the mark-up for luxury clothing will be up to 100%, and for clothes for the middle class of consumers - up to 200%. In any case, this type of business is quite profitable.

The boutique business is perhaps the most profitable both in Russia and in Europe and the USA. According to experts, the annual turnover of funds in this industry is incredibly high. All over the world, new shopping centers and shops are being built, selling everything from cheap Chinese consumer goods to expensive glamorous exclusives.

Business plan

We present to you a free ready-made example of a business plan for opening a clothing store that will help you start your own business in the field of trade. With this example, you can estimate your future expenses and income when doing business.

Plan implementation scheme:

1. we register an individual entrepreneur;
2. choosing a supplier;
3. we rent (buy) premises;
4. we hire staff;
5. we sell the goods.

How to open a clothing store

So, consider the information on how to open a clothing store from scratch point by point.

Choosing a format

It is necessary to decide what format the boutique will wear - mono-brand (sells products of only one brand) or multi-brand (respectively, several firms and brands).

The first case is preferable if you plan to work on a franchise or under a contract directly with the manufacturer. Such a clothing store, although it loses a certain segment of customers, nevertheless, selling an already promoted brand, has a chance to earn the customer's favor.

The multi-brand format is more dynamic and flexible. The owner himself chooses the assortment of goods and its price category. As a rule, such boutiques offer clothes for different wallets, which attracts visitors.

Franchise store

Franchise agreement

Buying a franchise is a common way to start your own business. Salespeople believe what to build own store clothing from scratch can only be an entrepreneur with experience in the fashion industry. So, the franchise agreement - a good option, if before that you did not have the opportunity to try yourself in this field.

Buying the rights to sell a promoted brand, an entrepreneur is 80% sure that his business will go well. Why 80% and not 100? Because a lot depends on the location of the clothing store and the specifics of the market (city, country). The system, which includes the new boutique, has been working for a long time and brings profit to its owners, and these are certain guarantees.

In addition, along with the product, the entrepreneur receives recommendations for its implementation, personnel selection, and marketing policy.

How to choose a franchisor?

To do this, you need to answer a number of questions:

• what is the price segment of the clothing boutique;
• profitability of the franchisor's store (sample finances);
• what are the advertising costs for this brand;
• who is the competitive environment for your clothing store;
• how unsold goods will be returned to the supplier;
• what is the franchisor's strategy and the degree of its penetration into our market.

The disadvantage of a franchise is its cost. The price for a brand of a domestic manufacturer will cost about $ 50 thousand. Foreign brands are two to three times more expensive.

Choosing a retail space

There are a number of recommendations on where it is more profitable to open your own clothing store from scratch. For example, experts advise not to save on boutique space, because the number of sales directly depends on the square of the sales area. V small shop it seems to the buyer that the choice of clothes is too small.

One of optimal options The placements of the clothing store are shopping malls focused on selling clothing. Despite the competition, it is believed that the level of sales in sales areas is higher than in standalone stores.

When choosing a place for a clothing store, the following are taken into account:

• the image of the outlet;
• competition in your market segment;
• the intensity of pedestrian flows near the store;
• the level of financial and economic development of the region;
• presence in the neighborhood of other points, cafes, bio-toilets, parking.

Trade inventory

To organize the work of a clothing store, you will need the following equipment: racks, shelves, a counter, several mannequins, a cash register, hangers, a fitting room, and mirrors. Furniture items and their prices will depend on the style of the boutique's interior.

Store design

Image affects the flow of visitors. In branded clothing stores, the concept of appearance is worked out by design and marketing specialists. But even if you do not pretend to have a unique design for your store, repairs and preparation of the premises for work will still have to be done.

Suppliers of goods

As a rule, owners of multi-brand boutiques purchase from distributors of certain brands or travel abroad for goods (Turkey, Bulgaria, China, Europe, America). Having decided on the assortment, you need to choose best supplier considering the ratio of quality and price.

Working staff

Sales personnel play a significant role. A fashion store is no exception. Finding good sales consultants is another part of a successful job. In addition to external data and the ability to communicate with the client, the employee must understand fashion, have a sense of style, be able to choose the client that suits him.

The number of sellers depends on the size of the clothing store and the range of products sold. Most often, the salary of the seller is piecework: a flat rate plus a percentage of sales. The staff of a large store also includes a director, manager and accountant.

Advertising and marketing

Business risks

The main risks in the clothing trade:

• Unpredictability of fashion trends... The dynamics and volatility of fashion can ruin a clothing store: today the product is popular and quoted, but tomorrow it is no longer.
• Insufficient demand... In order to prevent this problem, it is important to work on creating the image of the outlet.
• Insufficient or overkill of goods... This is often encountered by business beginners. The fear of "half-empty shelves" translates into excessive purchases, and as a result, the ruin of a clothing store.

Estimated costs

So, how much does it cost to open a case like this:

• Franchise - from 45-47 thousand dollars
• Rent retail space- from 1.5 thousand dollars / month
• Equipment for a clothing store - from $ 3.5 thousand
• Repair - from 5 thousand dollars
• Advertising - $ 500-1000
• Purchase of the first batch of clothes - from 10 thousand dollars.
• Labor remuneration - from 3 thousand dollars / month.
• The aggregate initial costs for opening a clothing store from scratch - from 70 thousand dollars.

Business income

The trade margin can range from 50% to 200% or more.

In this situation, the payback will be from one and a half to two years.

The specificity of the store is such that the opening can be planned either on the basis of the available space, or from the assortment with which you want to work. I propose to consider the general principles of choosing the territory and area of ​​the store.

Clothing can be sold both in the Shopping Center and at a stand-alone retail outlet. The shopping center is an excellent solution when opening a middle-class clothing store on an area of ​​up to 150 m 2. Good traffic will ensure stable revenue, and most of the problems with advertising and approvals will be solved by the administration of the shopping center. This option is ideal for large cities.

A freestanding store is worth opening if you decide to work with an elite or, conversely, stock assortment. Such shops also pay off well in small towns and central areas.

Documents accompanying the product

When working with suppliers or doing self-purchase, do not forget to take care of the paperwork. Women's clothing is not a product subject to mandatory certification, but must have a GOST R declaration of conformity issued by certification bodies.

When filling out the GOST R declaration of conformity, you must provide a certain package of documents. For products manufactured in Russia:

• NTD for certified products
• lease agreement for occupied space or other document certifying ownership
• quality certificates for the materials used

For registration import declarations for clothes the following documents are required:

• application for a declaration of conformity GOST R
• copy of a contract
• company charter
• certificate of state registration OGRN, TIN
• description of the product (composition, properties, appearance, scope, etc.)
• quality certificates of the country of origin

Necessary approvals

While the documents for the goods are being prepared, you can deal with the documents for the store. Opening a retail outlet requires approval from Rospotrebnadzor and Fire Protection. If a store opens in a shopping center, then the administration of the center takes care of these documents, but in a detached store, the entrepreneur will have to take care of everything himself.

For Rospotrebnadzor, it will be necessary to make a PLC (program production control for the implementation of laboratory research and testing of factors of the working environment and the labor process at workplaces). This program will spell out all the points on which you need to report to Rospotrebnadzor and the frequency of their implementation.

It usually includes all the necessary measurements for the store, compliance with sanitary standards, control over the maintenance of employees' books, schedules of various instructions. The program is done once.

To obtain the conclusion of the Fire Inspectorate, it is necessary to equip the room with a fire alarm, an evacuation plan, fire extinguishers and take a package of documents to the district subdivision of the State Fire Inspection. This usually includes an application for the issuance of an opinion, a lease agreement, documents for an individual entrepreneur, a store BTI plan, an agreement on the installation of an alarm.

After the departure of the inspectors to get acquainted with the object, they can issue an order to eliminate the deficiencies found. But if most of the measures are carried out, then usually they are allowed to open a store by guarantee letter... Naturally, all claims will have to be eliminated over time.

You will also need to agree on a showcase, conclude an agreement for garbage collection and landscaping. Somewhere they demand landscaping of the territory near the store. You can familiarize yourself with all the requirements at the Administration of the district in which the store is located.

Equipment

Next, you need to think about how you are going to present the product in trading floor... Wall-mounted clothing equipment is of the same type and differs only in material, color and design. The ideal solution is modular systems such as Global or Solo, they allow you to perfectly display the product due to different types of hinges.

It is advisable to purchase the so-called island equipment and tables for displaying goods: they will create a direction for the movement of buyers and beautifully present the goods. This is the basics of merchandising, the science of how a product can sell itself. It is advisable to install mannequins in the trading floor that will demonstrate clothes "live".

Fitting rooms should be comfortable and light, Mirrors should be positioned so that when trying on, you can see how the product looks from behind.

In addition to equipment for displaying clothes, you need a computer, a terminal for cashless payments and a cash register registered with tax office... However, when choosing UTII as a taxation system, an individual entrepreneur gets the opportunity to work without a cash register. Then you can limit yourself to the purchase of a check-printing machine or work on sales receipts.

Video

Staff

At the same time, we are engaged in the selection of personnel. The number of people working in a clothing store depends rather not on the area, but on the customer traffic.

substantially increases sales

In season, which occurs twice a year in the clothing trade (August-October and April-June), it is necessary to bring more people into the work shift. The rest of the time, you can work with a minimum composition, strengthening the team on the weekend.

Usually on an area of ​​100-150 sq. m. three or four salespeople and a cashier can handle it. In a smaller store, you can limit yourself to 2-3 people. It is necessary to think in advance about the requirements for personnel, the need for training and certification, since the turnover will largely depend on the friendliness and competence of the sellers in the hall.

You have worked as an administrator for a year already, you know the basics of marketing and management, you have a great desire to do business, which means that it is time for you to open your own store.

The peculiarities of the Russian climate are such that everyone needs to dress, so the clothing trade has been, is and will be a profitable business.

At the same time, whatever you trade, fur coats, jeans, underwear or dresses, - the algorithm of actions will be the same. The article describes how to open your own clothing store from scratch (business plan), outlines a sequence of actions, highlights important nuances.

Drawing up the concept of the future store

Any business begins with analyzing the situation and creating an image, a model of the future enterprise. First, on a large sheet of paper, you need to answer the questions in detail:

1. Are you ready to run a business on your own or on a franchise?
2. Formulate the mission of the business: what problem of buyers will I solve?
3. Carry out positioning: in what price category do I want to work: economy, premium, branded items? Who are my customers, why will they come to me?
4. Who are my competitors? What methods do they use to attract buyers?
5. How can I stand out from the competition?

Working on the concept, they pay special attention to the name of the store. It should be light and memorable, associated with the product.

The shop of overalls for doctors can be called “Fashion Doctor”, and the stock trade can be carried out under the name “Eurodress”.

Clothing store business plan with calculations

So what does it take to open a clothing store? Based on the available materials, it is written detailed business plan... The document must necessarily reflect the following points:

• store concept;
• marketing research;
• selection of retail space (size, ownership);
• legal aspects;
• conditions for working with suppliers;
• forecast of expenses and income, calculation of the estimated profit.

It is convenient to make calculations in the form of a table. This is how the estimate for the opening of a children's clothing store, with an area of ​​50 m2, in a residential building, a sleeping area of ​​a large city, looks like:

Name	Amount, rub.	Notes (edit)
Legal registration of documents	1 000
Premises for rent	55 000	every month
Cash register, scanner for bank cards	20 000
Redecorating	10 000
Registration of signboards and showcases	9 000
Equipment (showcases, mirrors, racks with brackets, children's corner)	40 000
Purchase of goods	400 000	of necessity
Salaries of sellers	40 000	while for 2 people a month, the duties of an administrator and an accountant are performed by the director
Advertising (leaflets, newspaper announcements, discount cards)	20 000	of necessity
Unforeseen expenses, risks	30 000
Total	625 000

Yes, it is possible that in the future something will go wrong, but the plan is not a dogma, but a conditional scheme of actions, there is always an opportunity to make adjustments, changes, amendments. However, having the most seedy plan is better than not having one.

The preparatory stage of the work is over. The success of the business will depend on how carefully the main points are worked out. The peculiarity of the main stage is that you do not need to adhere to a certain sequence, you can act in all six directions in parallel. Here assistants will come in handy, part of the work will fall on their shoulders.

Children's clothing is always in demand, because the birth rate is growing, besides, children grow up quickly and parents buy new clothes over and over again. - read and decide whether to start your own business.

You will find a business plan for an online store of children's goods.

Jewelry store can become profitable business, but before you open it, you need to study many nuances. This article will give helpful advice if you decide to do just such a business.

Features of legal registration of business

There are two main forms of doing business when opening a store:

1. For a small shop or department in a shopping center, it is enough to draw up the documents of an individual entrepreneur. In this case, taxes can be paid according to a simplified scheme.
2. In the case of opening a large salon on an area of ​​more than 100 square meters, a company is registered with limited liability... For paperwork, contact tax authority at the place of residence.

except tax service conclude lease agreements, supply products, communicate with representatives of the fire service, supervisory and regulatory authorities.

After the lease agreement is signed, they purchase a cash register and, if necessary, a scanner for reading bank cards.

Experience has shown that you should be especially careful when reading lease and delivery contracts. Professionals advise to create short, laconic documents, it is easy to get lost in a 30-page footcloth. In addition, in such paper it is easier to hide "traps", conditions, if not observed, there is a risk of getting large fines or additional payments.

Search for suppliers and goods

Working with suppliers is a constant scrupulous work, at the head of which you need to put the priorities of your own business.

A tangle of problems that will have to be unraveled: selection of an assortment line, correct analysis of sales, prioritization when choosing suppliers, adherence to delivery times, suboptimal logistics and much more.

Therefore, before entering into long-term cooperation, they agree on the supply of small consignments of goods, track popular positions of goods. When they find reliable companions, they value these relationships in the future.

Attend fashion shows, exhibitions, fairs. Meet the representatives of the clothing companies.

If you are looking to sell a particular brand of clothing, then feel free to contact the firm directly. Write a letter with a request for cooperation on the official website of the company, find out contacts on the Internet or from friends who are engaged in a similar business.

Finding the perfect space for a clothing store

“For a retail store, three things are important - location, location and location.” This phrase very accurately conveys the importance of choosing the right location for the future clothing store. Here are some criteria to guide you:

• Estimation of flow characteristics. How many clients from your target audience pass by? Precisely your potential buyers? For example, it makes sense to sell youth club clothes on the central avenue of the city, and open stock options in a residential area, near a bus stop.
• Matching the context of the purchase to the desires of the flow. What is the purpose of the buyers, do you meet their expectations? In a large suburban shopping center, families go to rest, which means it makes sense to offer for strict office outfits, and clothes for active rest or baby products.
• Convenience for customers. How to get to the store? Are the rungs of the stairs comfortable? Is our department too high? Is it possible to park the car? Is it stuffy in the room, whether ventilation or air conditioning are working.
• Possibility to design a showcase, a banner with a name and a logo. A window can act as a showcase, the main thing is to effectively arrange mannequins so that representatives of the target audience “catch the bait”, is still on the way.

Clothing store interior

While the crisis continues in the country, it is high time to rent premises in large shopping centers and on the central streets of the city. Now you can find premises at a low price, or negotiate a discount.

Boutique appeal and convenience

For the convenience of visitors, it is important to organize the space, because the volume of sales will depend on this. Design development for a large clothing store is usually entrusted to a designer.

Special lighting, a system of mirrors, wide aisles, conveniently located shelves and brackets, clothes sorted by size, clear navigation will make the store cozy for customers.

Women's clothing store

The following equipment is purchased and installed: fitting booths, racks and showcases, hangers and hangers, a reception desk. They are considering the issue of equipping a warehouse and utility rooms for employees. Allocate cash for the purchase of video surveillance and electromagnetic frames at the entrance.

Personnel search

One boorish saleswoman will drive a dozen away from the store, another buyers. Therefore, it is important to be attentive to business qualities employees. Here is a sample list of positions, which is adjusted to suit the needs of a particular store:

• accountant;
• sales consultants;
• administrator;
• security guard;
• cleaning woman.

They are looking for employees through acquaintances, recruitment agencies, free boards ads.

The personnel management system is a delicate thing, it requires specific skills, therefore, criteria for choosing a future seller are being developed, a system for training him job responsibilities, motivation for successful sales, goal setting (the opportunity to climb the career ladder).

Marketing policy and sales promotion

Smart sales marketing can be compared to a bridge from opening your store to the successful prosperity of the project. Peculiar The final stage which will continue as long as the clothing store is open.

They think over where representatives of the target audience often gather, inadvertently leave information about the store in a car dealership (if they sell men's suits), post flyers on poles (if they opened a second-hand), write articles in local newspapers (about the opening of a new store “Clothes for the whole family ", Offer a discount to the bearers of the text or coupon).

Discount and accumulative cards, seasonal sales and discounts on certain groups of goods work well to attract customers. Customers will love it!

With the correct implementation of each item, the clothing store will bring a constant and stable income.

Want to open a store but don't have enough funds? Then consider opening a thrift store. and what costs will be needed at the initial stage, read on our website.

Video on the topic

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