Business plan for a children's clothing store. How to Start a Children's Clothing Store from Scratch

How to independently and quickly open a children's clothing store. What is needed for this, how much it will cost, how quickly it will pay off, what important stages you will have to go through and whether such a business is profitable. Detailed business plan for future entrepreneurs.

Children's clothing is in great demand - always and at any time of the year. The greatest demand is in August, when parents prepare their children for school. Therefore, such a business can bring good profit. But for this you need to find reliable suppliers, have a wide range and choose right location shop.

This article details the process of opening a children's clothing store and what it takes.

Store Format

Before opening such a retail facility, you need to decide on its format. Here are some areas in which you can work:

  • Children's clothing for children from 0 to 15 years.
  • Goods for newborns and babies.
  • Clothes for preschoolers.
  • Clothes for schoolchildren.
  • Teenagers clothes.
  • Sports children's clothing.
  • Clothes for girls.
  • Clothes for boys.
  • Holiday outfits for children.
  • School uniforms.

That is, you can specialize in a particular age group or in a particular direction. On the initial stage it would be better to choose one. Then you can always develop the store and increase the range.

Market analysis

Before opening your own children's clothing store, you need to research the market and. It is necessary to pay attention to the number of similar shopping facilities in the city and their location. You need to know their range and prices. See how they are equipped.

If there are familiar parents of children under 15, then you definitely need to talk with them, find out their needs, what they don’t like and what they like in local children’s clothing stores. From such conversations, there is an opportunity to get a lot of useful things and immediately come to the market with great deals.

To get to know the “kitchen from the inside” better, for a while you can get a job in a children's clothing store as a seller or administrator. Not every entrepreneur will agree to this. However, this is a good opportunity to gain useful knowledge, learn to understand the range and needs of potential buyers.

Among children's clothing stores is very high. Therefore, one must be prepared that it will take a lot of time to analyze the market. But that's the only way to get all necessary information to open a store that will be attractive to parents.

Start-up costs for opening a store

At the initial stage, before starting a business, you will have to spend a significant amount of money. Let's take a look at an example cost estimate.

Opening an IP - 800 rubles. independently or about 4,000 rubles. when contacting a law firm.

Certificates and permits (if needed) - about 10,000 rubles.

Room rental - an average of 60,000 - 70,000 rubles.

Repair of the rented premises, its design, equipment - up to 200,000 rubles.

Office equipment and consumables - 60,000 rubles.

Other expenses - 40,000 - 50,000 rubles.

As a result, the initial costs amount to more than 700,000 rubles. The amount will depend on the area of ​​the rented premises and the range of goods. That is, it may be less if, for example, it is planned to open a small shop. Quite a few important role suppliers play here too.

Business payback

Basically, children's clothing stores reach payback in 1.5 years. But this period may be less, provided:

  • good advertising;
  • high quality goods;
  • price affordability;
  • good location.

To date, the wrapping on children's clothing is within 120%. This is quite a normal price for a Russian consumer.

To quickly reach payback, you can add toys to the store assortment that will be a source of additional income. Moreover, the demand for them is stable, and in the case of clothing, one must remember about seasonal recessions.

What is required to open a store?

To open a children's clothing store you need:

  1. Register an individual entrepreneur, LLC or OJSC, submit documents to the tax and pension fund.
  2. Find and rent suitable premises.
  3. Carry out repairs in the room.
  4. Buy the right equipment and accessories.
  5. Find suppliers.
  6. Find sellers.
  7. Launch an advertising campaign

It will take no more than a week to complete the documents. In the process, you can find suppliers and conclude contracts with them. It is best to look for a supplier who is able to provide a certificate for each item.

In the field of children's clothing, it is worth working with domestic manufacturers. imported goods should be in the minority. Why?

Firstly, domestically produced goods are now in no way inferior to foreign ones. They are certified and do not have to pay customs duties and pay for the services of carriers.

Secondly, it is difficult to cooperate with foreign manufacturers. For example, you will have to pass certification on your own, which will seriously affect the budget.

Thirdly, in the event of a marriage with domestic manufacturers, it is easier and faster to negotiate.

It is necessary to hire staff, focusing on the assortment and area of ​​\u200b\u200bthe store. If this is a small store that works on weekdays, then one seller is enough. When working seven days a week - two. Large outlets may require more than two salespeople and an administrator.

Read more about suppliers and staff.

Store location

The popularity and profit of the store depends on how correctly the location of the store is chosen.

The best places are:

  • Near clothing markets;
  • near or in supermarkets;
  • in large entertainment or shopping centers;
  • close to recreation areas, such as squares and parks;
  • next to children's entertainment, developing and educational institutions.

Regardless of the chosen location, the store should be visible. Therefore, it is worth taking care of attractive and bright shop windows.

Interior

The interior of the store should also be bright and, in some way, "fabulous". It must be remembered that the main audience of the point is children and parents. Therefore, the environment must be appropriate.

Various toys can be used as accessories. And it is better to add them to the assortment of the store, as mentioned above.

The room should be decorated with bright materials of light colors. On the walls you can draw the heroes of popular cartoons and fairy tales - for this it is advisable to use the services of an artist.

Furniture should also be bright and mostly childish to make young buyers feel comfortable. And adults do not mind at least a little return to childhood.

That is, the interior should set the appropriate mood for store visitors.

Area and features of the room

The optimal area of ​​the outlet - from 30 to 50 square meters. meters. The store must have at least 2 fitting rooms. There should be enough space so that buyers feel comfortable, and not crowded in close quarters.

We must remember that children also need space. Naughty kids can start running around the store. Accordingly, the goods must be placed so that it is difficult to overturn them.

In a conspicuous place, you can install a TV on which cartoons will be constantly broadcast.

Otherwise, you can focus on your own preferences and needs of buyers.

Store assortment

The assortment should be varied, and each type of product should be offered in several sizes.

Deciding on an assortment for newborns and babies is easy, since there is no special influence of fashion here. Parents are more interested in quality than appearance. Therefore, such products must be of high quality and made from natural materials. At the same time, affordable price plays an important role.

Products for children preschool age should be made of durable and wear-resistant materials, and clothes for boys should be comfortable, while girls pay more attention appearance. These factors must be taken into account.

For students, choosing a product is much more difficult. At this age, children themselves make a conscious choice, which is based on fashion. Therefore, it is necessary to pay attention to fashion trends and the relevance of the proposed clothing. It should be fashionable, but at the same time comfortable.

What suppliers to work with?

As mentioned above, it is better to give preference to domestic manufacturers. But also do not give up clothes from Poland or China.

The best way to find suppliers is through the Internet. So you can get acquainted with the reviews, terms of cooperation and prices, which will allow you to right choice. It is also worth considering options for cooperation with online stores, for example, with such a large online platform as Aliexpress.

Today, parents give more preference to domestic producers. Caused it good quality clothing and affordability. This fact must be taken into account and the focus should be on Russian goods.

How to advertise a store?

  • Distribution of leaflets.
  • Advertisements in public places.
  • Internet shop site.
  • Advertising in local media.
  • Advertising on billboards.

Leaflets

Most effective method distribution of leaflets - their distribution on the street. And for these purposes, it is better to hire an animator in the costume of a popular cartoon character.

Leaflets can be distributed to mailboxes in residential buildings located near the store.

ads

It can be bright announcements at stops, special billboards or on bulletin boards.

Store official website

A website is the most effective way to promote a store. After all, most mothers do not have the opportunity to walk through several stores and ask the price or choose the right product. Therefore, many are content with the Internet in order to save time.

The site should contain available products, their characteristics, available sizes and prices. You also need to regularly publish store news, for example, about promotions or discounts.

The site can become an additional source of income. Can . Then you need to think about delivery.

To get more customers, the site must be added to advertising networks, such as Yandex.Direct and Google.AdWords, and launched.

The development of the site will take about 20,000 rubles. Do not create it yourself or with the help of constructors. This should be done by experts. The same is true for online advertising campaigns.

To develop a website, you will need the help of a web developer, a copywriter to write texts, and a directologist will be able to set up an advertising campaign.

Local media

Local media are print media, television and radio. The most economical option is newspapers and magazines. More expensive - TV and radio.

Bigboards

In the case of a store, it is better to place a billboard at a distance of no more than 200 meters from the outlet. The advertisement should include a sign or directions to the store so that interested shoppers can quickly get to it.

Is a children's clothing store profitable?

This business can bring good and stable profits all year round. This can be achieved if the entrepreneur has studied the market in detail, properly organized the store, selected the appropriate assortment and made an effective advertising campaign.

It is difficult to name specific profit figures, since there are many different factors here:

  • Store location.
  • Trading floor area.
  • Range.
  • and etc.

If everything is organized correctly, then you can recoup the investment already after 8 months. Although, on average, a business pays off within 1.5 years.

The main rule that will help make the store profitable is to constantly expand the range, offer affordable prices and regularly hold promotions. Only in this way, in combination with good advertising, you can get a constant flow of customers and high income.

 collapse

Most people suffer from a simple lack of time, so they prefer to buy and sell online. Online trading has become very popular. Therefore, aspiring entrepreneurs are interested in the question of how to open an online children's clothing store from scratch.

Criteria for choosing a niche for business

If you have the opportunity to start your own business, the ideal solution would be to open an online store. Before you open your business from scratch, you need to decide on the direction and find out which assortment to give preference to, how much it is in demand. The success of the undertaking will depend on the right approach. The selected market segment must meet the following criteria:

  • Relevance. No need to fill the store with goods that cannot be profitably sold via the Internet;
  • No seasonality. Newbie, opening own business from clean slate, it is better to choose a niche without unevenness.

What type of store to open

When drawing up a business plan, consider:

  • Number of sales. Online stores are divided into wholesale (from 5 units), retail (1 unit each);
  • Range. A single-product store sells a certain type of product. Such an Internet site has a page with a photo of a certain product, its price category, and a specific description. There are catalog sites that offer a huge range of product groups. Such a business is based on a certain mark-up of goods. Consequently, the entrepreneur's income is formed due to large volumes;
  • Trading method. There are two sales options: classic and dropshipping. The first method is to purchase products and rent a warehouse for storage. After payment by the client, the selected product is sent by mail or via courier service. The second is based on the fact that the purchase of products is not made, but is issued directly from the supplier's warehouse.

Selling clothes for children can become profitable business despite the relatively high level of competition in this area. After all, kids quickly grow out of things, so parents have to regularly update their wardrobe. Work on the idea begins with the collection and analysis of information, drawing up a business plan for a children's clothing store. Important points in organizing this income are market analysis, identifying the target audience and building an original concept. It should be borne in mind that the demand for children's clothing falls somewhat in the spring and summer, so it is better to open a store closer to autumn.

Business features

Before you open a children's clothing store from scratch, you should delve into the intricacies of this business in order to avoid mistakes. If adults, in order to save money, can buy things that are not of the highest grade for themselves, then all the best is chosen for children. Therefore, the high quality of children's clothing is the main criterion in the development of the main concept and a valuable recommendation on how to open a children's clothing store in the right way. Ideally, purchases should be made directly from the manufacturer, and quality certificates should be displayed to buyers. For many today, it is important to make sure that the product purchased for children is safe. However, the prices for children's things should be lifting for the target audience. Elite children's goods will not be sold in an ordinary residential neighborhood, but in a closed business-class residential complex they will be in demand.

When choosing a location for a children's clothing outlet, it is important to understand that the proximity to a zoo, circus, children's attractions and other similar establishments is not practical. After a charge of positive emotions, the kids and their parents are no longer up to shopping, the store will stand without visitors. Analyzing competition and finding a good place to trade things for the little ones - that's where to start opening baby store clothes.

Despite the clearly high demand for goods for babies, start-up entrepreneurs are still worried about the question: “Is it profitable to open a children's clothing store?”. If you do everything right, take into account the experience of those who successfully implemented this idea, consider several examples of business plans for children's clothing stores and come up with your own "chips", then the chances of success are quite high. In addition, the margin on goods is usually 120-130%, which is quite good.

Institution format

When deciding on the format of the outlet, it should be taken into account that it is easiest to sell things for newborns. They are less influenced by fashion. The main requirement for them is high quality and functionality. With clothes for children of kindergarten age, it is also more or less clear. Boys still don't mind what their parents choose for them. The main requirement is wear resistance and, preferably, powerful protection against pollution. And girls prefer bright things with ruffles. Schoolchildren dress at the same time more difficult and easier. They go to school in uniform, but for the rest of the time they need comfortable discreet clothes. The hardest thing is with teenagers. Their tastes and preferences are unpredictable. Therefore, at the start of a business, it is better to open a small (20-50 sq.m.) narrowly focused store designed to dress a certain category of children.

Important points in the business plan of a children's clothing store from scratch are the work schedule and staff recruitment. The recommended working time is 10 hours a day without days off and breaks. Given that small shoppers are quite impatient, the adults accompanying them will not be able to wait until the lunch break is over and you will lose customers. As for sellers, if you want to open a children's clothing store, it is better to select not only experienced professionals in the trade, but also loyal to children, patient and courteous employees. Little buyers are very sensitive to insincerity and can easily persuade their parents to leave the place with an unpleasant seller without making a purchase.

Business Advantages and Disadvantages

The clear advantages to consider when opening a small children's clothing store are increased mass demand for things for ever-growing children, good turnover of goods and ease of business registration. In addition, you can think, with an existing outlet and help sell used items. This option will be relevant in ordinary residential areas, where the income level of some families is below average.

Like any other activity, selling children's things has its drawbacks. These include:

  • A huge number of competitors due to the ease of entry into the business;
  • Inevitable rivalry with children's goods chain stores;
  • Rather high cost of renting well-located premises;
  • Seasonality of sales (summer decline is difficult to compensate even with the introduction of accessories for summer pastime).

Should I open an online children's clothing store from scratch? - a controversial issue. On the one hand, our citizens are already accustomed to online shopping. But many will doubt the quality of the product or that the clothes will look good on their children. Most likely, there will be a fairly large number of returns and unflattering reviews from parents whose children did not fit things for some reason. Therefore, opening an online children's clothing store from scratch is quite risky. But you can think about this after a successful entry into the market in the usual format.

Activity registration

An important advantage of selling things for children is a fairly simple procedure for registering activities. Register as an individual entrepreneur and choose a taxation system without submitting complex tax reporting forms ( single tax on imputed income) - that's what you need to open a children's clothing store. The list of documents for starting a business includes the following items:

  • IP registration certificate;
  • Document from the tax office on registration;
  • Certificate of inclusion of the store in the unified commercial register(validity period - 3 years);
  • Conclusions from the Fire Service and Rospotrebnadzor.

Criteria for choosing a store location

The profitability and success of an outlet directly depends on the place where it is located. This point should be carefully considered before opening a children's clothing store.

There are several principles of location:

  • Near new residential complexes (a huge number of young families with children probably live there);
  • Close to schools, kindergartens, classrooms various sections and circles;
  • Close to parks and family recreation areas.

In addition to the main approaches, when choosing a location, they are also guided by the principle “near places frequented by women” - cosmetics, shoes and accessories stores, hairdressers.

Of course, it is desirable that there are no competitors nearby. But if this is not possible, you need to highlight your store with some kind of "chip". This may be some kind of entertainment for children or the presence of an original product that competitors cannot offer customers. To understand where to open a children's clothing store so that it brings good profit, it is necessary to analyze where the flows of potential buyers go.

Room equipment and interior design

Once the location is determined, you can start a business by opening a children's clothing store. Specificity suggests the presence of bright colors and elements of a fairy tale in the interior. Hiring a designer is the best way to decorate your space. In addition, it is advisable to equip the room with a corner for kids with bright characters from famous cartoons and fairy tales, as well as a TV that continuously broadcasts cartoons. Beautiful mannequins standing against the backdrop of colorful scenery from fairy tales or cartoons will well attract attention.

An important point in the design is lighting. Bright colored lamps will emphasize the benefits of the product.

IN ready business plan for a children's clothing store, be sure to include expense items for room decoration and interior design.

The store should have several fitting rooms large enough to fit the child and the parent. Place mirrors and hangers in them so that it is convenient for children to use them.

All children's things should be placed on the trading floor in such a way that small buyers can reach them. Panels with hangers can be placed on the walls, and “island equipment” in the free space, between which it is convenient to move around in search of the right thing.

Financial investments

By compiling a business plan for a children's clothing store with calculations, you get the estimated amount of financial investments necessary to start a business. Of course, in the process of implementing the idea, additional costs may arise, especially since the economic situation in the country remains unstable. In order to say how much it costs to open a children's clothing store, you need to take into account all possible costs:

  • Registration of individual entrepreneurs, obtaining certificates and permits (10,000–15,000 rubles);
  • Rent (50,000–80,000 rubles);
  • Repair costs, interior design and shop equipment(250,000 rubles);
  • Office equipment and consumables (40,000 rubles);
  • Purchase of goods (500,000 rubles);
  • Advertising (30,000 rubles);
  • Salary (60,000 rubles);
  • Utility payments (30,000 rubles).

Thus, about 1,000,000 rubles. That's how much it takes to open a children's clothing store.

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Store profitability

If you take into account all the tips for running a business selling children's things, you can get about 200,000 rubles. per month. Such a level of profit is possible due to the mass demand for the product, the successful location of the outlet, the original concept, the high quality of the items sold, good advertising campaign. Therefore, the answer to the question: “Is it worth opening a children's clothing store?” obvious - worth it. This profitable business with the ability to make a high margin on goods, expand, open online stores in parallel.

Store payback period

Many optimistic forecasts in the business plans of children's clothing stores say that a small amount will pay off. a store maybe 6 months. However, practice shows that despite the massive demand for children's things, the store needs time to attract required amount buyers and reach a certain level of profit. The average payback period is 12 months.

Trading children's things requires immersion in the process of doing business in order to clearly understand the needs of customers. Without preliminary collection and analysis of information, it is impossible to successfully start in such a saturated niche. Following the recommendations of experienced businessmen and implementing your own non-standard approach to the interior design and the formation of the assortment of the store, you can create a competitive outlet that will bring the desired income. You should start with a small store focused on a certain contingent of children, in which everything is thought out to the smallest detail, all kinds of styles, colors and sizes are available. Then the outlet will quickly find regular customers and begin to bring stable income. Of course, bringing a business to such a level requires a lot of effort, or you can simply open a franchise children's clothing store. It will cost much more, but many issues will have already been resolved and you will only have to improve your business. Having operating business selling children's things you might think. It will not be so difficult, because you will already be perfectly familiar with the specifics of the trade in goods for children.


* Calculations use average data for Russia

A children's clothing store is the best business idea, especially if you have no or very little entrepreneurial experience yet. The main advantages of this business include high profitability and practically a "win-win" product. Children's clothing, which can be quite comparable in price with clothing for adults, is in constant demand. Children's wardrobe is updated many times faster than an adult, and loving parents will save on their children in the very last place. Fashion trends, although present in this segment, do not play such an important role as in adult clothing. This means that clothes that were not sold out last season do not lose their relevance.

Market research

However, before opening a children's clothing store, like any other business, it is required to preliminary work planning, market research and finding a free niche. In general, the situation on the Russian children's clothing market is assessed as favorable. Only in 2005, its share was 12% of the total capacity of the clothing market, and in 2014 the share of the category reached 20%. In addition, children's retail is considered the most stable: even during the crisis, its turnover increased by more than 10%, while the women's and men's clothing segments lost more than a third of their value. As the birth rate increases, so does the proportion of children's clothing buyers. Now they make up almost 10% of the total population of our country.

According to analysts, the market is growing not only intensively, but also qualitatively, which implies an increase in the share of expenses for the purchase of children's clothing and the cost of the average bill. But there are certain features that hinder the growth of this segment. These include lower marginality (setting on average lower prices for children's clothing compared to adults with comparable production and logistics costs), high requirements for the materials used and production technologies, as well as competition. retail stores with clothing markets. The life of small entrepreneurs is greatly overshadowed by the numerous popular sites of joint purchases (SP), where participants buy goods in bulk directly from suppliers. At the same time, they go to “real” stores only to try on things, and then order them through the joint venture.

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In the children's clothing market, clothing of low and medium price categories is the most popular. The share of premium and luxury class clothing is 12% in total. In the women's clothing market, this price category is 15%, but the purchasing power of the latter is much higher. Until recently, the luxury and premium children's clothing market was considered promising, as in large cities there was a tendency to choose children's clothing brands similar to adults. However, now, due to the unfavorable economic situation, it is not worth choosing this direction. In addition, the income from the sale of expensive clothes is not as great as it seems: the costs of promotion and production (as a result, the purchase) of clothes are higher, and the return on investment is lower than in other price categories.

However, there are certain risks in the budget segment of children's clothing. They are connected, first of all, with the fact that the cost of production of children's clothing, in general, is comparable to that of adults, but parents, on the one hand, do not want to pay a lot for clothes that the child will quickly grow out of, and on the other hand, they rely on high quality. . As a result, the retail margin for children's clothing in the budget price segment is low. It is difficult for individual stores to compete with chain stores, hyper- and supermarkets, which also sell children's clothing, and clothing markets. Experts advise betting on turnover, since only the effect of scale allows you to compensate for the low margin, but for a small clothing store, even if it is well located, it will be almost impossible to achieve high turnover.

However, this does not mean that you should completely abandon the idea of ​​​​opening a children's clothing store. The main thing is to correctly assess the demand and study the assortment and pricing policy of competitors. If you can meet the existing demand and find a supplier of products with the best combination of price and quality, as well as select a good place to open a point, then your business will be successful. When evaluating, consider the number of children's clothing stores in your city and the population that lives in it. On average, a family spends about 10-15 thousand rubles a year on clothes per child (of course, in the regions and in the capital this figure will differ greatly from the average).

Children's clothing store: business registration and search for premises

To get started, you need to register as individual entrepreneur. Opening an LLC does not make sense if you plan to work exclusively with individuals. The tax burden for individual entrepreneurs is much lower, and the paperwork is less (although you still have to tinker with papers). Registration as an individual entrepreneur is cheaper than an LLC, and takes less time in terms of time. If your plans include wholesale other children's clothing stores, then the form of a limited liability company in this case would be preferable. When registering, indicate the following OKVED codes:

52.42 Retail sale of clothing,

52.42.1 Retail sale of men's, women's and children's clothing

52.42.2 Retail sale of underwear

52.42.5 Retail sale of sportswear

52.42.6 Retail sale of hosiery

52.42.7 Retail sale of headwear

Ready-made ideas for your business

52.42.8 Retail sale of clothing accessories (gloves, ties, scarves, belts, suspenders, etc.).

Even at the stage of processing all the necessary papers, start searching for premises for your children's clothing store. Finding the right one won't be easy. It should be located in a busy place, where there will be a minimum of competitors. Ideally, this is a shopping center in a large residential area with high traffic. Renting it will cost a lot, but experienced entrepreneurs say that this option is generally preferable to a separate store. In order to place all the goods in a children's clothing store, large areas are not required. Clothing is an oversized item. It can be compactly positioned on racks, displaying some of the most beautiful models on mannequins in the window. When renting space in mall you get several advantages at once, including the ability to place your advertising on the facade and on the territory of the shopping center and target audience(mothers with children of different ages). However, this option is not suitable if the same shopping and entertainment center has one or even several chain stores children's clothing of the same price category that will be presented to you. If, for example, in the same shopping center there is a store of the chain " Child's world”, then you can take a chance and bet on expensive branded clothes. But still it is better to consider other options for opening a point.

Ready-made ideas for your business

The cost of rent in the mall is quite high. And the terms of the lease are also not suitable for all start-up entrepreneurs. If you decide to look for a room in a separate building, give preference not to the city center (where rent is also not cheap), but to a large residential area. Proximity to the market or shopping center is an additional plus. It is desirable that your store is located not in the depths between the houses, where only residents of nearby houses can find it, but near a busy road. A bright, eye-catching sign will be an additional way to attract the attention of potential buyers. Experts advise beginners, when choosing a room for a stand-alone store, to focus on the so-called "points of attraction" - the most visited places in the area. These in our case include kindergartens, schools, children's development centers, grocery stores etc. In practice, this advice may not work at all. Buying children's clothing is usually not momentary. As a rule, parents go to the children's store purposefully, knowing exactly what they want to buy. It is unlikely that someone on the way to the grocery store will accidentally pick you up and buy winter overalls. Therefore, it is not worth getting attached to such points.

The issue of repair and design of the store deserves special attention. If we are talking about a non-brand store with inexpensive children's clothing, then designer delights will be completely useless. It is enough if your store is clean and comfortable inside. Renting a small room will cost from 30 thousand rubles per month (the exact cost depends on the region, area and location of the outlet). For minimal repairs, if necessary, it will take another 50 thousand rubles.

Do not forget that your store must comply with the requirements of Rospotrebnadzor, Gospozhnadzor and the Trade Department, which are prescribed in regulations, rules or laws. In particular, Sales Department looks at the implementation of the "Rules of trade certain types goods”, especially with regard to store equipment. Rospotrebnadzor requires the implementation of the Sanitary Rules reflected in the PLC - a laboratory control program, which is created on the basis of SanPiN and GOSTs. This Program is required to have any subject retail. The fire department is guided by federal law dated December 21, 1994 No. 69-FZ "On fire safety", issuing permission to open a store.

You will also need special commercial equipment and furniture. The minimum set of equipment includes racks, racks, cabinets for shoes, mirrors, hangers, showcases, cash register. Furniture should be designed for children of different ages (depending on the assortment that will be presented in your store). If the age range is small (for example, you sell clothes only for babies or preschoolers), then you can get by with five or six mannequins. If the assortment is wide enough, then a minimum of nine mannequins will be required (three for each age group: preschoolers, younger students, teenagers). Don't forget to place mirrors in the fitting rooms. If the area and budget allow, then you can also equip a children's corner with a board or a table for drawing. Some stores have a TV showing cartoons. This will distract the child while the mother chooses things for him.

Assortment of children's clothing store

Ready-made ideas for your business

The main revenue of such stores is brought by sales of outerwear (over 80% of total revenue). In second place in terms of profitability is underwear, knitwear and various accessories. However, this does not mean at all that it is necessary to limit the assortment only to these positions. It should be varied and include models for any occasion - from sports and walking options to festive and solemn ones. If you have no experience with children's clothing, then take a walk through the shops of competitors and see what their range includes.

It is better to start with small volumes, since the assortment for all major age groups will require a large area and experience in the procurement of such goods. You can limit the volume by selecting one or more age groups with the prospect of further expanding the range, taking into account consumer demand. To myself a simple commodity includes clothes for newborns and a nursery group. Experts advise giving preference to products made from natural materials with an attractive design and, no less important, at affordable prices. But this advice is not universal. The fact is that on only one clothes in a given age category you won't earn much. If you choose this option, then there are two ways.

You can bet on expensive gift products (mainly, these are clothes for discharge, clothes for photo shoots, luxurious envelopes and bed linen for newborns). As a rule, such clothes are purchased not by the parents themselves, but by their relatives and friends as a gift to the newly-made mom and dad. In this case, considerations of practicality and cheapness do not work. This option is suitable if the shopping center where you open your store has other outlets selling children's clothing at budget prices. By opting for the luxury and premium categories, you will work in your own niche without competing with other stores. If, according to your assessment, such a boutique turns out to be unprofitable (for example, for a small city this is not the best way), you can open a clothing store for newborns and children up to three or four years old at affordable prices. But in this case, you will have to expand the assortment by adding, in addition to clothes, various accessories (for example, feeding bottles, nipples, etc.), toys, baby bedding and diapers, music books, etc. For such a store, it is better to look for a room in separate building. In a shopping center, most likely, you will not find a sufficient number of target audience.

The next age group to bet on are the kids who attend Kindergarten. Clothing for them should be comfortable, practical and attractive in design. Most wanted use models of the middle price category, made of natural and at the same time wear-resistant materials. Special attention should be given to the linen group and knitwear. By manufacturers, consider Russian brands that develop designs in our country, and the models themselves are sewn in China. Their products are different affordable prices and good quality.

Clothing for primary and secondary school students is a rather complicated category. It is not recommended to contact her unless you have a lot of experience with such a product. The fact is that the child himself begins to take part in the choice of such clothes. Moreover, he is guided, as a rule, by considerations of “fashion”, but this fashion develops absolutely spontaneously (for example, what one of his classmates has becomes fashionable). However, the assortment for this target group is dominated by school uniform and various variations on this theme (trousers, vests, shirts, sundresses, dresses, skirts, blouses and jackets). Price category in this case, it is practically unlimited: both affordable and expensive things will be in demand. However, the specialization of your store will determine its location and promotion methods, so you will need to decide on it in advance, even before finding space for rent.

If you rely on the versatility of the assortment and are going to sell clothes on different age, then it is advisable to break down the adjacency of groups (for example, clothes for newborns and toddler assortment, clothes for children of senior preschool and primary school age).

As for suppliers, the products of Russian, Chinese, Polish and Turkish manufacturers have proven themselves well. More and more often, entrepreneurs give preference to domestic brands, primarily because of lower prices, which are quite understandable, because Russian manufacturers do not spend additional money on customs clearance and delivery. It is traditionally believed that the quality of products of Russian factories is better than that of Chinese or Turkish ones, as they develop their own specifications, still guided by Soviet standards. Unfortunately, this is far from always true, so before purchasing products from a new manufacturer, take a small batch "for testing". But avoid strangers trademarks not worth it either. Recently, a large number of small sewing enterprises have appeared that sew products in small runs, but with an original design, high quality and low prices. Some of them have their own narrow specialization (for example, some of them exclusively produce envelopes for babies from designer fabrics, while others produce elegant dresses and costumes for preschoolers). It may not be very convenient to work with several manufacturers at once, rather than with one supplier. But this way you get more competitive advantage- a unique assortment. Just be prepared for a constant search for new models, as competitors are also on the alert.

Domestic producers have two more advantages: the availability of all required documents(their product is certified directly at the factories, so you do not have to certify anything yourself, as with foreign companies), as well as more convenient ordering conditions. When working directly with the factory, you will be able to agree on the release of not a whole range of sizes, but selectively, and also get the opportunity to agree on the release of individual size grids. In the process of work, you will notice that some sizes are more in demand, and some are stale on the shelves. FROM foreign companies it is unlikely that it will be possible to agree on ordering goods in incomplete size ranges.

You can find domestic manufacturers of children's clothing via the Internet. After you confirm that you are an entrepreneur (usually a copy of the constituent documents is provided for this), you will have access to catalogs with wholesale prices and will be able to conclude a contract for the supply of goods. Goods are shipped prepaid and delivered, as a rule, transport company if the supplier is located in another city.

Working with foreign manufacturers requires experience in organizing the delivery and customs clearance of goods from abroad. You can shift all the worries to intermediaries, but the cost of production in this case will increase markedly. Keep in mind that you will need to negotiate with the seller about the minimum order amount, about the documents that he can provide along with the goods, about the terms and conditions of delivery. All this takes time and knowledge. foreign language(at least English). If you plan to work with expensive goods, you will have to go to the seller to check the quality of the products. It will not be possible to exchange a marriage with a Russian labor manufacturer, but foreign suppliers will not go to a meeting, or the cost of shipping a defective item will be too high (and you will have to send it at your own expense). Therefore, you will have to decide the issue of defective clothes yourself (as a rule, an impressive discount is set for it, and it is sold at a price even lower than its cost price).

The average markup on children's clothing is 125%. The trade margin for cheap products can reach 200%, and for expensive products it rarely exceeds 80-100%.

Let's say a few words about the selection of sellers to work in your store. With a small area, one store located in a shopping center and operating according to its schedule (seven days a week from 10 am to 10 pm) will require at least two sales assistants. The main requirement for the staff is an excellent knowledge of the assortment and dimensional grid. It is important that they know what size (in children's clothing it is usually determined by height) for what age. In addition to salespeople, you will also need an accountant. Although accounting for individual entrepreneurs is much simpler than for an LLC (if you work on a simplified taxation system), but without experience and relevant knowledge at first for accounting and tax accounting will take too long. Don't forget that you must contribute to mandatory pension insurance, depending on the wages of your employees, and pay personal income tax.

Children's clothing store expenses and income

To open small shop children's clothing with narrow specialization(for example, by age) will require from 500 thousand rubles. For a store with a universal assortment, you need from 2 million rubles. One-time costs include the purchase of equipment and furniture (up to 100 thousand rubles). For monthly - rent of premises (30-50 thousand rubles), wage personnel (from 30 thousand rubles), deductions for pension insurance, taxes, other expenses. The profit of a small store is from 80 thousand rubles a month. The payback of such a business is estimated by experts at 12-18 months.

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It is not customary to save on children. Therefore, opening a children's clothing store can be quite successful business. The main thing is to approach the organization similar enterprise wisely.

Although children need clothes in special sizes and styles (especially for babies), specialized stores not so much.

Often these are either expensive boutiques common in megacities, or market points more familiar to small towns, where the quality of goods leaves much to be desired.

Under these conditions, opening a clothing store with a wide range of products for children of all ages can be seen as a highly profitable business that can satisfy users living in settlements different scale. Let's figure out how to open a children's clothing store from scratch, and what nuances to consider when creating similar business. And what does it take to open a children's clothing store?

Format is everything

Starting a business from scratch is not so bad.

Yes, it will have to be untwisted, and this is not an easy job.

On the other hand, it is possible to choose the concept of the future enterprise. The right format is the key to success.

Funds are spent more rationally, the place is more compact. As for the assortment and advertising, they are more thoughtful, which means they will surely hit the mark. So, the format of a children's clothing store can be as follows:

  1. Classical. It implies the sale of products through a full-fledged trading place in specialized departments of hypermarkets or in individual stores in shopping centers.
  2. Online. It is quite possible to sell clothes for children through the Internet. Today it is popular and in demand.

Both cases have their pros and cons. For example, in the first option, buyers have the opportunity to see, feel and try on clothes for a baby.

When purchasing clothes through the store's website, they will only have a visual representation of the product, as well as focus on the description provided by the seller. The photo does not always reflect true view things, as well as the declared characteristics may not correspond to reality.

Be prepared for frequent product returns when selling online.

Finding clothes for a child is quite difficult.

Children do not always meet age standards for height, weight and foot size.

At the same time, online sales are beneficial for both the seller and the buyer. The first one saves on renting premises, and accordingly can install more low prices. The latter have the opportunity to purchase products at an affordable cost almost around the clock, without leaving home.

Advertising and promotion

As for advertising, the promotion of an online store will require enhanced measures. A real store is always in front of the eyes of customers passing by, so when they need children's products, they will be the first to remember it.

It is convenient to promote a children's clothing store through specialized resources (thematic forums, groups in in social networks, blogs of successful mothers). Such advertising is quite economical and effective.

Where is the best place to locate a store?

Initially, a large area is not required to open a store. 50 m 2 will be enough.

It's best to start small. This will allow you to study the preferences of buyers, determine the most hot goods and "fill your hand."

It makes sense to open a store in places with high traffic, preferably the audience for which the product is designed.

Doesn't have to be downtown. Adults buy clothes for children, so points near kindergartens, attractions, playgrounds, clinics, development centers will be appropriate.

It is advantageous to locate the premises near similar stores that are popular with consumers.

This will increase the chances of attracting the attention of potential consumers. Following the usual store, buyers are highly likely to visit yours.

A high-quality level of service, a well-thought-out assortment and a loyal pricing policy will help to convince a client to buy clothes for a child from you.

Naturally, it is worth considering the rental rate. It may vary several times. However, the location of the store in an expensive shopping center with a high rent does not guarantee a large turnover.

Clothing store for children in a rented premises

The site is the face of the store. It is both a showcase and an office, so it should be interesting, convenient and understandable to the client as much as possible. All the necessary data should be visible (contacts, product order buttons, opening hours, dimensions, color, product availability, prices, the benefits of buying on this particular resource, etc.).

It is better to order a site from professionals. Specialists will not only create a high-quality resource with advanced functionality that takes into account all the wishes of the client, but they will also be able to suggest which domain and hosting to purchase, which structure and color scheme of the site will be more advantageous.

Just creating a website for an online store is not enough. The resource needs to be optimized for search terms and rotate periodically. This is best handled by experts. You can order a subscription service.

Store decoration

It is advisable to design a children's clothing store in light or bright colors. Paintings with cartoon characters or fairytale heroes would also be appropriate. A good trick that both children and parents buy into is gifts for toddlers.

It will be enough to distribute Balloons, hoops with "ears", cardboard masks, etc. little things. Children's music will not be superfluous. Such a background will contribute to a great mood among buyers.

Bright design for a children's clothing store

Old-timers in this niche are advised to place a children's corner in the store. It can be equipped with a sofa, playpen, TV, drawing table, children's slide or toys. This will allow one of the parents to relax with the child, while the second is busy choosing the wardrobe for the baby.

Legal registration

To operate a children's clothing store, you will need to register an individual entrepreneur or LLC, as well as obtain certificates for products.

To do this, you must submit documents to certain government agencies (tax, FIU, FSS, MHIF, etc.). Registration will take up to 10 days.

Suppliers should be selected who are verified and have the appropriate licenses for manufactured or sold products. Certified products will meet high quality standards, as well as be labeled according to the established standards for clothing sizes.

Assortment of a children's store: embrace the immensity

The initial assortment should be formed according to the season from things of a full size range.

It is better if they are not in one set.

Proceed from what category of children you are targeting (babies, preschool children, schoolchildren).

Choose the most popular colors (pink, blue, neutral). As products are sold, identify the items that are most in demand.

Depending on the width of the assortment, select staff. He must be sociable, honest, outwardly attractive and polite. For a small store, 1-2 sellers, 1 cleaning lady will be enough.

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Store opening costs

  • registration - about 1 thousand rubles;
  • receiving permits- up to 10 thousand rubles;
  • rent (if required) - up to 70 thousand rubles;
  • repair and purchase of equipment, office equipment, Supplies- up to 250 thousand rubles;
  • purchase of goods - up to 300 thousand rubles;
  • staff salaries - up to 25 thousand rubles;
  • advertising campaign - up to 20 thousand;
  • other expenses - about 50 thousand rubles.

The total amount will be approximately 726 thousand rubles. However, in each individual case, it may vary (for example, if there is no need to make repairs).

Business payback

Is it profitable to open a children's clothing store? The profitability of opening a children's store is quite high.

With a competent organization of a point in a passage place, it will be possible to return the invested funds in a year and a half.

At the same time, tangible profit will appear after six months of stable work, when the brand becomes recognizable and an audience appears regular customers. The average markup on products is about 130%.

This business requires frequent updating of the assortment, therefore, constant investments. Do not forget about the seasonality of the business. As a rule, sales fall during the off-season. Therefore, it is advisable to “dilute” the assortment of the store with toys, handbags, accessories, etc. goods.

When opening a children's products store, bet on kids. After all, it is they who will ultimately make the decision to buy this or that thing. Put your soul into your store, and then parents with kids will come to you again and again, feeling the atmosphere of attention and ease. And of course, do not ignore the quality of products. Little shoppers are especially in need of comfortable beautiful things that are resistant to wear and tear.

If you prefer production to other activities, but do not have large finances, then you can realize your idea by creating small production. . Where to begin? What to produce? You will find answers to these questions in the following article.

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