Home › Housing and communal services › Children's clothing business department. Business plan for a children's store. How and what kind to open a children's goods store. Carrying out a market analysis of commercial items for children

Children's clothing business department. Business plan for a children's store. How and what kind to open a children's goods store. Carrying out a market analysis of commercial items for children

* The calculations use average data for Russia

A store selling children's clothing is the best idea for a business, especially if you do not yet have or have very little experience in entrepreneurship. The main advantages of this business include high profitability and an almost “win-win” product. Children's clothing, which can be quite comparable in price to clothing for adults, is in constant demand. A child’s wardrobe is updated many times faster than an adult’s, and loving parents will save on their children at the earliest last resort. Fashion trends, although present in this segment, do not play as important a role as in clothing for adults. This means that clothes that were unsold last season do not lose their relevance.

Market research

However, before opening a children's clothing store, like any other business, you need to conduct preliminary work on planning, market research and search free niche. Overall, the situation is Russian market children's clothing is rated as favorable. In 2005 alone, its share was 12% of the total clothing market capacity, and in 2014 the category’s share 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, the share of buyers of children's clothing also increases. 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 also certain features that hinder the growth of this segment. These include lower margins (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. Numerous popular sites greatly darken the lives of small entrepreneurs joint purchases(SP), in which participants chip in to purchase 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, the most popular clothing is in the low and medium price categories. The share of premium and luxury clothing is generally 12%. In the women's clothing market, this price category is 15%, but the latter's purchasing power is much higher. Until recently, the market for luxury and premium children's clothing was considered promising, since 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, income from the sale of expensive clothing is not as great as it seems: the costs of promotion and production (and, as a result, purchasing) of clothing 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 producing children's clothing is, in general, comparable to adult clothing, but parents, on the one hand, do not want to pay a lot for clothes that the child will quickly outgrow, and on the other hand, they expect high quality . As a result, the retail markup 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 economies of scale can compensate for low markups, but for a small clothing store, even if it is well located, achieving large turnover will be almost impossible.

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 demand and study the range and pricing policies of competitors. If you can satisfy the existing demand and find a supplier of products with the optimal combination of price and quality, as well as choose a good location to open a point, then your business will be successful. When assessing, consider the number of children's clothing stores in your city and the number of people living 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 be very different from the average).

Children's clothing store: registering a business and searching for premises

First you need to register as individual entrepreneur. It makes no sense to open an LLC 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 the papers). Registration as an individual entrepreneur is cheaper than an LLC and takes less time. If your plans include wholesale sales to other children's clothing stores, then the form of society with limited liability in this case will be preferable. When registering, please indicate the following OKVED codes:

52.42 Retail trade of clothing,

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

52.42.2 Retail trade of underwear

52.42.5 Retail trade of sportswear

52.42.6 Retail trade in hosiery

52.42.7 Retail sale of hats

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

Even at the stage of completing all the necessary papers, start looking for premises for your children's clothing store. Finding a suitable option will not 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 not be cheap, but experienced entrepreneurs say that this option is generally preferable to a separately located store. In order to place all the goods in a children's clothing store, large areas are not required. Clothing is an oversized product. It can be compactly placed on racks, displaying several of the most beautiful models on mannequins in the window. When renting space in shopping center you get several advantages at once, including the opportunity 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 will not work if in the same shopping and entertainment center there is one or even several chain stores of children's clothing of the same price category that will be presented at your place. If, for example, a chain store is located in the same shopping center Children's world", then you can take a risk and bet on expensive branded clothing. But it’s still better to consider other options for opening a point.

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The cost of rent in a shopping center is quite high. And the rental conditions are also not suitable for all beginning entrepreneurs. If you decide to look for premises in a separate building, give preference not to the city center (where rent is also expensive), but to a large residential area. Proximity to a market or shopping center is an additional plus. It is advisable that your store is located not deep between houses, where only residents of nearby houses can find it, but near a busy road. A bright, eye-catching sign will additional way attracting the attention of potential buyers. Experts advise beginners when choosing a room for a separate standing store focus on the so-called “points of attraction” - the most visited places in a given area. In our case, these 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 immediate. As a rule, parents go to children's store purposefully, knowing exactly what they want to purchase. It is unlikely that someone, on the way to the grocery store, will accidentally pick you up and buy a winter overall. Therefore, you should not get attached to such points.

The issue of store renovation and design 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 cozy inside. Renting a small space will cost from 30 thousand rubles per month (the exact cost depends on the region, area and location of the point). For minimal repairs, if necessary, another 50 thousand rubles will be required.

Don’t forget that your store must meet the requirements of Rospotrebnadzor, Gospozhnadzor and Trade department, which are registered in regulations, rules or laws. In particular, the Trading Department monitors the implementation of the “Trade Rules” individual species goods", especially with regard to store equipment. Rospotrebnadzor requires compliance with the Sanitary Rules reflected in the PLC - a laboratory control program, which is created on the basis of SanPiN and GOSTs. Any retail trade entity must have this Program. The fire inspection 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 trade equipment and furniture. The minimum set of equipment includes shelving, racks, shoe cabinets, mirrors, hangers, display cases, cash register. Furniture should be designed for children of different ages (depending on the range that will be presented in your store). If the range by age is small (for example, you sell clothes only for infants or preschoolers), then you can get by with five or six mannequins. If the assortment is wide enough, then you will need at least nine mannequins (three for each age group: preschoolers, primary schoolchildren, teenagers). Don't forget to place mirrors in fitting rooms. If space and budget allow, then you can also equip a children's corner with a board or table for drawing. Some stores have a TV showing cartoons. This will distract the child while the mother chooses things for him.

Children's clothing store assortment

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The main income for such stores comes from sales outerwear(over 80% of total revenue). In second place in terms of profitability are underwear, knitwear and various accessories. However, this does not mean at all that you need to limit the range to only these positions. It should be varied and include models for any occasion - from sports and recreational options to festive and formal occasions. If you do not have experience with children's clothing, then take a walk through competitors' stores and see what their range includes.

It is better to start with small volumes, since an assortment for all major age groups will require a large area and experience in purchasing 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. The simplest products include clothing for newborns and nurseries. Experts advise giving preference to products made from natural materials, attractive designs and, no less important, at affordable prices. But this advice is not universal. The fact is that you won’t earn much on clothes alone in this age category. If you choose this option, then there are two ways.

You can bet on expensive gift products (mainly sets of clothes for discharge, clothes for photo shoots, luxury envelopes and bedding for newborns). As a rule, such clothes are purchased not by the parents themselves, but by their relatives and friends as gifts for the new mother and father. In this case, considerations of practicality and cheapness do not work. This option is suitable if in the shopping center where you are opening your store there are other outlets selling children's clothing at budget prices. By giving preference to the luxury and premium categories, you will work in your own niche without entering into competition with other stores. If, in your opinion, such a boutique turns out to be unprofitable (for example, for small town it's not best option), 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, pacifiers, etc.), toys, baby bedding and diapers, music books, etc. For such a store, it is better to look for premises in a separate building. In a shopping center, most likely, you will not find a sufficient number of your target audience.

Next age group one thing you can bet on is the children who attend kindergarten. Clothes for them should be comfortable, practical and attractive in design. Nai in great demand They use models in the mid-price category, made from natural and at the same time wear-resistant materials. Special attention should be given to the linen group and knitwear. For manufacturers, consider Russian brands that develop designs in our country, and the models themselves are sewn in China. Their products have affordable prices and good quality.

Clothing for primary and secondary schoolchildren is a rather complex category. It is not recommended to contact her unless you have extensive 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, in the range for this target group school uniforms and various variations on this theme predominate (trousers, vests, shirts, sundresses, dresses, skirts, blouses and jackets). The price category in this case is practically unlimited: both affordable and expensive items 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 searching for space to rent.

If you rely on the versatility of the assortment and are going to sell clothes for different ages, then it is advisable to do a breakdown by contiguity of groups (for example, clothes for newborns and nurseries, clothes for children of senior preschool and primary school age).

As for suppliers, products from 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 understandable, because Russian manufacturers do not spend additional funds on customs clearance and delivery. It is traditionally believed that the quality of products from Russian factories is better than those of Chinese or Turkish ones, since they develop their own technical specifications, guided by Soviet standards. Unfortunately, this is not always true, so before purchasing products from a new manufacturer, take a small batch “to try.” But avoid strangers brands It's also not worth it. Recently it has appeared large number small sewing enterprises that sew products in small quantities, but with an original design, high quality and low prices. Some of them have their own narrow specialization (for example, some produce exclusively baby envelopes from designer fabrics, while others produce elegant dresses and suits for preschoolers). It may be that working with several manufacturers at once will not be as convenient as working with one supplier. But this way you will get additional competitive advantage- unique assortment. Just be prepared to constantly search for new models, as competitors are not asleep either.

U domestic producers there are two more advantages: the presence of all necessary documents(their products are certified directly at the factories, so you don’t have to certify anything yourself, as when working 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 will also have the opportunity to agree on the production of individual size grids. As you work, you will notice that some sizes turn out to be more in demand, and some remain on the shelves. WITH foreign companies It is unlikely that you will be able to agree on ordering goods in incomplete size ranges.

You can find domestic manufacturers of children's clothing via the Internet. Once you have confirmed that you are an entrepreneur (usually a copy of constituent documents), you will have access to directories with wholesale prices and you will be able to conclude an agreement for the supply of goods. The goods are shipped upon prepayment and are usually delivered transport company, if the supplier is located in another city.

Working with foreign manufacturers requires experience in organizing the delivery and customs clearance of cargo from abroad. You can shift all worries to intermediaries, but the cost of production in this case will increase significantly. Keep in mind that you will need to agree with the seller on the minimum order amount, on the documents that he can provide along with the goods, on the terms and conditions of delivery. All this requires time and knowledge of a foreign language (at least English). If you plan to work with expensive goods, then you will have to go to the seller to check the quality of the product. It will not be difficult to exchange a defective item from a Russian manufacturer, but foreign suppliers will not agree 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 resolve the issue of defective clothing yourself (as a rule, an impressive discount is set on it, and it is sold at a price even lower than its cost).

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

Let’s say a few words about selecting 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 to 22 hours) will require at least two sellers. The main requirement for staff is excellent knowledge of the product range and size chart. It is important that they know what size (in children's clothing it is usually determined by height) corresponds to what age. In addition to salespeople, you will also need an accountant. Although accounting for an individual entrepreneur is much simpler than for an LLC (if you work on a simplified taxation system), but without experience and relevant knowledge at first, maintaining accounting and tax accounting it will take too much time. Don't forget that you must make mandatory contributions pension insurance, depending on the wages of your employees, and pay personal income tax.

Expenses and income of a children's clothing store

To open a small children's clothing store with a narrow specialization (for example, by age) you will need 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). Monthly – premises rental (30-50 thousand rubles), wages personnel (from 30 thousand rubles), contributions to pension insurance, taxes, and other costs. Profit small store is from 80 thousand rubles per month. The payback period for such a business is estimated by experts at 12-18 months.

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As an option own business was and remains extremely popular, so all kinds of retail outlets appear constantly. Merchants try their hand at competing for buyers, testing in practice various types of trade and groups of goods. How to open a children's clothing store from scratch, is it worth dealing with this particular group of goods at all, and what prospects might this business have? Let's consider the issue from all sides, this will help determine the choice of assortment and direction of work.

Specifics of a children's clothing store: why is it profitable?

Even at the decision-making stage, businessmen are interested in a completely legitimate question: is it profitable to open an online children’s clothing store, will they really do it? good sales? If we compare the need to purchase new clothes for children and adults, it turns out that the turnover rate of goods in the children's category is several times higher. The reason is extremely simple: babies actually grow very quickly, and buying dresses and trousers for growth has not been accepted in our society for a long time.

The child’s need for a practical wardrobe, which successfully combines smart and casual things - all this contributes to the fact that clothes for a child are bought more often than for an adult. Here, of course, it should be understood that this statement can only be considered as an average result. There are families of different incomes; in some places the preponderance may go in favor of one or both parents, and families without children are not taken into account. However, on average the situation is exactly this, and the vast majority of parents admit that children's clothing and shoes are a significant expense item. That is why businessmen are interested, from scratch, in what profit it can bring and what they should pay attention to first.

Action plan for opening a children's clothing store

When opening any point of sale There is a standard plan of action that has been tested by many businessmen. So, you have decided to open a children's clothing store. Where to start?

The order in which the items are completed may vary slightly, but the general flow of the process remains unchanged:

choosing an area and premises for a store;
analysis of the purchasing audience;
determining the price category of goods;
preliminary formation of the assortment;
final budget formation;
registration;
store design and personnel selection;
opening.

Each of these points can be adjusted to the specifics of the city or region, but registration is standard everywhere. To do this you need to contact tax office at your place of residence and register as an entrepreneur. When thinking about how to open a children's clothing store from scratch, first of all you need to take into account the legality of your actions and include the costs of appropriate registration in your business plan.

You can prepare documents as a tax payer for an entrepreneur either independently or by entrusting all the work to professionals. Many companies specialize in settling formalities as quickly as possible.

Premises selection and area analysis

For the success of your future business, it is worth considering the specifics of the area in which you plan to open a store. If this part of the city can already boast of several similar points, then it would be reckless to enter into fierce competition, especially if other options can be found. In most cases, competition requires significant financial investments, effort and time, and it is better to spend it on business development. Before thinking about how to open a children's clothing store from scratch, it would be worth first understanding where exactly it is needed most.

Children are a rather specific category of consumers; it is not always convenient to walk around stores with them, so being close to customers is an advantage. The absence of a children's store where there are many children is a clear sign of a vacant niche. However, there is another way to cover almost all areas of the city, and maybe even the country. Online trading has its own advantages and can be carried out simultaneously with the development of a regular store. Many people wonder how to open an online children’s clothing store, what is needed for this and how such a business differs from standard solutions. By and large, such trade is distinguished by a more friendly attitude towards customers and the opportunity to save on renting premises, utility bills and personnel selection.

How to decide on a price category

Expensive or cheap? Children's clothing, like things for adults, can be affordable or cost big money. It’s worth thinking about this even at the stage of thinking about how to open a children’s clothing store. The business plan should include an analysis of customer demand, this will allow you to predict possible profit and development commercial enterprise. The profitability of the entire enterprise directly depends on the price of the product and the purchasing power of the majority of visitors.

In a population populated by middle-income people, a store with luxurious clothes from well-known brands is unlikely to be appropriate. It is better to open such points in the city center or in large shopping centers, because their potential buyers are unlikely to walk. For a residential area, products of the mid-price category and good quality to maintain the store's reputation.

Is it worth opening a children's clothing store in the market, because by default there are a lot of buyers there? The market is exactly the place where it is better to cover the lower price segment, from cheap things to average cost.

Formation of assortment

What determines the profit of any retail store? This is best seen in the example of a standard supermarket, where you can buy everything you need from provisions, plus In the same way it is worth forming the assortment of your future store with children's goods. The ideal option is when customers can purchase everything a child needs locally, from underwear to a winter jacket, otherwise they will go to competitors.

Is it profitable to open a children's clothing store? If the assortment allows you to reliably retain the buyer and encourages him to become a regular customer, then this is definitely beneficial. IN retail trade one-time customers are just a pleasant addition, and the bulk of the revenue comes from regular customers who appreciated your work and made a choice in favor of your company.

One of the best ways creating an assortment means putting yourself in the buyer’s shoes. To do this, you don’t need to be limited by your own imagination; analyzing the work of other stores helps a lot. It's worth exploring what exactly other stores are missing and what you can do better to meet customer demand. The purchase of goods must be based on the research conducted.

Store decoration

Once you have decided on the area in which you will open your store, have found a premises and are almost ready to start working, you should pay attention to the design of the premises. In addition to attractive design, there is another important aspect - practicality and forethought. It is no secret that people come to such stores with children, so it is worth thinking about the safety of goods. Restless kids will certainly try to restore their own order on all the shelves they can reach. Therefore, it is worth making sure that goods are placed on the lower shelves in such a way that there is nothing breakable or very expensive. One might ask, what can break in a clothing store? If we recall the example with supermarkets, then toys or products for the care of newborns may be related products, and they can be broken accidentally.

It’s much easier to develop a design if you open a children’s clothing store as a franchise - it’s usually specified in the contract package general design outlet, because it must correspond to the overall design of the store chain. For example, brand stores Chicco have design guidelines, and the quality of the products is confirmed by many buyers.

Recruitment

Another important point of store success is qualified personnel. Working with children's products has its own specifics. Sellers must be ready to provide comprehensive information on any type of product and answer many questions. Buyers in such stores are especially picky, and THEY can be understood, because we are talking about children. What does it take to open a children's clothing store? Sometimes they don’t even think about personnel, but it is the seller who can directly influence the success of the work.

In addition to the ability to advise the buyer and sell him necessary goods, sellers must have a high degree of stress tolerance, be able to deal with other people’s children, and be able to quickly and effectively resolve conflicts. At first glance, anyone can work as a salesperson in such a store, but it’s not that simple. It may even be necessary to organize special training, and this is a material investment in personnel.

Online children's clothing store

Another business option that is often overlooked is to open an online children's clothing store, from scratch or as an addition to an existing retail outlet. What do you need for an online store and how does it differ from the usual form of trade?

In most cases, the advantage of an online store is the absence of the need to rent or buy retail space or hire salespeople. This is not entirely true; premises are still needed, although not but rather warehouse space, where, in addition to storing goods, orders can be quickly and efficiently generated. It’s also impossible to do without staff at all - someone must take orders, conduct consultations online or by phone, assemble ordered goods and deliver them to customers.

In this case, you can choose an inexpensive premises, on the outskirts of the city, you do not need to pay impressive sums for advertising lighting and public utilities, and a qualified online consultant is able to reach a much larger number of buyers than one salesperson on the sales floor. And yet, how to open an online children's clothing store?

In this case, the same procedure remains correct, which has already been discussed above, but with some amendments. If you don’t need to decorate your trading floors, you will still have to spend money on website design and creating functionality that allows visitors to comfortably place an order directly on the website.

Thrift store selling children's things

Due to the fact that children really grow very quickly, many parents are faced with a situation where some cute jacket or dress has not been worn at all or has only been worn a couple of times. What to do in this case - throw it away, give it to someone or try to sell it? It’s a shame to throw it away, there’s no one to donate it to, and there’s no time or talent to sell it. A consignment store can be considered an excellent outlet, useful both for the seller and for future buyers who can purchase almost new thing at a reduced price.

How to open a children's clothing consignment store and will it be profitable? By and large, the procedure for opening a consignment store is no different from any other store, but there are certain advantages. By accepting items on consignment, you do not spend money on purchasing goods. The initial seller himself takes care of bringing children's clothing into marketable condition and bringing it to the store. The profit in this case consists of the markup that the store takes for the provision of retail space and seller services.

You can combine the types of profit making and open a commission department in a regular children's clothing store. In this case, the store owner sets the rules for accepting goods independently; for example, only items of a certain price category can be accepted for commission and only in perfect condition.

How to develop a business?

After the grand opening of the store, harsh everyday life begins, the flow of visitors gradually decreases. This is a natural decline after the rush, so it is worth thinking about how to maintain trade and grow further.

If you have correctly decided on the question of where to open a children's clothing store, and there are really a lot of children around, there is a kindergarten and a school, then a stable flow of visitors is guaranteed. It is important to turn visitors into buyers; for this you need to constantly analyze consumer demand. The attentive attitude of the staff towards visitors can help, because it is the seller who draws up the initial survey and provides data on requests that the store could not satisfy.

If the store’s work is duplicated on the Internet, this gives additional sales volume and expands the territorial coverage of the service. If we consider that the store has its own warehouse space, then the costs of creating an online store will be relatively small.

A loyalty program for business can help promote regular customers— discounts and bonuses are well received by consumers. In addition to standard advertising, you can unobtrusively remind customers about yourself. For example, order special questionnaires for clients and send congratulatory messages on a child’s birthday, while mentioning the replenishment of the product range.

At the same time, the assortment should be expanded, because even in a children’s clothing store you can add toys, accessories, and impulse goods. In the price category, it is better to stick to the chosen policy if it suits buyers, but it is good to have an assortment in a related category. If in one store you can buy both an expensive item and its more affordable counterpart, this can be good for the business.

The demand for children's clothing remains stable from year to year. Every family invariably spends part of their budget on children, because they are growing and their wardrobe needs to be constantly updated.

Therefore, a business project of opening a small store with an assortment of suits, dresses and panties will be profitable and profitable. This or a metropolis - good demand will be everywhere.

You don’t know how to open a children’s clothing store from scratch, and many unanswerable questions arise?

How much money should be invested in this enterprise?
What difficulties may arise during registration?
Which suppliers are best to work with?
How to prepare an optimal business plan yourself?

Then this article will be useful for you. But first things first.

Before starting your own business, you will need to collect information that will further help you understand the needs of customers and assess the profitability of the enterprise.

According to analysts, the structure of spending on children's goods is as follows: 34% goes on clothing, 12% on shoes, 18% on toys and 36% on other goods, including diapers and food.

On the forums of active mothers of the city, in already open children's departments and centers, you need to find out the following:

number of similar outlets;
their location, range, permanent contingent;
convenience of equipment placement, its variety and quantity;
level of customer satisfaction: what they like, what causes negative emotions, what is missing in the range of products.

Another way to obtain information is to get a job as a sales consultant or administrator and see the situation from the inside. This way, you will gain valuable experience before starting your own business, you will be able to avoid common mistakes, and you will learn the needs and difficulties of staff. Understanding the nuances profitable sales and organizing the work process, you will be able to understand whether the activity is up to you, whether you can carry it out, whether it is interesting. If there is no free money, and you have to take out a loan to open a store, then an entrepreneur who has at least minimal experience in this area will have a better chance of paying it off and making a profit.

How to attract buyers

Before opening a children's clothing store, you need to clearly understand that there is a lot of competition in this industry. In order for customers to come to you and want to buy, they need to be interested, surprised, and encouraged. Find the highlight of your store:

Large assortment seasonal clothes By low prices, which you can provide through foreign or domestic suppliers.
Availability of expensive, high-quality items from well-known manufacturers that cannot be found from competitors.
A bright, memorable environment that children like, the presence of a play area or playground.
A constant supply of new products, fashionable and beautiful accessories that are in demand during a particular period.

Definition of narrow specialization

All retail outlets that sell things for children from birth to 15 years old are called children's outlets. At the same time, some have a wide line of products for different ages, while others specialize in a specific age group.

For example:

clothing for special occasions and holidays;
accessories and things for newborns;
everything for preschoolers;
school uniforms and other things for schoolchildren;
fashionable wardrobe for teenagers;
clothing store for all ages.

For a novice entrepreneur, selling things for one group will be simpler and more understandable. Then you can expand the range and add new product lines as the business develops.

Variety of offers

To begin with, you can try your hand at offering clients clothes for the youngest children. Experts note that it is easiest to choose a wide range for newborns, since fashion does not greatly affect tiny onesies or baby onesies. Mothers pay attention mainly to the quality of the material, its naturalness, color, price, and then to the design. Hats and socks for babies never go out of fashion, and you can always sell these products.

According to the latest statistics, the initial cost of purchasing all the essentials for the birth of a baby (strollers, cribs, baby vests, diapers, etc.) ranges from $500 to $1,500.

When offering a new wardrobe to preschoolers, try to focus on strength and durability. Boys love comfortable clothes, but for girls beauty is also important. They, imitating mothers and teachers, want to look stylish and original. Therefore, for them, hang dresses, bright sweaters and fluffy skirts in the store’s assortment.

Clothes for schoolchildren are similar to those for adults in detail and cut. She must be stylish because at this age appearance plays a big role in a child's self-esteem. It is necessary to fill the shelves with only modern new products, the most popular ones. However, do not forget about the quality and convenience of things.

Selecting a room

A suitable place for a children's products store is near a kindergarten, school, art center, clinic, that is, next to any child care facility. A stream of parents picking up their child from classes or from kindergarten will pass by your point, and you will receive potential clients.

The location in hypermarkets, shopping arcades, and the children's section is also quite good, because the number of buyers there is always large. When deciding on a location, weigh everything possible options, because your income will depend on how good a choice you make.

The minimum store size is at least 20 m2. You can start with a small area, placing a minimum of equipment on it and choosing a narrow focus. But it is most comfortable to place goods, changing rooms and other equipment on 50 m2.

Of course, the size will be affected by the ratio of your financial opportunities and desires, but it should be remembered that in a small room buyers will feel cramped and uncomfortable.

IN good store There will definitely be room for two fitting rooms, several islands with a variety of products, as well as free aisles for customers.

Exterior and interior design

Facade. Children are attracted to everything bright, interesting, and unique. Therefore, the appearance of the store should not be boring and gray; small customers will not even want to enter. Transform the façade and shop windows into the home of cartoon characters. Let them laugh themselves and spread happiness to others. Add a sense of magic to the environment. If you have children and you know which characters they like best, take advantage of this. If you don’t trust your own choice, contact a designer. He will offer you a professional design project.
Interior. If a child and his parents come to you, try to hold him back. Place a plasma panel on one of the walls where fairy tales, children's films and cartoons will be broadcast. While adults get acquainted with the assortment and choose the necessary things, the child will be busy browsing and will not become capricious. Make a play area. Let the small sofa, chairs and drawing table welcome the baby. Maybe there will be a slate board and chalk, maybe wax pencils and cardboard - find the best and unprofitable option. Adults will appreciate the opportunity to calmly choose things while the child is busy. And they will be happy to return to you.
Lighting. It is more pleasant to make purchases in a bright and cozy store; the goods and prices are better visible. Consider multi-level lighting for display cases, shelving and the entire area. Bright lighting is another way to attract attention.
Window decoration. It has been noticed that updating the wardrobe of mannequins in display cases increases the number of customers. Work on the look of your showcase, place popular or new models of things and accessories on it, do not forget to update them often.
Fitting rooms. In a children's store, the size of the fitting room should be designed for an adult and a child. It will be convenient if it has a lot of hooks, a mirror, and a high chair or ottoman for the baby. Having only one fitting room will create inconvenience, a queue and will negatively affect the mood of customers. It's better if there are two or three of them.

Selection of suppliers

Among children's clothing manufacturers, Chinese, Turkish, Polish and domestic products often enter the Russian market. Check out the offers different companies, pay attention to the discount system, read customer reviews on the Internet. This will make it easier for you to decide on the most suitable companies.

For example, Chinese suppliers offer the most affordable prices. But please note that the quality of the product will be appropriate. Recently, buyers have become fed up with short-lived and low-quality items and are not eager to purchase the cheapest ones. Polish manufacturers position their products as natural and durable. Many Polish brands are quite popular. You can order the required batch of items online, saving your time.

However, things made in accordance with Russian GOSTs are in great demand. As a customer, it will be easier for you to work with domestic companies. After all, they provide a full package of required documents, the specified dimensions fully correspond to the declared ones. In addition, they inspire confidence among consumers. You can place an order in several ways, including by phone and online.

Staff

Attentive, responsive sellers will create your store’s reputation. Therefore, try to spend time not only searching for the appropriate composition, but also on periodic training. It would be good if employees have experience interacting with children. After all, these are special buyers who will require patience and will sense insincerity.

You can hire two or four salesmen for shift work, who will come out one or two at a time, respectively. An administrator is also needed in the hall. You can take on this role yourself or delegate it to an experienced employee.

Nuances of legal registration

The most convenient form of activity is individual entrepreneurship. As the owner of a small store, it will not be difficult for you to cope with the system of tax obligations. You will be able to choose special kind taxation, which is not affected by the amount of income and trade turnover - imputed tax. It depends on the size of the area, the number of staff and the equipment of the store.

At the trade department you will receive a certificate of inclusion in the unified trade register. But keep in mind that if you are decorating a room that has not been used before, how shopping area, you will have to take care of this too. Immediately contact the trade department for permission, as well as Rospotrebnadzor and the Fire Department. It will be a little easier if you rent space in a hypermarket, where it’s a matter of getting regulatory documents administration is in charge.

Approximate investment volume

To draw up a business plan for a children's clothing store, you need to include all upcoming purchasing expenses, as well as monthly expenses. For a school supplies store located in a large shopping center with an area of 50 m2, the business plan will have the following points:

Purchase of productsAssortment500,000

Service name	Quantity (pcs.)	Cost (RUB)
Rent of premises per month	—	50 000
Cash register	1	30 000
Dummy	4	10 000
Hangers, panels with hooks	In stock	40 000
Fitting room with mirror	2	20 000
Equipment	3 sections	30 000
Signboard	1	5 000
Autonozzle	1	27
Lighting installation work	—	50 000
Corner for children	1	5 000
Transport costs	—	10 000
Total	—	750 000

The initial investment amount will be approximately 750,000 rubles. In this case, the average profit for 1 month will be from 100,000 to 150,000 rubles. The project will pay for itself in 12–14 months.

When investing in the implementation of a business idea, do not forget about advertising. Otherwise, about a large selection of goods, beautiful design, polite staff, affordable prices recognized by a small circle of potential buyers.

Continuation of the video. Part 2.

Do you want to start a clothing business? Learn how to open a children's clothing store, because selling clothes for babies has a greater chance of success than for adults.

♦ Capital Investment– 750–800,000 rubles
♦ Payback period – from 1 year

Selling clothes can become a very profitable enterprise, or it can easily ruin an unlucky businessman who has not thought through all the nuances of launching a startup.

The situation in the children's clothing trade sector is slightly different.

It is much easier to find your niche and create a profitable business here.

Therefore, if you dream of becoming the owner of a boutique selling ready-made dresses, then you need to study the topic in detail, how to open a children's clothing store, because selling clothes for children has a greater chance of success than for adults.

Today we will talk about how to open trading enterprise, whose main focus is selling things for children, based on the experience of famous businessmen.

What is a children's clothing store and how to open one?

Both markets selling new dresses and consignment stores where you can dress your child inexpensively are successful.

It is clear that the main trade direction of your future store is clothing, but you do not need to limit your product range to it only.

You can add accessories and even toys for sale.

It all depends on the area trading floor: how much she can fit.

If the space allows, then you can open a wide-range children's clothing store, where the buyer can find everything: from diapers for infants to stylish teenage clothes.

If you are opening a small trading enterprise, then it makes sense to narrow the direction, for example, selling only clothes for:

infants (0 to 3 years);
teenagers (11–15 years old);
boys;
girls;
sports;
special occasions (ball gowns, carnival costumes);
visiting school, etc.

How to open a children's clothing store: where to start a startup

Regardless of what kind of retail business you are going to open, you need to study the theoretical basis of the issue and do a little research to understand how best to develop your business.

You should especially carefully consider all the nuances when it comes to a business such as a ready-made dress store, which tops the list of startups that go bankrupt most often.

To open store children's clothing is guaranteed to bring profit, you need to figure out which market to open is most profitable:

small shop or large store, more reminiscent of a supermarket;
or selling new things;
expensive brands or aimed at the middle class;
selling products of domestic or foreign manufacturers, etc.

How to open a children's clothing store: preliminary stage

Interesting fact:
Until the end of the 18th century, it was not customary to think about what to dress a child in. Children's clothing copied adult clothing and was made only in a smaller form.

In addition to thorough consumer research, you also need to:

Deal with all the details retail business, especially if you have no experience entrepreneurial activity or were previously engaged in something completely different: production, wholesale sales.
Businessmen must remember that opening a children's clothing store is not at all like opening a wholesale warehouse.
Search for an idea.
It’s not enough to just want to open a trading company selling children’s clothing.
You need to find your specialty, decide how to most advantageously differentiate yourself from your competitors, etc.
Writing a business plan with specific calculations that will correspond pricing policy your region.
Coming up with a name, developing a logo.
You need to seriously think about what to name your children's clothing store.
Studies have shown that parents trust stores with foreign names more.
Preliminary search for suppliers from whom you can buy high-quality clothes cheaply, but sell them expensively, layout of the sales floor, formation of an assortment of goods that you will sell, etc.

Only after you have carefully thought through all this can you begin to actually launch a startup, and it doesn’t matter too much whether it’s a commission store or one that sells new clothes.

If you have set your sights on a new business, then you will probably benefit from the experience of more experienced colleagues.

It is most profitable to open a store with goods in the mid-price category.
There aren't that many parents who are willing to pay a lot of money for children's clothes, and low-income people are more likely to visit a thrift store in the hope of saving money.
If you have a modest starting capital, then it is better to open small store than taking out a loan and launching a huge startup. A large trading enterprise opened with other people's money can ruin you.
Consider opening a franchise children's clothing store, such as Duckling or RIKKI-TIKKI.
If you decide to open a small store, then it is better to limit the range of goods.
Buyers should be able to look at it normally, and not rummage through a pile of junk.
Piling up things is only acceptable if you decide to open a consignment store.
At least once a season (winter, spring, summer and autumn), refresh the range of goods, take on new models for sale, and put up stale goods for sale.
Carefully study the tastes of your consumers so that you sell what they like, not you personally.

How to open a children's clothing store: advertising campaign

It is very important for a future business (whether it’s a consignment shop or some other store you are going to open) to advertise it.

In order to attract the attention of customers from the first days of work, you need to:

Print promotional products: business cards, booklets, etc.
Post notices around the city.
Order promotional material in local media.
Use social media by creating a group for your children's store.
Make a grand opening, inviting not only potential clients, but also journalists.

Believe me, clients will quickly come to you if you:

sell quality product at an affordable price;
reward regular customers for purchases;
regularly organize sales;
located as conveniently as possible for customers.

How to open a children's clothing store: calendar plan

When launching this startup, you will spend a lot of time on preliminary preparation, conducting research, and studying all the nuances.

The implementation of a business plan (registration, rent, commercial equipment, personnel, etc.) should not take more than 4–5 months if you prepare good theoretical ground.

Stage	Jan	Feb	Mar	Apr	May
Registration
Rental of premises and repair work
Equipment purchase
Team recruitment
Working with suppliers, purchasing goods
Advertising
Opening

The main stages of opening a children's clothing store

New business owners have a hard time when it comes to learning how to open a children's clothing store from scratch.

There are so many nuances in this issue that if you miss one, you can ruin the entire startup.

To prevent this from happening, follow a clearly defined plan: registration, search for the ideal premises, renovation work, purchasing equipment, forming a team, working with suppliers and first purchases, ongoing advertising campaign.

Registration

The most profitable form for opening a children's clothing store is individual entrepreneur.

The procedure itself is quite simple and does not require much paperwork.

You will also be able to pay a single tax on temporary income (UTII).

Also, since you are registering a trade enterprise, you will have to enter your store into the trade register and obtain permission from the Chamber of Commerce of your city and follow its rules, which they will familiarize you with.

The registration procedure also includes obtaining a conclusion from the Fire Service and Rospotrebnadzor, which authorize the operation of your premises.

Room

If you want to earn as quickly as possible client base, carefully choose the premises for your children's clothing store.

The best location is in the market, in a shopping center, near children's institutions: kindergartens, schools, parks, clinics, libraries, creativity centers, etc.

If you don't have much starting capital, then you can limit yourself to a minimum area: 25–30 sq. m.

If you want the children’s clothing store to house not only a sales area with fitting rooms and a salesperson’s workplace, but also a bathroom, an office and a warehouse, then you will have to rent 50 square meters or more.

Since your customers are children, try to create a bright and interesting interior of the sales area to interest them in visiting your store.

More sunny colors: yellow, orange, red, green, azure, etc.

You can use images of fairy tale or cartoon characters in the interior.

Equipment

Opening a children's clothing store does not require expensive commercial equipment.

It is enough to purchase a cash register, hangers and racks, fastenings, curtains and a mirror for the fitting room, a couple of mannequins, a rack and shelves.

Expense item	Amount (in rub.)
Total:	155,000 rub.
Racks and shelves	30 000
Showcase for accessories	7 000
Racks and hangers	20 000
Fasteners and curtains for fitting rooms	10 000
Mirror in the fitting room	5 000
Mannequins	10 000
Cash register	10 000
Computer or laptop	20 000
Printer	10 000
Other	33 000

You also need to equip:

Expense item	Amount (in rub.)
Total:	85,000 rub.
Seller's trading place (counter, chair, cash register)	20 000
Service bathroom	15 000
Service room (lockers, table, chairs, etc.)	50 000

Staff

A children's clothing store must be open seven days a week. Only in this case will you be able to get maximum profit.

You need to form two shifts (salesperson + cleaner) that would work 2/2 or 3/3 days.

If you want to open a store with a total area of at least 50 square meters, then it is better to hire two salespeople per shift, otherwise it will be difficult for one to cope with the large flow of customers. Hire people who are good with children.

Your employees should be not just salespeople, but also animators, psychologists, and good fairies.

If you are ready to handle accounting and administrative issues yourself, then you don’t have to hire anyone else.

Otherwise, look for an administrator (manager) who can do accounting.

Please note that you will have to pay a lot for such a universal specialist.

Or you can outsource the accounting to an outsourcing company.

The minimum expenses for staff salaries will be as follows:

Suppliers

You can work with both domestic and foreign (for example, “Cheerful Baby”), and foreign (Chinese, Turkish, German, Polish) manufacturers.

The main thing is that the goods purchased from them are not too expensive after the markup you set and are of good quality.

Work with those suppliers who can provide you with a certificate of quality.

Since your business is selling clothes to children, any parent will want the item they buy to be safe for the child and not contain materials that could harm the health of their little treasure.

Children's products are very popular. A parent wants to give their child the best. He puts the baby's needs first. Mothers are ready to spend large sums of money on their child. Products for children are necessary for all families, regardless of their social status and position in society. Demand creates supply. It is for this reason that more and more entrepreneurs are thinking about how to open a children's goods store?

How to open a children's goods store?

Children's stores are considered to be establishments that sell goods for children aged 0 to 15 years. Having decided to open a children's goods store, an entrepreneur must first decide on the format. There are stores that specialize in selling:

clothes for children of any age;
accessories for children;
clothes for the little ones;
clothes for children of primary school age;
supplies and accessories for school;
school attendance forms;
clothes for teenagers;
sports equipment and costumes for children;
clothes for holidays and carnival costumes;
clothes for girls;
clothes for boys.

A store can sell one line of goods for children, or it can serve as a platform for selling several types of products.

Having decided on the store format, the entrepreneur must conduct a market analysis. You should start by studying your competitors. It is necessary to find out how many similar stores are already operating in the district. In addition, the entrepreneur must think about how he can attract potential customers to his establishment. Visiting local online parenting forums can help resolve this issue. They will allow you to communicate directly with potential clients, ask them what is missing in the area and what children's goods they would be happy to purchase for their children. Here you can find out the approximate financial situation of potential clients and form an idea of the price level.

To evaluate the business from the inside, to understand all its nuances and pitfalls, you can work for some time as a salesperson or administrator in a competitor’s establishment specializing in the sale of children’s clothing.

Choice of ownership form and taxation

Having decided to open a children's store, an entrepreneur must choose a form of ownership. Registration as an individual entrepreneur is suitable. The form of ownership is subject to fewer taxes and does not require complex reporting.

Then there is the choice of taxation. UTII is suitable here. Quantity cash, which will have to be paid to the state, do not depend on the amount of profit received in the trading process and the quantity of goods sold. The tax amount is calculated based on physical characteristics store selling children's clothing. These include:

the area of the territory where the products are sold;
number of employees;
amount of store equipment.

Portfolio of documents

permission from the SES;
permission from the fire department;
permission from Rospotrebnadzor.

In the case when the premises are rented in the building of a shopping center, and it is not registered as a retail space, the center administration must obtain permission to sell goods from the city Trade Department.

A store specializing in the sale of children's goods must be included in the Unified Trade Register. The entrepreneur is issued a certificate confirming this, which will be valid for 3 years.

Choosing a location for a store

The level of profit depends on the choice of location for the future store.

The premises for a children's goods store should not be less than 20 square meters. Optimal size an area of 50 to 100 m2 is considered. excluding size storage facilities. The store should be located near child care facilities. This will increase the number of visitors to the point. Suitable location in a shopping center. The street on which the building is located must be passable. It is better to refuse a location in a residential area.

You should choose a room located away from competitors. If this is not possible, you can organize a store selling children's goods next to a similar establishment. But in this case, the business owner will have to offer visitors something that the competitor does not have. Perhaps he will be able to find a supplier who sells products at low prices. This will allow the entrepreneur to reduce the cost of the product without losing profit. An extensive assortment, superior to that of a competitor’s product, can also become a decisive factor for potential customers when choosing a store selling children’s goods.

Having chosen the premises, the entrepreneur will have to carry out repairs in it. The design should be dominated by bright colors. They will attract the attention of young visitors. The interior must be original. You can place images of popular cartoon characters.

To make the interior attractive and bright, you should hire a professional designer to decorate the store. He will be able to organically bring to life all the business owner’s ideas for selling children’s goods or offer his own ideas.

Required equipment

A children's store does not require specialized equipment. For him normal functioning you will need:

clothes racks;
racks;
cash register;
showcases for displaying goods.

The equipment must fit into the overall interior of the store and correspond to its design. Shelving should be bright.

Despite the small list, there should be a lot of equipment. Visitor purchases are often spontaneous. For this reason, the product must be presented in full assortment, and this will require a sufficient number of shelves and display cases. Over time, you can equip a children's play area and place televisions near the fitting rooms, allowing you to while away the time while waiting. This will significantly increase the store’s rating in the eyes of customers.

Store staff

At first, for normal functioning, a children's clothing store will need:

accountant;
control;
1-2 sellers;
cleaning woman.

All personnel must have health certificates. In their absence, it will not be possible to implement baby food, if any. Salespeople must work in shifts. All staff must be able to communicate with children, be polite and friendly.

The administrator is responsible for coordinating the work of the store. His position can be occupied by the business owner himself.

Store assortment

The range of products depends on the area of the outlet. If an adult store requires about 4 sizes of clothes of the same style, a children's store should have about 14 of them. The average children's store should offer:

strollers;
children's toys;
child care products;
car seats;
children's clothing and shoes.

For a store to be popular, it must have at least 30 various types one group of goods. For this reason, an entrepreneur will need to find a large number of suppliers.

A children's store can specialize in one thing. This makes it much easier to present a wide range of products.

Point of Sale Suppliers

The most popular suppliers that sell products on the Russian children's goods market are:

Russia;
Türkiye;
China;
Poland.

Products from Russian manufacturers are of high quality. It complies with GOST standards. Suppliers from Russia have the necessary package of documents confirming quality and safety for children. If you cooperate with them, there will be fewer problems with delivery. They sell products at prices acceptable to all consumers. social strata cost. Russian manufacturers inspire more confidence among parents.

The prices of Chinese clothing are lower, but the quality will also be low. When collaborating with foreign suppliers, problems with product delivery may arise. However, their product will help diversify the range and attract additional customers.

You can establish cooperation with suppliers from other countries via the Internet.

Advertising

A children's goods store must have a noticeable external sign. There must be a showcase in which best samples products. There should be a system of discounts and bonuses for regular customers.

One of the popular innovations is the discount provided to the buyer on a child’s birthday.

television advertising;
advertisements in print media;
radio announcements;
distribution of advertising brochures;
creation of a website and store page on social networks.

Costs and return on business

The amount of investment depends on the planned level of the establishment and location. To open a children's goods store you will need about 1.5 million rubles.

Costs of opening a children's goods store (average):

Table. Capital investments

Average monthly net profit is at the level of about 250 thousand rubles. At this level of income, the business can break even in 6 months.

When receiving discount cards that accumulate bonuses or discounts, visitors should be asked to fill out a form. Buyers must indicate their email and residential address. This will allow you to form a customer base. By email You can report new arrivals of goods to the store. Perhaps something will interest the buyer. However, you should not send mailings too often. Constant spam only causes irritation on the part of customers.

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