Your own business: how to open a children's clothing store. Business plan for a children's store. How and what to open a children's goods store

Clothing is one of the most in-demand products on the modern market. It tends to wear out and go out of fashion. And the most relevant product is children's clothing, which parents buy for their children much more often than for themselves. Children outgrow seasonal clothes very quickly, and they also get dirty more often and don’t wear them as carefully as adults. Therefore, the business of selling children's clothing has its own prospects. At the same time, craftsmen who know how to sew clothes themselves can easily organize the production and sale of products. For a competent approach and successful activities, you will need to draw up a business plan for sewing children's clothing, which will allow you to develop your business with minimal financial risks. We will present an example of such a business plan for clothing production in this article.

Project Summary

The production of children's clothing is relevant in any city in the country, because there are children everywhere. Working in small towns is promising because the costs for premises and salaries for employees are lower. And wholesale deliveries can be arranged to any city in the country. We will consider a business plan for sewing children's clothing with calculations for launching a project in a small city with a population of about 300 thousand people. The return on investment will be potentially high.

For high production productivity, you will need to rent a small room to install equipment and mannequins for presenting models. Sales will be carried out both directly in the studio and wholesale (to wholesale suppliers and children's clothing stores), as well as to order.

The work schedule of the production workshop at the first stage: 5 days a week, from Monday to Friday from 08:00 to 19:00. If it is necessary to complete a large order, there will be a transition to shift work.

• Clothes for children from 0 to 12 years.
• Clothes for teenagers from 12 to 16 years old.
• Pajamas for children from 3 to 10 years old.
• Masquerade costumes for preschoolers.
• School clothes.
• Festive outfits (dresses, suits and shirts).

Main clients:

• Retail buyers (women with children under 16 years of age with average and above average income).
• Wholesale buyers (wholesale suppliers, children's clothing stores in your own and neighboring regions).
• Schools, children's centers, recreation centers.

Main risks:

To ensure that risks do not interfere with dynamic development, they should be foreseen in advance and their occurrence should be minimized.

Business registration

You can sew clothes for sale at home without registration, however, if you plan to increase production volume in order to increase profits and build your brand, you will need to register with the tax authorities. For a small production workshop, it will be enough to obtain an individual entrepreneur certificate. Investments in registration are minimal, about 1,000 rubles. It is also necessary to choose the optimal taxation system. We choose the simplified tax system of 15% and indicate the OKVED code 14.1 “Production of clothing, except clothing made of fur” corresponding to our activity.

The production of children's clothing is subject to certification. To do this, we will need to submit documents to the relevant authority:

• Certificate of registration of individual entrepreneur.
• Taxpayer TIN certificate.
• Lease contract.
• Copies of certificates and sanitary and epidemiological reports for materials.
• Permission from the SES and fire inspection for compliance with the requirements.

It is best to contact a consulting company, where this service will cost about 100 thousand rubles.

Search for premises

To carry out activities, you will need premises on the ground floor or in a separate building. Active cross-country ability is not required, because This is not a product of impulsive demand, and most buyers will come based on advertising or on the recommendation of friends. The cost of a room of 30 sq. m will be about 15 thousand rubles.

In addition, you will have to spend money on repairing the area in order to obtain the appropriate permission from the SES and the fire department. We will carry out minor cosmetic repairs in the amount of 50 thousand rubles.

To pay utility bills, you need to allocate an amount of approximately 5-7 thousand rubles monthly. It will increase with increasing production volumes and will consist of 90% of the payment for electricity, because equipment requires increased load.

When choosing a room, we will focus on its condition, price, presence of large windows, because... natural lighting, serviceable and powerful electrical wiring are necessary, since it is possible to increase the amount of electrical equipment over time. There should be no humidity in the room.

The room will need to be zoned or initially choose a room that is divided into several zones:

• Work room.
• Stock.
• Manager's office.
• Recreation area for employees.

We pay immediately for 3 months. In total, the initial investment in renting the workshop premises is 45 thousand rubles.

Staff

For normal productivity, at least 2 tailoring specialists will be required. When choosing a seamstress for a workshop, preference should be given to experienced specialists who have relevant experience. The wages for a seamstress should be piecework, which will depend on the volume of products and their cost. The average salary is 20 thousand rubles per month. If we plan to initially hire 2 seamstresses, we should take into account the payment of wages in the amount of 40 thousand rubles. As soon as the number and volume of orders grow, you will need to hire 2-3 more people.

At the first stage, the entrepreneur will perform the functions of the designer independently, as well as supervise administrative issues.

Purchase of equipment and materials

The production workshop requires appropriate materials and equipment. It is important to purchase high-quality sewing machines that will operate smoothly and perform their assigned functions.

With maximum attention and responsibility, we will select and purchase materials for sewing children's clothing, because the environmental friendliness and quality of the fabrics must be certified, because We will also sew clothes for children from 0 to 3 years old. The fabric seller must have the appropriate documents; without them, production cannot be started.

We will need to purchase:

Name	Amount, rub.
Sewing machine (3 pcs.)	30 000
Overlock	10 000
Coverlock	7 000
Coverstitching machine	10 000
Steam generator	7 000
Iron (2 pcs.)	5 000
Loop and button machines	20 000
Equipment (scissors, needles, rulers, glue, crayons, etc.)	10 000
Sewing machine tables (3 pcs.)	15 000
Cutting tables (2 pcs.)	10 000
Chairs	10 000
Shelving	10 000
Recreation area equipment	30 000
Materials (fabrics, threads)	50 000
Lamps on the table for each seamstress (3 pcs.)	1 500
General lighting lamps	1 500
Trade equipment (racks, racks with tripoli and several mannequins)	15 000
Total	235 000

Equipment and materials will be the main item of start-up costs for opening a production of children's clothing.

Advertising and Marketing

The entrepreneur himself will search for customers and buyers. The first step is to create electronic and printed product catalogs. Offers will be sent electronically to stores and wholesale buyers. First, let's register a group and an account on social networks, where we will find offers, new products, promotions, and manufacturer contacts.

Printed catalogs will be distributed to the administration of retail outlets to study the assortment and prices.

The main sales channel will be online sales and the signing of cooperation agreements with stores, schools and other children's institutions for sewing school uniforms and costumes for performances. You can distribute flyers in centers where the target audience gathers (schools, kindergartens, recreation centers, sports and cultural palaces).

A small amount should be allocated monthly for promoting the group (targeting) and printing flyers and 1000 copies of catalogs, a total of 30 thousand rubles.

Income and expenses

In this section, we will summarize all starting and monthly costs, plan production volume, estimated profit and determine the return on investment indicator.

Start-up costs

Income

From the first month it will not be possible to reach the required profitability indicator. Profitability is planned after reaching 50% of the possible load. For the first months, the plans are to sew according to individual orders of individuals and gradually acquire wholesale customers. Also, in the first months, a wide range of clothing models will be developed and formed.

For the third month, the estimated production plan will be:

Minus the price of materials, about 140 thousand rubles will remain.

Determine the difference between income and expenses:

140,000 – 75,000 = 65,000 rubles.

After taxes, about 55 thousand rubles will remain. The profitability of the project under such conditions will be close to 50%. The payback period will be up to 10 months of active work.

Eventually

Own production of children's clothing is a very profitable business. Especially if you hurry to find buyers and establish uninterrupted work and full workload of the craftsmen. The plans for the year are to increase the volume of orders, purchase additional equipment for 5 more seamstresses, expand the range and work for wholesale buyers. In addition, work will be underway on its own brand of children's clothing. It is planned to create an online store for retail and wholesale sales in small and medium-sized quantities.

• Capital investments: 3,906,234 rubles,
• Average monthly revenue: 2,200,000 rubles,
• Net profit: 335,600 rubles,
• Payback: 16 months.

 

A draft business plan with calculations for opening a specialized store, which reveals the key aspects of organizing activities in the retail trade of children's clothing.

Input data

• Kind of activity: retail sale of children's clothing (OKVED - 52.42)
• Location: Perm (population - 1,000,000 people)
• Location: first floor of a shopping center in the city center
• Area: 80 sq.m.
• Property type: rent
• Opening hours: 10:00 to 21:00
• Products sold: Baby clothes
• Store format: self-service

Organizational aspects of a children's clothing store

To carry out entrepreneurial activities, it is planned to create a legal entity: Individual entrepreneur Latysheva O.K.

Necessary trade equipment

To start a store you need to purchase equipment and furniture. Furniture should be designed for children of different ages, according to the range presented. It is also necessary to purchase commercial equipment - hangers, display cases, shelves for displaying goods.

For clarity, you will need at least 10 mannequins (kids, teenagers). Mirrors are needed in fitting rooms, and a TV showing cartoons is required next to the fitting room.

Approximate list of equipment:

Name	Qty	Price per unit	total, rub.
Signboard (light box - lightbox)	1	50 000	50 000
Showcases	2	15 000	30 000
Shelving	2	12 000	24 000
Mirrors	5	10 000	50 000
Hung	8	10 000	80 000
Shelves	5	3 000	15 000
children's mannequins	10	10 000	100 000
cash machine	1	40 000	40 000
Computer	2	30 000	60 000
Anti-theft system	1	50 000	50 000
TV (near the fitting room)	1	30 000	30 000
sofa	1	50 000	50 000
unexpected expenses (10%)			50 000
TOTAL			629 000

Volume of capital expenditures

Capital costs for opening a children's clothing store will amount to 3.9 million rubles. Of these, 38% is the creation of inventory, 35% is financing activities until they reach self-sufficiency, 16% is the purchase of equipment. Because It is planned to open a store in a shopping center; expenses for ventilation and repairs are not provided. But expenses for lighting equipment, interior items and decor are included in the amount of 5%.

Schedule of work to launch the project

	Jan.13	Feb.13	Mar.13	Apr.13
Registration with the Federal Tax Service, ordering a stamp	***
Purchase of lighting equipment, interior items and decor		***
purchase of equipment		***
personnel search and training		***	***
Purchase of special software for sales and product accounting		***
installation of equipment, furniture			***
Advertising			***
Creation of inventory			***
Opening				***

The preparatory period for opening a store takes 4 months, from the moment of submitting documents for registration to the INFS until the moment of launch.

Staff

To operate a store successfully, a team of 6 people will be required. Due to working hours of more than 8 hours per day, a staggered schedule is required for salespeople. For four sellers, the “two by two” schedule is optimal. One storekeeper is also required to receive goods, and an administrator to monitor the activities of the store.

Pricing

The average markup on the presented range of clothing for children is 100-150%. Due to sales and discounts for regular customers, the weighted average markup is 70%.

Planned performance indicators of the enterprise for 2013 - 2016.

The revenue of a children's store throughout the year has an abrupt structure: by the beginning of the season, revenue increases, and by the end it decreases. The greatest increase is observed from September (the beginning of the school season) to December (due to the winter period, since winter clothing itself is more expensive).

According to the business plan for opening a children's clothing store, it is planned to reach the forecast revenue 9 months after the opening.

The revenue structure of a children's clothing store is as follows:

Structure of the outerwear assortment:

The main revenue comes from the trade of outerwear, which accounts for more than 80% of revenue, the rest is underwear, knitwear and accessories.

Five months from the project launch date, it is planned to reach the break-even point. On the seventh - reaching self-sufficiency. Until the project reaches self-sufficiency, financing of general expenses occurs at the expense of the owner and amounts to about 1,350,000 rubles.

Consumable part of children's clothing store

More than half (59%) of expenses are cost costs based on a markup of 70%. The second part includes the general costs of running a children's clothing store. Of these, the largest share in the structure of expenses is occupied by the cost of the wage fund (salary + deductions), as well as rent. Salespeople's compensation consists of a fixed and variable part, thereby encouraging employees to make more sales. Other expenses account for about 5%.

The structure of expense items can be seen in the diagram below

According to the presented diagram, the store’s net profitability is 18% of the funds received.

Generalized financial indicators for 2013 -2016.

Calculations of payback for a children's clothing store:

• Project start: January 2013
• Opening: May 2013
• Reaching operational break-even: June 2013
• Achievement of forecast revenue: September 2013
• Project payback date: July 2014
• Project payback period: 1 year and 6 months
• Return on investment: 80 %

Many aspiring entrepreneurs, who are already ripe for starting their own business, but have not yet settled on a specific business idea, are seriously considering the possibility of opening a clothing store. The attractiveness of this business is that there is no need to create your own production. You just need to analyze the demand market, find suppliers of quality products, determine the format of working with brands, open your own retail outlet and start working. All these stages take about one to two months, and the main investment costs fall on working capital, which allows you to quickly turn them into money if necessary. That is, in just two months you will be selling, making a profit and gradually recouping your investment.

However, before you begin to implement a project to open your own clothing store, you need to make sure there is a demand for the products, and also choose a niche.

The Choupette company offers to opt for the sale of clothing and shoes for children. There are more than enough arguments in favor of choosing this category of goods.

According to data provided by GFK analysts with the support of Yandex.Market, children's products are in the top categories where most spontaneous purchases are made. This allows you to maintain revenue even during a drop in overall demand.

The popularity of the Choupette brand, as well as a carefully planned marketing plan, which includes events at both the federal and local levels, increases confidence in the successful implementation of the project.

The initial investment in the project is RUB 2,173,500. Half of this amount is invested in working capital for the purchase of assortment.

The payback period of the project is 18 months.

2. Description of the business, product or service

The main characteristic that customers focus on when buying children's clothing is product quality. This is why 60% of consumers make purchases in chain stores and give preference to well-known brands.

As for the country of origin of the products, due to the changing conditions of the market environment and high fluctuations in exchange rates, Russian production has an advantage.

Clothing and shoes under the Choupette brand are manufactured in the Moscow region, and all components are imported from Europe. That is why the cost of the company’s products is lower than foreign analogues with a comparable level of quality.

Store assortment

The assortment matrix of the Choupette store covers a wide target audience and satisfies the needs of children from 0 to 14 years old. Moreover, the product line includes both standard seasonal collections and highly specialized sets for certain life events: envelopes for discharge from the maternity hospital, baptismal clothing, collectible clothing, as well as sets for festive ceremonies.

Twice a year the company releases new seasonal collections. The “spring-summer” collection is released in February, and the “autumn-winter” collection in September. Franchisees purchase seasonal collections in full. In addition, capsule collections are developed and produced every two to three months. A capsule collection is a line of clothing dedicated to a specific event and made in the appropriate style. For example, a New Year's collection or a school uniform. These collections are limited and include the production of exclusive items.

Providing a full product line ensures uniformity of demand throughout the year. In this way, your company protects itself from risks associated with seasonality of demand for certain types of goods. Below is a complete list of Choupette products:

• Envelopes and kits for discharge;
• Baptism kits;
• Fashion and basic collections for children from 0 to 8 years old;
• Elegant clothing for holidays and ceremonies;
• School uniform for grades 1-8;
• Outerwear and hats;
• Underwear, tights and socks;
• Children's footwear;
• Bed linen and exclusive handmade furniture.

If you have not sold part of the goods and the season has already passed, you have the right to return the products to the franchisor at the agreed price. The cost is agreed upon on an individual basis.

A wide assortment matrix, the optimal combination of price and quality, as well as regular collection updates make the Choupette brand especially attractive to both customers, investors and franchisee partners.

3. Description of the sales market

The target audience

The target audience of the project is families with children. It is worth noting that women show increased purchasing activity. Only 30% of men are involved in purchasing goods for their children. Depending on the age of the children, the circle of potential buyers can be detailed.

Choupette products are designed mainly for two price segments: “average” and “average+”. These are people with an average income - from 30,000 rubles.

Age limit: women from 20 to 55 years old. The area of ​​work and education does not matter. They follow fashion trends and read fashion magazines.

Geographically, Choupette's clients are residents of large cities.

As a rule, these people attend cultural events and lead an active lifestyle. They are willing to pay for the individual style and unique image of their children. They prefer to make purchases in branded stores and value the quality of goods, as well as a high level of service.

Clients of the “average+” class are guided by which famous people are users of the Choupette company.

Competitive advantages

In this regard, we will highlight the main competitive advantages of the company of the Choupette trademark:

1. Brand awareness, recognizable brand;
2. Federally supported marketing strategy;
3. Favorable location;
4. Regular use of promotions and attractive offers;
5. Availability of an online store that allows you to make a pre-order;
6. Exclusive collections that convey the unique style of the company;
7. Following the latest trends in the fashion world, cooperation with a New York fashion agency.

4. Sales and marketing

Marketing tools

5. Production plan

6. Organizational structure

Perhaps the most important point in terms of production is personnel selection. To open a store, you will need to hire two salespeople and two administrators. It is assumed that they will work in a salesperson-administrator pair. Work schedule - 2 working days / 2 days off. Store opening hours are from 10.00 to 22.00.

Staff salaries consist of a fixed salary and a percentage of sales. For this purpose, a sales plan is developed, for overfulfillment of which sellers and administrators receive a monetary reward.

Financial motivation of personnel

The financial motivation of employees is presented in the following table.

Employee's position	Revenue	Cover part	Premium part	Total
Shop assistant			2% of the amount exceeding the revenue plan
Administrator			4% of the amount exceeding the revenue plan

The minimum monthly revenue is set at RUB 500,000. According to the Choupette franchisor, the average revenue varies from 1,500,000 rubles. and higher. This allows employees to receive wages above the market average.

Staff Responsibilities

7. Financial plan

Feedback from entrepreneurs operating in the children's clothing market confirms that the weak point of retail is high competition. A business plan for a children's clothing store will help assess the effectiveness of the project and the risks in modern operating conditions.

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Services

The main groups of services provided by the children's clothing store:

1. Sale of children's wardrobe items and accessories. This category of services includes operations related to the formation of an assortment, acceptance and storage of goods, and making clothing marketable.
2. Consulting the buyer during the purchasing process. Sellers inform store visitors about the services provided in the store, about clothing manufacturers, assortment, product advantages, etc.
3. Assisting the buyer in the purchasing process. For example, delivering products, packaging goods, providing credit, adjusting length (for example, hemming sleeves), accepting orders for clothes, etc.
4. Providing various amenities for store visitors. In a children's clothing store, this is, first of all, the organization of an area for the youngest visitors to spend time. There are a variety of toys, pencils, markers and albums here, while mothers are looking for suitable things, children will be busy with their own affairs. The point of sale may include storage space, as well as carts and shopping baskets.

Types and relevance

Possible directions for a children's clothing store:

1. Baby Clothing. Such things are practically not influenced by fashion, and children quickly grow out of it. The costs of organizing such a retail outlet will be minimal, since the clothes themselves are inexpensive. Even a small store will allow you to neatly display a large selection of children's items on display.
2. Clothes for children attending preschool educational institutions. Children of kindergarten age are already beginning to understand fashion, especially girls. In a store aimed at this target audience, you can sell a wide variety of clothes. The cost of setting up a business will be moderate.
3. Clothes for schoolchildren (up to 12 years old). In accordance with the latest innovations regarding the mandatory introduction of school uniforms, this area of ​​trade has developed. Today there are a large number of domestic manufacturers of school uniforms with whom you can successfully cooperate.
4. Selling things for girls only. As a rule, such outlets are aimed at an audience from 5 to 14 years old. Here a businessman will be able to present a wide range of all kinds of clothes for girls. The success of a store depends on the correct selection of suppliers and assortment policy.
5. Selling things for boys only. In these stores, parents will be able to choose clothes for their sons, aged 5 to 14 years. This is a specialized store that requires the entrepreneur to carefully select suppliers and create an assortment. Unlike a retail outlet aimed at girls, a businessman may have difficulties when creating a range of products for boys. This is explained by the fact that this target audience is practically not influenced by fashion in the selection of clothing, is more conservative and less demanding.
6. Sale of festive clothes. Here we sell festive dresses for girls, costumes for boys (jacket, vest, trousers, shirt, bow tie/tie), carnival costumes and accessories. The demand for such goods is seasonal.
7. Supermarket. This is the most expensive option for implementing a business idea, since a full-fledged store aimed at all ages of boys and girls will take up a considerable area. In addition, the costs of paying workers, due to their larger number in the state, and purchasing goods are increasing. Such a store needs a competent administrator; he must establish contacts with suppliers, monitor the assortment, customer wishes, staff work, etc.

When choosing the format of a children's clothing store, you should take into account the financial capabilities of the entrepreneur, the level of competition and demand.

Business relevance:

1. Parents have to update their children's wardrobe quite often, as they grow very quickly and often spoil things. Teenagers, like adults, follow fashion, which once again brings moms and dads to the clothing store.
2. The demographic rise observed in Russia over the past decade indicates an increase in demand for children's things.
3. Most parents do not save money on their children and try to buy them the best and most affordable things possible. In times of crisis, adults often refuse to buy clothes for themselves in favor of purchasing things for their children.
4. High demand ensures the profitability of the business and its quick payback.
5. Having a minimum start-up capital, you can start a profitable business by opening a small retail outlet. In the future, it can be turned into a stylish boutique.
6. Lots of franchise offers. For example, you can buy the franchises City Mama, Jerry Joy, Gulliver, Orbi, Magic of Childhood, Stilnyashka, etc.

Store assortment

The main elements of the assortment structure of a universal children's clothing store:

• clothing for infants (vests, rompers, bodysuits, envelopes, overalls, caps, hats, sweaters, pants, tights, etc.);
• T-shirts, T-shirts, sweatshirts, sweatshirts, shirts, blouses, turtlenecks;
• outerwear (jackets, windbreakers, overalls, hats, caps, scarves, etc.);
• dresses, sundresses and skirts;
• jeans, trousers, shorts, leggings;
• suits for school;
• tracksuits;
• underwear;
• pajamas;
• accessories;
• other goods.

When forming the assortment of a retail outlet, you need to take into account the key criteria that parents and children pay attention to:

• natural composition of the materials used;
• safety;
• practicality;
• reliability;
• relevance;
• convenience;
• attractive appearance;
• brand awareness.

Market description and analysis

Description of the children's clothing market in Russia:

• The children's clothing market capacity is more than 170 billion rubles;
• high competition;
• against the backdrop of a decline in demand for adult clothing, in recent years, there has been a growing trend in the need for children's clothing (due to demographic growth);
• in 2015, the share of children's clothing in the wardrobe market was about 18 percent;
• in 2014, in the structure of children's goods, clothing occupied 32 percent;
• Most sales are observed in the middle price segment (about 50 percent);
• about 50 percent of parents buy children's clothing in specialized stores;
• per year, parents spend about 10 thousand rubles on clothes per child;
• In the family budget, the share of expenses for children's clothing is about 16 percent.

Photo gallery

Children's goods market indicators Capacity of the children's clothing market for the period from 2010 to 2015 Structure of the Russian clothing market in 2015 Capacity of the clothing market for the period from 2009 to 2015

The target audience

Target consumers for a children's clothing store are:

• mothers and fathers with children under 14 years old;
• grandmothers, with grandchildren under 14 years old;
• acquaintances and relatives of families with children (for example, when choosing a gift).

Most often, women (about 70 percent), aged 20 to 60, are the ones who buy children's things. The store's customers cannot be classified by type of activity, financial situation or other characteristics; the main criterion is the presence of children. Every parent is faced with the need for clothing for their growing children.

If, for example, you plan to open a boutique with branded items, then people with high incomes will go there. You can organize a small retail outlet in a textile shopping center and sell inexpensive products from a domestic little-known manufacturer. In this case, you should target low-income consumers. Most entrepreneurs try to open stores that attract the middle class. It is in this segment that one should count on stable and high profits.

Competitive advantages

The distinctive features of a clothing store should be the following:

• location in an area with high traffic of potential buyers;
• bright design of the sales area and shop windows;
• availability of a play area for small children;
• high-quality product range (from environmentally friendly and natural materials);
• reliable product suppliers;
• availability of quality certificates for the entire product range;
• a wide selection of children's clothing that matches the season;
• use of modern commercial equipment;
• use of qualified and friendly personnel;
• flexible pricing policy;
• regular sales, promotions and competitions;
• providing discounts and issuing discount cards;
• convenient operating mode.

Advertising campaign

List of marketing campaign activities for a children's clothing store:

1. Branding. The store should have a bright name, a memorable trademark and slogan. The corporate style should be felt in the design of the sales area, in the uniform of the staff, in the design of signs, business cards, banners, etc. This will make the store stand out from its competitors and will encourage customers to visit it again. This event plays an extremely important role in the formation and development of a children's store, which cannot be neglected.
2. Placing banners on the street, near the store. This could be the façade of a shopping center or a free-standing billboard.
3. Recording an advertising audio clip. This event is suitable for those who plan to place a boutique in a shopping center. The radio network of the complex can be used to rent a video.
4. Handing out leaflets with information about the store to passers-by and visitors. Such actions are designed so that the target audience will be interested in the assortment of the outlet, promotions, discounts, and visit the store.
5. Development of a store discount policy. Using discount and/or bonus cards, providing discounts when purchasing several items, or, for example, when the check amount exceeds the established limit.
6. Carrying out sales of goods that were not sold during the season and illiquid products.
7. Placement of advertisements in newspapers, magazines, radio, on the Internet (on websites and forums dedicated to children's goods and clothing).
8. The opening of the store should be festive, inviting the target audience, artists, presenter, etc. The sales area should be decorated with balloons, ribbons and colorful pictures. All visitors should be offered treats, drinks, as well as discounts to celebrate the opening and gifts when making a purchase.
9. Creation of a corporate website. Any self-respecting modern store and organization must have a high-quality website with regularly updated content that is interesting to the target audience. Ideally, create not a business card website, but a full-fledged online store. In this way, you can seriously increase your sales volume with minimal capital expenditure.
10. Creation of pages on the most popular social networks. This tool is effective because the vast majority of potential buyers visit them regularly. You can hold competitions and promotions among group members.

Step-by-step instructions for opening a children's clothing store

Step-by-step instructions for opening a children's clothing store from scratch will help the future entrepreneur understand where to start a business.

A businessman who has analyzed the market and made a firm decision to organize a children's clothing boutique needs to adhere to the following sequence of actions:

1. Determining the store format.
2. Preparation .
3. with the Federal Tax Service and registration with other organizations and funds.
4. Search for premises for a store.
5. Search for manufacturers and suppliers of children's clothing.
6. Drawing up a lease agreement for retail space.
7. Formation of a list of approximate assortment of goods.
8. Concluding agreements with suppliers/manufacturers of goods.
9. Branding, including the development of the design of a retail space and showcase.
10. Cosmetic renovation of retail premises in accordance with the design project.
11. Purchase of store equipment and its installation.
12. Supply of children's clothing and its display.
13. Hiring staff.
14. Obtaining permits to open a retail outlet.
15. Implementation of marketing activities.
16. Festive opening.

Documentation

Key points of the registration process for a children's clothing store:

1. Registration with the Federal Tax Service as an individual entrepreneur or LLC. The process of registering an individual entrepreneur is simpler and cheaper; this form is chosen mainly for small shops. When organizing a network of retail outlets, it is better to choose an LLC. Also, the creation of a legal entity provides for the possibility of business ownership by several owners.
2. The optimal tax regime is a presumptive tax or a simplified system.
3. Permission from Rospotrebnadzor, SES and Fire Service is required.
4. OKVED – 47.71.1 “Retail trade in men’s, women’s and children’s clothing in specialized stores.” To sell underwear, you should indicate the code - 47.71.2, sportswear - 47.71.5, hosiery - 47.71.6, accessories - 47.71.8.

To open a store, an entrepreneur must collect the following documents:

• certificate of entry of the company into the commercial register;
• confirmation of registration with the tax office;
• decisions from Rospotrebnadzor, SES and Fire Supervision;
• premises rental agreement;
• waste removal agreement;
• current account information;
• documents for cash register equipment and its registration;
• statistics codes;
• certificates for children's clothing and other goods;
• staff medical records.

Room and design

Key criteria for choosing a location for a children's clothing store:

• high traffic of the target audience;
• location near shops for children (sale of toys, books, stationery), entertainment complexes (children's cafes, towns, attractions), kindergartens, schools, etc.;
• positive image of the area;
• the absence of direct competitors is desirable;
• Convenient access roads and parking.

Requirements for commercial premises:

• suitable area (minimum 10 square meters, optimally 60 square meters);
• the ability to organize a display case and place a sign;
• availability of electricity, heating, water supply and sewerage;
• no need for major repairs.

The main areas of a children's clothing store:

• showcase;
• shopping room;
• fitting rooms;
• play area for kids;
• cash register area;
• utility room;
• stock;
• bathroom

Features of the design and interior of a children's clothing store:

• the design must correspond to the corporate style of the store;
• the decor should be unusual and non-standard;
• walls can be decorated with original drawings of your favorite children's characters from cartoons and fairy tales;
• You should not get carried away with very bright design, this will distract children from the goods;
• the play area is equipped with toys, slides, swings and other attractions;
• unusual mannequins should be used;
• the interior must meet the expectations of both children and their parents;
• It is important for parents that the interior is safe, evokes positive emotions, and is also functional;
• lighting should not be too bright or dim.

The video talks about the right approach to store design. Filmed by the channel: LLC Rusinnovatsiya.

Equipment and inventory

A ready-made sample of equipment, furniture and inventory for a medium-sized children's clothing store.

Name	Amount, rub.
Signboard	30 000
Shelving for sales area and warehouse	100 000
Horizontal and vertical showcases	80 000
Full length mirrors	30 000
Floor hangers	15 000
Accessory racks	15 000
Mannequins of children and teenagers	50 000
Fitting rooms	30 000
Cash register equipment	50 000
Personal Computer	25 000
Thermal label printer	10 000
Anti-theft system	120 000
Lighting	25 000
TV	25 000
Children's toys, slides, tables, chairs, swings, etc.	60 000
Furniture for the utility room	20 000
Safe	20 000
Fire alarm	15 000
Security alarm	20 000
Other trade equipment, inventory and interior items	50 000
Total:	790 000

Photo gallery

Slide in the children's corner – 10,000 rubles Children's table and chairs – 5,000 rubles Shelving for the sales area and warehouse – 100,000 rubles Children's and teenage mannequins – 50,000 rubles

Staff

The staffing level of a clothing store with a 12-hour shift and seven days a week:

• sales consultants (four people);
• administrator (performs the functions of a merchandiser).

When opening a small store, the entrepreneur himself can act as an administrator. Once the trading process has been established, the functions of the administrator can be transferred to a hired employee.

Accounting is most often carried out by the store manager or an invited accountant (not included in the staff). Responsibilities for cleaning the premises can be performed by a cleaning service specialist or a sales consultant before opening a store or closing it.

The wages of the main workers are formed from salary and a percentage of sales (usually up to 5 percent).

Main functions of a store administrator:

• monitoring the performance of their duties by sales consultants;
• accounting of cash balances in the cash register;
• creating a list of goods to order from suppliers;
• organization and control of marketing activities;
• creating a staff work schedule;
• training staff to work with the cash register, display goods, communicate with customers, etc.;
• product quality control;
• resolving controversial issues and conflict situations.

Financial plan

Financial planning for a children's clothing store is based on the following information.

How much it costs to open a store depends on each individual case.

Starting investments

To start a store you will need money to cover the following expenses.

Expenditures	Amount, rub.
Individual entrepreneur registration	10 000
Rent (for 2 months)	90 000
Branding and store design	30 000
Room decoration	250 000
Purchase of store equipment	790 000
Purchasing software	50 000
Acquisition of intangible assets	40 000
Website creation	15 000
Promotional Events	25 000
Product purchase	1 000 000
Other costs	50 000
Total	2 350 000

The main cost items are.

Regular expenses

Regular expenses of a children's clothing store.

Income

The earnings of the outlet are calculated on the basis of the following data.

Business project performance indicators.

Business profitability will increase with increasing sales volumes. In this case, fixed costs per unit of production will decrease and from this the entrepreneur will receive a lower cost of production.

Calendar plan

The preparatory stage of organizing a children's clothing boutique.

Document preparation stage.

Steps	1 month	2 month	3 month	4 month
Preparation of a package of papers for individual entrepreneur registration		+
Business registration		+
Registration with funds, statistical bodies		+	+
Making a seal		+
Opening a current account		+
Obtaining permits from supervisory services			+	+

Organizational stage.

Steps	1 month	2 month	3 month	4 month
Search for a trading platform		+
Conclusion of an agreement between the landlord and the tenant		+
Search for product suppliers		+	+
Decoration of retail space			+
Search for suppliers of equipment, furniture, inventory, intangible assets, etc.		+	+
Purchase of equipment and its installation			+	+
Search for sales consultants			+	+
Delivery of products and their display in the store				+

Marketing stage.

Steps	1 month	2 month	3 month	4 month
Branding	+	+
Making a sign			+
Production of advertising materials			+
Website development			+	+
Creating groups on social networks			+
Distribution of promotional materials			+	+
Placing advertisements online and offline			+	+
Grand Opening				+

Risks and payback

External risks of a children's clothing store.

Description of the risk	Probability
Declining birth rate	Low
High competition. The active behavior of other market participants may negatively affect traffic to our store and demand. Losing customers leads to a reduction in sales.	High
Changing fashion. Children's fashion in clothing is less influenced than that of adults. It is worth noting that the likelihood of this risk occurring is minimal in stores that sell items exclusively for boys.	Average
Seasonal variations. There is seasonality in the children's clothing market. The decline in demand is observed from May to July, and its peak is from August to December.	Average
Increased costs of running a store. First of all, this is an increase in rental payments, the cost of goods and delivery. An increase in costs leads either to a decrease in the entrepreneur’s profit (at constant prices) or to an increase in the cost of products. The second option can also lead to a decrease in profits, but due to a decrease in sales volume.	Average
Declining demand for children's clothing	Low
Economic crises. The decrease in the solvency of the population is manifested in a decrease in demand for certain categories of goods, but this has little to do with children's clothing.	Low
Changes in exchange rates. This factor is dangerous if imported products are sold. An increase in exchange rates, as well as an increase in customs tariffs, leads to higher prices.	High

Internal risks of a children's clothing store.

Description of the risk	Probability
Deterioration of the store's image in the eyes of customers. This risk may be caused by low qualifications of personnel, their aggressive behavior, unwillingness to compromise, high prices, and low quality of goods.	Average
Unfavorable place to open a retail outlet	Average
Poor marketing campaign. It can be too expensive and unreasonably wide, or, conversely, very modest.	Average
Poor design of the sales area and display window	Low
Ineffective loyalty program	Low
Theft of goods by store staff	Low

The idea of ​​a children's clothing store will pay for itself in 12-14 months.

Many novice entrepreneurs, who are already ready to start their own business, but have not yet decided on a specific direction, are seriously considering the prospects of investing in a children's clothing store.

What are the benefits of opening such a store?

The attractiveness of this area is very obvious - there is no need to create production, which means investing in expensive equipment, as well as hiring highly qualified personnel for it. In our case, it is enough to analyze the sales market, establish relationships with suppliers of the products we need, take care of our own retail outlet and start working.

All of the above points will take you about one to two months. As for the main investment costs, ordinary expense items will fall on working capital. In about a couple of months, you will start trading, making a profit, and day after day recouping the finances invested in the business.

Let's consider the main aspects of this enterprise:

• Market and competitors;
• Premises and equipment;
• Revenue and payback;
• Staff;
• Advertising;
• Business plan in numbers.

Is the game worth the candle?

To begin with, we will outline controversial issues that may push potential entrepreneurs away from this idea. Many businessmen who want to open their own children's clothing store are quite naturally tormented by doubts and questions like: “Is it worth it?”, “How soon will my investment pay off?” and so on.

Judging by the analytical data of the GFK resource (one of the largest research companies in the world) coupled with Yandex.Market reports, we will see that children's products are firmly entrenched in the top of their segment, where spontaneous purchases are a priority. That is, this moment allows you to keep revenue “afloat” between seasons and when the overall level of demand falls.

An average store in terms of area and sales pays for itself in one and a half to two years. In general, the normal profitability for an enterprise of this type can be considered 15% of the turnover of a retail outlet. If you approach the issue of opening your own children's clothing store wisely, then in just over a year you will, as they say, see the light in the tunnel. Let's move on...

Analysis of competitors and sales market

Before accurately determining the location of the future retail outlet, it is necessary to analyze the sales market and possible competitors. First of all, visit as many stores of this type as possible (or better yet, all of them) in your chosen area or in the whole city. Pay attention to the range of products and how quickly they sell out. One of the main points is the seasonality of clothing, because small retail outlets do not offer a variety of goods for every season.

Finding out the sales volume and current demand is not so difficult: for one to two weeks, observe the sales of products in the stores that interest you. If you are a fairly charismatic “character”, then you can do it even simpler - simply collect all the necessary data directly from the sellers.

Find out for yourself the prices and type/brand of goods, then mark all stores on a map of the area or city with a detailed description of the sales volume of each outlet. Such visual information will allow you to easily navigate and decide on a place to rent.

The target audience

The main consumers of this type of product are families with children. It is immediately worth noting that women show the maximum purchasing activity. Only 24-27% of the male population is engaged in purchasing goods for their children. In addition, depending on the age category to which the child belongs, the circle of potential consumers can be detailed in more detail.

It would also be a good idea to take into account the characteristics of the target stream. There are a lot of them and each specific children's clothing store will have its own. But there are general trends that cannot be ignored. Let's consider two main, more or less universal characteristics that directly affect the quality of the target audience: “Price expectations” and “Indirect competition”.

Price expectations

If you decide to set up your retail outlet somewhere in the market or in any other “cheap” place, and at average prices, then you will make a big mistake. And the point here is not even that the main consumer of this segment is people with low incomes. In the market you can meet a very respectable client, but he only came to buy something inexpensive, and your prices clearly do not meet this definition.

Pay attention to this nuance and do not look for quality at an affordable price, where it should not exist in principle. Otherwise, the risk of going broke is very high, even if you find your own circle of clients.

Indirect competition

This may include the accompanying surroundings, that is, nearby “passage” points that are in no way related to your area, for example, a circus or an entertainment complex. On the one hand, it seems that this is the target flow: families with children, and most importantly, with money for entertainment. But on the other hand, all these people are in the mood for a carefree pastime, and shopping and shopping is mostly work (not for everyone, but for the majority).

Another point that will also indirectly affect consumer demand in the vicinity of such complexes is planned spending. Parents understand that visiting such places (attractions, performances, etc.) involves more or less specific expenses. Thus, each potential buyer will subconsciously believe that they have spent enough for today, and clothes for the child - “some other time.”

Retail space and inventory

After analyzing the market and nearby competitors, we move on to the next serious issue - selecting a retail outlet. Let us immediately note that purchasing premises for selling children's clothing is not practical. The most optimal and affordable option is rent.

Taking into account the above material, we study advertisements or friends for the purpose of renting suitable premises. The priority, in our case, will be easily accessible points for buyers, that is, with good traffic.

It is also necessary to take into account some factors that will, to one degree or another, affect purchasing power. We are talking about choosing between shopping centers and residential buildings. In the first case, you will be significantly reduced in footage, but will receive a very good influx of clientele, coupled with minimal advertising costs. The second option is more acceptable for those who want to properly “expand” over a larger area and are willing to spend the lion’s share of funds on business cards, brochures, standards and other PR that will attract customers to your store.

Equipment

Equipment for a retail outlet will vary greatly and primarily depend on the size of the selected premises, as well as on the design preferences of the entrepreneur himself. Racks, cabinets, shelves, mirrors and other utensils are selected based on the general style of the shopping center, if you choose to rent in a large complex. In the case of residential premises, everything is at your discretion.

For a small retail outlet, it is enough to have one cash register and one cash register. The most optimal option for a clothing store is considered to be a device with average characteristics and the ability to pay with plastic cards.

It is best to opt for full-fledged POS systems with a built-in adapter for magnetic cards (Visa and MasterCard). After the business begins to develop, this device will be an indispensable tool for issuing discounts and conducting other advertising campaigns.

It would be a good idea to have one or two surveillance cameras to monitor buyers as well as sellers. There is no such thing as too much security, so this point should not be discounted and dealt with on a residual basis.

Pricing policy, revenue and payback

Before you lay out baby clothes on the counter, there are some pricing factors to consider. That is, before determining the final cost of a particular product, you need to analyze monthly expenses: rent of premises, accountant services, cash register maintenance, advertising and taxes.

Then you need to decide on the minimum price, taking into account the approximate volume of future sales for the month. Next, add the above-mentioned monthly expenses to it, and we get the cost of one unit of goods. All that remains is to analyze the pricing policy of competitors and make an appropriate markup, which will be our revenue. In the future, you can make small discounts on stale goods or hold some promotions.

As for the payback of a children's clothing store, most retail outlets “recoup” their investment in one to two years. With the most successful set of circumstances (a good and accessible location in a shopping center, accompanying/ubiquitous advertising, etc.), you can recoup your investment in just six months.

Staff

Sellers in stores of this type are a matter of “taste” of each individual entrepreneur. If you want to hire competent, but at the same time highly paid employees, then please, staff with extensive work experience is for you. If you are experiencing serious financial problems, recruit a staff of young salespeople and put in charge an experienced instructor (senior salesperson), who will train the “young people” in a short time. In this case, you will save significantly on wages, but you risk losing part of your clientele due to insufficient staff.

In general, the administrator is considered a key employee in clothing stores. Without it, the retail outlet is not viable. The administrator is responsible for all salespeople, which means he must have a clear position and relevant work experience, where the main criterion remains leadership qualities and the ability to quickly respond to any situation.

In addition, it is necessary to competently distribute the responsibilities and ordinary duties of employees. The best option here would be a regulatory set of rules, instructions and other forms of reporting.

Advertising

The retail outlet is shiny, the goods are on the shelves, the price tags are placed - it’s time to start advertising your products.

If the store is located in a walk-through location, somewhere in a large shopping center, then the main part of advertising problems automatically disappears. Here it is enough to hang up an attractive sign with an intriguing, clear and easy to remember name and wait for the client. In addition, many buyers are attracted by the distinctive design of the outlet, that is, the way the seller presents his product. This question is best left to the discretion of the designer, who specializes specifically in advertising moves.

In the case of a residential or any other separate building/premises, the PR clause will have to be significantly increased. This may include light boxes in nearby alleys and at road junctions, standards near key buildings (grocery stores, clinics, etc.), as well as advertising in local media.

Discount cards, promotions and discount systems will also not leave the majority of potential customers indifferent. It is best to focus on the cheapness of the product, its quality and whether it belongs to a certain brand.

Numbers (Business Plan)

Let's move directly to the numbers. If we are talking about a franchise point of sale, then the amount of investment can reach up to 2.5 million rubles. In the case of independently building the concept and format of the store, the amount varies from 1 to 1.7 million rubles. These data are statistically averaged, because the boundaries of a business are determined only by the imagination of the owner and his financial situation.

Composition and amount of costs for a retail outlet of 35-45 sq.m.

Expense item	Amount (rub.)
Rent of a retail outlet (month)	100 000
Lighting elements + installation + repair	200 000
Equipment for trade (cabinets, shelves, hangers, mirrors, etc.)	200 000
Design project (architectural if necessary)	20 000
Main sign with store logo	35 000
Design of a retail outlet (posters, standards, etc.)	15 000
Transport services	20 000
Purchase and maintenance of a cash register	50 000
Advertising in nearby areas and local media (brochures, announcements)	30 000
Legal documents (registration of LLC, individual entrepreneur, permits, certificates)	15 000
Staff salaries	20 000
Organizational expenses (stationery, telephone, office equipment, software)	50 000
Video surveillance system (optional Anti-Theft barriers)	50 000
Children's clothing (around mid-season)	700 000
Reserve	200 000
Total	1 705 000

Such a store brings in about 120 thousand rubles of net profit per month (average data from the analytical company GFK-Rus). That is, you will recoup your investment in about a year or so, which is very good for retail outlets of this kind.

Summarizing

Opening your own store to sell children's clothing is a difficult, time-consuming, but nevertheless quite promising undertaking. This type of product such as clothing is always in demand, and the outlet will definitely find its buyer.

There are a lot of risks associated with this enterprise: market, commercial, financial, trend, etc. But if you delve deeply into the essence of this business and understand exactly how it works, then you, even if not immediately, will succeed, which means you will become completely financially independent. And for this it is worth trying, failing, trying again and moving forward towards the intended goal.

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