Business plan for a children's clothing store with calculations.

Reviews of entrepreneurs operating in the children's clothing market confirm that the weak side of retail is high competition. A business plan for a children's clothing store will help evaluate the effectiveness of the project and the risks in the current 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 the assortment, acceptance and storage of goods, giving clothing a marketable appearance.
2. Advising the buyer in the process of making a purchase. Sellers inform store visitors about the services provided in it, about clothing manufacturers, assortment, product merits, etc.
3. Assisting the customer in the purchase process. For example, delivery of products, packaging of goods, provision of credit, length adjustment (for example, hemming of sleeves), taking orders for clothes, etc.
4. Providing various conveniences for store visitors. In a children's clothing store, this is primarily the organization of a zone for the smallest visitors to spend time. There are a variety of toys, pencils, felt-tip pens and albums here, while mothers are looking for suitable things, children will be busy with their own affairs. The point of sale may provide storage space, as well as trolleys and shopping baskets.

Types and relevance

Possible destinations for a children's clothing store:

1. Baby Clothing. Such things are practically not influenced by fashion, while children grow out of it quickly. The cost of organizing such an outlet will be minimal, since the clothes themselves are inexpensive. Even a small shop will allow you to neatly arrange a large selection of children's things in the window.
2. Clothing for children attending preschool educational institutions. Kindergarten-aged kids are already beginning to understand fashion, especially girls. In a store focused on this target audience, you can sell a wide variety of clothes. The cost of setting up a business will be moderate.
3. Clothing for schoolchildren (up to 12 years). In accordance with the latest innovations regarding the mandatory introduction of school uniforms, this direction of trade has been developed. Today there are a large number of domestic manufacturers of school uniforms with which you can successfully cooperate.
4. Sale of things only for girls. As a rule, such outlets are targeted 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 the store depends on the correct selection of suppliers and assortment policy.
5. Sale of things only for boys. 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 form an assortment. Unlike a retail outlet focused on girls, when forming a range of goods for boys, a businessman may have difficulties. This is due to the fact that this target audience is practically not influenced by fashion in the selection of clothes, is more conservative and less demanding.
6. Sale of festive clothes. It sells festive dresses for girls, costumes for boys (jacket, vest, trousers, shirt, bow tie / tie), carnival costumes and accessories. The demand for such a product is seasonal.
7. Supermarket. This is the most expensive option for implementing a business idea, since a full-fledged store focused on boys and girls of all ages will take up a considerable area. In addition, the cost of remuneration to workers, due to their greater number in the state, and the purchase of goods are increasing. Such a store needs a competent administrator, he must establish contacts with suppliers, monitor the assortment, the wishes of customers, the work of staff, etc.

When choosing a format for a children's clothing store, one should start from the entrepreneur's financial capabilities, 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 the best and affordable things for them. In a crisis, adults often refuse to buy clothes for themselves in favor of buying things for their child.
4. High demand ensures the profitability of the business and its quick payback.
5. With a minimum start-up capital, a profitable business can be started by opening a small outlet. In the future, it can be turned into a stylish boutique.
6. Lots of franchise offers. For example, you can buy franchises City Mama, Jerry Joy, Gulliver, Orbi, Childhood Magic, Stilnyashka, etc.

Store assortment

The main elements of the assortment structure of a general store for children's things:

• clothes for babies (undershirts, 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, it is necessary 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 fame.

Description and analysis of the market

Description of the children's clothing market in Russia:

• the capacity of the children's clothing market is more than 170 billion rubles;
• high competition;
• against the backdrop of a decline in demand for adult clothes, in recent years, there has been a trend towards an increase in the need for children's clothes (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 accounted for 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 10,000 rubles on clothes per child;
• in the family budget, the share of spending on children's clothing is about 16 percent.

Photo gallery

Market indicators for children's goods Market capacity of children's clothing for the period from 2010 to 2015 The structure of the Russian clothing market in 2015 Clothing market capacity for the period from 2009 to 2015

The target audience

The target consumers for a children's clothing store are:

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

Most often, women (about 70 percent) are engaged in buying children's things, aged 20 to 60 years. 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 kids.

If, for example, it is planned to open a boutique with branded items, then people with high incomes will go to it. You can organize a small 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 hallmarks of a clothing store should be the following features:

• location in a place with high traffic of potential buyers;
• bright design of the trading floor and showcases;
• availability of a play area for small children;
• high-quality assortment 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, corresponding to the season;
• use of modern commercial equipment;
• employing qualified and friendly staff;
• flexible pricing policy;
• regular sales, promotions and contests;
• providing discounts and issuing discount cards;
• convenient mode of operation.

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 a slogan. The corporate identity should be felt in the design of the trading floor, in the form of staff, in the design of signs, business cards, banners, etc. This will make the store stand out from the competition 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. Placement of banners on the street, near the store. This may be the facade of a shopping center, and a stand-alone billboard.
3. Recording of 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 its visitors. Such actions are designed to ensure that the target audience will be interested in the assortment of the outlet, ongoing promotions, discounts, and will visit the store.
5. Development of a store discount policy. The use of discount and/or bonus cards, the provision of discounts when buying 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, on the radio, on the Internet (on websites and forums dedicated to children's goods and clothing).
8. The opening of the store should be festive, with an invitation to the target audience, artists, presenter, etc. The trading floor should be decorated with balls, ribbons and colorful pictures. All visitors should be offered treats, drinks, as well as discounts in honor of 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. Thus, you can seriously increase sales, with minimal capital costs.
10. Creation of pages in the most popular social networks. This tool is effective, since the vast majority of potential buyers visit them regularly. Among the members of the group, you can hold contests and promotions.

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 allow a future entrepreneur to understand how to start a business.

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

1. Store format definition.
2. Preparation .
3. in the IFTS and registration with other organizations, funds.
4. Finding a shop space.
5. Search for manufacturers and suppliers of children's clothing.
6. Drafting a lease agreement for commercial space.
7. Formation of a list of an approximate assortment of goods.
8. Conclusion of contracts with suppliers/manufacturers of goods.
9. Branding, including the development of the design of the retail space, showcase.
10. Redecoration of the retail space in accordance with the design project.
11. Purchase of store equipment and its installation.
12. Supply of children's clothing and its layout.
13. Hiring staff.
14. Obtaining permits to open a store.
15. Implementation of marketing activities.
16. Festive opening.

Documentation

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

1. Registration with the IFTS as an individual entrepreneur or LLC. The process of registration of IP is simpler and cheaper, this form is chosen mainly for small shops. When organizing a network of outlets, it is better to choose an LLC. Also, the creation of a legal entity provides for the possibility of owning a business by several owners.
2. The optimal tax regime is an imputed tax or a simplified system.
3. Permission is required from Rospotrebnadzor, SES and the Fire Service.
4. OKVED - 47.71.1 "Retail trade in men's, women's and children's clothing in specialized stores." For the sale of 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, the entrepreneur must collect the following papers:

• certificate of entry of the company in the commercial register;
• confirmation of tax registration;
• decisions from Rospotrebnadzor, SES and Fire Supervision;
• premises lease agreement;
• garbage collection agreement
• account information;
• documents for cash register equipment, 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.

Trading space requirements:

• suitable area (minimum 10 square meters, optimal - 60 square meters);
• the possibility of organizing a showcase and placing a sign;
• availability of electricity, heating, water supply and sewerage;
• no need for major repairs.

The main areas of the children's clothing store:

• showcase;
• shopping room;
• fitting rooms;
• play area for kids;
• checkout area;
• utility room;
• stock;
• bathroom.

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

• the design must match the corporate identity of the store;
• decor should be unusual and non-standard;
• walls can be decorated with original drawings of favorite children's characters from cartoons and fairy tales;
• you can not get carried away with a 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: "OOO 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 the trading floor and warehouse	100 000
Horizontal and vertical showcases	80 000
full length mirrors	30 000
Floor hangers	15 000
Accessory racks	15 000
Mannequins for 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
Utility room furniture	20 000
Safe	20 000
Fire alarm	15 000
Security alarm	20 000
Other commercial 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 trading floor and warehouse - 100,000 rubles Children's and teenage mannequins - 50,000 rubles

Staff

The staff of the clothing store with a 12-hour shift and working hours - seven days a week:

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

When opening a small shop, the entrepreneur himself can act as an administrator. After the trading process is established, the functions of the administrator can be shifted to a hired employee.

Accounting is most often carried out by the head of the store 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 assistant, before the store opens or closes.

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

The main functions of the store administrator:

• control over the performance of their duties by sales consultants;
• accounting for cash balances;
• formation of a list of goods for ordering from suppliers;
• organizing and monitoring the implementation of marketing activities;
• creating a work schedule for staff;
• training of personnel in working with the cash register, laying out goods, communicating with customers, etc .;
• product quality control;
• resolution of disputes 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 - in each case individually.

Starting investments

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

Expenditures	Amount, rub.
IP registration	10 000
Rent (for 2 months)	90 000
Branding and shop floor design	30 000
Room decoration	250 000
Purchase of store equipment	790 000
Software purchase	50 000
Acquisition of intangible assets	40 000
Site creation	15 000
promotional activities	25 000
Purchase of products	1 000 000
Other costs	50 000
Total	2 350 000

The main cost items are.

Recurring costs

Regular expenses of a children's clothing store.

Income

The outlet's earnings are calculated based on the following data.

Business project performance indicators.

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

Calendar plan

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

Stage of paperwork.

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

organizational stage.

Steps	1 month	2 month	3 month	4 month
Marketplace Search		+
Conclusion of an agreement between the landlord and the tenant		+
Search for product suppliers		+	+
Trade area decoration			+
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 promotional materials			+
Website development			+	+
Creating groups in social networks			+
Distribution of advertising materials			+	+
Placement of advertisements online and offline			+	+
Festive opening				+

Risks and payback

External risks of a children's clothing store.

Description of the risk	Probability
Fertility decline	Low
High competition. The active behavior of other market participants may adversely affect the attendance of our store, demand. The loss of customers leads to a reduction in sales.	high
Changing fashion. Children's fashion in clothes is less influenced than that of adults. It is worth noting that the likelihood of this risk occurring is minimal in stores that sell things exclusively for boys.	Medium
Seasonal fluctuations. 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.	Medium
Rising store costs. 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 production. The second option can also lead to a decrease in profits, but at the expense of a decrease in sales.	Medium
Decrease in 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
Change in the exchange rate. This factor is dangerous if imported products are sold. An increase in the exchange rate, as well as an increase in customs tariffs, leads to an increase in prices.	high

Internal risks of a children's clothing store.

Description of the risk	Probability
Deterioration of the image of the store in the eyes of customers. This risk can be caused by low qualification of the staff, their aggressive behavior, unwillingness to compromise, high prices, low quality of goods.	Medium
Unfavorable place to open a shop	Medium
Illiterate marketing campaign. It can be too expensive and unreasonably wide, or, conversely, very modest.	Medium
Unsuccessful design of the trading floor and showcase	Low
Ineffective loyalty program	Low
Theft of goods by store personnel	Low

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

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 opening a clothing store. The attractiveness of this business lies in the absence of the need to create their 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 outlet and start working. It takes about one to two months for all these stages, and the main investment costs fall on working capital, which allows, if necessary, to quickly turn them into money. That is, in two months you will sell, make a profit and gradually recoup your investment.

However, before starting to implement a project to open your own clothing store, you need to make sure that there is a demand for products, as well as choose a niche.

The Choupette company offers to opt for the sale of clothes 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 spontaneous purchases are made the most. This allows you to maintain revenue even during a fall in the overall level of demand.

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

The initial investment in the project is 2,173,500 rubles. Half of this amount is invested in working capital, for the purchase of an 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. That is why 60% of consumers make purchases in chain stores, and preference is given to well-known brands.

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

Clothes and shoes under the Choupette brand are made 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 meets 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 hospital, christening clothes, collectible clothes, as well as sets for festive ceremonies.

The company releases new seasonal collections twice a year. In February, the "spring-summer" collection is released, and in September "autumn-winter". 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 an 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.

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

• Envelopes and sets for extract;
• christening sets;
• Fashion and basic collections for children from 0 to 8 years old;
• Elegant clothes 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 cost. Price negotiation takes place on an individual basis.

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

3. Description of the 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 engaged in the purchase of goods for their children. Depending on the age of the children, the circle of potential buyers can be detailed.

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

Age limit - women from 20 to 55 years. The field of work and education does not matter. Follow fashion trends, 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 ready to pay for the individual style and unique image of their children. They prefer to make purchases in company stores, appreciate the quality of goods, as well as a high level of service.

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

Competitive advantages

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

1. Brand recognition, recognizable brand;
2. Marketing strategy supported at the federal level;
3. Favorable location;
4. Regular use of promotions and attractive offers;
5. Availability of an online store that allows you to make a reservation;
6. Exclusive collections that convey the unique style of the company;
7. Following the latest trends in the fashion world, cooperation with the 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 the selection of personnel. To open a store, you will need to hire two salespeople and two administrators. It is assumed that they will work in a pair of seller-administrator. Schedule - 2 working days / 2 days off. Store hours are from 10.00 to 22.00.

Staff salaries consist of a fixed salary and a percentage of sales. To do this, a sales plan is developed, for the overfulfillment of which sellers and administrators receive a reward in monetary terms.

Financial motivation of staff

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

Employee's position	Revenue	Salary 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 value of revenue per month is set to 500,000 rubles. 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

The most important thing for trade is the demand for goods. The higher the demand for any type of product or service, the more competitors, but also more buyers. One of the most common requirements of the vast majority of people is clothing, so we will analyze the clothing store in this article. A slight difference will be the direction of the store - our store will only sell children's clothing.

The main thing when opening any store - costs, investments and profits. Not everyone will be able to invest heavily in a business for a long time without making a profit. How to open a children's clothing store? You need to start by drawing up a strict business plan for opening a clothing store, which includes absolutely all costs. Also, do not forget about opening an online version of the store. With a competent approach, costs will be significantly lower, and demand will be several orders of magnitude higher than offline trading.

Market and competitor analysis

You need to find as many stores as possible in the selected area or in the whole city, look at the number of goods and how quickly they are sold out. The main thing is not to miss the seasonality of clothes, because. it is likely that many stores do not shine with a variety of goods in different seasons of the year.

Finding out the demand and sales volume is quite simple - just watch the sales of clothes in several stores for a month, or it's easier to do it - get all the information from the sellers.

It is necessary to record both prices and brands of clothing, to map the stores of the city with a brief description of the sales volume of each store.

Business in the field of services and services for the population: is it real? Of course yes! We offer popular business ideas in this area.

Children's clothing, like everything else, differs in price, quality and brands. It is unprofitable for a store in a small town to sell expensive clothes. In a city with a population of more than a million people, the demand for brands is increasing dramatically. The influence of brands and fashion trends in this area is very limited on specific consumers, but you should not sell all the goods at once, even if there are no competitors among expensive goods.

You also need to select target audience future store. It can be divided into two categories. In the first category - buyers who focus primarily on the cheapness of the goods, and not on quality. In the second category - buyers who pay attention to the quality or brand of clothing.

The choice of the target audience depends entirely on the analysis of the market. The variety of goods in a particular store in the city plays a role, as well as an understanding of the demand and quantity of offers in different parts of the city.

Having collected data on product demand, analysis of competitors and target audience, you can proceed to the next step.

LLC registration and taxes

For the future store will be required. This is a necessary condition if there will be employees in the future.

At this stage, it is easiest to use the services of a registrar. The cost of the registrar ranges from 3 to 15 thousand rubles. All necessary documents, obtaining an address and other formalities will be observed. In most cases, registrars also provide further accounting services.

It is best for the future store to use the basic taxation system. This step will help to cooperate with a large number of counterparties, since they will have the right to apply the paid VAT to the deduction. But it is important to remember that the overall system is quite burdensome. This issue is also best discussed with an accounting firm.

In most cases, it simply does not make sense to deal with bookkeeping, registering an LLC on your own - it takes time that is better spent on recruiting staff, compiling a product catalog, agreements with suppliers, and much more.

Premises selection

After analyzing the market, you need to find the best areas in the city, where the demand for the product is increased, but there are fewer offers that match the target audience.

Buying premises for a store is in most cases inexpedient, the best choice is renting. It is necessary to find all the premises that are rented in the selected area of ​​the city, and choose the right one based, first of all, on the availability for buyers.

It is best to conclude a contract for the lease of premises for a period not exceeding 11 months. This contract does not require additional registration with the SBI, and as soon as the contract expires, it can be extended for the same period.

When concluding a lease for a longer period, you must pay a state duty, but this will protect you from sudden eviction.

When concluding a contract for a period of 11 months, it is worth considering the increase in the cost of rent and discuss this issue with the landlord. It is necessary to carefully check that the legal entity that leases the premises is its owner. It would not be superfluous to ask past tenants of the premises or tenants of neighboring pavilions.

The rented room will already have some decoration and design, you just have to add uniqueness. It is best to hire a designer who will prepare a design project for the future store, or find ready-made design projects on the Internet.

The design of the store is, of course, important, but you should not invest too much money in it and the arrangement of the premises, because. this can adversely affect the pricing policy of the future store.

Equipment for a children's clothing store

Equipment for the store will vary depending on the size of the rented area. Shelves, racks, mirrors, various hangers are selected based on the design.

The installation of equipment, additional lighting and other things is best discussed with the landlord. It is also worth remembering to hire temporary employees to carry out complex work on the premises.

For a small store, one cash register and one cash register are enough. A good solution would be a cash register with the ability to pay through plastic cards.

Very important. It is best to buy a complete POS system with a built-in magnetic card reader. In the future, this will be useful for issuing discount cards and conducting advertising campaigns.

In most cases, POS systems are managed by their own automation systems. Initial system setup is not required, but maintenance is required for each cash register. The issuance of discount cards, service maintenance, connection of additional scanners and terms entails additional costs that you should be aware of. Service maintenance of the terminal, setting up and output of reporting should be completely entrusted to the company of the cash register supplier.

It is worth taking care of the safety of the future store. Control over buyers and seller's actions is carried out with the help of CCTV cameras.

store staff

If you do not plan to stand behind the counter yourself, then you need to hire an employee. The choice of a cashier and at the same time a seller must be approached just as carefully. When hiring, you need to make sure that he knows how to work behind your cash register.

Tax reporting for all expenses at this stage is best discussed with your accounting firm.

Children's clothing for sale: suppliers and product catalog

The next and most important step is the product catalog. The product catalog depends on the location of the store, the selected target audience and competitor analysis. At the beginning of the store, it is worth focusing on high-quality and diverse goods, either of one category or seasonal ones.

First of all, you need to make a price list of products sold and view all suppliers.Searching for clothing suppliers can take a very long time, but do not despair and use the services of resellers - it is best to buy goods directly from manufacturers. Most manufacturers do not refuse to purchase small lots, but such actions require long preliminary negotiations.

If contracts with clothing suppliers fail, you should look at the warehouse bases of your city. With a good combination of circumstances, you can find great deals there.

It is important to remember that if the demand for a product increases, and the product is not in your warehouse or in the reseller's warehouse, the confidence of buyers will be undermined. It is because of this that it is worth concluding contracts for the supply of clothing directly with manufacturers.

Store pricing policy

There are many pricing factors to consider before a range of baby clothes for a store hits the shelves. It is necessary to write down all monthly expenses, such as maintenance of the cash register, rent of the premises, payments to the accounting firm and, of course, taxes.

After purchasing a product from a supplier, you need to return to the analysis and view the sales volume of competitors. It is necessary to determine the minimum price at the minimum predicted sales of clothing for children.

It is not always possible to find data on the volume of sales of a particular product. In this case, you can focus on the entire range of children's clothing in the store, derive the average minimum price for each product and push away from it. Based on the minimum price and adding monthly expenses to it, we get the price of the minimum sale of each type of product.

Further actions with a margin depend on the chosen target audience, increase or decrease in sales volume and analysis of competitors. It is best to set an average price for the product and make small discounts and promotions in the future.

Store advertisement

After the premises have been selected, the goods have been purchased and are on the shelves, and the prices have already been set, you can immediately start advertising the store.

If the store is located in a fairly accessible place, then most of the problems disappear by themselves. A beautiful sign and name will do everything themselves. The design of the store also decides the role, how customers see the product, and how it is presented. Questions like these are best discussed with a designer who specializes in advertising.

Issuing discount cards and advertising discounts in the store will also attract customers. Discount cards can be distributed in shopping malls, markets and many other public places. The attention of buyers can be focused on cheapness, quality and brands. All this again depends on the chosen audience and the initial market analysis.

Advertising costs are significant in most cases. This partly includes both the design of the store and the increase in popularity among the target audience. At first, you can give small gifts to keep your first customers and get word of mouth support.

If desired, you can hire a company that specializes in advertising. She will prepare both an advertising campaign and the design of business cards and signs for the store.

Store costs and profits

• Registration of LLC - 5-15 thousand, if registered through an accounting firm.
• Monthly deductions to an accounting firm - 20-60 thousand per month.
• Room rental - 30-150 thousand, depending on the location.
• The design of the premises, finishing materials and furniture - from 150 thousand, the limits are set only by the amount of investments.
• Cash equipment - 50-150 thousand for a POS-terminal, 20-50 thousand per month for servicing the terminal.
• Salary for an employee - from 20 thousand.
• Installation of video surveillance - from 60 thousand.

The profit of the store does not make sense. It all depends on how much you invest in advertising and what you do. Most of these stores do not have a large profit, but if you create several stores - a chain - then the profit will already be significant.

Summary

Opening a children's clothing store is difficult, long, but promising. Clothes are always needed, and the store will always find its customers.

Do you know what people will never skimp on? On your children. That is why the business associated with children's goods always makes a profit. We will tell you how to open a children's clothing store from scratch and how much you can earn from it.

Store types

Stores are usually divided into age groups and product categories. Children's clothes are clothes worn by babies from 0 to 14 or 15 years old. But you must understand that you will not be able to cover the entire range of clothes at once. Therefore, to begin with, choose a narrow specialization for yourself, and then capture new niches as you develop.

Children's clothing store - a profitable investment

There are several types of children's shops. We list the most common of them:

1. Large children's stores that sell clothes for all ages.
2. Shops selling clothes and various useful things for newborns.
3. Shops selling clothes for children from 2 to 7 years old (preschool age).
4. Shops selling clothes for school-age children (including school uniforms).
5. Shops selling sportswear and accessories.
6. Stores selling clothes exclusively for girls aged 5 to 15.
7. Stores selling clothes exclusively for boys aged 5 to 15.
8. Stores selling specialty, carnival or party wear.

There are other specializations of outlets, as well as all sorts of combinations of existing ones. Choose which direction is closer to you, and for starters, work exclusively along it.

Market research

The trading business is usually very competitive, but with the right approach, you can certainly enter the market and carve out your niche. Before you open a store, it is recommended to collect information about competitors in your area. Study their range, price level, the situation in the outlet itself. Along the way, chat on local forums and in groups of young mothers, finding out what clothes they lack.

Note: in order to deal with the assortment, evaluate the level of sales, study the market and the number of prospective buyers, it is desirable to have experience in the clothing trade. If you do not have it, then you can get a job as a seller and work for a couple of months to familiarize yourself.

Also, you will probably understand children's clothes if you are the parents of small children.

Be sure to study the competitors in your area and think about what you could improve in their work.

In order to successfully fight competition, it is necessary to offer buyers the best conditions. Look for suppliers that offer better prices, think over the assortment, try to choose only the highest quality and exclusive clothes, create a unique interior and a corner for kids so that they can relax a little while their parents choose things.

What should be the store

To open a retail outlet, you need a room of at least 25 square meters, but at least 50 m2 is considered the best option. This is quite enough to arrange several showcases and shelves, organize the work of the cash desk, fitting room, etc. Do not forget that there can be many visitors - they need to walk freely without clinging to the racks.

Where is the best place to organize a trade in children's things? Best of all near a kindergarten, school, hospital, various circles or houses of creativity. Good things are sold in shopping and entertainment centers, markets, on the main streets and near parks where parents can just walk with their children.

Many aspiring entrepreneurs who are already ripe for starting their own business, but have not yet decided on a specific direction, are seriously considering 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 outlet and start working.

All of the above points will take you about one to two months. As for the main investment costs, ordinary items of expenditure will fall on working capital. In about a couple of months, you will begin to trade, make a profit, and day after day pay off the finances invested in the business.

Consider the main aspects of this enterprise:

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

Is the game worth the candle?

To begin with, let's outline the controversial points that may repel potential entrepreneurs from this idea. So 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 the reports of Yandex.Market, 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 off in one and a half to two years. In general, 15% of the turnover of the outlet can be considered normal profitability for an enterprise of such a plan. If you correctly approach the issue of opening your own children's clothing store, then in a little over a year you will, as they say, see the light in the tunnel. Let's go further...

Analysis of competitors and sales market

Before you accurately determine the location of the future outlet, it is necessary to analyze the sales market and possible competitors. First of all, go around as many stores of this kind as possible (and preferably all) in your chosen area or in the whole city. Pay attention to the range of products and how quickly it sells out. One of the main points is the seasonality of clothing, because small retail outlets do not shine with a variety of goods for each season.

Finding out the sales volume and current demand is not so difficult: within one or two weeks, observe the sales of products in the stores you are interested in. If you are a sufficiently charismatic “character”, then you can do even easier - just collect all the necessary data directly from the sellers.

Specify for yourself the prices and the type / brand of goods, then mark on the map of the area or city all the stores 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 such goods 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 the purchase of 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.

Also, it will not be superfluous to take into account the characteristics of the target stream. There are a lot of them and for each specific children's clothing store they will have their 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 equip your outlet somewhere in the market or in any other "cheap" place, and at an average price mark, 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. You can also meet a very solid client on the market, but only he came to buy something inexpensive, and your prices clearly do not pull this definition.

Be attentive to this nuance and do not look for the implementation of quality at an affordable price, where it should not be in principle. Otherwise, the risk of burnout is very high, even if you find some kind of your own circle of clients.

indirect competition

This includes the accompanying entourage, that is, nearby “passing” points that are in no way related to your field, for example, a circus or an entertainment complex. On the one hand, it seems that here it is - the target flow: families with children, and most importantly - with money for entertainment. But on the other hand, all these people are tuned in to a carefree pastime, and shopping and shopping is mostly work (not for everyone, but for most).

Another point, which 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 consider that they have spent enough for today, and clothes for the child - "some other time."

Commercial space and inventory

After analyzing the market and nearby competitors, we move on to the next serious issue - the selection of a retail outlet. Immediately, we note that the purchase of premises for the sale of children's clothing is impractical. The most optimal and affordable option is renting.

Taking into account the above material, we study ads or acquaintances for the purpose of renting a suitable room. 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, to one degree or another, will affect purchasing power. We are talking about the choice between shopping centers and residential buildings. In the first case, you will be significantly reduced in footage, but you will get a very good influx of clientele, coupled with minimal advertising costs. The second option is more acceptable for those who want to properly "turn around" in a larger area and are ready to spend the lion's share of the funds on business cards, brochures, standards and other PR that will attract a buyer to your store.

Equipment

Equipment for a retail outlet will vary greatly and primarily depends on the size of the chosen 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 prefer to rent in a large complex. In the case of residential premises - everything is at your discretion.

For a small outlet, it is quite enough to acquire one cash register and one cash register. The best option for a clothing store is an average device with the ability to pay with plastic cards.

It is best to stop at 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 will be useful to get one or two surveillance cameras to monitor buyers, as well as sellers. There is never too much security, so this moment should not be discounted and dealt with as a residual.

Pricing policy, revenue and payback

There are some pricing factors to consider before putting baby clothes on the counter. That is, before specifying the final cost of a particular product, you need to analyze the monthly expenses: renting a room, accounting services, servicing a cash register, advertising and taxes.

Then you need to decide on the minimum price, taking into account the approximate volume of future sales per month. Then add to it the aforementioned monthly expenses, and we get the cost of one unit of goods. It remains to analyze the pricing policy of competitors and make an appropriate margin, 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 "beat back" their investment in one to two years. Under the most successful set of circumstances (a good and accessible place in the shopping center, related / ubiquitous advertising, etc.), you can recoup your investment in just six months.

Staff

Sellers in stores of this kind are a matter of "taste" for each individual entrepreneur. If there is a desire 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 an experienced instructor (senior salesperson) in charge who will train the “youngsters” in a short time. In this case, you will significantly save on salaries, but you risk losing part of your clientele due to understaffing.

In general, the administrator is considered the key employee in clothing stores. Without it, the outlet is not viable. All sellers are within the competence of the administrator, which means that he must have a clear position and relevant work experience, where the main criterion is leadership and the ability to quickly respond to any situation.

In addition, a competent distribution of responsibility and ordinary duties of employees is necessary. The best option here would be a regulatory set of rules, instructions and other forms of reporting.

Advertising

The point of sale shines, the goods are on the shelves, the price tags are placed - it's time to start advertising your products.

If the store is set up in a passing place, somewhere in a large shopping center, then most of the advertising problems disappear automatically. Here it is enough to hang an attractive sign with an intriguing, understandable and easy-to-remember name and wait for the client. In addition, many buyers are attracted to 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/premise, the PR item will have to be significantly increased. This includes light boxes in nearby alleyways and road junctions, banners near key buildings (grocery stores, clinics, etc.), as well as advertisements in local media.

Discount cards, promotions and discount systems will also impress most potential customers. It is best to focus on the cheapness of the product, its quality and belonging to a brand.

Numbers (Business plan)

Let's go straight 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 independent construction of 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 the business are determined only by the imagination of the owner and his financial situation.

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

Item of expenses	Amount (rub.)
Shop rental (monthly)	100 000
Lighting elements + installation + repair	200 000
Trade equipment (cabinets, shelves, hangers, mirrors, etc.)	200 000
Design project (if necessary, architectural)	20 000
Main sign with store logo	35 000
Outlet design (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 (booklets, ads) poison	30 000
Legal documents (registration of LLC, IP, permits, certificates)	15 000
Staff salaries	20 000
Organizational expenses (stationery, telephone, office equipment, programs)	50 000
Video surveillance system (optional "Anti-theft" barriers)	50 000
Children's clothing (approximately mid-season)	700 000
Reserve	200 000
Total	1 705 000

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

Summarizing

Opening your own children's clothing store is a difficult, long, but nevertheless quite promising business. Such a type of product 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 deeply delve into the essence of this business and understand exactly how it works, then you, albeit not immediately, will succeed, which means you will become completely financially independent. And for the sake of this, it is worth trying, stumble, try again and move forward towards the intended goal.

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