Example of a business plan for a children's clothing store. Business plan for a children's clothing store

An increase in the birth rate is one of the main factors in the relevance of children's products, in particular clothing and shoes. Parents would rather refuse to update their own wardrobe than not buy an item for their child. If an adult can wear the same jacket, for example, for several seasons, then a child requires new clothes almost after the change of each season.

Children grow quickly and require that they have everything they need for everyday wear, going out, school, training and leisure. This explains the popularity and abundance of children's stores. But even in a densely filled niche you can successfully squeeze in and make money.

Market analysis, competition

This is an important stage when starting any business. You need to focus on the area in which the retail outlet will operate. To do this, it is advisable to “strike on two fronts”:

• study the strengths and weaknesses of competitors;
• find out what potential buyers would like.

In the first case, the most desperate ones can even arrange “reconnaissance in force,” that is, get a job with their future competitor. Although, to find out the specifics of the activity, it is enough to look into the sales area and pay attention to the quality of the items sold, prices, and level of service. Surely stores have both strengths and weaknesses.

You can find out the opinions of consumers on local moms’ forums, and a small opinion poll will also be a great help. It is advisable to conduct it near preschool institutions, children's centers and playgrounds.

We can venture to assume that the average parent wants to dress their child in high-quality and inexpensive things. But there are definitely mothers and fathers who lack branded clothing, friendly service, sports or holiday assortment. It is important to take this percentage into account when filling the store with goods.

In general, sales are influenced by macro (birth rate, purchasing power, social policy) and micro factors (stability of supplies, personnel activity, presence of competitors, outlet traffic). If some aspects should be accepted as a fact, then the negative impact of some of them can be minimized, for example, through the financial interest of employees in increasing sales.

You can learn about the main risks and features of business from the following video:

Retail space, inventory

The size of the trading floor can be any. Here you need to proceed from your own capabilities. Rental prices differ in different regions and areas of the same locality. On average, the cost of one square meter per month is 800-1000 rubles, excluding utility costs.

You can start with a retail space of 20 sq.m., but in such a store, even if no one is offended, it will certainly be cramped. Taking a large swing, especially for beginners, is also not recommended. The optimal choice would be a sales area of ​​50-80 sq.m.. The area will allow you to advantageously demonstrate the entire product range, and at the same time you will not have to rack your brains over filling endless counters and display cases. Although from this retail area it is necessary to “pinch off” approximately 10% of its area to set up a warehouse.

The room should be attractive, bright and cozy. Don't skimp when ordering a sign. An interesting and memorable name should be clearly visible.

The following equipment will help you show off the product and provide comfortable conditions for selection:

• racks, hooks and hangers for clothes;
• shelves;
• mannequins;
• conveniently located mirrors and fitting areas;
• cash register and, if possible, a computer with accounting programs installed;
• children's area with toys and stationery (for children to play while adults do shopping);
• space for strollers (you can allocate a couple of square meters outside the room).

The approximate cost of inventory will be a substantial amount. But these are one-time expenses; in the future, you will only occasionally have to buy or replace broken “hangers” or additional shelves.

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Financial plan

It is imperative to officially register your activities. This is done at the tax office. The procedure is simple and straightforward, and therefore does not require the involvement of separate specialists. You just need to provide the required list of documents.

A financial plan will help you see your financial prospects and stay on top of your expenses. You can compose it yourself. Although, if it is a condition for receiving credit funds, then it is better to use the services of a specialist.

It is important to take into account all planned expenses, in particular the following:

• equipment and furniture;
• rental of premises;
• staff salaries;
• employee insurance;
• personnel taxation;
• personal income tax;
• tax according to the simplified tax system.

Taking into account these and other expense items, you can put together an approximate cost plan using the example of a store with an area of ​​50 square meters. m. in a large shopping center:

• The rent will be approximately 50 thousand rubles.
• The same amount will go towards registration and payment of utilities.
• Purchase of equipment, namely island equipment for 3 sections (30 thousand rubles), wall panels with hooks and hangers (40 thousand rubles), fitting rooms with mirrors in the amount of 2 pieces (20 thousand rubles), mannequins ( 10 thousand rubles), a sign (5 thousand rubles), a cash register (30 thousand rubles), a children's mini-corner (5 thousand rubles), will amount to 240 thousand rubles.

Separate items will be transportation costs (10 thousand rubles) and funds for the purchase of goods 500 thousand rubles. In total, to open you must have starting capital in the amount of 850 thousand rubles. including the first and last month's rent. It’s also a good idea to save another 10-15 thousand rubles. for force majeure situations.

Revenue and payback period

Most often, the markup is 80-100% of the wholesale cost of the goods. It is necessary to calculate the break-even point of a children's clothing store. There is a formula for this:

TO = costs * (1 + %RN)/%RN, Where

• TO – turnover at the break-even point;
• RN – realized margin.

If the sales volume is lower than the resulting amount, the company will suffer losses. An average store can bring in 7-10 thousand rubles per day. and, accordingly, 210-300 thousand rubles. per month. Thus, Payback can be expected in 8-12 months. But this is possible with high-quality work of sellers, promotional events, timely updating and replenishment of the assortment.

It is optimal to make calculations in each specific case, taking into account the number of competitors, the price segment of the products sold, customer flow, opportunities for expansion and other factors.

Required Personnel

At first it is enough to find two experienced sales consultants who will work in shifts. Not beginners know well how to communicate with customers, how to be attentive, polite and at the same time unobtrusive. It is important that the staff is friendly and able to find a common language with children, because young customers can be capricious, disobedient and even aggressive.

In the future, the staff of consultants can be expanded to 4 people, offering them work on a rotating schedule. It would be good if the sales area would also work administrator. Although you can become one yourself.

Must have on staff professional accountant. He does not have to be at his workplace all the time. It is entirely possible to hire someone to work remotely. But it is important to be 100% sure of it. He will provide activity reports to the tax office, as well as keep the owner informed about the finances.

Project launch schedule

Opening a children's clothing store can take place in several stages. But they can be combined: for example, simultaneously filling out documents and looking for retail space.

It is also necessary to find reliable suppliers in advance. The most attractive for domestic sellers are Polish, Turkish and Chinese manufacturers. Mostly they offer the following:

• convenient delivery schedules;
• flexible payment systems;
• products of decent quality;
• wide product range.

You can find supplier contacts on the Internet. At the moment there are many wholesale offers. This will allow you to choose optimal delivery conditions. At the same time, you need to take care of purchasing equipment and furniture, as well as selecting personnel. Employees can also be used during the placement of goods.

You can time the opening to coincide with a specific holiday or organize a small celebration yourself.

Advertising, marketing

A bright sign and an original name are enough to attract people's attention. But you can prepare more solidly:

• A good advertising move would be to inform potential buyers about the opening of a new outlet. You can advertise in the local newspaper or on the radio, distribute leaflets and booklets in crowded places. When notifying consumers, it is imperative to focus on your strengths, organize a competition program, a drawing among buyers or a lottery.
• In the future, regular customers should be rewarded with discount cards. They can also be issued upon purchase of a certain amount. With a potential bonus, a person will definitely return. When issuing a discount card, it is necessary to ask consumers to fill out a questionnaire. The received phone number and email address can be used to inform you about promotions, discounts and special offers. A good PR move would be guaranteed discounts on purchases on a child’s birthday.
• Not only profitable offers can contribute to a large flow of buyers. Polite and friendly salespeople play an important role. They must be competent and attentive. Consultants should always suggest that clients purchase one more item or be prepared to give full information about the product. At the same time, employees must respond adequately to refusals of assistance or the purchase of other products.
• Particular attention should be paid to product positioning. Clothes for children 2-6 years old should be divided by age, and also sorted for boys and girls. School uniforms, items for newborns, and sports “equipment” must be presented separately. It is advisable to divide jumpers, blouses, trousers, outerwear, T-shirts and shorts into categories. Along with this, you can present several sets on mannequins.
• Selling related products is not always advisable. It is enough to offer customers a few little things in the “at the checkout” format: miniature books, figurines of cartoon characters, CDs with fairy tales.

A children's clothing store can become a profitable business. To do this, it is important to constantly keep yourself in good shape, and customers aware of what is happening within its walls.

* The calculations use average data for Russia

1. PROJECT SUMMARY

The purpose of this business plan is to substantiate the effectiveness of a project to open a retail store for children's and teenage clothing in a city with a population of less than 200 thousand people. The target audience of the store will be the city population aged from 3 to 18 years. The store will offer a wide range of children's clothing and accessories. The retail outlet will be opened in a rented premises with a total area of ​​100 sq. m. meters, on the ground floor of a multi-storey building located on one of the central streets of the city. The store will operate in the “below average” price segment, which is due to the current market conditions: a decrease in purchasing power and a drop in the level of income of the population.

The initial investment in opening a children's clothing store will be 1.9 million rubles. Source of financing - own funds. Payback period - 27 months. Expected revenue in the first year of operation is 500 thousand rubles, net profit is 58 thousand rubles, return on sales is 11%.

The organizational and legal form of doing business will be an individual entrepreneur. The form of taxation is simplified (“income minus expenses”). The preparatory period for the opening of the project will be 2 months. Reaching planned sales volumes is planned by 3 months. work.

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Children's and youth clothing is one of three segments of the clothing market (Fashion Retail), which also includes women's clothing (with a 51% market share) and men's clothing (31%). The share of children's clothing in clothing retail as of 2015 is about 18% (see Fig. 1). Despite the fact that the clothing market in Russia is not going through the best of times, showing a decline in volumes (see Fig. 2), children's clothing remains its only growing segment. According to Synovate Comcon, market growth compared to 2013 by 2015, although it slowed down from 16.5% to 1.6%, is still there (see Fig. 3).

Figure 1. Structure of the clothing market in Russia, 2015

Figure 2. Clothing market volume, billion rubles, 2009-2015

Figure 3. Children's clothing market volume 2010-2015*

*according to Synovate Comcon

In many ways, the children's clothing market, as well as the children's goods market, was helped to stay afloat by increasing prices. In addition, the most common opinion among experts about the reasons for the crisis resistance of this area is that it is not customary to save on children. That is, many parents find it easier to refuse to buy clothes for themselves than to buy clothes for their child. However, the fact is that in times of crisis, the consumer has become more discerning, approaching the choice of children's clothing more rationally. The second trend is the transition of consumers to cheaper price segments due to a decrease in purchasing power.

The concept of the project outlined below is to create a children's store operating in the “below average” segment, which best suits market conditions. A children's clothing retail store will be opened in a city with a population of less than 200 thousand people. The store will offer a wide range of children's and teenage clothing for children aged 0 to 14 years. The retail outlet will be located in a rented premises with an area of ​​100 sq. m. meters, on the ground floor of a multi-storey building, on one of the central streets of the city.

In our store, parents with children will be able to find good quality outer and underwear at affordable prices and minimal markups, which will allow them not only to dress their child for school or winter, but also save the family budget. Children's clothing cannot and should not be expensive - such a statement will form the basis of the store's concept. For more information about markups on goods, see Table. 3 business plans.

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The organizational and legal form of activity will be individual entrepreneurship on a simplified taxation system. The staffing will be 4 people, including 2 administrators and 2 sales consultants.

The total investment costs for opening a children's clothing store will be 1.9 million rubles (more details in Table 1). Our own funds will be raised for the project. To open a store, a preparatory stage of 2 months will be required.

Table 1. Investment costs of the project

3. DESCRIPTION OF GOODS AND SERVICES

The store's assortment will be designed for children aged 0 to 14 years. It will include all the main assortment groups of clothing for girls and boys, including outerwear and underwear. The store will operate in the “below average” price segment. The level of markups for the main categories of goods is given in Table. 2 business plans. The purchase of clothing will be made from a wholesale company that works directly with domestic and Turkish manufacturers. Twice a year the assortment will be replenished with seasonal collections (spring-summer, autumn-winter), current collections will be replenished depending on the level of sales (approximately also 2 times a year).

Table 2. Average purchase and retail prices

4.SALES AND MARKETING

The store's target audience is families with children. According to statistics, about 70% of buyers are women, since they are the ones in the family who are most often responsible for purchasing clothes for children. Age from 20 to 59 years. Area of ​​interests and activities do not matter. In terms of income level, these are citizens with an income level of “average” and “below average”, that is, for a city with a population of less than 200 thousand inhabitants, this category of citizens constitutes the absolute majority of the population.

The store's competitive advantage will be affordable prices and a wide selection of children's products. The sales plan for three years of the project is given in Appendix 1. Achieving the planned volumes of the first year of work (500 thousand rubles) is planned for 3 months. work.

The main means of attracting customers will be the favorable location of the store and lower prices for products than competitors. As additional means, printed advertising brochures and POS materials will be used directly in the store itself. To stimulate sales, it is planned to use sales, discounts on the remains of seasonal collections and non-liquid goods. Before the opening, a promotional campaign will be held, which will include festive decorations with banners announcing the opening date of the store, decoration with balloons and ribbons. It is also planned to distribute flyers and leaflets.

5. PRODUCTION PLAN

The children's clothing store will be located in a rented premises of 100 sq. m. meters, of which 63.5 sq. meters will be the area of ​​the trading floor, 18 sq. meters will occupy a warehouse and utility room, 8.5 sq. meters - fitting area. The premises will require repairs at the rate of 3 thousand rubles. per sq. meter. and facade work in the amount of 95 thousand rubles. The store will need to be equipped with retail, cash register, anti-theft and other equipment worth RUB 340.1 thousand. A detailed list is given in Table. 3 business plans. Finished products will be purchased from a wholesaler and delivered to the warehouse at the store by a transport company.

Table 3. List of equipment

6. ORGANIZATIONAL PLAN

Individual entrepreneur was chosen as the legal form. The taxation system is simplified (“income minus expenses”). The store staff will include 4 people: 2 administrators and 2 sales consultants. The responsibilities of administrators will include: monitoring the work of sellers, checking out customers at the checkout, keeping track of cash balances, generating orders for suppliers, and conducting promotional events. Sales consultants will be responsible for servicing and consulting clients on types and sizes of clothing, and will receive goods and display them on the sales floor. To increase sales, an employee motivation system will be introduced, providing a bonus of 5% of the amount exceeding the sales plan. The staffing table and wage fund are shown in Table. 4 business plans.

Table 4. Staffing and wage fund

The duration of the preparatory stage is 2 months. It will include: registration of individual entrepreneurs, renting premises, carrying out repairs, purchasing equipment, hiring personnel, product content and store design, and holding an advertising campaign.

7. FINANCIAL PLAN

Investment costs of the project will amount to 1.9 million rubles. For more details on cost items, see Table. 1. business plan. The current costs of the project can be divided into variable, which will include the wholesale price of clothing, and fixed. The store's fixed costs are given in Table. 5. The payback period of the project is 27 months. Expected revenue in the first year of operation is 500 thousand rubles, net profit is 58 thousand rubles, return on sales is 11%. A summary table of all financial indicators for the three-year period of the store’s operation is presented in Appendix 1.

Table 5. Store fixed costs

8. RISKS AND GUARANTEES

To ensure the viability of the project, it is necessary to take into account the external and internal risks of the business. External risks include all threats not related to the process of organizing a business (the situation in the economy, natural disasters); internal risks include management efficiency. In Table. 6 presents the main types of risks, measures to prevent and eliminate their consequences.

Table 6. Possible risks and ways to prevent them or their consequences

10. Applications

ANNEX 1

Production plan and main financial indicators in a three-year perspective

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rent + salaries + utilities, etc. rub.

After about a year of operation, one retail outlet can generate 1.2-1.5 million rubles in revenue per month. With a standard dealer discount from the retail price of 20-25%, this will mean 240-300 thousand last...

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 techniques.

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.

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.

In contact with

Sewing has been and remains a profitable business. The profitability of an enterprise depends on an assessment of competition in the market, the correct choice of field of activity, financial capabilities and a marketing plan.

Market analysis

First you need to choose your target audience. If the business will develop from a small workshop or studio, then you need to focus on the financial capabilities of buyers in your city. If you also plan to develop an online store, then purchasing power throughout the country or even abroad is analyzed.

Today people pay more attention to the quality of clothes than to their appearance. The second, however, is also important. It is believed that clothing from foreign manufacturers has the best quality, but not everyone can afford to buy products from foreign brands.

Today, people are trying to find an alternative to foreign brands and choose a domestic manufacturer. More and more Russian designers are becoming famous, word of mouth allows the brand to become more popular.

You need to pay attention to the product that is not widely represented on the market, but is in demand. There is quite a lot of competition regarding children's clothing, so you will have to come up with a twist for your business in order to attract the attention of customers.

The biggest competition is among manufacturers of clothing for children from 0 to 2 years old.

Registration and organization of business

A feature of the production of goods for children of any category, be it clothing or toys, is mandatory quality certification. The product must be made from materials that are safe for children.

A certificate will be required not only for large production, but also for a small studio. The cost of the document is at least 20 thousand rubles. You can order the production of products at a specialized factory. In this case, you will need to provide sketches and patterns, and then sell the finished product. This results in savings on premises, equipment, labor, and documentation.

Required Documentation

Any business needs to be officially registered as a legal entity.

To open a state of emergency you will need the following documents:

• statement;
• certificate of assignment of TIN;
• registration payment receipt.

To register an LLC you will need:

• company charter;
• certificate of assignment of TIN;
• certificate of registration of business activity.

You can complete the documents yourself within two months. The cost ranges from 10 to 50 thousand rubles.

To obtain a certificate for the production of children's clothing you need:

• be registered as an individual entrepreneur or LLC;
• be registered with the tax authorities;
• contact the SES at your place of residence.

The service will be provided with a list of fabrics from which children's clothing can be sewn. There is a data sheet for each type of fabric. Fabric samples are provided to the city patent center. The certificate is issued for one year only. In its absence, the enterprise may be closed; at best, the owner will have to pay a fine.

Premises and equipment

The choice of premises depends on the scale of production. Employees can do their work from home. This option is suitable for small quantities if there is one store or a small outlet for wholesale. The number of products can be increased by increasing the number of home workers. In this case, the main costs will be for transportation services; first you will need to bring the fabric to the worker, then pick up the finished product.

For large volumes, it is more advisable to remove the workshop. Perhaps an advantageous offer for the purchase of a building will appear.

The biggest cost is rent and utilities. You immediately need to take care of good electrical wiring, heating and other amenities. It is not advisable to rent a building that needs major repairs.

If you take a medium-sized workshop with 10 employees, then a room of 100 square meters will be enough. If there are more jobs, the average area of ​​the premises will be 400 square meters.

In total the building will consist of:

• work area;
• warehouse area;
• utility room;
• office rooms;
• boiler room.

If the scale does not exceed the studio, then it can be 40-60 square meters. Ateliers for sewing children's clothing should be located in places where children gather:

1. Near kindergartens.
2. Near schools.
3. Near development centers.
4. Near dance schools.
5. Near shopping centers.

It is cheaper to rent a production workshop outside the city; it will cost less, even taking into account the transportation of workers from the city. It is profitable to rent the first floors of non-residential premises in an industrial zone.

Equipment you will need:

• Sewing machines;
• overlockers;
• carpetlocks;
• sewing machines;
• steam generator;
• iron;
• cutting knives;
• loop machines;
• button machines;
• presses for wet-heat treatment.

For accessories, each worker must be provided with scissors, needles, rulers, glue, crayons, etc. It might seem like a small thing, but without these devices the work will not take place.

For furniture you will need:

• cutting tables;
• tables for sewing machines;
• chairs;
• racks.

The rest of the furniture and household appliances will be needed for the comfort of the workers. Wardrobes, refrigerator, kettle, microwave, etc.

Fabrics and consumables

There are special requirements for the quality of fabric. You can sew clothes for children only from special materials, the list will be provided by the local SES. The fabric must be harmless and of high quality.

Fabrics for production are purchased either from wholesalers or directly from the factory. When purchasing fabric at retail, there is a risk of working at a loss.

Thanks to the Internet, you can purchase fabrics from abroad. The buyer will only need to pay extra for delivery.

The most popular fabrics for the production of children's clothing:

• knitwear;
• flannel;
• velours;
• bike;
• interlock;
• mahra.

The colors depend on the design; they can be pastel or bright colors. Additionally, ribbons, lace, beads, zippers, buttons, etc. are purchased.

Staff

The quality of clothing depends not only on the materials used. Cut and tailoring are of great importance. That is why you should never skimp on personnel. Employees must have specialized education and work experience. Workers without experience can be hired to perform additional duties.

Main workers:

1. Cutter.
2. Designer.
3. Technologist.
4. Seamstresses.
5. Accountant.
6. Purchasing Manager.
7. Sales Manager.

At the first stage, the business owner can take on some responsibilities. You can immediately trust the professionals.

Most often, at a sewing enterprise, the form of payment depends on output. Also, the more complex the work, the higher the rate per hour or per completed product.

Advertising and sales

The focus should be on wholesale sales. This way you can quickly get rid of products and make a profit due to quick turnover. Wholesale buyers can be wholesale centers, retail stores, and sales agents.

You can submit advertisements to newspapers, online publications, or create your own website and page on social networks. Promotion methods include distributing leaflets, presentations at exhibitions, and printing in specialized children's magazines. If the price matches the quality, then there will be no problems with sales. It is advisable to add from 100 to 200% to the cost of production.

You can open your own stores where the brand will be represented.

Financial component of business

Cost of opening and maintaining

The main costs will go to:

• rental of premises – 70 thousand rubles;
• certification – 200 thousand rubles;
• purchase of equipment – ​​700 thousand rubles;
• purchase of raw materials – 50 thousand rubles;
• payment of utilities;
• employee salaries;
• advertising.

Opening a medium-sized workshop will require about 1 million rubles. Such production will produce about 50-100 units of goods per day. If it is planned to produce more than 200 units of goods per day, then you will need to invest 10 million rubles. When drawing up a business plan, the average cost of one unit of goods and the time spent on its production are taken into account.

Amount of future income

With a 100% markup per month, you can earn from 100 thousand rubles. When the brand begins to be recognizable and wins the trust of the audience, it will be possible to independently regulate profits by expanding production.

Payback period

If all points of the business plan are followed, you can achieve payback in just 1 year. Business profitability is about 30%.

The advantage is that the business is out of season. It is also worth remembering that children grow up quickly, so they need new clothes every year. There will always be a demand for children's clothing, even in times of crisis.

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

The main thing when opening any store is costs, investments and profits. Not everyone will be able to invest significant funds 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 products and how quickly they are sold out. The main thing is not to miss the seasonality of clothing, because... It is likely that many stores do not offer a variety of goods in different seasons of the year.

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

It is necessary to record both the prices and brands of clothing, and put the stores on a map 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 realistic? 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 not profitable 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 increases sharply. The influence of brands and fashion trends in this area is very limited on specific consumers, but you should not sell all products 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 are buyers who focus primarily on the cheapness of the product, and not on quality. In the second category are buyers who pay attention to the quality or brand of clothing.

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

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

LLC registration and taxes

For the future store you will need. 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 a 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 as a deduction. But it is important to remember that the overall system is quite onerous. It is also best to discuss this issue with an accounting firm.

In most cases, dealing with accounting and registering an LLC on your own simply does not make sense - it takes up time that would be better spent on recruiting personnel, compiling a product catalog, agreements with suppliers, and much more.

Selection of premises

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

In most cases, purchasing premises for a store is not practical; the best choice is renting. It is necessary to find all the premises that are for rent in the selected area of ​​the city, and choose the appropriate one based, first of all, on the availability for buyers.

It is best to conclude a rental agreement for premises for a period of no more than 11 months. This agreement does not require additional registration with the SBI, and as soon as the agreement expires, it can be extended for the same period.

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

When concluding a contract for a period of 11 months, it is worth taking into account the increase in the cost of rent and discussing this issue with the landlord. It is necessary to carefully check that the legal entity that rents out the premises is its owner. It wouldn’t hurt to ask past tenants of the premises or tenants of neighboring pavilions.

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

The design of the store is, of course, important, but you shouldn’t invest too much money in it and furnishing the premises, because... this could have a detrimental effect on the pricing policy of the future store.

Equipment for a children's clothing store

Shop equipment will vary depending on the size of the area being rented. Shelves, racks, mirrors, various hangers are selected based on the design.

It is best to discuss the installation of equipment, additional lighting, etc. with the landlord. It is also worth remembering to hire temporary employees to carry out complex work indoors.

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 via plastic cards.

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

In most cases, POS systems are controlled by their own automation systems. Initial setup of the system is not required, but each cash register requires maintenance. Issuing discount cards, service maintenance, connecting additional scanners and terms entails additional costs that are worth remembering. Servicing of the terminal, setup and reporting should be completely entrusted to the cash register supplier.

It is worth taking care of the safety of the future store. Monitoring of buyers and seller's actions is carried out using video surveillance cameras.

Store staff

If you do not plan to stand behind the counter yourself, you will need to hire an employee. The choice of a cashier and at the same time a seller must be approached with the same care. When hiring, you need to make sure that he knows how to operate 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. When starting a store, you should focus on high-quality and varied products, either of the same category or seasonal ones.

First of all, you need to make a price list of the products you sell and look at all the suppliers.Finding 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 quantities, but such actions require long preliminary negotiations.

If contracts with clothing suppliers have failed, it is worth looking at the warehouse bases of your city. If the circumstances are successful, you can find good deals there too.

It is important to remember that if demand for a product grows, and there is no product in your warehouse or in the reseller’s warehouse, customer confidence 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

Before a store's assortment of children's clothing hits the shelves, there are many pricing factors to consider. It is necessary to write down all monthly expenses - such as servicing the cash register, renting 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 for the minimum projected sales volume of children's clothing.

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

Further actions with a markup depend on the selected target audience, increase or decrease in sales volume and competitor analysis. It is best to set the average price for the product and then make small discounts and promotions in the future.

Store advertising

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 begin 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, how customers see the product, and how it is presented also plays a role. It is best to discuss such questions 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. Buyers' attention can be focused on cheapness, quality and brands. All this again depends on the selected audience and initial market analysis.

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

If you wish, 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

• LLC registration - 5-15 thousand, if registered through an accounting firm.
• Monthly payments to an accounting firm are 20-60 thousand per month.
• Rent of premises - 30-150 thousand, depending on location.
• Room design, finishing materials and furniture - from 150 thousand, limits are set only by the size of the investment.
• Cash register equipment - 50-150 thousand for a POS terminal, 20-50 thousand per month for terminal maintenance.
• The employee's salary is from 20 thousand.
• Installation of video surveillance - from 60 thousand.

It makes no sense to consider the store's profit. It all depends on both the investment in advertising and your actions. Most of these stores do not have much profit, but if you create several stores - a network - then the profit will be significant.

Summary

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