Business plan for a children's clothing store with calculations. How to Start a Children's Clothing Store from Scratch: A Proven Way to Build a Successful Business Starting a Children's Clothing Business

A surge in the birth rate after the early 2000s led to an increased demand for children's clothing. This area of business activity is special: since the children's wardrobe needs to be updated annually, even in times of crisis, this business area will be promising and profitable.

The first thing you need to pay attention to when organizing a business in the field of selling children's clothing is format of the future enterprise. There are a number of possible commercial projects, and which one will be more profitable in this case, it is necessary to take into account, having carried out a certain marketing research and finding out the current balance of supply and demand.

The most budget option would be to open second-hand children's clothes. Many low-income families turn to secondary market stores. There is always a demand for such things, however, the issue of proper sanitation of the goods will be important. But, this issue is solved quite simply, now there are large enterprises engaged in such wholesale, the cleanliness of things for them is an important condition for working with partners. Therefore, they strictly monitor and perform sanitization of all things.

popular today and sale (stock) hall format. In such a store you can buy new, but stock or confiscated items. High Quality at affordable prices.

Citizens with incomes above average are happy to buy clothes for their children in brand stores and even boutiques. Their prices are much higher than average, while customers are offered not only high-quality, but also exclusive goods. The relevance of such stores will help to find out preliminary marketing study market.

If there is little finance, you can consider the possibility of opening a business on children's things in the format online store of children's clothing or organize Joint purchases specializing in children's products. Moms are perfect target audience, which is easiest to work with, since it is already prepared.

Stages of starting a children's clothing business

Regardless of the sales format chosen, one of the main conditions for establishing a clothing store will be tax business registration. There will be two main options: to obtain the status of an individual entrepreneur and open a legal entity - LLC.

Both organizational forms have individual advantages and disadvantages. An individual entrepreneur will be an easier option in registering a business and conducting regular reporting, however, an LLC provides more opportunities. The term for registering an individual entrepreneur is minimal, it is no more than three working days, an LLC will have to be registered a little longer.

For most clothing stores, no more licenses or permits are required. The only thing the owner needs to do before opening a children's clothing store is to notify Rospotrebnazdor by submitting a notification to this body.

UTII, which allows you to pay tax once a quarter, regardless of the company's profits. The size of the tax determines the area of the store;
STS, in which the tax is determined by the level of income of the enterprise and is usually 6%;
PSN - suitable for individual entrepreneurs and provides for the payment of the cost of the patent.

Since the clothing trade is a risky type of business, you should consider methods for accounting for goods. Documenting of all incoming and outgoing transactions will allow not only to compile statistics and understand the level of demand, but also to control the assortment. To do this, you need to keep records of invoices, waybills received upon delivery of goods, conduct a regular inventory, counting the entire range.

To avoid theft among employees, you need to conclude an agreement with the seller, who acts as a cashier, about liability, which he will bear and pay for the shortage if it is allowed.

Equipment will also be an important aspect of the future rental business. commercial premises. The store must be equipped with all the necessary furniture for placing goods, a buyer's corner, as well as appliances, including a cash register, a payment card terminal and an alarm system. It is better to entrust the drafting of such an agreement to a lawyer in order to prevent its possible contestation by an employee.

Even at the stage of preparing the store for opening, it is imperative to obtain permission from the fire and sanitary services, you should also conclude an agreement with specialized companies for garbage disposal.

Thus, the question of how to open a children's clothing store is solved in several aspects at once: economic, legal and some others. With a comprehensive approach to the establishment of such an enterprise, significant success can be achieved in this business.

The choice of product content for a business on children's clothing

After organizational issues a natural question arises - what kind of goods to fill your store? This issue is easily solved if you have experience. If not, then here are some tips to help you organize your business the right way.

Do not try to cover all age groups of products. You will not be able to satisfy the entire volume of demand and will lose customers, including due to distrust - the store format is "goods for all ages". Focus on products that are in demand by specific age groups. For example, offer products for children from 1 to 3 years old. So you will provide a wider selection of goods, and customer loyalty to your store will be higher.
There are three groups of goods - cheap, medium price segment and expensive. Ideally, focus on one commodity group. But, in reality, you usually have to cover two neighboring directions. Cheap and average. Average and expensive. This way you offer an alternative choice to your customers and increase sales. Buyers usually buy cheap goods along the way and spontaneously, seduced by the price. But, do not make a strong price contrast, the price should attract, not scare away. So a very high price against the background of cheap goods will be a deterrent. And vice versa. Having bought expensive things, the client is “afraid” to buy extremely cheap ones.

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

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

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

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

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

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

Today we will tell you how to open commercial enterprise, whose main line of work is the sale of things for children, based on the experience of well-known businessmen.

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

Both the markets selling new clothes and the thrift store where you can dress your child cheaply are enjoying success.

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

You can add to the sale, accessories and even toys.

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

If the area allows, then you can open a wide-profile children's clothing store, where the buyer can find everything from baby diapers to stylish teenage clothes.

If you open a small trading enterprise, then it makes sense to narrow down the direction, for example, to trade only in clothes for:

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

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

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

You should be especially careful when it comes to a business like a ready-made dress store, which tops the list of start-ups that fail most often.

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

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

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

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

In addition to carefully researching consumer tastes, you also need to:

Deal with all the details retail business, especially if you do not have entrepreneurial experience or have previously been engaged in completely different things: production, wholesale sales.
Businessmen should remember that opening a children's clothing store is not at all like opening a wholesale base.
Idea search.
It is not enough just to wish to open a trading company that sells children's clothing.
You need to find your own chip, decide how to most favorably differ from competitors, etc.
Writing a business plan with specific calculations that will meet pricing policy your region.
Invention of the name, development of the logo.
You need to seriously think about how to name a children's clothing store.
Studies have shown that parents trust stores with foreign names more.
Preliminary search for suppliers from whom you can buy high-quality clothes cheaply, but it is expensive to sell them, the layout of the trading floor, the formation of an assortment of goods that you will sell, etc.

Only after you carefully think through all this, you can start a real launch of a startup, and it doesn’t matter too much the commission whether it will be a store or one that sells new clothes.

If you are aiming for a new business for yourself, then the experience of more experienced colleagues will surely come in handy.

It is most profitable to open a shop with goods of an average price category.
There are not so many parents who are willing to pay huge money for children's clothes, and the poor are more likely to visit a thrift store in the hope of saving money.
If you have a modest start-up capital, then it is better to open a small store than to take out a loan and launch a huge startup. A large trading enterprise, opened with other people's money, can ruin you.
Consider opening a franchised children's clothing store, such as Utenok or RIKKI-TIKKI.
If you decide to open a small store, it is better to limit the range of goods.
Buyers should be able to see it normally, and not rummage through a pile of junk.
Cluttering is only acceptable if you decide to open a thrift store.
At least once a season (in winter, spring, summer and autumn) refresh the assortment of goods, take new models for sale, and put up stale goods for sale.
Carefully study the tastes of your consumers in order to sell what they like, and not you personally.

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

It is very important for the future business (no matter the commission or some other store you are going to open) to advertise it.

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

Type promotional items: business cards, booklets, etc.
Put up ads around town.
Order promotional material in local media.
Use social networks by creating a group of your children's store.
Make a grand opening by inviting not only potential clients but also journalists.

Believe me, customers will quickly catch up with you if you:

sell quality goods at an affordable price;
reward regular customers for purchases;
regularly organize sales;
located in the most convenient way for customers.

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

In launching this startup, it will take you a lot of time to prepare, conduct research, study all the nuances.

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

Stage	Jan	Feb	Mar	Apr	May
Registration
Room rental and repair work
Purchase of equipment
Team Recruitment
Work with suppliers, purchase of goods
Advertising
Opening

The main stages of opening a children's clothing store

New businessmen struggle when it comes to learning how to open a children's clothing store from scratch.

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

To prevent this from happening, follow a clearly defined plan: registration, search for the ideal premises, repair work, purchase of equipment, team building, work with suppliers and first purchases, an ongoing advertising campaign.

Registration

The most profitable form in order to open a children's clothing store is an individual entrepreneur.

The procedure itself is quite simple and does not require a lot of paperwork.

You can also pay single tax on temporary income (UTII).

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

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

room

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

The best location is in the market, in a shopping center, not far from children's institutions: kindergartens, schools, parks, clinics, libraries, creative centers, etc.

If you do not have a large start-up capital, then you can limit yourself to the minimum area: 25–30 sq. m.

If you want the children's clothing store to house not only a trading floor with fitting rooms and a workplace for sellers, but also a bathroom, an office and a warehouse, then you will have to rent from 50 square meters or more.

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

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

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

Equipment

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

Enough to purchase cash machine, hangers and racks, fasteners, curtains and a mirror for a fitting room, a couple of mannequins, a rack and shelves.

Item of expenses	Amount (in rubles)
Total:	RUB 155,000
Racks and shelves	30 000
Showcase for accessories	7 000
Racks and hangers	20 000
Fasteners and curtains for fitting room	10 000
Mirror in fitting room	5 000
Mannequins	10 000
Cash machine	10 000
Computer or laptop	20 000
Printer	10 000
Other	33 000

And you also need to equip:

Item of expenses	Amount (in rubles)
Total:	85 000 rub.
Trading place of the seller (rack, chair, cash desk)	20 000
Service bathroom	15 000
Service room (lockers, table, chairs, etc.)	50 000

Staff

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

You need to form two shifts (salesperson + cleaning lady) who would work 2/2 or 3/3 days.

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

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

If you are ready to deal with accounting and administrative issues yourself, then you can not hire anyone else.

Otherwise, look for an administrator (manager) who would be able to keep accounts.

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

Or you can entrust bookkeeping to an outsourcing company.

The minimum cost for staff salaries will be as follows:

Suppliers

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

The main thing is that the goods purchased from them should not be too expensive after the extra charge you set and be of good quality.

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

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

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 - profitable investment of money

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

Large children's stores that sell clothes for all ages.
Shops selling clothes and various useful things for newborns.
Shops selling clothes for children from 2 to 7 years old (preschool age).
Shops selling clothes for school-age children (including school uniforms).
Stores selling sportswear and accessories.
Stores selling clothes exclusively for girls aged 5 to 15.
Stores selling clothes exclusively for boys aged 5 to 15.
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

AT trading business there is usually a lot of competition, 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 most point of sale. 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 who offer more favorable 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 near kindergarten, schools, hospitals, 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.

The first thing you need to open a children's clothing store is to decide on its format. Children's outlets are those selling things from 0 to 15 years old.

Several types of outlets:

Clothing for all ages.
Clothes and accessories for newborns, children of the first year of life (from 0 to 1 year).
Shop for toddlers (from 1 to 3 years).
Children's clothing preschool age(from 3 to 7 years).
Shop for children of school age (from 7 to 15 years). It makes sense to separate by gender in order to offer a quality assortment in sufficient quantity.
Specialized children's stores: school uniform, sports, festive or carnival clothes.

Deciding on the format, it is not at all necessary to immediately open an enterprise with a full range of products for all ages - this will require a larger area, large financial costs. Initially, you can focus on narrow groups of consumers, improve as the business develops.

Professional automation of goods accounting in retail. Tidy up your store

Take control of sales and track the performance of cashiers, outlets and organizations in real time from any convenient place with an Internet connection. Form the needs of outlets and purchase goods in 3 clicks, print labels and price tags with a barcode, making life easier for yourself and your employees. Build a customer base with a ready-made loyalty system, use a flexible discount system to attract customers during off-peak hours. Operate like a big store, but without the cost of specialists and server hardware today, start earning more tomorrow.

Market analysis

In order for the store to become successful, it is necessary to conduct market analysis of children's clothing focusing on key aspects such as:

E capacity and dynamics of the market, the level of demand.
Main competitors: their shares in total sales, strong and weak sides, prices and quality of goods, advertising.
The target segment is determined by several criteria: age, income, social status, place of residence, number and age of children in the family.
Analysis of consumer actions: motivation, identification of needs and expectations, reasons for dissatisfaction, the process of making purchase decisions.
External factors: economic (inflation rate, bank rates, customs duties, VAT rate), social (number, standard of living of people living near the future store, fashion), legal (changes in legislation, current regulations concerning the future of the business).

Good step taken before opening own business- work for a while in a children's clothing store as a salesperson or administrator. This will allow you to see the business from the inside, understand the nuances, collect reliable information, make sure that the right choice areas of work.

Comprehensive trade automation at a minimum cost

We take a regular computer, connect any fiscal registrar and install the Business Ru Kassa application. As a result, we get an economical analogue of a POS-terminal as in a large store with all its functions. We start goods with prices in cloud service Business.Ru and start working. For everything about everything - a maximum of 1 hour and 15-20 thousand rubles. for the fiscal registrar.

By planning the assortment of the outlet by age segments, you will be able to get by with a small starting capital, avoid credit, organize a convenient display, regularly update products in a limited sales area, meet the expectations of buyers.

It is worth considering that parents with 2 or more children tend to shop in one place, choosing a common store for children of different ages, of different sexes.

When forming an assortment, pay attention to the quality of materials, the content of natural fibers, good design, matching price and quality. It is necessary to take care of the variety, the availability of a size range for each type of product.

Registration of a children's clothing store

When starting a business from scratch, you should decide on the legal form. Most often, young businessmen choose between individual entrepreneurship or opening a society with limited liability. Each of them has pros and cons:

The registration procedure is simple for both individual entrepreneurs and LLC, it takes no more than 5 working days.
There are also no special differences in tax obligations: you can choose to work with VAT, pay taxes according to a simplified system, or an imputed percentage of profits.
The state duty for registering an individual entrepreneur is 800 rubles, for an LLC - 4000 rubles. (2017).
Opening an LLC will require additional costs: creating a charter, registering a legal, actual address, ordering a seal, opening a current account, contributing authorized capital (minimum 10,000 rubles).
An individual entrepreneur pays contributions to the Pension Fund, regardless of his work, making a profit, and an LLC is exempt from such payments, subject to the provision of the relevant "zero" documents.
If lending is needed, banks are more loyal to LLCs, but a private entrepreneur may face additional difficulties.
We should not forget about stereotypical thinking: an organization is a more reliable partner than an individual entrepreneur.

In the event of bankruptcy or repayment of obligations to creditors, an individual entrepreneur risks losing all his property, regardless of whether it is associated with entrepreneurial activity or not, and the LLC is liable only to the extent of the authorized capital or property of the organization (unless otherwise ordered by the court).

A clear understanding of how an individual entrepreneur differs from an LLC will allow you to make a reasonable decision.

Boost your store performance in 1 month

The service will improve the efficiency of the store by reducing the loss of product balances, significantly speed up the process of revaluation, printing price tags / labels, strictly discipline the work of the cashier and limit his opportunities when working with discounts / sales at a free price.

Choosing a location for a children's clothing store

Where to open a children's clothing store in order to quickly create your own customer base and achieve success? It would be very good to open such a retail outlet in the immediate vicinity of children's institutions: a clinic, a kindergarten, a school, a center for additional development.

It is convenient if the store is located in a shopping center, malls with high traffic and the presence of similar departments in the neighborhood to be in sight potential buyers from the first day of work.

The choice of a place should be approached with all care, because attendance depends on it, and, accordingly, profit, the rate of return on investment.

Premises for a children's clothing store

The size of the room can be any, the main thing is that there is enough space for fitting rooms, displaying goods, customers do not have a feeling of crowding if several buyers come at the same time. The store should be interesting for children, convenient for parents!

In the design, it is recommended to use bright juicy colors of yellow, orange, red, green shades, but avoid acidic, “eye-cutting” colors. The interior can be supplemented with images (drawings, figures) of fairy-tale characters or cartoon characters.

The presence of a children's corner in which the child can draw, play, will provide additional benefits.

How to get the most out of your store

You can increase sales with the help of loyalty systems, they allow you to motivate the buyer to come back again, as well as attraction tools in the form of creating sales or promotions for certain groups of goods, analytics that will allow you to see profit, profitability, revenue and other indicators that will help you see the picture of current sales and will influence the growth of these indicators.

Equipment for a children's clothing store

To open a children's clothing store, you can get by with a minimum set commercial equipment. Initially, it will be enough to organize workplace a shop assistant, a small service room with a bathroom, dressing rooms with mirrors and curtains, hangers, racks, shelving and shelves, mannequins, a cash register and a children's corner.

Regularly update the appearance of mannequins - this attracts the attention of potential buyers to a greater extent.

It is good if there are at least two spacious fitting rooms that can accommodate a parent and a child.

Buy a laptop - useful for running a store group in in social networks, communication with buyers; printer (preferably in color) for leaflets, ads and price tags.

Make a workplace for a director or an accountant.

In addition, by hanging screens in fitting rooms with the ability to broadcast your favorite cartoons, you can entertain even the most capricious little customers during fitting.

Name and photo of equipment	The required amount for the premises is not more than 50 sq.m., pcs.	Approximate cost per unit, rub.	Total cost, rub.
Reception desk (seller's workplace)	1	4 000-15 000	4 000-15 000
Service room (locker, chair, table)	1	10 000-20 000	10 000-20 000
bathroom	1	5 000-10 000	5 000-10 000
Fitting room with a curtain and a mirror, fasteners for things	2	9 000-15 000	18 000-30 000
Rack, shelf	2	7 000-15 000	14 000-30 000
Hanger, rack	4	4 000-15 000	16 000-60 000
Shopping cart for sales	2	2 000-4 000	4 000-8 000
Coat hanger	100	20-100	2 000-10 000
Dummy	2	5 000-17 000	10 000-34 000
Cash register (check printing machine)	1	9 000-20 000	9 000-20 000
Sofa (ottoman)	1	5 000-15 000	5 000-15 000
Children's corner, toys	1	10 000-15 000	10 000-15 000
Total:			107 000-267 000

Approximate equipment costs will range from 100 to 300 thousand rubles.

They will depend on the chosen format of the outlet, the price category of goods. Things of the premium segment require appropriate design, in thrift store you can get by with the simplest showcases.

Advertising for a children's clothing store

Be sure to organize a loud festive opening with the issuance of discount cards, business cards and booklets.

When issuing discount cards, ask customers to fill out a short questionnaire indicating Email and phone numbers. So you can inform them about promotions, discounts, new arrivals of goods.

How small shop compete with the supermarket

The Business.Ru service will help with this, which will allow you to form a customer base through a loyalty system, which in turn will allow you to attract them to purchases again and again in pursuit of bonuses and special discounts for cardholders. Create happy hours to boost sales at off-peak times. Work with the rest of the goods correctly, the system itself will show what minimum you need to order and place an order with the supplier in 3 clicks. Small stores can compete with chains, this has been proven by customers of the business accounting service Business.Ru

Suppliers for children's clothing store

Every person wants the thing he bought to be beautiful, safe for the child. Therefore, the choice of suppliers should be approached with great care.

Can work with foreign companies, which have already proven themselves in the market, with newly emerging domestic manufacturers offering cost-effective prices.

The main thing to pay attention to is the quality of products, the stability of supplies, the renewal of the assortment, the availability of the necessary certificates.

Staff for a children's clothing store

Find good sellers It's not easy, but you have to try. It depends on the employees whether visitors want to make purchases on their first visit and come back again.

Service should be kind and polite, but unobtrusive.

Sellers must be patient, be able to find mutual language both with children and parents. The high professionalism of employees is important: knowledge of the assortment, the ability to determine the size of the child by eye, navigate in the directions of children's fashion.

For getting maximum profit The store must be open on weekends. You can hire 2-4 sales assistants, set a shift schedule, go to the hall yourself, participate in customer service. This will give important information about customers and employees. Cleaning lady, auxiliary workers can be hired for 2-3 hours a day.

As a business owner, you can leave administrative issues to yourself, but it is better to entrust bookkeeping to a professional.

Minimum expenses for wages personnel:

The level of salary depends on the average for the region.

How much does it cost to open a children's clothing store

To draw up a business plan, you need to include in it all the upcoming expenses for the purchase of equipment, goods, monthly mandatory expenses.

One-time expenses will include:

registration of a legal entity;
decoration of the premises;
purchase of equipment;
purchase of goods;
advertising costs.

High margins make the children's clothing trade a very attractive business. The average markup on children's clothes is 100 - 500%.

According to the estimates of entrepreneurs already working in this market, the business is considered highly profitable, with a payback period of about a year.

For example, with an initial investment in a business of 900 thousand rubles, a net income of 200 thousand, a net profit of 100 thousand rubles, the payback period for the store will be about 10-12 months.

Control the work of the store using a mobile application and an online service

Track online revenue, store opening/closing and shifts, as well as the dynamics of checks breaking through mobile application. Set up the cashier's rights, set the sales ban to minus and generate online sales reports. Try the Business.Ru service and online cash desk with free technical support.

Franchise Clothing Stores

Statistics show that the proportion of children in the total population of Russia is currently about 16%. And according to forecasts, this figure will grow annually thanks to government programs to support families with children.

Thus, children's retail trade, with proper organization, is not threatened with bankruptcy. However, one should not discount the crisis that hit all areas of business. Opening a retail outlet under a franchise of a well-known partner, selling goods of a well-known brand that has won the hearts of buyers, will help a novice entrepreneur to protect himself from financial failure.

Advantages retail franchised baby items:

well-known brand, promoted name, reputation of the franchisor;
providing a quality product;
support of the company during the opening and operation of the store;
training;
advertising campaigns at the expense of the franchisor, incl. and in the federal media;
reducing risks to zero;
low purchase prices;
ensuring constant profit.

Using a franchise has several disadvantages:

Mandatory thorough observance of the franchisor's standards in all matters: from the mode of operation to a strictly regulated assortment.
Franchise purchase costs.
In case of bankruptcy of the franchisor, the sale or cancellation of the franchise is possible.

You can open a clothing outlet for children under the franchise of companies: Next, Shark, Stilnyashka, Orby, Ivashka, PlayToday, Born, Button Blue, Gulliver, etc.

When choosing a company that sells franchises, you should pay attention to companies that invest their ideas, experience and skills in partners, and do not consider franchisees only as an additional way to sell goods.

Franchise your own children's clothing store or fill your own bumps - the choice is yours. Children are the most precious thing we have. And we will always strive to give them the best - development, toys and of course clothes. In any case, children's clothing is always in demand, and a children's goods store is a profitable enterprise, regardless of the change of seasons or the size of the settlement where it is planned to open.

In this material:

We present you a business plan for a children's clothing store with calculations. This material can be used as a ready-made guide or as a template for developing your own unique project.

Description of the store, purpose

The relevance of the business idea

Babies are always born and they always need something to wear. They need much more things than adults, due to their rapid growth. According to RBC estimates, children's clothing accounts for 20% of the average monthly “children's” expenses in a family. That is, this consumer product is in relatively stable demand, and the business is easy to scale to the current demographic situation. Moreover, despite great amount outlets selling children's clothing have to look for things:

good quality;
comfortable and beautiful;
at an affordable price;
in a large assortment;
in a comfortable, modern store with decent service.

Important! Small towns - up to 1 million inhabitants - suffer especially from the lack of such proposals.

The Benefits of Selling Baby Products

Stable demand, little responsive even to crises.
The business is easy to scale to the current demographic and economic situation- from a shop with district coverage to a large point in the city center.
Parents and relatives tend to deny themselves rather than the child. They want their son or daughter to look decent in the garden and at school, while informal communication among peers.
Among children from the beginning of socialization, peer assessment plays a significant role - and this is an additional tool of pressure on parents.
Children's clothes are stored for a long time, little prone to damage. The goods can always be sold, if not at full cost, then with a minimum margin during seasonal sales, promotions.
Things take up little space, weigh little - reducing the cost of storage and loaders.
Beginners do not need special coordination procedures with Sanepidnadzor, as when opening grocery store or food outlets.

Preparatory stage of work

Market Review

The Russian children's clothing market is represented mainly by 5 categories of retailers:

Large federal networks such as Detsky Mir are a children's goods store that sells toys, clothes, shoes, and food.
Regional networks with local prominence.
Brand shops / boutiques are presented mainly in shopping centers, malls.
Separate clothing stores, as a rule, for people with higher incomes.
“Market” outlets with often dubious assortment (from wholesale depots, from Chinese marketplaces), with different pricing policies, usually with a low level of service.

Competitor analysis

Basically, market players gravitate towards two “poles”. Federal "giants", private stores, brand outlets - this is above average, high and very high cost of children's clothing, and people often do not pull on its regular renewal under such conditions, especially in the regions. At the same time, the quality of things is good or high.

The second half of the market - points with an assortment of different quality, mostly low. The cost is low or average, it comes across inadequately overpriced: financial planning there is based only on the appetites of the owner. The main disadvantages of the category are the quality of clothes and the level of service.

Definition of the target audience

The core of the client audience should be parents of one or three children aged 0 to 15 with average incomes, by Russian standards. In the first quarter of 2018, according to Rosstat, the average monthly income of 22.6% of Russians was 27-45 thousand rubles, for 18.9% - 19-27 thousand rubles. per person. In total, this is 41.5% of the population.

These are representatives of generation Y (since 1983) and already Z (after 2000), who love brands and love high-quality clothes, but they know the price of advertising and therefore do not want (or cannot yet) go to expensive stores. At the same time, children and the development of children for such parents are a super value, so they should be motivated by good enough service, modern furnishings and store functionality, and IT technologies.

organizational plan

We list the steps required to open a children's clothing store from scratch.

Registration of a children's clothing store

The most popular organizational and legal forms for this type of business are individual entrepreneurs and LLCs. Let's compare them in the table.

	IP	OOO
Registration time, days	5	5
taxes	VAT, simplification, imputation	Similarly
Duty, rub.	800	4000
Add. expenses	R/s	Charter, addresses, seal, account, authorized capital
Social contributions	Regardless of work and profit	Released on certain grounds
Lending	Banks operate under tough conditions	Banks have more confidence, softer conditions
stereotypes	IP is an unreliable partner	More trust in LLC
Material liability	You can lose all property except real estate	Only within the limits of the authorized capital or property of the organization, otherwise - by court

Room search

The place for opening a store selling children's clothing, taking into account the specified audience, should be quite top-end and walk-through, in some well-known shopping center in the locality. Otherwise, the image of a category that is qualitatively different from the “bazaar” points of sale will not be sustained.

The combination of high rents and attractive prices will need to be ensured through a thorough search for suppliers, working on the terms of medium and large wholesale directly with manufacturers.

When choosing a place to rent, be sure to find out the actual traffic, on weekdays and weekends. The shopping center is likely to overestimate this figure. Try for half an hour to an hour to calculate the traffic yourself at the intended point on weekdays, not during rush hour and on Saturday, between 12 and 3 o'clock in the afternoon. Get an average throughput.

Creation of the interior of the trading floor

The interior of the trading floor must be kept in any of the modern styles suitable for children: pop art, hi-tech, minimalism, eclecticism. Colors should be branded, based on the brand book.

It’s great if there are play areas in the hall, at least minimal ones: inflatable slides, drawing tables with pencils and paper, etc. The level of acceptable comfort is limited only by finances.

Purchase of assortment

Before opening a store, it is necessary to build work with all suppliers. These are domestic and imported brands, with an average and high level of product quality, the scale of production and the overall business of which does not allow opening regional branded stores. They will be happy to promote in your outlet and offer special conditions for bulk purchases.

You can select brands on the same Wildberries: there, most manufacturers of children's clothing are not represented by separate stores in our country.

The average final cost of a thing in a store is 2-2.5 thousand for 2018 (socks - 30 rubles, a winter suit - up to 5 thousand rubles).

Purchase of equipment

List of required equipment:

cash register (online cash register), payment terminal and stand;
storage trolley;
racks and hangers;
fitting rooms;
racks;
branded uniforms for employees (you can have separate branded insignia with a common dress code - for example, ties);
clothes chips and entrance frame.

You will also need to order a sign and a sign for the entrance, a rooftop advertisement or a street counter.

Staff

In addition to the director (he is also the chief accountant, marketer, lawyer, supplier), the staff must have at least two sales assistants-cashiers (they are also storekeepers, loaders, cleaners) with a shift work schedule. This is enough if you rented a small otdelchik in the mall. Cleaning lady is still desirable to invite separately.

The optimal scheme for calculating the remuneration of personnel in terms of motivation is salary-bonus. It is desirable to be 10-15% higher than the average for the region - so that employees hold on to their place, and at first they do not have to change personnel. Corporate bonuses would be useful, at least in the form of discounts on goods, bottled water, microwaves.

Schedule

It is advisable to immediately, when planning, provide for work without weekends and holidays, from 9-10 am to 8-9 pm, in the operating mode of the shopping center. Parents are busy people, and they really appreciate the opportunity to shop outside of the standard working day. At the same time, mothers on maternity leave usually do not get too early for morning shopping.

Conducting an advertising campaign

The very first steps are marketing strategy, naming (brand name and slogan), buying the main, all key and similar domains, corporate identity and brand book. Advertising campaign should be further built on the basis of corporate design and marketing strategy.

It is better to choose cutting-edge promotion methods:

full-featured online store with adaptive layout, with a set of measures for SEO, contextual, and banner promotion;
SMM and advertising in social networks;
ad services Avito, Yula, etc.
outdoor advertising.

Traditional and expensive channels: TV, radio, offline press - can be completely neglected. You can buy advertising for the region on children's TV channels.

Financial plan

Attention! Actual amounts vary greatly by region and locality. We give an approximate calculation.

Investments in a business project

The initial investment is aimed at:

store registration (2-5 thousand rubles);
purchase of equipment (35-40 thousand rubles);
purchase of the primary assortment (50-80 thousand rubles);
outdoor advertising (2-5 thousand rubles);
a website and a group in social networks (can be postponed for a year and a half, but undesirable; about 20 thousand rubles).

In total, according to rough estimates, this is at least 90-110 thousand rubles.

Store operating expenses

Staff salaries - for two shift sellers in the regions from 24 thousand rubles per month in total.
Room rental - from 25 thousand rubles per month.
The cost of communications, cash, consumables, water, cleaning, advertising, etc. - about 10-15 thousand rubles. per month.

Excluding taxes and contributions - about 60-70 thousand per month.

Sales proceeds

Income directly depends on traffic and on the percentage of conversion, as well as margins. Normal conversion rate is 25-30%. If it is less - look for what the problem is.

With an average cost of a thing in a store of 2-2.5 thousand rubles. average check will be less - about 700-800 rubles. On average, at first, there can be 10 buyers per day, that is, daily income - 7 thousand rubles, monthly - 210 thousand rubles.

Profit

We have already determined current expenses at about 60 thousand rubles. Taxes with a monthly turnover of 210 thousand rubles under the STS scheme of 6% will amount to 12.6 thousand rubles for individual entrepreneurs per month. Contributions for myself and two employees - about 10 thousand per month. Total expenses 82.6 thousand rubles per month. This means that the profit of the IP will be 127.4 thousand rubles. To get net profit, you need to divide it by at least 2 (with a mark-up of 100%) and it will amount to 63.7 thousand rubles.

Profitability of a children's clothing store and the payback period of investments

To calculate the payback period, you need to divide the initial investment by the profit. In our example, the payback is less than a month, even with the cost of the site: 110 thousand rubles + 82600 / 63.7 thousand rubles. = 3 months. But this is an ideal picture in which the additional purchase of goods is not taken into account, even if good position cases, the payback period is extended by 3-6 months.

So, a clothing store for children is a business with good profitability, quickly paying off. We hope detailed recommendations and calculations will help you open your business.

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