Business plan for selling clothes example. Business plan for your clothing brand. Marketing policy and sales promotion

Thinking about the idea of opening a clothing store, but don't know where to start? The article describes detailed business plan with calculations and tables. Use it!

♦ Capital investments – 1,500,000 rubles
♦ Payback – 1.5−2 years

Conventional wisdom holds that people will always buy clothes, shoes and food.

That is why entrepreneurs register an individual entrepreneur or LLC and begin to look for detailed information about how to open a clothing store or – grocery.

Oddly enough, it is ready-to-wear stores that top two completely opposite ratings: the easiest startups to launch from scratch and those that most often go bankrupt.

And this is no coincidence.

It’s not enough to just say to yourself, “I want to own a clothing boutique.” It is necessary to think through all the nuances, supporting the idea with sufficient capital investments.

These are the kind of businessmen who expect success, not financial ruin.

How to open a clothing store: choosing a business concept

If you are tired of sitting at home or suffering in a low-paying job and decide to start a business, then probably the first thought that comes to your mind is: why not open a store.

According to statistics, women most often open clothing stores (consignment or boutique), men - grocery or specialized (construction, household, auto, etc.).

If you belong to the first category, then you should start by thinking through the concept of your future store.

This is very important and necessary in order to quickly develop a customer base and stand out among competitors.

And only then it is worth starting to implement all the other stages, including the purchase of equipment.

The most promising options for business today are:

Boutique of high-quality foreign clothing from popular brands.
Quite a lot of people who will become your clients are ready to buy even less clothes, but of better quality.
For such clients, it is necessary not only to bring well-known brands (Zara, Next, Mango, etc.), but also to open new brands.
Thrift store or .
Used, but in good condition high-quality clothing is in demand among buyers.
A market selling clothes from domestic manufacturers.
More and more domestic fashion houses are starting to sew beautiful and high-quality clothes, so you can safely choose just such a startup to launch.
Luxury brand store.
This kind of thing is often opened by wealthy fashionistas right at home: when going abroad for shopping, they take more clothes than they need, and then sell the excess.
And no expenses for opening an individual entrepreneur, purchasing equipment or rent.
Inexpensive clothes.
Yeah, she's no different good quality but if you set low prices to attract customers, you can make your store profitable.
One brand store.
Such a business can be opened as a franchise, having received financial assistance, sound advice, equipment, documents ready for registration, etc.
The original startup.
For example, you collaborate with a talented designer and sell in your store clothes that he sews at home. At the same time, you accept individual orders.
For example, the client liked the model, but did not like the color.
For a fee, you are ready to provide him with the dress of his dreams.

How to open a clothing store: advertising

Whatever type of clothing store you open, including consignment stores, you need to think about a good advertising campaign so that already in the first month after opening you will be visited by many clients who would turn from casual ones into regular ones.

First of all, you need to figure out what to name your clothing store.

The name should be short and bright, look good on advertising products and be easy to remember.

Foreign names make a good impression on buyers, as if they hint that luxury clothes are sold here.

Spend no money on the sign: it should be large, easy to read and visible from afar.

Outdoor advertising: all kinds of advertisements, banners, posters, etc.
Flyers that should be distributed in the most public place in the area near your boutique.
Ads on radio and television.

Free, but quite effective methods of advertising include social networks and city forums.

How to open a clothing store: calendar plan

Interesting fact:
In the Middle Ages, a fine could be imposed only for the fact that a person was dressed better than a person of higher ranks. Clothes considered “illegal” at the time were simply confiscated.

Experienced businessmen have no doubt where to start launching any business: by writing a financial plan with specific calculations to understand how profitable the startup is.

And this is correct, but in addition to the financial plan, you also need to draw up a calendar plan that will help you understand how much time it will take to implement the idea.

To open a clothing store from scratch (including commission) it will take from 3 months to six months.

Stage	Jan	Feb	Mar	Apr	May
Registration
Working with the room
Equipment purchase
Team Search
First purchase
Advertising
Opening

How to open a clothing store: step-by-step startup launch

The success of a business directly depends on the entrepreneurs themselves:

how carefully they approached opening a business;
were you able to choose the right concept (thrift store or selling new clothes);
how long did it take to complete all the documents;
were you able to save on initial stage, for example, on the purchase of equipment;
whether they found a pass-through place to open a clothing store;
whether the assortment and pricing policy were formed wisely;
and even the choice of form for registration: individual entrepreneur or LLC.

Not sure where to start?

Of course, from the registration procedure and selection of suitable premises.

Registration

You should begin the registration procedure by choosing the form of your future business: individual entrepreneur or LLC.

Remember that the area of your store must be up to 150 square meters, otherwise you will need to open an LLC.

Yes, you don’t need a market larger than 150 square meters to open a clothing store from scratch - it’s too risky a startup.

By registering as an individual entrepreneur, you can choose a simplified form of taxation, for example, UTII. After this, you register with the Pension Fund, presenting all registration documents.

And you definitely need to take care of legalizing your outlet.

It is advisable to complete the documents before purchasing equipment and delivering goods.

To legalize a point, you will have to:

Register with the Chamber of Commerce.
Set up a “Buyer’s Corner”.
Register the cash register.
Get permission from Fire service and SES.
Conclude agreements for garbage removal, etc.

It’s even more difficult, because you will also have to enter into a contract for each accepted unit of goods, so it makes sense to open a new clothing store, rather than a consignment store.

Location

You cannot open a business motivated only by cheap rent.

With such success, you can start opening a clothing store at home in the hope that suddenly customers will find you.

When moving far to the outskirts, you must understand that you will have to spend a lot of money on an advertising campaign and create such attractive competitive advantages, for example, low prices, so that customers are not too lazy to travel so far to you.

Choosing a location with high traffic really makes a difference important role in opening a clothing store (and it doesn’t even matter whether you are launching a commission market or not).

The ideal place is:

Shopping mall.
Room on the ground floor of a high-rise building in the city center.
A residential area where houses of people with decent incomes are located.

You also need to worry about:

There were no direct competitors nearby.
I didn’t have to look for your clothing store for long (it is located on the main street, and not somewhere in the courtyards).
Provide parking. If you are opening an elite boutique, then you should prepare documents so that only your clients can park their cars in this parking lot, and not everyone who wants to.

Room

To open a clothing store from scratch, you will have to spend a lot of money anyway (the first purchase alone requires at least 400,000 rubles, plus equipment, plus rental costs, etc.), so it is better to find a premises that does not need major repairs.

The size of the premises depends on how large a clothing store you decide to open, but it is better not to rent a premises with an area of less than 50 square meters, as you will create inconvenience for both yourself and your customers.

The interior of the room depends on the concept of your business:

Use bright colors for decoration.
An elite boutique should amaze with luxury.
Designer fashion house - creative ideas.
For an inexpensive clothing market, it is enough to do everything carefully, choosing discreet colors.
But if you decide to open a consignment store, then the interior is not too important, the main thing is the correctly selected assortment and prices.

Equipment

The cost of purchasing equipment directly depends on the size of your future store.

If your market area is large and you are targeting wealthy clients, then you will have to shell out a large sum to purchase all the necessary equipment and fully stock your clothing store.

But even a small boutique (area - 50 square meters) requires the purchase of the following retail equipment:

Expense item	Amount (in rub.)
Total:	250,000 rub.
Racks and shelves	30 000
Showcase for accessories (jewelry, etc.)	20 000
Racks and hangers	20 000
Equipment for two fitting rooms	20 000
Mannequins	10 000
Cash machine	10 000
Laptop+printer	25 000
Bathroom equipment	15 000
Service room equipment	40 000
Other	60 000

Staff

Naturally, any store needs salespeople who will:

polite, helpful, smiling;
have a good understanding of the product being sold;
have strong nerves and are lenient towards the shortcomings of clients, such as nervousness, impatience, tactlessness, etc.

Today, it’s rare that clothing stores are open and closed on weekends, so create two shifts of salespeople at once.

The number of consultants on one shift directly depends on the size of your store and the range of goods in it.

If we are talking about a modest corner in a shopping center, then one employee is enough.

If the sales floor area is more than 25 square meters, then it is better to hire 4 salespeople at once (2 per shift).

To encourage your consultants to sell the product better, don’t force them to bid. This scheme of work is more effective: a small bet (for example, 5,000 rubles) +% of sales.

In addition to salespeople, you need to hire 1-2 cleaners (if you want your clothing store to always be clean, then it’s better to hire two cleaners so that they also work in shifts) and an accountant (an alternative is an agreement with an outsourcing company).

If you decide to open a large clothing store from scratch and are not too limited in funds, then you can hire a manager who will help you understand all the nuances of the new business.

Or you can lead on your own if you feel you can handle it.

You will expect the following monthly expenses for staff salaries:

As you can see, salary costs will not be the same every month due to the fact that salespeople do not have a fixed rate, their earnings depend on the amount of sales made.

How to open a clothing store: costs

Naturally, entrepreneurs who decide to open a ready-made clothing market are interested in the question “How much does it cost to open a clothing store?”

You will receive an exact answer to this question only when specific amounts are indicated for equipment, rent, repairs to the premises depending on its condition, etc.

Before making such a plan, study the pricing policy in your region so that you can use exact, rather than approximate, figures.

If we talk about opening a store of 50 square meters on the ground floor of a multi-story building in the central part of a city with a population of 300-400 thousand people, then the costs will be approximately the following:

This amount will increase due to the fact that financial plan you will have to pay the costs of running a clothing store until your monthly profit covers these expenses.

To maintain the normal operation of the boutique, you need at least 150,000 rubles per month.

That is, in order to open a clothing store from scratch, it is advisable to have 1.5 million rubles.

Is opening a clothing store profitable or not?

Both financial analysts and experienced entrepreneurs, answering the question: “Is it profitable to open a clothing store?” claim: “It is profitable if you choose the right place for business, sell quality goods at reasonable prices and constantly remind customers of yourself with sales and interesting promotions.”

The average return on investment for this business is 1.5-2 years.

Let's try to explain how numbers work using a specific example.

Let’s say you sell 4 items a day for a total of 8,000 rubles.

Let's immediately subtract the percentage of sellers who persuaded customers to make a purchase, let's say it's 10%, that is, we are left with 7,200 rubles. For a month, the profit of a clothing store (with the deduction of the consultant’s percentage) will be over 200,000 rubles.

We remember that the amount of mandatory monthly expenses is 140,000 rubles (we take the minimum amount because we have already allocated % to the consultant), that is, you are left with 76,000 rubles of profit.

At least 20% of this amount should be set aside for the next purchase.

Is there little left?

Then you must attract more clients so that your personal income as a boutique owner will be even higher.

Now you know almost everything about how to open a clothing store.

All that remains is to collect the amount starting capital and think through all the nuances of launching a startup to avoid disappointments.

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In this article we will look at the question of how to open a clothing store, what is needed for this, an example of a business plan for opening it.

The profit of a clothing store - boutique - will directly depend on the type of product sold - “luxury” brand clothing, exclusive, economy class, etc. For example, the markup on luxury clothing will be up to 100%, and on items for the middle class of consumers – up to 200%. In any case, this type of business is quite profitable.

Boutique business is perhaps the most profitable both in Russia and in Europe and the USA. According to experts, the annual turnover of funds in this industry is incredibly high. All over the world, new shopping centers and stores are being built, selling everything from cheap Chinese consumer goods to expensive glamorous exclusives.

Business plan

We present to you for free ready-made example a business plan for a clothing store that will help you start your own business in the trade sector. With this example, you can estimate your future expenses and income when running a business.

Plan implementation scheme:

registering an individual entrepreneur;
choosing a supplier;
rent (buy) premises;
we hire staff;
we sell the goods.

How to open a clothing store

So, let's look at information on how to open a clothing store from scratch, point by point.

Choosing a format

It is necessary to decide what format the boutique will have - mono-brand (sells products of only one brand) or multi-brand (respectively, several companies and brands).

The first case is preferable if you plan to work under a franchise or under an agreement directly with the manufacturer. Although such a clothing store is losing a certain segment of customers, nevertheless, by selling an already promoted brand, it has a chance to earn the favor of the buyer.

The multi-brand format is more dynamic and flexible. The owner himself chooses the range of goods and its price category. As a rule, such boutiques offer clothes for different budgets, which attracts visitors.

Franchise store

Franchise agreement

Buying a franchise is a common way to get started. own business. Sales specialists believe that only an entrepreneur who already has experience in the fashion industry can build his own clothing store from scratch. So, the franchise agreement - a good option, if you have not had the opportunity to try yourself in this field before.

When purchasing the rights to sell a well-promoted brand, an entrepreneur is 80% sure that his business will do well. Why 80% and not 100? Because a lot depends on the location of the clothing store and the specifics of the market (city, country). The system into which the new boutique is included has been working for a long time and brings profit to its owners, and these are certain guarantees.

In addition, along with the product, the entrepreneur receives recommendations on its implementation, personnel selection, and marketing policy.

How to choose a franchisor?

To do this you need to answer a number of questions:

what is the price segment of the clothing boutique;
profitability of the franchisor's store (sample finances);
what are the advertising costs for this brand;
who makes up the competitive environment of your clothing store;
how unsold goods will be returned to the supplier;
what is the franchisor's strategy and the degree of its penetration into our market.

The downside of a franchise is its cost. The price for a brand of a domestic manufacturer will cost about 50 thousand dollars. Stamps foreign manufacturers- two to three times more expensive.

Choosing a retail space

There are a number of recommendations on where it is more profitable to open your own clothing store from scratch. For example, experts advise not to save on the space of a boutique, because the number of sales directly depends on the square footage of the sales floor. In a small store, the buyer feels as if the choice of clothes is too small.

One of the best options for locating a clothing store is shopping centers focused on selling clothing. It is believed that, despite competition, the level of sales in trading floors is higher than in stand-alone stores.

When choosing a location for a clothing store, the following are taken into account:

image of the outlet;
competition in your market segment;
intensity of pedestrian flows near the store;
the level of financial and economic development of the region;
availability of other outlets, cafes, bio-toilets, parking in the neighborhood.

Trade inventory

To organize a clothing store, you will need the following equipment: racks, shelves, a counter, several mannequins, a cash register, hangers, a fitting room, mirrors. Furniture elements and their price will depend on the style of the boutique's interior.

Store design

Image influences the flow of visitors. In branded clothing stores concept appearance processed by design and marketing specialists. But even if you do not claim a unique design for your store, you will still have to do repairs and prepare the premises for work.

Product suppliers

As a rule, owners of multi-brand boutiques purchase from distributors of certain brands or travel to buy goods abroad (Turkey, Bulgaria, China, Europe, America). Having decided on the assortment, you need to choose the best supplier, taking into account the ratio of quality and price.

Working staff

Personnel play a significant role in trade. A fashion store is no exception. Selecting good sales consultants is another component of successful work. In addition to external data and the ability to communicate with a client, an employee must understand fashion, have a sense of style, and be able to choose what suits the client.

The number of sellers depends on the size of the clothing store and the assortment sold. Most often, a salesperson's salary is piecework: a fixed rate plus a percentage of sales. The staff of a large store also includes a director, manager and accountant.

Advertising and Marketing

Business risks

Main risks when trading clothes:

Unpredictability of fashion trends. The dynamics and variability of fashion can ruin a clothing store: today the product is popular and quoted, but tomorrow it is no longer there.
Insufficient demand. To prevent this problem, it is important to work on creating the image of the outlet.
Shortage or overstocking of goods. Newbies in business often face this problem. The fear of “half-empty shelves” results in excessive purchases, and as a result, the ruin of a clothing store.

Approximate costs

So, how much does it cost to open a business like this:

Franchise – from 45-47 thousand dollars.
Rent of retail premises – from 1.5 thousand dollars/month.
Equipment for a clothing store – from 3.5 thousand dollars.
Repair – from 5 thousand dollars.
Advertising – $500-1000
Purchase of the first batch of clothing – from 10 thousand dollars.
Salary – from 3 thousand dollars/month.
The total initial cost of opening a clothing store from scratch is from 70 thousand dollars.

Business income

Trade margins can range from 50% to 200% or more.

In this situation, the payback will be from one and a half to two years.

Approximate data:

Monthly income – 1,050,000 rubles.
Net profit – 250,750 rubles.
Initial costs – 1,999,300 rubles.
Payback – from 8 months.

This business plan, like all others in the section, contains calculations of average prices, which may differ in your case. Therefore, we recommend that you make calculations for your business individually.

In this article we will draw up a detailed business plan for a women's clothing store with calculations. But remember that this business plan can be applied to absolutely any clothing store (not just women’s).

Description of service

The business plan discusses the features of opening a women's clothing store intended for the middle price segment. Let us remind you once again that this business plan can be applied to men’s clothing, outerwear, underwear, etc. The amount of investment will differ depending on the cost, type of product and its quantity.

The entrepreneur administers his own store, which is located in a shopping center. It also contains information that may be useful to the reader about other formats and possibilities when working with them.

Market analysis

Many people, dreaming of their own business, think about opening a clothing store. Some want it to be a luxury boutique located in the very center of the city, others choose an online store, and others decide to open a discount clothing center. Of course, all this can generate income if the right approach to work. But still, before choosing one or another store format, it is worth carefully analyzing the market, because there are quite a few competitors in it.

It must be said that many people believe that opening their own clothing store requires a lot of money. This is not always the case and depends on many factors. There are also formats that require investment only in the purchase of inventory and some other expense items. To understand the picture, you need to consider in detail the possible store formats.

Today, in a broad sense, the following options for opening your own clothing outlets are being considered:

“real time” stores (these are ordinary stores where customers come and see the available goods, can try them on, and choose suitable clothes);
online stores (this may include large online stores, one-page sites or stores on social networks).

Both options need to be considered separately to understand the aspects of working in them.

I would like to warn budding entrepreneurs : Many naively believe that the main thing in the success of a store is investment. No one is more interested in the success of a business than the investor, because in this situation he risks a large amount of money. Experienced businessmen advise not to put the management of the store in the wrong hands, at least for the first six months. People who did otherwise, in most cases, failed and went bankrupt.

Now let's look at specific store formats.

Regular store

This format is the most common. Here you can include two subformats, each of which has its own specifics:

Store located in a shopping center

Such stores usually sell items in the lower and middle price segments. An undoubted advantage is that there is no need to spend a lot of money on placing additional advertising. When people come to a shopping center, they most often visit several departments at once. That is why it is very important to choose a shopping center that will attract the right audience.

Store located in a separate building

Such stores usually sell items in the above-average price segment. This includes luxury, designer goods and creative designs from talented designers. You will have to spend a lot of money to attract customers.

When calculating the necessary expenses, you will need to include:

purchase of product range;
rent;
necessary equipment;
staff salaries;
taxes.

The average cost per 1 m2 is about 50 thousand rubles. And this is if the store sells goods in the mid-price segment.

You need to understand that initially the store will cover the initial costs. There will be net profit, but in fact it will cover only the amount of invested funds for some time. Therefore, it is very important to have a certain reserve of money “just in case.”

Another very interesting option store in "real time" is the so-called "showroom at home". This option is suitable for those with size initial capital quite small. There are benefits in this case, they are quite large:

no rent;
no salary costs.

Of course, there are also disadvantages. For example, not everyone decides to set up such a store at home. Indeed, in such cases, people should be invited to your territory to try on and view existing things. It is very difficult to find customers here, and even more difficult to attract them and persuade them to buy. Although, if they come, they probably intend to buy something.

Such stores are usually used as a source of additional income. Often such impromptu retail outlets are opened by hairdressers and manicurists who work from home.

Online store

Today, such a type of clothing sales as sales through an online store is gaining particular popularity. It is very important to assess opportunities, competition and occupy the most preferred niche.

The savings here are quite significant. There is no need to spend money on equipment, staff salaries, or renting store premises. Everything happens online. Customers don't come to try on outfits, they buy them after seeing a picture on the Internet.

Most often, novice businessmen who want to work in the fashion industry start with such stores.

Above is a sales chart and its forecast for subsequent years. As you can see, every year there is a significant increase in the volume of products purchased via the Internet. This is a positive factor for those who are planning to open such a retail outlet.

According to this graph, the “clothing and accessories” category is the most popular among the population. However, we see that only 14% purchase these goods online, while the rest prefer to visit stores on their own.

From this we can conclude that more sales can be obtained by opening a store in “real time”.

I would like to add that it is better to open an online store for residents of a specific city, and not for the entire country. At least at first. Later, you can increase your reach of potential clients.

When opening an online store, you should not be scattered across many product categories at once. It is better to focus on one variety and establish sales.

Most often, people buy clothes online on sites where there is no pre-order. However, in this case, a large investment will be required to be able to send the goods immediately after the customer places an order.

But waiting is suitable for those stores that offer consumers some unusual or exclusive products. For such things, people are willing to spend some time waiting. By the way, this includes not only expensive things, but also those that, on the contrary, are very cheap.

I would like to note that today entrepreneurs enter regional markets in one of the following ways:

opening your own store;
work as a distributor;
work under the franchising system.

It is worth noting that the latter option is in greatest demand today.

According to statistics, to enter the clothing market you need at least 1.5 - 2.25 million rubles. To access international level 5 times more is required.

So, we have decided that an “offline” store can bring great profits in the long run. It is his discovery that we will consider. Now you need to decide what clothes to sell (women’s or men’s) and what criteria to pay special attention to.

More women follow fashion than men (72% vs. 45%). Yes, it is ladies who make purchases much more often than men. This is why it is best to open a women's clothing store. If possible, you can combine both directions at once.

When choosing clothes, people pay attention to the following signs:

suitable item (60%);
quality (15%);
practicality (7%);
compatibility with other wardrobe items (7%);
exclusivity (5%);
brand awareness (1%).

Therefore, our store should sell high-quality, practical and comfortable items that fit in size.

It must be said that the middle-income stratum makes up the overwhelming majority of the population. These are the ones you need to focus on when opening a store.

Thus, our store will sell women's products at affordable price on the territory of a shopping center targeting women aged 18–45 years.

I would also like to say that every consumer has hidden needs. Based on them, you need to choose a work strategy.

This table informs you about the hidden needs of each category and helps you understand how to work with it.

SWOT analysis

Before opening your own store, you need to analyze hidden threats and opportunities that can significantly affect the functioning of your own business. In such cases, factors are usually divided into external (which cannot be changed) and internal (which can be changed).

TO external factors can be attributed:

Possibilities:

high and constant demand for goods in this category;
relative inelasticity of demand in a given market segment;
the possibility of expanding the assortment with other product categories and adding items for men and teenagers to the product matrix;
opportunity to order goods at competitive prices.

Threats:

high level of competition in this market segment;
absence controlled share market;
increased competition;
it is possible that legislation will become stricter, which will create obstacles to work in this segment;
economic downturn that negatively affects the economic performance of the store.

TO internal factors relate:

Strengths:

increasing staff motivation to work;
the opportunity to find bona fide suppliers;
the ability to work at a high premium;
wide range of goods;
the ability to set a fairly wide range of prices for goods;
convenient and favorable location for sales;
convenient working hours.

Weak sides:

lack of experience in this field;
lack of knowledge;
lack of business reputation and loyal consumers;
lack of a circle of regular customers;
lack of a network of suppliers;
unknown store;
lack of trained personnel.

Opportunity Assessment

Our store will operate according to the following schedule:

Total: 79 hours per week, 338 hours per month.

There will be 2 shifts working in the store on a schedule of 2 through 2. Each shift will have 2 workers, since the premises will be quite large. The cleaning will be carried out by the shopping center staff.

The entrepreneur will not sell products through the online store. It will be necessary to promote your own brand and attract customers.

Organizational and legal aspects

Perhaps or. It is worth noting that registering an LLC in this case is inappropriate. When registering, it is important to indicate OKVED codes. In this type of activity it could be:

52.42.1 Retail trade in men's, women's and children's clothing;

52.42.2 - Retail trade of underwear;

52.42.3 - Retail trade in fur products;

52.42.4 - Retail trade in leather clothing;

52.42.5 - Retail trade of sportswear;

52.42.6 - Retail trade in hosiery;

52.42.7 - Retail trade in hats;

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

52.43 — Retail trade of footwear and leather goods;

52.43.1- Retail sale of footwear;

52.43.2 - Retail trade of leather goods and travel accessories.

Note! In your case, there may be more codes or some of the ones presented may be missing. Therefore, it is important to understand exactly what you will do in your own store in order to reflect all types of planned activities at once, rather than making changes to the documents every time.

An entrepreneur can choose either UTII. In the second case, two options are possible - simplified tax system “Income” 6% or simplified tax system “income minus expenses” 6-15% (the rate is determined depending on the region).
A certificate of entry into the general trade register is required. In our case, the store will be opened on the territory of the shopping center, which will determine the receipt of the necessary document.
You will need to obtain permission to carry out trading activities.
Conclusions from State Fire Supervision Authority and Rospotrebnadzor are required.
It is necessary to have an official lease agreement and a garbage removal agreement.
You will need permission for outdoor advertising, if any.
Don’t forget to register the cash register with the tax office.
You will need Goskomstat codes.
If you plan to sell any products that require a license, you will need to obtain one.
Employees must have medical records (do not forget about the regularity of passing commissions).
You will need a list of goods and certificates for them.
Do not forget about the need to have a sanitary passport.
For non-cash payments it is necessary.

Documents such as a contract for the removal of solid waste may not be needed if the cleaning is carried out at the expense of the landlord and he has a general contract for the maintenance of the entire building. In this case, a certified copy will be sufficient.

Marketing plan

Of course, the promotion and advertising of the department will largely depend on the shopping center. Some of them take on this work themselves. But don’t forget about your own promotion. So, the marketing plan will include the following promotion methods:

Increasing customer loyalty. This technique is based on holding commodity days, when the cost of specific goods is reduced to cost or close to it. At the same time, it is very important to present the idea in an interesting way, so that the store is remembered by the consumer, and he comes here to shop again.
Informing your consumers through a group on a social network, your own website. It is very important here that the site and group are active. To do this, it is necessary to timely add relevant and interesting information– about possible promotions. You can hold drawings, for example, to receive a 50% discount.
Contextual advertising. This method will also be effective and more or less affordable. But you still shouldn’t get carried away with it.

Placing information in the media will not be cheap. And these expenses are unlikely to pay off. Therefore, it is better to refuse such methods of promotion if we are talking about a small store intended for representatives of the middle and below-average price categories.

Calculation of projected income

It is quite difficult to calculate possible income. We will proceed from the amount of costs for purchasing the goods and the average size of the product margin in the industry.

The average margin in this industry is about 100%, sometimes more. Let’s take revenue equal to 35,000 rubles per day. The amount is averaged based on the indicators for the entire week. Subsequently, revenue will increase.

Thus, monthly revenue will be about 1,050,000 rubles. And the cost of purchasing the goods will be 525,000 rubles.

Production plan

The store premises will have an area of 70–90 m2. You can rent it in a shopping center for 80,000 – 90,000 rubles.

At the same time, there will be no special expenses for repairs, but it will be simply necessary to equip it. You will need:

sign (40,000 rubles);
showcases (25,000 rubles);
shelving (20,000 rubles);
mirrors (35,000 rubles);
hangers (45,000 rubles);
KKM (8,500 rubles);
computer (30,000 rubles);
anti-theft system (40,000 rubles).

We will also need furniture:

shelves (15,000 rubles);
mannequins (60,000 rubles);
sofas (35,000 rubles).

You will also need various lamps and other lighting methods.

Employees' wages are 30,000 and 25,000 rubles for a senior seller and a regular one, respectively, including taxes. Total wage costs are 110,000 rubles.

Organizational plan

Financial plan

Profit before tax: 1,050,000 – 755,000 = 295,000 rubles.
Tax (we calculate the simplified tax system at 15% of the difference between income and expenses): 44,250 rubles.
Net profit: 295,000 – 44,250 = 250,750 rubles.
Profitability: 250,750 /1,050,000*100% =23.88%.
Payback period: 1,999,300/250,750 = 7.97. Therefore, the store can pay for itself in 8 months.

Risks

The following risks can be identified:

Increase in rent cost.

This risk could cause a significant reduction in sales revenue. Another option is a forced increase in the cost of the goods offered. This in turn negatively affects demand and sales.

To avoid this risk, it is necessary to work out the contract with the landlord in detail. Important conclude a contract for a long time, fixing the cost and critical point attendance, upon reaching which the parties revise the rental price.

Increased competition.

As a result of this situation, the number of visitors will decrease, as will sales volumes.

The following ways to overcome the situation are possible:

develop and use a unique store concept;
offer your consumers a unique product;
carrying out various promotions and offering discounts.

Unprofessionalism of sellers and other personnel working in the store.

As a result, visitors may not be satisfied with the service. As a result, overall sales volume will decrease, and business reputation may turn from positive to negative.

These risks can be overcome with an integrated approach, including:

ongoing staff training related to sales and service training;
informing about the features of fabrics, materials, products and their care;
development and use of financial and non-financial motivational levers;
placement of CCTV cameras (they will also reduce the number of thefts in the store).

Products going out of fashion, their irrelevance.

This can threaten quite serious freezing of positions, a decrease in purchasing value and, as a result, a decrease in the overall profitability of the business.

To avoid such problems, it is necessary to constantly monitor the media and other sources of information. Additionally, it is worth holding regular sales so that there are no leftovers of stale goods.

Franchise business

You can also consider the option of opening a franchise clothing store, where you will receive a fully step-by-step model for opening a store of a well-known brand. Franchising is a less risky start because the business model has been tested and works successfully.

To find a franchise, use ours!

Important: Remember that you can independently create a business plan specifically for your business. To do this, read the articles:

One last request: We are all human and can make mistakes, leave something out, etc. Do not judge strictly if this business plan or others in the section seem incomplete to you. If you have experience in this or that activity or you see a flaw and can add to the article, please let me know in the comments! This is the only way we can jointly make business plans more complete, detailed and up-to-date. Thank you for your attention!

In this material:

Creating your own clothing brand is a very real thing. How much popularity can be achieved depends not only on the chosen concept of work, direction and pricing policy, but also on the perseverance and determination of the business owner. Before opening your own clothing brand, it is worth getting acquainted with the history of promotion of the world's most famous corporations and adopting their experience.

Creating models of new clothes mentally or on paper, a designer, even without special education, sooner or later becomes eager to bring them to life. Some limit themselves to sewing a single sample for themselves or to order, while others dream of releasing collections, recognition in the market and the opportunity to earn money by applying their talent.

Pros and cons of creating your own clothing brand

Like any private business, creating your own clothing brand has its positive and negative sides.

The leader of the process is its creator. This means that it is possible and necessary to direct the process in the direction that seems correct and adjust it as necessary.
Bringing it to life original ideas, you can achieve success and recognition.
Branded items are in demand, so you can count on a quick return on your business and a net profit.
Bringing original design ideas to life will help you realize yourself and make interesting contacts within the business.
Business has no boundaries; it can develop either linearly or in branches, offering, in addition to clothing, haberdashery, shoes, and toiletries.

There is a risk of “burning out” without fitting into the market.
The initial investment is quite large.
Problems with purchasing accessories and fabrics are expected. Supply disruptions are possible.
High competition in the market.
Lack of qualified workers capable of implementing sketches.

However, the most serious disadvantage can rightfully be considered lack of self-confidence.

Preparatory stage

At the initial stage, you need to assess the situation on the market and choose your own development path. A business plan includes risks, provides a financial justification for the business and provides real opportunity estimate the expected benefit.

Concept Definition

It is very important to determine target audience and direct activities towards the development of specific models:

sewing outerwear;
production of casual (men's or women's) clothing;
sewing underwear, pajamas;
sewing dresses;
development of youth clothing;
sewing men's suits.

At the start, it matters whether the models are intended for a wide audience or positioned as exclusive. In the first case, the bet is made on the contrary, on the number of items sold, in the second - on the high cost of each model.

Market and competition analysis

Example table for competitor analysis

Assessing competitors is one of the most difficult and important stages. An incorrect perception of the market situation will lead to errors in choosing a concept and the inability to occupy your niche. When analyzing the competition, you should pay attention to the companies supplying clothing of the selected format to the region, the variety of styles, affordability, quality and demand.

Marketing research will help you determine priorities and choose the right direction. Clothing from domestic brands is noticeably gaining popularity, so there is no need to be afraid of being in the shadow of popular names, you need to look for your individuality and be able to show off a quality product.

Organizational plan

OKVED codes

14 – main code “clothing production”;
14.11 – additional - “production of leather clothing”;
14.13 – additional – “production of other outerwear”;
14.13.11 – additional – “production of outer knitted or knitted clothes for men and boys";
13.14.12 – additional – “production of outer knitted or knitted clothing for women and girls”;
14.13.2 – additional – “production of outerwear from textile materials, except knitted and knitted”;
14.14 – additional – “production of underwear”.

Registration of activities

To launch your clothing brand, you must first of all comply with all legal formalities.

the choice of ownership form most often depends on the number of founders, the most common are individual entrepreneurs and LLCs;
As a taxation system, the simplified tax system of 15% is preferable.

To register as an individual entrepreneur, you need to register with the tax authorities at the place of registration, and then write an application to the regional administration, attaching a receipt for payment of the state duty. In addition, the individual entrepreneur is registered with the PS and the Social Insurance Fund. To begin work, permission is required from firefighters and Rospotrebnadzor.

Selecting a room

The choice of premises directly depends on the tasks set and future prospects: if sewing and displaying clothes with subsequent sale will be located in the same room, then it is necessary to provide zoning and the presence of utility rooms: a warehouse for raw materials and finished products, a locker room, a shower room, a meal room.

This approach is the most rational from the point of view of doing business: there will be craftsmen on hand, which means the opportunity to change anything at the request of the customer; Products produced in the workshop are immediately ready for sale. However, there is also a significant disadvantage: the optimal location of the store is central part city, busy neighborhood, shopping center. And the cost of rent in such places is noticeably higher than in the periphery. By separating the workshop and the exhibition hall, you can significantly save on the cost of the premises.

The premises must be electrified, provided with water supply, fire extinguishing system and alarm system. The workshop area should allow the installation of the necessary equipment and the work of seamstresses, cutters, and designers without interference - 70 m 2. Store area – 50 m2.

The design and interior must correspond to the style of the clothing produced.

Purchase of equipment and furniture

For a clothing tailoring shop you will need sewing machines (2-4 pcs.), a cutting machine, an overlocker, a button machine, cutting knives (2-3 pcs.), an automatic buttonhole foot (2-4 pcs.), and a steam generator. Furniture – operating tables, ironing boards.

The utility rooms will require hangers, shelves, racks, a stepladder, chairs, and tables.

For the store you need to purchase a sofa, coffee table, mirrors, mannequins, hangers. One or more fitting booths are equipped separately.

Retail trade requires a cash register.

Hiring workers

History knows many examples when the victorious march of a world-recognized brand began in a windowless basement, where 1-2 people worked not for money, but for an idea. If it is not possible to hire a large number of people, you need to start small, gradually increasing momentum, but these people must be professionals in their field, fans striving for success.

To develop and sew clothes with subsequent sale of products you will need:

designer (artist-designer);
cutter;
seamstress;
store administrator (part-time salesperson);
cleaning woman;
accountant;
Purchasing Manager;
Sales Manager.

Sales options for finished products

It’s not enough to create your own clothing brand; you need to ensure sales of your products.

In addition to the retail store already discussed, it is worth considering other options.

One way would be to sell branded items in an online store. The opportunity to display photographs and tell in detail about your brand will certainly find a response among potential buyers. As an option, it is worth considering concluding agreements with other retail outlets, shops, salons, and establishing wholesale supplies.

Advertising campaign

A very important, one might say, key point in launching your own brand is an advertising campaign. To promote a brand, you need a logo and a bright, memorable, individual name. There is no need to rush; being in tune with another brand will not benefit your business.

You need to make yourself known in specialized circles, enlist the support of professionals, if financial capabilities allow - media persons.

Naturally, no one canceled outdoor and media advertising.

Financial part of the plan

Investments in business

At the start, you will need funds to organize and register a business.

registration and paperwork – 35 thousand rubles;
advertising campaign – 50 thousand rubles;
renovation of the premises - 200 thousand rubles;
purchase of equipment, furniture - 400 thousand rubles.

The numbers are approximate, since they depend on the specific situation: it is quite possible to save on repairs and purchase equipment cheaper.

Fixed expenses

Monthly expenses include:

rent (you need to be prepared to pay several months in advance) – 100 thousand rubles per month;
utility bills - 100 thousand rubles;
taxes;
salary – 250 thousand rubles;
purchase of materials, accessories, consumables - 200 thousand rubles.

In practice, the resulting amount of expenses turns out to be 30-70% higher than on paper. Fluctuations in prices for materials, packaging, poor quality work, and force majeure have an impact.

Income

Income (sales) depend on many factors: the successful location of the store, the advertising campaign, the quality and style of the clothing offered. If we assume that the average check is 3 thousand rubles, then by making 100 sales per month, you can get 300 thousand rubles. However, at first, all the money raised goes to business development, and achieving 4-5 purchases a day is quite difficult until people start talking about the brand seriously.

Profitability and payback period

The markup on the product should be at least 30% (preferably 50% or more). With proper planning, brand promotion will pay for itself within a year of work.

It’s not enough to be eager to create your own brand; you need to thoroughly prepare, calculate and take into account so as not to go broke in the first season. If you don’t have enough funds, you shouldn’t start your own showroom; shows and demonstrations on the Internet will serve as a good springboard. The experience of the “monsters” of the fashion industry, advice from experienced people and competent planning will help you promote your brand and achieve a stable profit.

Order a business plan

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Clothes store maybe mono-brand or multi-brand. The difference is that the first format involves the sale of only one brand, and the second - many. Resort to the first option it's better that way an entrepreneur who plans to open a franchise outlet or has direct access to a supplier.

The multi-brand option is more flexible and dynamic. As practice shows, it is better to place several price categories in one boutique, as this significantly increases the flow of customers.

The following trade directions are also possible:

women's clothing;
men's;
children's;
sports;
for animals;
used things ().

Each format requires an individual approach. So, in order to withstand competition among women's clothing boutiques, you need to choose the most suitable trademarks and constantly conduct an effective advertising campaign. A store that sells children's items should direct its choice towards quality and convenience.

Market and competitor analysis

It is impossible to determine the cost of the goods being sold without identifying a competitive price. A future businessman should visit similar stores and get acquainted with the price level and product range, that is, conduct a simple analysis.

Before you start analyzing your competitors, you need to identify them. It all starts with determining the geography of the market, which can be district, city, regional or state. So, a store can be represented by a small retail outlet in a residential area, then we are talking about the district level, and the opening of a large boutique involves at least a city market.

Competitor analysis includes the sequential implementation of the following actions:

Determining the degree of competition and identifying the key opponent. Once direct and indirect competitors have been identified, you can begin collecting general information about them: location, point of sale, contact details, assortment and quality level, pricing policy, availability of service, additional services and advertising activity.
Assessing the level of competition intensity. This industry involves both highly intense and weak competition. Big number competitors inevitably leads to frequent changes in living conditions. Current information about the activities of other stores and the ability to quickly respond to their actions are a guarantee of success.
Creating a Competitor Profile. The entrepreneur must be familiar with the enemy's assortment. The highest share of sales can be achieved by assessing and comparing the product portfolio, as well as identifying anchor (key) positions.
Analysis of the price component. The following price segments are used to divide competitors: economy, medium, high and premium.
Identifying their market position. It is very important to understand how a competitor sees the consumer and what the latter knows about him. Special attention deserve: price characteristics, level of popularity, frequency of access to products.
Evaluation of methods for attracting customers. It is necessary to understand what is the incentive for the buyer to purchase. The source of this information can be leaflets, billboards and other methods of reaching the client that the competitor uses.

The analysis should be regular, because only constant monitoring of new players, their advertising activity, promotions or product range expansion will allow you to feel confident in the market.

Interesting information about the opening of such activities is presented in the following video:

Production plan

Independent business development involves renting suitable premises. In this case, you should adhere to the following recommendations:

The optimal size of the area is the value not less than 60 sq. m. In addition, at least 10 sq. m. should be allocated for utility rooms and storage. According to experts, squaring directly affects the level of sales.
It is better to locate a clothing and fashion accessories store in a large shopping center.

As practice shows, the revenue of a point located in a shopping center is much higher than that of a separate premises. There are several reasons for this:

the struggle for customers inevitably leads to the development of more profitable offers;
a person purposefully goes to a shopping center to make a purchase;
a constant flow of clients has been established.

A successful location must meet the following parameters:

level of competition;
image of the shopping area;
pedestrian traffic;
economic development of the area;
parking and other amenities.

Financial plan

It is difficult to name the minimum threshold for entering the business. As you know, large financial investments open up broader horizons for a businessman.

So, the cost side includes:

Purchase of goods. Opening a store is impossible without the presence of the clothes themselves. Providing an average assortment of not the most expensive goods will require at least 300 thousand rubles.
Purchasing the necessary equipment. You will need: mannequins, hangers, glass display case, mirror, table for the seller. The amount of equipment depends on the rented area. You should budget at least 50 thousand rubles for this article.
Receipt printing machine. It does not have fiscal memory, but its cost is much lower than that of a full-fledged cash register. This expense item amounts to 7 thousand rubles.
Rent- monthly expenses. The cost of payment depends on the size of the retail space, region and the landlord himself. Average price – 1000 rubles. for 1 sq. m. That is, if the area is 25 sq. m., then the monthly payment will be 25 thousand rubles.

As a result, the amount of financial investments is about 382 thousand rubles.

In addition, you need to pay taxes quarterly and pay monthly salaries to staff. At the beginning of your activity, it is better to sit behind the counter yourself until the business gains momentum.

Organizational plan

To start any activity, official registration is required. The best option is . In this case, you need to choose one that allows you to trade any clothing. The area of the point directly affects the choice of taxation system. So, if the boutique area is less than 50 sq. m., then the best option is considered, and if higher, then .

The assortment does not have to be wide, the main thing is that the product is combined with each other.

So, women's blouses can be diluted with tights, and men's trousers will look good with shirts. It is better to choose wide size ranges - this will significantly increase the number of buyers.

The personnel working in trade plays a significant role. The presence of managerial qualities is not a primary requirement, since the seller, not the director, sells the goods. The store also needs a manager who will deal with purchasing, understand fashion trends and make forecasts about trends for future seasons. The salary of a sales consultant is about 15 thousand rubles. (you can put him on a percentage of sales), the director will need to pay 25-30 thousand, and the manager - 20-25 thousand.

Marketing plan

Beautiful sign.
Discount cards are a kind of business card with a certain discount percentage.
A television. The most effective advertising is a ticker on one of the city channels.

Sale of women's and men's clothing can safely be called a highly profitable business, since this product allows you to set a high markup from 100% to 400%.

A business owner must understand fashion trends and constantly update their assortment. The sale of old goods can be organized with a 50% discount. This marketing ploy allows you to return the money invested, since the product should under no circumstances turn into dead weight.

Risk analysis

To determine the feasibility and degree of viability of a project, it is necessary to analyze the risks and negative factors affecting profitability.

All risks can be divided into two groups:

external– economic situation and events not related to the process of doing business;
internal— profitability of activities depends on effective management.

The main external risks include the following:

Increase in the cost of light industry products due to increased production, political and economic measures. For example, a change in the exchange rate of the national currency inevitably leads to an increase in the purchase price of products. Risk leveling can be achieved by increasing the retail price (undesirable method) or optimizing other expenses.
The emergence of a direct competitor inevitably reduces the market share of sales, which negatively affects the revenue side. You can offset the risk by incorporating a unique selling proposition into the project, using original products, or maintaining local relationships with customers.
Decrease in product relevance, change fashion trend, the emergence of a new brand. A change in fashion trend can freeze up to 30% of seasonal production, negatively impacting profitability. This can be avoided by monitoring trends in the tabloids, conducting periodic surveys of visitors, visiting exhibitions, shows and making purchases in accordance with fashion.
Decrease in seasonal sales. This risk causes a general decrease in the average annual indicator, increases the share of costs for maintaining employees, and reduces the profitable part. Thoughtful preparation for seasonal decline, holding promotions, sales, competent advertising and organizational policies can stabilize the situation.
An increase in rent, a decrease in the popularity of the shopping center, etc. The store itself is unlikely to somehow influence such a situation. The risk is a separate threat to the macroenvironment, so it is almost impossible to neutralize it. To avoid a decline in sales, you need to consider several backup location options in a more popular shopping center.

External threats can be mitigated by developing a unified crisis management strategy at the stage of preparing a business plan.

The main internal risks include:

Incorrectly organized merchandising. Incorrect distribution of space, as well as ineffective display, can lead to a loss of almost 50% of sales. A professional merchandiser and constant monitoring of buyers’ behavioral motives make it possible to compensate for the risk.
Non-target procurement policy. In many ways, it is similar to the situation “decrease in the relevance of a product, change in fashion trend.” Leveling can be achieved in similar ways.
Wrong pricing policy. Maintaining a high price level can lead to the loss of a mass buyer, and a significant reduction in price can raise suspicions about the quality of the product presented. You can maintain current prices through regular analysis of the capabilities and needs of customers.
Unqualified personnel. The threat leads to a decrease in sales and a decrease in the profit share. By the way, low customer satisfaction can increase any external risk.