Business plan for womens clothing. How to open a clothing store. Wholesale company opening process

One of the most popular ideas for women’s business is opening their own clothing store. This type is attractive because it does not require special equipment and complex legal registration. He does not need highly qualified personnel and special knowledge. At the same time, the sale of clothing is always in demand and brings consistently good profits, even with high competition. Let's figure out how a woman can open her own business - a clothing store.

We were cheating a little when we said that opening a clothing store does not require any special knowledge. You need to know the mechanism of retail, at least in theory. You will also need to understand fashion trends, know the basics of the laws of demand, merchandising, pricing and other specific trading factors. But the most important thing in this business is the definition of the store concept, the choice of the sales mechanism and the price range of your product.

How to choose a store concept

In this case, the concept means, first of all, that you will sell from clothes - the choice is great - children, adults, women, men, underwear, sportswear, large size clothing, hosiery, clothing for pregnant women and other areas ...

You also need to choose the price segment of your future store - from economy to premium segment. And it is worth considering the type of store: multi-brand, stock, second-hand, boutique, franchise store.

The most promising directions in the clothing trade are children's and women's clothing. Despite the crisis in these segments, demand is stable. This is not surprising - children grow up quickly and require large size clothes, and women, despite financial hardships, always want to be beautiful and clothes are the main means. The only thing that is possible is that demand has shifted to the economy and mid-price segment.

Own or franchised store?

Having decided on your idea for a business - opening a clothing store from scratch, you need to choose a way to implement this idea. You can open your own store under your own brand or purchase a ready-made franchise.

Franchise store

The best and most affordable option for "newbies" - entrepreneurs without experience in this area. Franchise seller - franchisor- will be a guarantor of success for you. Since he is primarily interested in making your store under his brand successful and profitable. The material stability and success of the franchisor's business promotion on the market depend on this. Of course, he cannot do all the work for you and protect you from all risks, but thanks to him, following his recommendations, you can significantly reduce all the risks that arise in your store.

It is worth noting that the franchisor, usually at his own expense: helps to find a suitable room in your city, provides a free design project for this room, trains your staff, provides an initial analysis and calculation of market profitability, provides ready-made advertising materials and marketing strategies for promotion, completely takes over the wholesale supply of goods to your store and much more.

This approach allows you to reduce the cost of opening a clothing store, since you save on the development of a design layout for the store, advertising materials, and staff training. You also don't waste time looking for wholesale suppliers and shipping methods. The brand owner will provide you with the best delivery conditions and guarantee uninterrupted supply of goods.

Of course, when opening a store for a franchise, there are several drawbacks - in the case of working under a ready-made brand, you cannot deviate from its rules, you also obey the general policy of the enterprise and cannot implement something of your own.

The cost of "starting" this business is from 500 thousand rubles, the payback period is up to 2 years.

Own store under its own brand

Suitable for an entrepreneur with experience that he gained, for example, working as a franchise store. Since in this approach all risks, all searches for goods, suppliers and methods of implementation are completely borne by the businessman. However, if you open your own clothing store under your own trademark and know all the intricacies of this business, the payback periods and profits differ markedly from a franchised store. And they differ for the better. So, the payback period takes up to 1 year. And the profit is significantly higher, due to the fact that you can always change the purchased assortment and the methods of its delivery, which allows you to spend less on purchases.

The cost of "starting" this business is from 1 million rubles.

Business plan for opening a clothing store

To open a store, you will need permission from the SES and the territorial administration of property. If you rent the area for a store, then you do not need permission from a permit from the fire inspection, the landlord is responsible for this.

After choosing a room and obtaining all the necessary permits, if necessary, you need to carry out a redecoration of the room. If you are opening an independent store with your own brand in the middle or premium price segment, then you need to think about the author's design of the premises and the development of the brand. Since it is this that will "sell" your product in the first place, since your target audience is quite selective and chooses first of all not by wallet, but by external perception.

If you decide to open a small store with everyday goods, then you will not need anything other than cosmetic repairs and a small signboard.

While the renovation is in progress, you should think about finding suppliers of the selected product and brands, in case you are not working under a franchise. After that, when the store is ready, the goods are laid out, and the staff is hired, you can launch advertising campaigns to promote your store.

Clothing store in relative numbers

Rent of an area - from 15 to 100 thousand rubles,
Repair, taking into account the design - from 50 to 500 thousand rubles,
Advertising material and brand development - from 10 to 300 thousand rubles,
Purchase and delivery of goods - 300 thousand rubles,
Equipment, legal support - up to 300 thousand rubles,
Salary fund - 150 thousand rubles.

In any case, no matter what choice you make - to open your own store under your own brand or a “franchise” - clothing trade is a very profitable undertaking, where everyone can realize themselves. Although we wrote at the beginning of the article that a clothing store is a women's business, however, men also find their realization in this business.

Approximate data:

The monthly income is 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 the service

The business plan examines the specifics of opening a women's clothing store designed for the middle price segment. Again, 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 in case of working with them.

Market analysis

Many people, dreaming of their own business, are thinking 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 still others decide to open a clothing discount center. Of course, all of this can generate income with the right approach to work. But nevertheless, before choosing one or another store format, it is worthwhile to carefully analyze the market, because there are many competitors on it.

I must say that many people believe that opening their own clothing store necessarily 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 their own retail outlets for the sale of clothing are being considered:

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

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

I would like to warn aspiring entrepreneurs : Many people naively believe that the main thing in the success of a store is investment. No one is more interested in the success of the business than an investor, because in this situation he risks a large amount of funds. Experienced businessmen advise not to give up the management of the store to the wrong hands, at least for the first six months. People who do otherwise will most of the time fail and go bankrupt.

Now let's look at specific store formats.

Regular shop

This format is the most common. Two subformats can be included here, each with its own specifics:

Shop located in a shopping center

These stores usually sell items of the lower and middle price segment. The undoubted advantage is that there is no need to spend a lot of money on additional advertising. When people come to a shopping center, they often visit several departments at once. That is why it is very important to choose a shopping center that will be visited by a suitable audience.

Shop located in a free-standing building

These stores usually sell items in the price segment above the average. This includes luxury, designer products and creative pieces from talented designers. You will have to spend a lot of money on attracting customers.

When calculating the necessary costs, you will need to include in them:

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

The cost of expenses for 1 m 2 on average accounts for about 50 thousand rubles. And this is if the store sells goods of the middle 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 amount of money “just in case”.

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

lack of rent;
no wage costs.

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

These shops are usually used as a source of additional income. Often such impromptu retail outlets are opened by hairdressers, manicurists who work at 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.

Here the savings are quite significant. There is no need to spend money on equipment, staff salaries, or renting premises for a store. Everything happens online. Customers don't come to try on outfits, they buy them when they see an image on the Internet.

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

Above is a graph of sales and forecasting it for the coming 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 going to open a similar outlet.

If you believe this graph, then the category "clothing and accessories" is the most popular among the population. However, we see that only 14% make purchases of these products 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 particular city, and not for the whole country. At least at first. Later, you can increase the reach of potential customers.

When opening an online store, you should not be scattered about many product categories at once. Better to focus on one variety and build sales.

More often than not, people buy clothes online from sites where there is no pre-order. However, in this case, a large investment will be required in order to be able to send the goods immediately after the customer places an order.

But waiting will suit those stores that offer the consumer some unusual or exclusive goods. 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 on the franchising system.

It should be noted that the latter option is in the greatest demand today.

According to statistics, to enter the clothing market, you need at least 1.5-2.25 million rubles. It takes 5 times more to go international.

So, we have decided that an "offline" store in the long term can bring a lot of profit. It is his discovery that we will consider. Now you need to decide which clothes to sell (womens or mens) and what criteria to pay special attention to.

More women follow fashion than men (72% versus 45%). Yes, it is women who shop much more often than men. That 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 thing (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 convenient things that fit in size.

It must be said that the stratum of the population with an average income is the overwhelming majority of the population. It is on them that you need to be guided when opening a store.

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

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

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

SWOT analysis

Before opening your own store, you need to analyze the 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).

External factors include:

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 categories of goods and adding items for men and adolescents to the commodity matrix;
the ability to order goods at competitive prices.

Threats:

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

Internal factors include:

Strengths:

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

Weaknesses:

lack of experience in this area;
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 on the following schedule:

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

There will be 2 shifts in the store according to the schedule 2 through 2. There will be 2 workers in each shift, since the premises will be quite large. Cleaning will be done by the staff of the shopping center.

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

Organizational and legal aspects

Perhaps or. It should be noted that the registration of LLC in this case is inappropriate... When registering, it is important to indicate codes according to OKVED. In this type of activity, it can be:

52.42.1 Retail sale of men's, women's and children's clothing;

52.42.2 - Retail trade of underwear;

52.42.3 - Retail sale of fur products;

52.42.4 - Retail sale of leather clothing;

52.42.5 - Retail trade in sportswear;

52.42.6 - Retail trade of 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 in footwear and leather goods;

52.43.1- Retail trade of footwear;

52.43.2 - Retail sale of leather goods and travel accessories.

Note! In your case, there may be more codes or some of the presented ones may be missing. Therefore, it is important to understand exactly what you will be doing in your own store in order to reflect all types of planned activities immediately, and not to make changes to the documents every time.

The entrepreneur can choose either UTII. In the second case, two options are possible - the USN "Income" 6% or the USN "Income minus expenses" 6-15% (the rate is determined depending on the region).
It is obligatory to have a certificate of entry in the general commercial register. In our case, the store will be open 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.
The conclusions of the State Fire Inspection and Rospotrebnadzor are required.
It is obligatory to have a formal lease agreement, a garbage collection agreement.
Permission for outdoor advertising will be required, if any.
Do not forget to fix the cash register in the tax office.
You will need Goskomstat codes.
If you plan to sell any product that requires a license, you will need to obtain it.
Employees must have medical records (do not forget about the regularity of commissions).
You will need a list of goods and certificates for them.
Do not forget about the need for a sanitary passport.
For cashless 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 lessor and he has a general contract for the maintenance of the entire building. In this case, a certified copy will suffice.

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. But do not forget about your own promotion. So, the marketing plan will include the following promotion methods:

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

Placing information in the media is not cheap. And these costs are unlikely to pay off. Therefore, it is better to refuse such methods of promotion when it comes to a small store intended for representatives of the middle price category and below the average.

Calculation of projected income

It is rather difficult to calculate the possible income. We will proceed from the cost of purchasing the product and the average markup in the industry.

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

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

Production plan

The premises of the store will have an area of 70–90 m 2. You can rent it in a shopping center for 80,000 - 90,000 rubles.

At the same time, no special repair costs will be required, but it will simply be necessary to equip it. You will need:

sign (40,000 rubles);
showcases (25,000 rubles);
racks (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 also need furniture:

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

You will also need various fixtures and other lighting methods.

The salary of employees is 30,000 and 25,000 rubles for a senior seller and a regular one, respectively, including taxes. The total cost of wages is 110,000 rubles.

Organizational plan

Financial plan

Profit before tax: 1,050,000 - 755,000 = 295,000 rubles.
Tax (calculate the simplified taxation system 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. Consequently, the store can pay off in 8 months.

Risks

The following risks can be identified:

Increase in the cost of rent.

This risk can cause a serious decrease in the level of sales revenue. Another option is a forced increase in the cost of the proposed product. This, in turn, negatively affects demand and sales.

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

Increased competition.

As a result of the onset of such a situation, the number of visitors will decrease, as well as the volume of sales.

The following ways to overcome the situation are possible:

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

Lack of professionalism of sellers and other staff working in the store.

As a result, visitors may not be satisfied with the service. As a result, the total sales volume will decrease, and the goodwill can turn from positive to negative.

It is possible to overcome these risks with an integrated approach, including:

continuous training of personnel related to sales and service trainings;
informing about the features of fabrics, materials, goods 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).

Out-of-fashion products, their irrelevance.

This can threaten a rather serious freezing of positions, a decrease in the purchase 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 opening a clothing store for a franchise, where you will receive a completely step-by-step model of opening a store for a promoted brand. Franchising is a less risky start because the business model has been tried and tested and works successfully.

Use ours to find a franchise!

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

Last request: We are all human and we can make mistakes, ignore something, etc. Do not judge strictly if this business plan or others in the section seemed incomplete to you. If you have experience in this or that activity, or if you saw a defect and can supplement the article, please let us know in the comments! Only in this way can we jointly make business plans more complete, detailed and relevant. Thank you for your attention!

A clothing store may be mono-brand or multi-brand... The difference lies in the fact that the first format involves the sale of only one brand, and the second - many. It is better to resort to the first option for an entrepreneur who plans to open a point on a franchise 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;
male;
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 opt for the most suitable brands and constantly conduct an effective advertising campaign. And a store that practices the sale of children's things should direct its choice towards quality and convenience.

Market and competitor analysis

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

Before you start analyzing your competitors, you need to identify them. It all starts with defining 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 adversary... After identifying direct and indirect competitors, you can start collecting general information about them: location, point of sale, contact information, assortment and quality level, pricing policy, availability of service, additional services and advertising activity.
Assessment of the level of competition intensity... This industry presupposes both highly intense and weak competition. A large number of competitors inevitably leads to frequent changes in conditions of existence. Prompt 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 assortment of the enemy. The highest share of sales can be achieved by evaluating and comparing the product portfolio, as well as highlighting 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 the competitor sees the consumer and what the latter knows about him. Special attention should be paid to: price characteristics, level of popularity, frequency of reference to products.
Assessment of customer acquisition methodology... It is necessary to understand what is the incentive for the buyer to purchase. The source of this information may be leaflets, billboards, and other methods of contacting a customer that a competitor uses.

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

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

Production plan

Self-development of a business involves renting a 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. needs to be allocated for utility rooms and a warehouse. 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 size of the proceeds 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 for a purchase;
established a constant flow of customers.

A good location should meet the following parameters:

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

Financial plan

It is difficult to name the amount of the minimum threshold for entering the business. As you know, large cash investments open up wider 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.
Purchase of the necessary equipment... You will need: mannequins, hangers, glass showcase, mirror, table for the seller. The amount of equipment depends on the rented area. This item should be allocated at least 50 thousand rubles.
Check typewriter... It lacks fiscal memory, but its cost is much lower than that of a full-fledged cash register. This expense item is 7 thousand rubles.
Rent- monthly expenses. The cost of payment depends on the size of the retail space, the region and the landlord himself. Average price - 1000 rubles. for 1 sq. m. That is, if the area is 25 square meters. m., then the monthly payment will be equal to 25 thousand rubles.

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

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

Organizational plan

Official registration is required to start any activity. 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 the taxation system. So, if the area of the boutique 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 should be 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.

Sales personnel play an important role. The presence of managerial qualities is not a primary requirement, since the seller, not the director, sells the product. The store also needs a manager who will deal with purchases, understand fashion trends and make forecasts about the trends of future seasons. The salary of a sales assistant is about 15 thousand rubles. (you can "put" it on a percentage of sales), the director will need to pay 25-30 thousand, and the manager - 20-25 thousand.

Marketing plan

Beautiful signboard.
Discount cards are a kind of business card with a certain discount percentage.
TV. The most effective advertising is a creeping line on one of the city's channels.

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

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

Risk analysis

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

All risks can be divided into two groups:

external- the economic situation and events not related to the business process;
internal- the profitability of the activity depends on effective management.

The main external risks include the following points:

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 value of products. Risk mitigation can be achieved by increasing the retail price (undesirable way) or by optimizing other costs.
The emergence of a direct competitor will inevitably reduce the market share of sales, which negatively affects the revenue side. You can compensate for the risk with the help of a unique selling proposition incorporated in the project, using original products or maintaining local relations with customers.
Decrease in the relevance of the product, change in the fashion trend, the emergence of a new brand. A change in fashion trend could freeze up to 30% of seasonal produce, negatively impacting profitability. This can be avoided by tracking tabloid trends, conducting periodic surveys of visitors, attending exhibitions, shows and making purchases in accordance with fashion.
Decline in sales of a seasonal nature. This risk causes a general decrease in the average annual indicator, increases the share of staff costs, and reduces the profitable part. Thoughtful preparation for the seasonal downturn, holding promotions, sales, competent advertising and organizational policy allow us to stabilize the situation.
Increase in rent, decrease in popularity of the shopping center, etc. The store itself is unlikely to somehow influence this situation. Risk is a separate threat to the macroenvironment, so it is almost impossible to level it. To avoid a slump 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 the loss of almost 50% of sales. A professional merchandiser and constant monitoring of buyers' behavioral motives allow us to compensate for the risk.
Inappropriate purchasing policy. In many respects it is similar to the situation of “decrease in the relevance of the 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 price reduction can raise suspicions about the quality of the presented product. You can maintain the current value by regularly analyzing the opportunities and needs of buyers.
Unqualified personnel. The threat leads to a decrease in sales and a decrease in the share of profits. By the way, low customer satisfaction can exacerbate any external risk.

This methodology of business planning is focused on the sale of women's clothing in the middle price segment, but it is quite possible to apply it to stores of men's clothing, to stores of underwear or outerwear. After all, the main principles of successful trading do not strongly depend on the specific specialization of the upcoming work. The development of a business plan for a clothing store in all these cases will be based on the same factors. The only difference will be the amount of the required start-up capital for all these types of goods separately, their cost and the volume of purchases. The material of the article, along with examples of business plans for a clothing store, will be useful to the reader who is looking for work options in any format of trade with any of his financial capabilities.

Key project indicators:

The cost of the project is 684,000 rubles.

Average monthly earnings - 301,000 rubles.

Profit - 63,000 rubles.

Payback - 9 months.

First of all, we analyze the market

Opening a clothing store is the cherished dream of many people. But for some, it appears as a luxury boutique in the central part of the city or a real, but small clothing store, and for others, as an online store or a discount clothing center. It is important to understand that with the correct organization of the workflow, any of the listed options can generate income, make a profit. Nevertheless, if you have to deal with clothing for women, then at the very beginning of your entrepreneurial activity you need to deeply delve into how to draw up a business plan for a fashionable women's clothing store. At the same time, regardless of the planned business format, it is necessary to make a thorough analysis of the sales market for goods, since at present it is almost impossible to find a business area where you can do without high competitiveness.

Often people who are mentally and financially ready for entrepreneurship have the wrong opinion that opening their own store will require a large amount of money. But this is not always the case. The size of investments is determined primarily by the format of the business being established. In many cases, all initial investments are reduced only to the purchase of the first batch of goods.

In order to form the reader's more specific judgment about the initial investment, the possible and expected efficiency of the project, you need to consider at least two options for opening private clothing stores:

a regular format store operating in real time (the client has the opportunity to inspect the offered goods, try them on and compare the cost with other similar types of clothing);
an online store of any format, including a large e-commerce center, one-page clothing selling sites and even social networks.

For these two options for organizing trading activities, it is necessary to use separate sample clothing store business plans with calculations in order to have a good understanding of the aspects of each of them. It is completely wrong to believe that the main guarantee of future success is hidden in the availability and amount of capital investments. After all, it is the investor who is the figure exposed to the greatest risk, because it is he who can lose his funds in case of failure. And it is not so important whether a ready-made business plan for a clothing store will be taken as a basis, or everything will be thought out and developed with your own mind, on your own. But any businessman with experience knows that at first it is impossible to transfer the functions of managing a store to another person. Anyone who did not want to carry out administrative duties himself, in most cases turned out to be bankrupt, his business crashed.

Typical structure of business planning

Real-time clothing stores are most common in any part of the city. This format can include two subsections: a store located in a large shopping center and a separately located store in a rented space. Let us consider the structure of a business plan for opening a clothing store from scratch with renting premises, we will deal with the specific content of each section of it.

Business organization plan

substantiation of the choice of the legal form of the enterprise, the choice of a specific type of activity;
the very organizational structure of the store, the composition and nature of interaction between individual business units;
planning of future maintenance personnel, staff.

The organizational plan should list the governing bodies of the created store, the powers of each of them. The full composition of the founders with the rights and responsibilities of each person should also be clearly reflected.

The organizational structure can be of the following types: linear, functional and linear-functional. Any of them should allow for the establishment of effective interaction between individual divisions of the trading enterprise and their employees.

In the section on the staff, it is required to specify specifically what specialists are needed for a successful clothing trade, what kind of experience they should have in this area and what kind of education. It is necessary to determine in advance the upper and lower limits of wages to employees and the bonus system for good work.

The business plan for the organization and development of a clothing store should provide for cases of the need to train employees in their narrow specialization, if any. You should also take into account possible changes in the staff of employees as the business develops, including additional hiring of new employees.

Production plan

All issues related to the lease of premises for a store, the requirements for it, are considered in the production plan. In any city, the cost of renting premises depends on the distance of the selected location from the city center. Additional costs will be the cost of finishing and repairing the premises, the installation of lighting devices, sewerage and ventilation.

In general terms, the requirements for the premises look like this:

the distance from the ceilings to the floor should not be less than 2.5 meters;
lighting in the store must meet the existing sanitary requirements;
the connection to the power grid must be reliable and comply with all fire safety standards and rules;
the sales area should be separated from other premises, such as a utility room, storage room, administrative office.

The interior space of a clothing store should be planned so that there are no labyrinths in which customers could wander, they should effortlessly find the right products and quickly and easily navigate the hall. Particularly important is the location of dressing rooms, which should be both visible and at the same time not hampering clients with excessive openness.

Marketing plan

If an entrepreneur at the very beginning of the organization of clothing trade does not have a clear marketing plan, then this is a very big mistake. It is naive to think that it is enough to open a store, fill it with goods, and then everything will roll without problems. But it takes a lot of effort to set up and maintain store workflows. Marketing planning should precede any sales activity.

So, here's what should be considered in a clothing store's marketing plan:

And, of course, you need to decide on the purpose of the business, so that it necessarily brings money and is profitable. How to achieve the set goals, by what methods and means? These questions need to be answered before starting to do anything.

Financial plan

It's no secret that the main goal of a business of any profile is to make a profit. But if you work without financial planning, then it is difficult to accurately compare all costs and revenues of the store, to assess the main indicator of the success of the enterprise - profitability. Only a painstaking calculation of all items of income and expenses, their reasonable correction and effective savings can bring success to the entire conceived business project. A financial plan is an essential part of a business plan for a sportswear store, as well as for womens and outerwear or underwear. A well-written financial plan helps entrepreneurs avoid many mistakes both at the stage of business formation and in the process of its development.

The financial activity plan for each store is different, individual. After all, it is almost impossible to find two stores whose financial indicators will converge or will be very close, similar. Each enterprise has its own characteristics, its own region or city district, its own clientele. But for those who are interested in tracking the process of obtaining the main financial indicators, you can make a financial analysis of the business plan of a typical clothing store in numbers:

Expenses:

obtain a trade permit, carry out all approvals - 30,000 rubles;
to renovate the premises - 75,000 rubles;
purchase of equipment, furniture - 150,000 rubles;
initial purchase of goods - 300,000 rubles, subsequent renewal of the assortment - 120,000 rubles. per month;
monthly salary - 40,000 rubles;
rent for the premises - 60,000 rubles;
utility bills - 6,000 rubles;
advertising expenses -3,000 rubles;

Total 684,000 rubles, of which one-time costs amounted to 555,000 rubles, and fixed costs per month - 238,000 rubles.

The conditional income of a clothing store consists of the following items:

blouses and skirts with trousers for women -116,000 rubles;
suits for women - 50,000 rubles;
T-shirts and shirts for men - 45,000 rubles;
men's suits - 50,000 rubles;
clothing accessories and other goods - 40,000 rubles.

Total RUB 301,000

These figures show that the net profit of this small clothing store for the month will amount to 63,000 rubles, while the payback period will be 555,000/63,000 = 8.8 months of work, which is less than a year.

Not much differ from this in the direction of lower profitability and the components of a business plan for an online clothing store. Of course, in this store there is no need to equip a luxurious trading floor, there is no need to hire experienced salespeople in such numbers as in a real store. But the listed items of expenditure are present there as well, and they require accounting, careful analysis and, of course, planning.

Clothing is a product that is necessary at all times for any category of people, especially for women, for whom clothing is often its embodiment and a way of life. Today, clothes must meet quality standards, trends in Russian and foreign fashion, stores must have a large assortment that can provide a choice for buyers.

There are more and more people who prefer clothes of famous brands, however, the niche for opening a mono-brand store of a well-known brand in the middle price segment in many cities is filled, and to open new outlets, it is necessary to purchase expensive franchises.

The most popular is the opening of a multi-brand store, the financial model, which will be considered in this business plan. Such a store will have a large assortment and is suitable for a target audience of different ages. The store will feature both well-known and unknown brands with a large range of sizes.

Mono-brand and multi-brand stores are also divided by price segment:

Premium stores: have a high average check, are located in separate buildings or in prestigious shopping centers. They occupy a small part of the market.
Mid-range stores are the backbone of the market. They are in constant demand due to the fact that prices and markups for goods are much cheaper than in boutiques, while the quality of goods remains at a high level.

A separate category is the stores of the lower price segment, which are located in the markets, in residential buildings in residential areas. Clothing of this segment is sold through stocks, second-hand stores. In a crisis, the demand for such clothing will grow.

The main barrier to entry into the clothing store market will be the initial investment, since the process of opening a store is quite costly. The main expenses will be related to renovation, rent during renovation and purchase of goods.

It is necessary to carefully study and check suppliers for the quality of their goods and reliability, to select personnel who will be focused on increasing sales. In the process of work, attract buyers who could become regular customers of the store.

Initial investment amount - 1 597 000 rubles

Average monthly profit - 140 500 rubles

Payback period - 14 months

Break even - 3 months

Return on sales - 25%

2. Description of the business, product or service

A multi-brand clothing store in the middle price segment will have a floor space of 80 m2 and be located in a shopping pavilion or a shopping center. The markup on goods is usually 200-400%, the main income comes from casual wear, which accounts for half of the sales of women's clothing.

The assortment of the store is influenced by the region where the store is located and the season. So, in the northern part of Russia, warm clothes are popular in the autumn-winter period. Thus, the assortment of the store is selected according to seasonality, fashion and age category of customers. A permanent assortment of any clothing store is made up of T-shirts, blouses, dresses, trousers, skirts. Depending on the season, the assortment includes windbreakers, jackets, down jackets, sweaters, etc. To increase the store's assortment, you can include various accessories such as bags, straps, scarves, hats, as well as underwear, home clothes and shoes.

The best-selling goods are T-shirts, T-shirts, knitwear of the low price segment, while the total share of sales of these goods in all price segments is about 30%. The share of knitwear and dresses accounts for an average of 18% of the total sales.

The most popular item is casual wear. Such clothes are suitable both for work in the office and for walks, going to cafes and visiting.

The clothing suppliers are brands with production in Turkey, Bangladesh and China. Delivery is carried out through distributors, whose warehouses are mainly located in Moscow. Delivery to the store is carried out through freight companies, it is included in the price of the goods or paid separately, depending on the supplier.

The opening hours of the clothing store must coincide with the opening hours of the shopping center in which it is located, usually from 10.00 to 22.00 without lunch and weekends.

3. Description of the sales market

A clothing store can target any age group, however, depending on the price segment, the target audience changes. First you need to determine the age group:

youth clothing from 15 to 25 years old
for girls from 25 to 40 years old
for women from 40 to 60 years old
for women aged 60 and over

Next, select the price segment in which the store will operate. Thus, premium-class stores are visited by women and girls with high income and social status. For them, the price of the goods does not matter, the demand is influenced by fashion and the brand of clothing.

The most popular are stores of the middle value segment, the target audience includes women of all ages with an income level of 25,000 to 70,000 rubles. Chain stores in this segment are preferred by the younger generation, for whom fashion and brand awareness are important.

The advantages and disadvantages of a clothing store in the middle price segment are shown in the table:

Strengths of the project:	Weaknesses of the project:
Large assortment of clothing; Favorable location; Brand awareness; The quality of the goods; Low price of goods	Expensive premises for rent In the case of trade in imported goods - dependence on the exchange rate
Project capabilities:	Project threats:
Development of a chain of stores; Organization of the online store Possibility of opening production of some items of goods	High competition in the market; Increase in prices for the purchase of goods by suppliers; Termination of the contract with the supplier In case of being in a shopping center - temporary suspension of the activities of the shopping center

4. Sales and Marketing

5. Production plan

After the decision to open a store has been made and before the activity begins, it is necessary to register the business with government agencies. The form of the store organization is a limited liability company, the taxation system is a simplified “income minus expenses” or a single tax on imputed income. OKVED - 47.71 - "Retail trade in clothing in specialized stores."

Initially, it is necessary to prepare the premises in which the store will be located, then to connect the cash register and software designed primarily for the complex automation of the store, such as EKAM.

For clothing departments in shopping centers and stores in a separate room, a stationary set of cash registers will be optimal:

the tablet;
fiscal registrar.

For the convenience of customers, it is necessary to install an acquiring terminal that accepts payments from any type of card.

It is also mandatory to obtain an opinion from the Ministry of Emergency Situations on fire safety. To do this, it is necessary to prepare documents, such as an evacuation plan, documents on the availability of fire-fighting equipment, documents on the installation or revision of a fire alarm, instructions, and also to purchase the fire system itself.

Thus, it is necessary to implement the following stages of opening a clothing store:

Choosing the location of the clothing store;

Registration of an enterprise with the tax service and the choice of a taxation system;

Conclude a lease agreement for the premises;

Order a design project for the premises;

Hire craftsmen of finishing works and make repairs;

Coordinate the facility with the Ministry of Emergencies;

Check compliance with safety requirements and suitability for subsequent operation of all engineering systems;

Purchase and install engineering equipment;

Purchase an alarm system, video surveillance system, anti-theft frames;

Purchase furniture and equipment for the sales area;

Find suppliers of goods;

Creation of a staffing table and search for employees;

Development of pricing policy and definition of the range of clothing sold;

Installing software for the store and cash register;

Marketing activities;

Store opening.

6. Organizational structure

The staffing table of the clothing store consists of two administrators and two salesmen, who work in shifts on a schedule of two to two, as well as a director, with a working schedule from 9.00 to 18.00 on weekdays. There is also a cleaning lady on staff with a flexible schedule. The accountant works remotely and is not part of the company's staff.

The director's responsibilities include the operational management of the store, such as personnel management (administrators), resolving cash collection issues, landlords, analyzing sales results, finding suppliers and ordering goods. In the first year of work, a director can be a business owner.

Administrators must ensure the smooth operation of the store, take part in the selection of personnel (sellers), train them, and in their absence, replace them. Also responsibilities include ordering and receiving goods, maintaining management reporting.