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如何开時尚服裝专卖店(一)(2)

2014-08-16 01:05
Chances are you’ve spent a bit of time shopping in boutiques and you might possibly have worked in one or two. While it can be fun and rewarding to work in someone else’s shop, nothing quite compares to the satisfaction of running your own business, and taking credit for your own ideas and flashes of brilliant customer service. You’ll face interesting new challenges as you learn all of the aspects of having your own business. The profit you make will be your own, as will the accolades of the people who become your regular clientele.
A boutique can sell its products to women, men, children, teenagers, or all of the above. Its focus might be large people, small people, vintage souls, glamour girls or lovers of denim. Since so many boutique owners pursue a fashionable flavor, let’s define fashion, too. In a general sense, fashion is a way or manner of doing something. It’s the current custom followed by a defined group of people. Specifically, fashion refers to the latest trends in clothing, shoes and accessories, and the business of designing, manufacturing and selling the same. Don’t confuse fashion with clothing. There are large sections of the clothing market that have little to do with fashion. Not all of what we call fashion means clothing, and not all clothing is fashion. However, be aware that there is a lot of overlap.
Most successful fashion clothing stores have a few things in common: competitive prices, a great selection of clothes and accessories, attractive packaging (marketing) and yes, a catchy name / brand / tag. Thinking of a name for your business is a tricky endeavor. You obviously want your patrons to remember your store, but you also want them to associate the name of the store with your merchandise.

2.Decide the store style
Before you open your own fashion clothing store or fashion boutique, you may want to think about what “theme” or specialization of clothes you may want to sell. There are a lot, a few examples include: bridal or wedding boutique, business clothing boutique, casual wear / street clothes, children’s wear boutique, couture, formal wear boutique, lingerie, maternity store, men’s wear boutique, special size boutiques (petites, plus size, tall, etc. sports wear, teen gear, women’s wear boutique, etc

You may also want to consider if you want to sell accessories, hats, belts and shoes in your fashion clothing store. Because you are the owner of the store, your creative prowess will constantly be challenged when you present the public your wares. Attention to detail in window presentation, store lighting, rack displays and even that touch of personal service will all come into account when you open your fashion clothing store.
3.Size and Location
Fashion boutiques, on the other hand, are more chic or upscale. Personalized service, cozy ambience and unique merchandise are offered here.
Another huge factor about launching your own fashion clothing store is your business location. Malls are popular places for such stores, but they do come with steep rents, and a lot of competition. Stores that sell outside such establishments may have less overhead expenses but may also have less foot traffic. Your prospective market may also be an important element in choosing your business location. For example, teens frequent malls, and thereby is a great place to sell your line of teen wear and accessories. Couture clothing lines or vintage couture may not fare as well in the mall, but rather in some cozy niche in a chic part of town.

Example: Baby store
A store of under 2000 sq. ft would be considered small (one crib and case goods display alone will take up 60/80 sq. ft. of space). Remember you will need to allocate approximately 20% to 30% of the total space for aisles, common areas, etc.; otherwise, you will end up with a very cluttered look. Most baby product stores are 2000 to 7000 sq. ft. In terms of location, your three basic choices are to be mall based, within a strip plaza or in an independent building. Each has its own advantages and disadvantages. As baby product stores are considered "destination" stores, you do not have to rely on mall traffic for your survival.
Have you ever noticed how shoe stores are located close to each other? An independent retailer I know says that the main reason for his success is that his specialty baby furniture store is located in a strip plaza about 100 yards away from a Babies 'R' Us. He has adjusted his inventory to offer specialty products, but at prices that are not significantly higher than those of his mass merchant competitor. He also relies on Babies 'R' Us marketing and promotions to get customers to his store. If you are not savvy in adjusting your product mix however, a move like this will destroy you. You also want to locate your store in an area of town where young people live. Do not open a store in an area just because it is close to where you live; open the store where your prospective clients are. （转载自中国科教评价网www.nseac.com ）
4.Leasing Suggestions
Unless you already own a store property that is ideal for a Baby Products store - we highly recommend that you initially RENT the space. Sign the lease for as short a period as possible, but make sure you have multiple options to renew the lease for predetermined periods and rates of rental. Besides the basic rent and utilities, find out if there are any other charges that you would be responsible for. It is not uncommon for business tenants to have to pay certain common fees or for garbage disposal. If you are considering purchasing an existing store, I suggest that you find the reason or reasons why the owner is selling the store. Verify the reasons he/she gives you by checking with neighboring store owners or others in the community. Any decision to purchase an existing store MUST be accompanied by a complete audit of accounts for the past 5 years. A competent accountant will be able to guide you to determine an adequate purchase price based upon the cost of inventory and the profitability of the store.
5.Purchasing a Franchise Suggestions
There are definite advantages to purchasing a franchise but...like anything else in life...there are no free lunches. The five primary benefits of becoming a part of the franchise operation are:
They help set up the store;
training is provide to help you manage the operation;
the guidelines about inventory takes the guessing out of such choices;
they assist in marketing and advertising;
they provide tested computer programs for operations.
Ask the franchise company as many questions as you can. IF you are going to join their group, they better have the answers. IF they don't — move on! Inquire about the factors that dictate their decision on selling other franchises in your area and whether you, an existing franchise owner, will be given the first opportunity to purchase other franchises in your city or region. Compare to other franchises in order to understand the pros and cons. 中国大学排名
6.Set the price
Pricing is important, as with the quality of the merchandise. Some clothing stores manage to pull off slightly higher pricing from its peers, but only because they have already established their brand names in the market. Since you are only starting or launching this business, you may want to refer to popular prices among your competitors. The quality of your merchandise should also be a great concern to you. Nothing will lose you more customers faster than poorly made clothes passed off as “fashionable” wear with very dear price tags.

7.Financial Aspects
This topic is so large. suffice it to say that the MONEY aspect should be divided into two categories:
Capital expenditures for setting up the store and purchasing inventory.
Operating expenses that would cover the cost of rent, salaries, utilities, advertising and marketing, etc.
Here are a few general thoughts that a new store owner should consider:
Spend more on purchasing inventory than on decorating the store, but make sure your space is visually appealing as this helps sell.
Have at least six months operating expenses available in ready funds when opening a new store.
Be prepared to work 60 to 80 hours a week.
Hire additional help as sales increase.
What ever monthly expenses you project, the real outlay will be 25 to 50% more...it's like when building a house, unforeseen expenses will pop up!
The most overlooked expense is health insurance cost for yourself and your family.
One of the best investments is to buy a quality accounting and inventory control software.
Negotiate with banks to get the best rates for processing credit card payments. Remember, they are vying for YOUR business. Do not be intimidated. Let them know you're shopping for the best deal.
Identify slow moving inventory and try to sell it at cost or even slightly below cost. The capital tied into such items is not earning you anything. As a matter of fact, If you have borrowed to purchase some inventory...this is costing you!

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Consider advertising an investment, not an overhead. Allocate a certain percentage of your total sales for advertising and marketing. Do not let a smooth talking sales person exceed your preset limits. Deal with reputable vendors. If they dont' return your call for potential business, they certainly won't return your call when there's a problem.
Take advantage of prepayment discounts or other special offers — any such savings go directly towards your bottom line.
Incentivize your sales staff with commissions and bonuses. When they put out extra effort in servicing the customers it will create good will, customer loyalty and positive word of mouth advertising.

8.Safety of your store and merchandise
Another matter to consider is the safety of your store and merchandise. If you notice most, if not all fashion clothing stores have security measures against theft and break-ins. Some of them may go as sophisticated as a 24 hour video surveillance system. Others rely on tag systems. Check your budget first or your overhead expenditure rates as to what kind of security measures you may need and / or afford.

9. Customer service
Customer service is also a factor in most shops. Chic boutiques make this a top priority, even offering coffee or tea to its patrons. However, if you prefer a retail fashion store set-up, remember to keep a friendly atmosphere in your shop. It will encourage your potential customers to ask for your advice on fashion trends, or gift suggestions and even a whole fashion ensemble – which may mark you a returning customer or greater sales.