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如何开時尚服裝专卖店(一)
中文摘要
时尚服装带领着时代的步伐，很多人都钟情于美丽的服装，都把开时尚服装店设定是一个创业的目标，却又不知道怎么做才会成功，这里就为你提供一些开服装店的要点，让你提前准备好，避免跑太多的冤枉路。目前很多服装店都选择开在专业市场，大型商场和服装一条街上，首先决定你所销售的什么类型的商品，铺面的面积大小及位置均与商品类型有关，货品的选择，商品定价，财务控制，销售服务等方面的问题。
关键词：中英文对照
时尚服装店（clothing boutique）
面积大小（store size）
商品定价（set price）
中文译文
如何开時尚服裝专卖店
译者：许碧燕
1。简介恭喜你為時裝精品店邁出了第一步,步入了一個快節奏, 千變萬化，令人興奮的時尚世界。您即將被美麗的服裝, 鞋和配件,還有一些有趣,充滿活力的人所環繞著你。大多數對服裝精品店感興趣的人都擁有某些共同點。你喜歡購物嗎？你是否為搜寻到一件別致的小衣服,或完美的領帶來搭配你的斜紋褲而樂在其中?如果是這樣,或許你已經花了很多時間在服飾店裏, 並且你知道你自己喜歡什麽和不喜歡什麽。也許你和朋友或親戚在瀏覽橱窗戶時會無意中發現,橱窗內的一件毛衣並且認為, “噢，那是吉姆！”或者你會不斷地將手袋出讓給你合適的姐妹？如果是這樣，你將成為一個有天赋的零售商業者,您可以幫助人們找到適合自己風格的衣服。
可能你已經花了一點時間在一間或兩間服飾店裏購物。雖然在其他人的店裏你會覺得這是一份很有趣和很有益的工作, 但不要相對比較來確信自己的業務。當你的主意和很好的想法得到客戶的一致好評時。你將會面對新的挑戰來當作你在商業領域上各方面的學習。利潤將會是你自己的,你也將受到你那些定期客戶的贊美。
時尚精品店可以銷售其產品給女士，男士，兒童，青少年，或所有上述的人。斜布的銷售面向人員是很大的,有小老百姓，複古者，迷人的女孩或戀人。因為很多店主追求時尚的氣息,讓我們也去定義一下時尚,在一般意義上來講,時尚等於一種做事的方式和風格,它是目前人們時尚的一個定義和例子,具體來說，時尚的最新趨勢表現在服裝，鞋及配件，和業務上的設計，製造和銷售上是相同的。不要混淆服裝的時尚,那裏有很大的一個服裝市場但只有小部分人做時尚服裝的生意。那就是我們說的服裝是展現時尚的一種表現,而不要誤解為所有的服裝就是時尚。但是,要明白兩者之間是有一點交壘的。時尚是一個有趣和多變的業務。
大部分成功的时尚服装专卖店都有以下几个共同点：有力的竞争价格，精選的服装和配飾品，精美的銷售包装,一个令人容易記住的店名/品牌/标签。为您的企业或商店起名是一件很棘手的事。你当然希望你的顾客能记住您的商店，也希望他们從能商店的名稱联想到你商店裏的貨品。
2。決定店鋪的類型
在你要开自己的时装精品店或时装專賣店前，你要想想你主要經營銷售什麽類型的衣服，你可能想走专业化路線。还有很多例子，举几个例子包括：新娘或结婚精品，经营服装精品，休闲装/街头服，童装精品，时装，礼服精品，内衣，孕婦店，男装精品，特殊尺寸的精品店（加小裝，加大尺碼裝，特高大裝等）运动服装，青少年裝，女装精品等。
您同時还需要考虑在你的时尚服装店裏配點饰品，帽子，腰带和鞋。因为你是老板，當你的商品被人們當作禮物的時候你的創作搭配将不斷受到新的挑战。在你開店之前,要仔細檢查好櫥窗擺設的細節，商店內的照明，陳列架上的商品和每一個會被人們觸摸到的地方。
3。選擇店鋪的位置及大小
时尚服裝专卖店，一方面，拥有别致和高档。个性化的服务，舒适的氛围和独特的商品都可以在这里给你提供。
另一个巨大的因素是关于你的时尚服装店的地理位置。大小和位置是两个非常重要的因素，将决定你的商店等诸多方面。像时尚精品店這類的服裝店在大型購物商場是很受歡迎的，但要交昂貴的租金，以及面對很多同行的竞争。購物商場以外的商店,可能就沒有多少管理費用，但可能只有很少的客流量。選擇一個好的商業場所對你未來的市場發展是一個很重要的元素。例如，青少年時常去的購物商場，在那附近銷售青少年的服飾或配件是一個很好的選擇。女装时装或複古的衣服在大型購物商場可能不會成功，寧可開在一些環境舒適或者城市裏一些別致的地方。
嬰兒店為例:
2000平方米的店面将被视为小面積（一婴儿床和商品陈列情况下独自将占60/80平方米的空间英尺）。请记住，你需要分配约20％至30为过道,公用地方，总面积％等，否则，你将會看到一個非常混亂的局面。大多数婴儿用品店都有2000至7000平方英尺的位置,你以上的三个基本的选择,要根据商场内或独立的建築體所提供的位置。每个人都有自己的优点和缺点。如婴儿用品店被认为是“目的地”店，你不必依靠商场的人流量作为你的生存依據。
你有没有注意到鞋店之間的位置是很接近的,據我所知的一个独立的零售商，他成功的主要原因是，他的专业婴儿家具店位于广场约100公尺条。他调整了自己的库存，以提供特色产品，但价格没有显着比他的竞争对手高。他同樣依靠婴兒店來营销和促销自己的商品。如果你的产品结构调整不精明，这样的举措将摧毁你。你也想在所輕人生活的市区內找到一家適合的店。不要把商店開在一個只是因为它是靠近你住的地方,要開在你的客戶所潛在的地方。
4。租賃的建議除非你已經擁有一個理想的店鋪的經營權—我們強烈建議您用回最初租用的空間。盡可能短時間內出租，但要確保您已經有多種選擇並續簽了預定期限的租賃合同。除了基本的房租和水電費，再問清楚是否還有其它的任何要你負責的費用。這不是尋常的商業租客所承擔的垃圾處理費。如果你正在考慮購買一個現有的商店,我建議你了解一下店主是因為什麽原因而賣店的。你要去鄰近那些商店的店主與附近的商業團體驗證一下他給你的原因。決定購買一個現有的商店必須要有一個過去5年內完整的會計帳目。一個稱積的會計師將幫助你以庫存和盈利為基礎引導你以適當的價格進貨。
5。購買特許經營權的建議購買特許經營權有一定的优势，购买专利，但和其它的事情一樣。。。 。。。生活中沒有免費的午餐。下面有五個特許經營權的優點： 1。他們幫助成立商店;2。為您的管理和運作提供培訓; 3。在你的存取貨中的猜測給予指導方針; 4。在銷售和宣傳中給予協助;
5。他們為店鋪的運作提供計算機的測試程序。
你可以向總公司提出很多你想知道的問題。如果你加入他們的團體,他們較多的會給你一個答復。如果他們不回答-請繼續前進,了解他們在你當地區域內要出售特許經營權的規定,一個特許經營權擁用者,將有第一次購買你的城市和其他區域的特許經營權,為了讓自己更了解要對比一下其它的特許經營店的權利。
6。商品的定價
定价是很重要，因为随着商品的质量。一些服裝專賣店設法與同行拉高商品的價格，但因为他们已经在市场上建立自己的品牌。既然你是刚开始或剛开展这项业务，你可能需要参考你的竞争对手之间的价格。你應該很關心你的商品質量情況。與那些將劣質的”時髦”衣服上標出昂貴價格的同行者對比之下你將不會失去更多顧客。
7。财务方面的问题 这是个很值得研究的问题。从广义中而言这些钱方面应分为以下两类： 1）成立商店的采购资金的支出。 2）经营开支将用于支付房租，工资，水电费，广告和市场营销成本等。
对于一个新的店主来说这里有一些普遍的想法是要考虑的：
花费会比购买装饰商店库存的资金多，但要确保你的店在视觉上有吸引力以便助于销售。 至少有半年的经验和可用的资金以备开设下一间新店。 一周工作60至80小时。 雇用更多的人员以便增长销售。 你每月每一项目的支出，实际支出将达到25到50％以上…这就像盖房子，一些不可预见的开支将会弹出！ 最被忽视的费用是自己和家人的医疗保险费用。 最好的投资之一是购买高质量的会计和库存控制软件。 与银行协商以取得处理信用卡支付最优惠的价格。记住，他们正在争夺你的业务。不要被吓倒。让他们知道你正在寻找最好的交易者。 尝试按成本價或甚至稍微低于成本價去銷售那些滞销的库存。这些项目只能追平资本赚不到什麽。事实上，如果你借到一些別人的購貨成本資料,這就是你的成本!考虑广告上的宣傳，但不用經常用。在總的營銷額中分配一定的比例用於方廣告和市場營銷上。不要讓销售人员的交谈超过您所预设的限制。面对著名厂商。如果他们不想回答你所潜在的業務问题，那就证明他们公司是有问题的。 采取预付折扣或其他优惠的优势 - 任何這樣的储蓄會直接將你的注意力關注到底線上。 給予你的員工適當的獎勵。当他们完成了工作並為客戶提供了良好的服務,客户的忠诚度和积极的口碑將是你很好的广告。
8。安全问题另一个要考虑的问题是你的商店和商品的安全。如果您注意多點，所有的时装商店都會对盗窃和非法的闯入有一套安全措施。其中一些可能還有24小时视频监控系统。可以依靠别人的监控系统。但首先要检查您的预算或日常的開銷來確保你必要和不必要的開銷。
9。客户/售后服务
这个服务在大多数商店也是成功的因素之一。別致的精品店會很重視這一因素，甚至提供咖啡或茶的惠顾。不过，如果你喜欢时尚的零售商店，記得要在你的小店中營造良好的氣氛。它会鼓励你周边潜在的客户向你詢問流行趋势，或者给顾客馈赠禮物或者給予整个时尚的建议--这一舉止标志着你將擁有一個老客户或將會有更大的销售。
1．Introduce
Congratulations on taking the first step towards starting up your own boutique, a step into the fast-paced,ever-changing, exciting world of fashion retail. You’re about to spend your days surrounded by beautiful clothing, shoes and accessories, and by fun, dynamic people. Most people who are interested in the idea of owning a boutique have certain things in common.Do you love to shop? Do you enjoy the special thrill of hunting for a chic, jazzy little number, or the perfect tie to match your favorite chinos? If so, you probably already spend a lot of time in boutiques,and know what you like and don’t like about them.Perhaps you find yourself unconsciously window-shopping for friends and relatives. Do you see a sweater and think, “Oh, that’s Jim!” or are you constantly scoping out handbags that would suit your sister? If so, you’ll probably be a natural success at selling in a retail environment, where you’ll help people find items that match their style and taste.
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.
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.
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!
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.
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