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如何開時(shí)尚服裝專賣店(一)
中文摘要
時(shí)尚服裝帶領(lǐng)著時(shí)代的步伐，很多人都鐘情于美麗的服裝，都把開時(shí)尚服裝店設(shè)定是一個(gè)創(chuàng)業(yè)的目標(biāo)，卻又不知道怎么做才會(huì)成功，這里就為你提供一些開服裝店的要點(diǎn)，讓你提前準(zhǔn)備好，避免跑太多的冤枉路。目前很多服裝店都選擇開在專業(yè)市場(chǎng)，大型商場(chǎng)和服裝一條街上，首先決定你所銷售的什么類型的商品，鋪面的面積大小及位置均與商品類型有關(guān)，貨品的選擇，商品定價(jià)，財(cái)務(wù)控制，銷售服務(wù)等方面的問題。
關(guān)鍵詞：中英文對(duì)照
時(shí)尚服裝店（clothing boutique）
面積大�。╯tore size）
商品定價(jià)（set price）
中文譯文
如何開時(shí)尚服裝專賣店
譯者：許碧燕
1。簡(jiǎn)介恭喜你為時(shí)裝精品店邁出了第一步,步入了一個(gè)快節(jié)奏, 千變?nèi)f化，令人興奮的時(shí)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(huán)繞著你。大多數(shù)對(duì)服裝精品店感興趣的人都擁有某些共同點(diǎn)。你喜歡購(gòu)物嗎？你是否為搜尋到一件別致的小衣服,或完美的領(lǐng)帶來搭配你的斜紋褲而樂在其中?如果是這樣,或許你已經(jīng)花了很多時(shí)間在服飾店裏, 並且你知道你自己喜歡什麼和不喜歡什麼。也許你和朋友或親戚在瀏覽櫥窗戶時(shí)會(huì)無意中發(fā)現(xiàn),櫥窗內(nèi)的一件毛衣並且認(rèn)為, “噢，那是吉姆！”或者你會(huì)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(gè)有天賦的零售商業(yè)者,您可以幫助人們找到適合自己風(fēng)格的衣服。
可能你已經(jīng)花了一點(diǎn)時(shí)間在一間或兩間服飾店裏購(gòu)物。雖然在其他人的店裏你會(huì)覺得這是一份很有趣和很有益的工作, 但不要相對(duì)比較來確信自己的業(yè)務(wù)。當(dāng)你的主意和很好的想法得到客戶的一致好評(píng)時(shí)。你將會(huì)面對(duì)新的挑戰(zhàn)來當(dāng)作你在商業(yè)領(lǐng)域上各方面的學(xué)習(xí)。利潤(rùn)將會(huì)是你自己的,你也將受到你那些定期客戶的贊美。
時(shí)尚精品店可以銷售其產(chǎn)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?yàn)楹芏嗟曛髯非髸r(shí)尚的氣息,讓我們也去定義一下時(shí)尚,在一般意義上來講,時(shí)尚等於一種做事的方式和風(fēng)格,它是目前人們時(shí)尚的一個(gè)定義和例子,具體來說，時(shí)尚的最新趨勢(shì)表現(xiàn)在服裝，鞋及配件，和業(yè)務(wù)上的設(shè)計(jì)，製造和銷售上是相同的。不要混淆服裝的時(shí)尚,那裏有很大的一個(gè)服裝市場(chǎng)但只有小部分人做時(shí)尚服裝的生意。那就是我們說的服裝是展現(xiàn)時(shí)尚的一種表現(xiàn),而不要誤解為所有的服裝就是時(shí)尚。但是,要明白兩者之間是有一點(diǎn)交壘的。時(shí)尚是一個(gè)有趣和多變的業(yè)務(wù)。
大部分成功的時(shí)尚服裝專賣店都有以下幾個(gè)共同點(diǎn)：有力的競(jìng)爭(zhēng)價(jià)格，精選的服裝和配飾品，精美的銷售包裝,一個(gè)令人容易記住的店名/品牌/標(biāo)簽。為您的企業(yè)或商店起名是一件很棘手的事。你當(dāng)然希望你的顧客能記住您的商店，也希望他們從能商店的名稱聯(lián)想到你商店裏的貨品。
2。決定店鋪的類型
在你要開自己的時(shí)裝精品店或時(shí)裝專賣店前，你要想想你主要經(jīng)營(yíng)銷售什麼類型的衣服，你可能想走專業(yè)化路線。還有很多例子，舉幾個(gè)例子包括：新娘或結(jié)婚精品，經(jīng)營(yíng)服裝精品，休閑裝/街頭服，童裝精品，時(shí)裝，禮服精品，內(nèi)衣，孕婦店，男裝精品，特殊尺寸的精品店（加小裝，加大尺碼裝，特高大裝等）運(yùn)動(dòng)服裝，青少年裝，女裝精品等。
您同時(shí)還需要考慮在你的時(shí)尚服裝店裏配點(diǎn)飾品，帽子，腰帶和鞋。因?yàn)槟闶抢习�，�?dāng)你的商品被人們當(dāng)作禮物的時(shí)候你的創(chuàng)作搭配將不斷受到新的挑戰(zhàn)。在你開店之前,要仔細(xì)檢查好櫥窗擺設(shè)的細(xì)節(jié)，商店內(nèi)的照明，陳列架上的商品和每一個(gè)會(huì)被人們觸摸到的地方。
3。選擇店鋪的位置及大小
時(shí)尚服裝專賣店，一方面，擁有別致和高檔。個(gè)性化的服務(wù)，舒適的氛圍和獨(dú)特的商品都可以在這里給你提供。
另一個(gè)巨大的因素是關(guān)于你的時(shí)尚服裝店的地理位置。大小和位置是兩個(gè)非常重要的因素，將決定你的商店等諸多方面。像時(shí)尚精品店這類的服裝店在大型購(gòu)物商場(chǎng)是很受歡迎的，但要交昂貴的租金，以及面對(duì)很多同行的競(jìng)爭(zhēng)。購(gòu)物商場(chǎng)以外的商店,可能就沒有多少管理費(fèi)用，但可能只有很少的客流量。選擇一個(gè)好的商業(yè)場(chǎng)所對(duì)你未來的市場(chǎng)發(fā)展是一個(gè)很重要的元素。例如，青少年時(shí)常去的購(gòu)物商場(chǎng)，在那附近銷售青少年的服飾或配件是一個(gè)很好的選擇。女裝時(shí)裝或複古的衣服在大型購(gòu)物商場(chǎng)可能不會(huì)成功，寧可開在一些環(huán)境舒適或者城市裏一些別致的地方。
嬰兒店為例:
2000平方米的店面將被視為小面積（一嬰兒床和商品陳列情況下獨(dú)自將占60/80平方米的空間英尺）。請(qǐng)記住，你需要分配約20％至30為過道,公用地方，總面積％等，否則，你將會(huì)看到一個(gè)非�；靵y的局面。大多數(shù)嬰兒用品店都有2000至7000平方英尺的位置,你以上的三個(gè)基本的選擇,要根據(jù)商場(chǎng)內(nèi)或獨(dú)立的建築體所提供的位置。每個(gè)人都有自己的優(yōu)點(diǎn)和缺點(diǎn)。如嬰兒用品店被認(rèn)為是“目的地”店，你不必依靠商場(chǎng)的人流量作為你的生存依據(jù)。
你有沒有注意到鞋店之間的位置是很接近的,據(jù)我所知的一個(gè)獨(dú)立的零售商，他成功的主要原因是，他的專業(yè)嬰兒家具店位于廣場(chǎng)約100公尺條。他調(diào)整了自己的庫存，以提供特色產(chǎn)品，但價(jià)格沒有顯著比他的競(jìng)爭(zhēng)對(duì)手高。他同樣依靠嬰兒店來營(yíng)銷和促銷自己的商品。如果你的產(chǎn)品結(jié)構(gòu)調(diào)整不精明，這樣的舉措將摧毀你。你也想在所輕人生活的市區(qū)內(nèi)找到一家適合的店。不要把商店開在一個(gè)只是因?yàn)樗强拷阕〉牡胤?要開在你的客戶所潛在的地方。
4。租賃的建議除非你已經(jīng)擁有一個(gè)理想的店鋪的經(jīng)營(yíng)權(quán)—我們強(qiáng)烈建議您用回最初租用的空間。盡可能短時(shí)間內(nèi)出租，但要確保您已經(jīng)有多種選擇並續(xù)簽了預(yù)定期限的租賃合同。除了基本的房租和水電費(fèi)，再問清楚是否還有其它的任何要你負(fù)責(zé)的費(fèi)用。這不是尋常的商業(yè)租客所承擔(dān)的垃圾處理費(fèi)。如果你正在考慮購(gòu)買一個(gè)現(xiàn)有的商店,我建議你了解一下店主是因?yàn)槭颤N原因而賣店的。你要去鄰近那些商店的店主與附近的商業(yè)團(tuán)體驗(yàn)證一下他給你的原因。決定購(gòu)買一個(gè)現(xiàn)有的商店必須要有一個(gè)過去5年內(nèi)完整的會(huì)計(jì)帳目。一個(gè)稱積的會(huì)計(jì)師將幫助你以庫存和盈利為基礎(chǔ)引導(dǎo)你以適當(dāng)?shù)膬r(jià)格進(jìn)貨。
5。購(gòu)買特許經(jīng)營(yíng)權(quán)的建議購(gòu)買特許經(jīng)營(yíng)權(quán)有一定的優(yōu)勢(shì)，購(gòu)買專利，但和其它的事情一樣。。。 。。。生活中沒有免費(fèi)的午餐。下面有五個(gè)特許經(jīng)營(yíng)權(quán)的優(yōu)點(diǎn)： 1。他們幫助成立商店;2。為您的管理和運(yùn)作提供培訓(xùn); 3。在你的存取貨中的猜測(cè)給予指導(dǎo)方針; 4。在銷售和宣傳中給予協(xié)助;
5。他們?yōu)榈赇伒倪\(yùn)作提供計(jì)算機(jī)的測(cè)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(tuán)體,他們較多的會(huì)給你一個(gè)答復(fù)。如果他們不回答-請(qǐng)繼續(xù)前進(jìn),了解他們?cè)谀惝?dāng)?shù)貐^(qū)域內(nèi)要出售特許經(jīng)營(yíng)權(quán)的規(guī)定,一個(gè)特許經(jīng)營(yíng)權(quán)擁用者,將有第一次購(gòu)買你的城市和其他區(qū)域的特許經(jīng)營(yíng)權(quán),為了讓自己更了解要對(duì)比一下其它的特許經(jīng)營(yíng)店的權(quán)利。
6。商品的定價(jià)
定價(jià)是很重要，因?yàn)殡S著商品的質(zhì)量。一些服裝專賣店設(shè)法與同行拉高商品的價(jià)格，但因?yàn)樗麄円呀?jīng)在市場(chǎng)上建立自己的品牌。既然你是剛開始或剛開展這項(xiàng)業(yè)務(wù)，你可能需要參考你的競(jìng)爭(zhēng)對(duì)手之間的價(jià)格。你應(yīng)該很關(guān)心你的商品質(zhì)量情況。與那些將劣質(zhì)的”時(shí)髦”衣服上標(biāo)出昂貴價(jià)格的同行者對(duì)比之下你將不會(huì)失去更多顧客。
7。財(cái)務(wù)方面的問題 這是個(gè)很值得研究的問題。從廣義中而言這些錢方面應(yīng)分為以下兩類： 1）成立商店的采購(gòu)資金的支出。 2）經(jīng)營(yíng)開支將用于支付房租，工資，水電費(fèi)，廣告和市場(chǎng)營(yíng)銷成本等。
對(duì)于一個(gè)新的店主來說這里有一些普遍的想法是要考慮的：
花費(fèi)會(huì)比購(gòu)買裝飾商店庫存的資金多，但要確保你的店在視覺上有吸引力以便助于銷售。 至少有半年的經(jīng)驗(yàn)和可用的資金以備開設(shè)下一間新店。 一周工作60至80小時(shí)。 雇用更多的人員以便增長(zhǎng)銷售。 你每月每一項(xiàng)目的支出，實(shí)際支出將達(dá)到25到50％以上…這就像蓋房子，一些不可預(yù)見的開支將會(huì)彈出！ 最被忽視的費(fèi)用是自己和家人的醫(yī)療保險(xiǎn)費(fèi)用。 最好的投資之一是購(gòu)買高質(zhì)量的會(huì)計(jì)和庫存控制軟件。 與銀行協(xié)商以取得處理信用卡支付最優(yōu)惠的價(jià)格。記住，他們正在爭(zhēng)奪你的業(yè)務(wù)。不要被嚇倒。讓他們知道你正在尋找最好的交易者。 嘗試按成本價(jià)或甚至稍微低于成本價(jià)去銷售那些滯銷的庫存。這些項(xiàng)目只能追平資本賺不到什麼。事實(shí)上，如果你借到一些別人的購(gòu)貨成本資料,這就是你的成本!考慮廣告上的宣傳，但不用經(jīng)常用。在總的營(yíng)銷額中分配一定的比例用於方廣告和市場(chǎng)營(yíng)銷上。不要讓銷售人員的交談超過您所預(yù)設(shè)的限制。面對(duì)著名廠商。如果他們不想回答你所潛在的業(yè)務(wù)問題，那就證明他們公司是有問題的。 采取預(yù)付折扣或其他優(yōu)惠的優(yōu)勢(shì) - 任何這樣的儲(chǔ)蓄會(huì)直接將你的注意力關(guān)注到底線上。 給予你的員工適當(dāng)?shù)莫?jiǎng)勵(lì)。當(dāng)他們完成了工作並為客戶提供了良好的服務(wù),客戶的忠誠(chéng)度和積極的口碑將是你很好的廣告。
8。安全問題另一個(gè)要考慮的問題是你的商店和商品的安全。如果您注意多點(diǎn)，所有的時(shí)裝商店都會(huì)對(duì)盜竊和非法的闖入有一套安全措施。其中一些可能還有24小時(shí)視頻監(jiān)控系統(tǒng)。可以依靠別人的監(jiān)控系統(tǒng)。但首先要檢查您的預(yù)算或日常的開銷來確保你必要和不必要的開銷。
9。客戶/售后服務(wù)
這個(gè)服務(wù)在大多數(shù)商店也是成功的因素之一。別致的精品店會(huì)很重視這一因素，甚至提供咖啡或茶的惠顧。不過，如果你喜歡時(shí)尚的零售商店，記得要在你的小店中營(yíng)造良好的氣氛。它會(huì)鼓勵(lì)你周邊潛在的客戶向你詢問流行趨勢(shì)，或者給顧客饋贈(zèng)禮物或者給予整個(gè)時(shí)尚的建議--這一舉止標(biāo)志著你將擁有一個(gè)老客戶或?qū)?huì)有更大的銷售。
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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