Business in individual tailoring of women's underwear. Business features and useful tips

Thinking about how to open a lingerie store? Detailed calculations, analytical tables and graphs will help you!

♦ Capital investments – 800,000 rubles.
♦ Payback – 1 year

Underwear is something that all people need, regardless of their age, social status and gender, and the economic situation does not greatly influence consumer demand.

Let us, instead of the masterpieces of French designers made of guipure and silk, begin to purchase cheaper samples from domestic manufacturers, but we will not refuse to buy bras, swimming trunks, bikinis, stockings, T-shirts and other things.

That is why the topic is relevant in any economic situation.

Tips for those who are thinking about how to open a lingerie store

If you have not previously been involved in business, then even before launching a startup, start studying theoretical basis to understand exactly how you can make your store popular in the city, and therefore profitable.

Selling lingerie as a business has its own characteristics, so it’s worth listening to the advice of more experienced entrepreneurs:

1. Three keys to the success of your business:
   • competent choice of store location;
   • friendly and knowledgeable sellers;
   • reasonable value for money.
2. Remember that there are women who have both clothing sizes 42 and 52.
   You shouldn’t limit your range of products to just lingerie for inches.
   Large ladies also deserve to wear beautiful and high-quality lingerie.
3. When ordering commercial equipment, try to make it as light and mobile as possible, because you should not be tied to one place.
   If business does not work in this premises, then you should look for a more profitable option.
4. Constantly work to improve your business, increase sales and attract new customers, even if your store has already become self-sustaining.
   You must always be half a step ahead of your direct competitors.
5. Remember that underwear is a product that cannot be returned, even if the client begs you to take the corset back, citing the following reasons: “I didn’t think about it,” “It’s too expensive for me,” “My husband would kill,” etc.

How to attract customers to a newly opened lingerie store?

Even at the stage of writing a business plan “How to open a lingerie store,” you should think about how you will attract customers.

Competition in this sector is quite high, because even in small towns there are departments where underwear is sold.

You can create a client base using:

1. Advertising.
   Use not only traditional advertising tools (flyers, media, the Internet), but also more original ones, for example, ordering branded bags to pack the purchased goods in them.
2. Various promotions, for example: “You buy 2 bras, you get the third as a gift” or “Men who buy underwear as a gift for women from February 10 to March 8, a 20% discount” and others.
3. Discounts on remaining goods.
4. Issuing discount cards to customers who make purchases from you regularly.
5. The opportunity to purchase a gift certificate from you for a certain amount is a service that is in demand among consumers today, but is not provided by all markets.

How to open a lingerie store: calendar plan

Perhaps the most difficult thing in this business is to find a suitable premises and competently formulate a product range.

All other stages of launching a startup will not take you too much time, especially since you can purchase equipment, conduct interviews with future sellers and complete the registration procedure in parallel.

It is quite possible to open a boutique in 3–4 months.

Stage	Jan	Feb	Mar	Apr
Registration
Rent
Purchase of equipment
Recruitment
Advertising
Opening

How to open a lingerie store from scratch: implementing a business plan

You can make it much easier for yourself to launch a startup if you write down each of the stages.

Eg:

• how big a store you want to open;
• what kind of underwear are you going to sell (how wide the range of goods will be);
• which clients are you going to target (depending on this, the pricing policy is formed and suppliers are selected);
• what schedule the boutique will work on and how many salespeople you need to hire;
• with whom are you going to do business: with individuals or legal entities;
• what kind of commercial equipment will you purchase, etc.

You can’t study how to open a lingerie store from scratch without studying the potential market and asking about the level of salaries and prices in your region for rent, equipment, the group of goods that you plan to sell, etc.

Simply put, your business plan should contain specific calculations according to the amount of capital investment you have.

Registration of a lingerie store

Because lingerie buyers ordinary people(it’s unlikely that any company will want to purchase a batch of swimming trunks from you and pay by bank transfer), then you can choose simplest form to legitimize your business: individual entrepreneur, and the form of taxation - UTII.

You also need to open a commercial account and register with the Pension Fund.

Since you have decided to open a lingerie store, get ready to bring the premises in line with SES requirements and the Fire Service.

That’s why it’s better to start a business not in a separate building, but in a shopping center or pavilion, then all the complex legal issues will be taken care of by the owner of the shopping center.

Premises for a lingerie store

Interesting fact:
Traditionally, on New Year's Eve, Argentines wear pink underwear, Italians wear red, and Brazilians wear completely new underwear.

The choice of location affects the profitability of the business, so you should think about how to open a lingerie store closer to the central part of the city or in a residential area at the intersection of high-traffic streets.

But it’s not worth opening such a business on the outskirts, because, firstly, you will have to look for ways to lure clients, and, secondly, you will spend too much on advertising, so the desire to save on rent will play a cruel joke on you.

To open such a boutique, you do not need to rent a large premises (10–20 square meters will be enough).

That is why it is better not to look for a separate room, but to rent a corner in a shopping center or pavilion.

This way you can save:

• and for rent (space in a shopping center is rented cheaper than a separate store);
• and a lawyer (you won’t have to deal with firefighters and SES);
• and under renovation (such retail space is always rented out in good condition);
• and a cleaner (you can cooperate with neighboring stores and hire one cleaner).

All you have to do is order a large sign so that customers don’t pass you by, purchase retail equipment to demonstrate the product to customers as profitably as possible, hire qualified personnel and open a lingerie store.

Equipment for a lingerie store

Since the area of ​​the lingerie store is small, you need to carefully consider what kind of retail equipment you need to order in order to present the product to customers as profitably as possible.

You need open and closed display cases, shelving, a rack with hangers and a counter.

You also need to equip a closed fitting room with a mirror so that the client is not afraid that someone is spying on him during the fitting.

To equip a boutique with total area 20 sq. m, you need to order:

Expense item	Qty	Price	Amount (in rub.)
Total:			200,000 rub.
Closed showcase	1	20 000	20 000
Open shelving	2	10 000	20 000
Display counter	1	30 000	30 000
Open shelves	3	5 000	15 000
Rotating rack with hangers	1	20 000	20 000
Seller's chair	1	5 000	5 000
Cash machine	1	10 000	10 000
Frame and curtains for fitting room			30 000
Mirror in the fitting room	1	5 000	5 000
Mat and bag stand for fitting room			5 000
Other			40 000

Lingerie store assortment

When forming the assortment of your boutique, remember that the main consumers of such a delicate product are the fair sex, because it is no coincidence that most often businessmen are interested in how to open a women's underwear store.

Based on this data, distribute the product range as follows:

To gain the trust of customers, start selling well-known brands of underwear in your store: Milavitsa, Lormar, AGENT PROVOCATEUR, Atlantic and others.

Once you have built a client base, you can test less famous brands, but immediately get rid of those brands and models that are not in demand.

Try to create the most complete and interesting assortment in your store.

The richer the riot of colors, models, sizes, fabrics, decor, cost - the greater your chances of making your store profitable.

The assortment must be updated at least once a quarter or as needed.

If you see that a certain model or brand of underwear is not on sale for a long time, then reduce the price on it, and when you successfully sell it, do not sell it again.

Lingerie store staff

Today, a market of any profile must work seven days a week if it is interested in profit.

You should do the same, especially if you decide to open a lingerie store in a shopping center that is filled with visitors on weekends.

Since the retail space is small, it is enough to hire two salespeople to work in shifts: 2/2, 3/3 days, week/week, etc.

Only women should be hired as salespeople, otherwise female customers will avoid your store.

Cleaning costs will be small, and the individual entrepreneur form does not imply complex tax reporting, so you can handle the accounting yourself.

The cost of salaries for sellers and cleaners will be about 40,000 rubles.

How much does it cost to open a lingerie store?

The capital investment for this business will not be too large because you do not need to pay for a license, rent a huge premises, purchase expensive equipment or hire a large staff.

If you want to open a lingerie store in a small town, then it’s quite possible to spend 800,000 rubles (and this includes the annual rental of the premises).

IN major cities, and even more so in Moscow, this amount, as well as the amount of mandatory monthly expenses for maintaining the store, will be significantly higher.

Maintenance of such a store will cost about 90,000 rubles per month:

How to choose the right underwear for your figure

watch in the video:

How much do lingerie store owners earn per month?

The markup on one unit of goods in lingerie stores ranges from 100% to 300%.

You shouldn’t set a lower markup, otherwise you won’t have room to lower prices during promotions and sales.

When setting prices, try not to inflate them too much so as not to discourage customers, but also not to underestimate them, otherwise very soon you will close your unprofitable business.

Let’s say the average markup for one model is 200%.

Our first purchase was for the amount of 250,000 rubles.

When we sell everything down to the latest model, we will earn 750,000 rubles.

Let’s say we managed to sell everything in a quarter, that is, in 3 months.

During these 3 months we spent 270,000 rubles. for the maintenance of the store, that is, we have 480,00 rubles left.

Subtracts 250,000 rubles from this amount. for the next purchase, and we have a net profit of 230,000 rubles.

That is, the amount of the store owner’s monthly profit after deducting all expenses is a little more than 75,000 rubles.

With such indicators, we will make our lingerie store self-sustaining within a year, and if we can increase sales figures, then much faster.

Download a ready-made business plan for a lingerie store with quality guarantee.
Contents of the business plan:
1. Privacy
2. Summary
3. Project implementation stages
4. Characteristics of the object
5. Marketing plan
6. Technical and economic data of equipment
7. Financial plan
8. Risk assessment
9. Financial and economic justification for investments
10. Conclusions

As you can see, it makes sense to study the topic, how to open a lingerie store because it is very profitable and promising business, despite the fairly high level of competition.

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Approximate data:

• Monthly income – 450,000 rubles.
• Net profit – 119,000 rubles.
• Initial costs – 485,800 rubles.
• Payback – from 5 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 lingerie store with calculations of expenses and income.

Description of service

This business plan presents the idea of ​​opening your own lingerie store. This product is the basis of the product range. Additionally, the store offers hosiery items. Who is target audience? What market segment does the store occupy? Products in what price category can you find? All these questions will be answered in the presented business plan.

Market analysis

Today, the Russian market is facing a rather difficult situation due to the protracted crisis. And this applies to all industries. The only exception is the food sector. It is no coincidence that we consider underwear as our main product. Apparel is one of those industries that is holding pretty strong.

A true woman is not used to saving on herself. Beautiful lingerie is considered an indispensable attribute of any fashionista. That is why this product was chosen as the main sales unit.

It must be said that 2015 was quite a difficult year for the Russian market. Many stores in the segment have closed due to unprofitability. But why then do we advise opening a lingerie store? There are several reasons for this. Firstly, competition in this segment has sharply decreased, especially in small cities. This will allow a newcomer to the industry to immediately cover a fairly large chunk of the market. As for prices, according to many analysts, it is not worth reducing the cost of goods. If people cannot afford to buy something for 1,000 rubles, then they are unlikely to be able to do it for 900 rubles. That is why you need to build your pricing policy based on the planned profit.

The main competitors in this industry are well-known brand stores. The advantage over them may be more affordable price and work in different retail outlets. also pose a serious danger. They work at competitive prices and on favorable terms. Another group of buyers poses a danger - this. Moreover, this includes branded expensive online boutiques and stores selling domestically produced items at very low prices. It is quite difficult to fight them, but it is possible. The first step is to differentiate the circle of buyers. Online shopping is gaining popularity, but not everyone uses this type of sales today.

Our store will operate in the middle price segment. The main product will be intended for women. For men, the range will be much smaller. About 98% will be occupied by linen, the rest will be various hosiery. Such a spread will be as profitable and suitable as possible.

I would like to note that rents have increased quite significantly. This is another reason to choose underwear. An area of ​​10–30 m2 will be sufficient for a store.. The rental price for such premises will be optimal. For beginning businessmen, this type of store is also suitable because the size of the initial investment turned out to be small. To purchase goods you need about 150–200 thousand rubles. When compared with the same clothes, the amount of investment is an order of magnitude lower.

I would like to dwell in a little more detail on who will supply the products to the store. In this case, you can work either with large suppliers, making wholesale purchases from them, or with manufacturers of goods, buying it at an even more favorable price. Many will say that the second option is undoubtedly more profitable, but there is one very important nuance. The manufacturer cannot provide a large assortment of goods, but suppliers tailor their work precisely to this end. The ideal option would be to combine work with both sellers.

So, our store will operate in the middle price segment in a rented area (we will choose a shopping center, since this option will help to significantly reduce advertising costs). We will focus on the quality of the product and its aesthetic component. This will help attract women of different incomes.

I would like to note that the brand is not so important for people when choosing underwear, so the emphasis should be on quality and appearance goods. Only 3.5% are loyal to certain brands when choosing underwear in a store.

SWOT analysis

When creating a concept for a lingerie store, one cannot help but pay attention to internal and external factors that can significantly affect the operation of the enterprise. If we talk about the external component, it is divided into opportunities and threats. The former, in skillful entrepreneurial hands, can only strengthen their positions, while the latter, in the absence of due attention, on the contrary, can only worsen the situation in the market.

So to external factors in this case will include:

1. Possibilities

• Market expansion. This opportunity comes after a sharp reduction in the number of retailers and stores in 2015. With the right government policy, the industry can begin to work at an accelerated pace in 2016.
• High demand for the product. This is due to the need to buy underwear, which does not depend on how much free money the family has. The second factor driving demand is a possible economic recovery.
• Growth of niches in this market segment.
• An opportunity to expand your activities, retrain from a lingerie store to a clothing store.

1. Threats

• High level of competition. This is also related to the work of famous brands on the market, and with the revival of the segment, the emergence of completely new opportunities.
• Introduction of various laws and taxes that will become a serious obstacle to development own business. This includes internal and foreign policy. The first can affect competitors within the country, the second can affect the import of goods.
• Instability of the economic situation within the country. This factor seriously complicates work in any branch of trade. This is primarily due to price fluctuations, which negatively affects contractual relations with product suppliers.
• Inability to take out a bank loan on favorable terms. This is also due to the serious current situation in the country.

As for internal factors, an entrepreneur can independently adjust them and use them to his advantage. They are more flexible than external ones. So, internal factors include:

1. Strengths

• High quality of goods and service, which ensures high customer demand.
• The opportunity to attract new partners to cooperation, thereby increasing the range and volume of existing products. IN long term not only horizontal, but also vertical expansion is possible, due to the ability to work in related niches (clothing, shoes, etc.).
• Availability working capital allows them to be accumulated and used with the greatest efficiency.
• The opportunity to work with foreign manufacturers, which will allow you to offer your customers not only high-quality, but also trendy products.
• The ability to use technological developments of colleagues from Western countries, which will significantly increase work efficiency (we are talking, first of all, about convenient software that can make it easier to work with goods, account for them, and also manage the store).
• Highly qualified personnel, whose training will be carried out by the entrepreneur himself, having previously studied the structure and studied the basics of marketing, sales techniques and other data that will increase the efficiency of sellers.

1. Weak sides

• High costs. They are directly related to demand. If it is not there, then the costs for the most part remain unchanged, which can lead to losses in the store.
• Lack of experience may cause the store to not operate at full capacity. This can also cause ineffective functioning. Therefore, before starting work, it is very important to study the scope of work in as much detail as possible.

Opportunity Assessment

Total: 89 hours per week, 382 hours per month.

Our lingerie store will be open seven days a week. For service we need 2 sellers, they will work in shifts. Here you can choose a schedule by agreeing with them in advance. The most preferable would be 2 through 2.

The cleaning of the premises will be carried out by the staff of the shopping center where the store will be located. The mall management will also be responsible for advertising inside the building.

The responsibilities of sellers will include customer service, accounting for goods, placing them inside the store, and counting proceeds. To make it more convenient for customers in the store, it will be possible to pay for goods using plastic cards. In this case, the proceeds will be transferred to the organization’s bank account. You can open it in some banks for free, and annual maintenance does not cost that much.

In our case, the entrepreneur will handle advertising and work with suppliers. Hiring an administrator will be unprofitable, since the store will be small. With the expansion or opening of a new outlet, you can hire a person with experience in this field.

As for documentation within the company, it will be compiled by a third-party company. Hiring an accountant will also be inappropriate. The entrepreneur will resort to outsourcing.

The store will be located in the city's shopping center. A room with a size of about 30 m2 will be quite enough. Inside there will be a counter for the seller, a fitting room, and a small room for storing inventory. Special attention The seller will focus on the efficient distribution of goods in the store. There will be couplets of hangers, racks for promotional goods, several mannequins to demonstrate more spectacular bustiers, corsets, stockings, robes and shirts. There will definitely be mirrors in the fitting room.

To improve quality, the store will package every item sold in bags for free.

Organizational and legal aspects

1. Design or . Since the store will be small, it makes sense to go with the first option. When registering your own enterprise, you need to remember to enter everything OKVED codes. In our case it will be:

• 52.42.2 — Retail underwear;
• 52.42.6 - Retail trade in hosiery.

If you plan to expand the range in the near future, you should think about adding additional codes so as not to have to re-register later.

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

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

Marketing plan

Our store will be small, so large-scale promotions will not be practical. The main lever of influence will be the shopping center. Posters and information about ongoing events will be placed inside. For the opening, the store will be decorated with balloons and welcome messages. A sign will be placed on the front of the building. In the future, the following methods should be used to advertise the store:

• Carrying out promotions and sales days. Their frequency will be agreed with customers. Inventory balances and the need for their sale will be preliminarily analyzed. Small discounts on products from last season can be arranged regularly by organizing a special tray with products and information about the discount provided.
• Adding information to city directories. The entrepreneur will do this. But opening your own website with such production volumes is impractical. But when expanding your store, you will need to think about this first. Then contextual advertising can also come into play, informing buyers through your group in in social networks.
• Distributing flyers near a shopping center. This will help increase the flow of visitors who will be interested in purchasing high-quality linen at reasonable prices.

All this will help attract customers to the store and increase the organization’s prospects. In parallel with the development and promotion of his own store, an entrepreneur should also think about improving interaction with suppliers. Perhaps he will be able to get more favorable conditions or attract large companies, including international ones, to cooperate. All this contributes further development and opening new points.

Calculation of projected income

The markup on goods in the lingerie segment can vary from 100% to 300%. We will take the figure of 150%, since it is closer to the average price segment.

Average revenue per day will be about 15,000 rubles per day. Therefore, monthly revenue will be 450,000 rubles. Of this, 180,000 rubles will be spent on the purchase of goods.

Production plan

So, for work we will need a room with an area of ​​30 m2, as mentioned above. For effective operation you will also need:

• dressing room;
• hangers;
• mannequins;
• shelves;
• racks for placing goods;
• trays on legs for placing auction goods;
• showcases;
• computer;
• software;
• sofa;
• chair or chair for staff;
• equipment for scanning product barcodes.

A small store will not need video surveillance. But the software will make management much easier.

The salary of sellers will be 30,000 rubles. The total payroll will be 60,000 rubles.

Organizational plan

Financial plan

• Profit before tax: 450,000 – 310,000 = 140,000 rubles.
• Tax (calculated as 15% of the difference between income and expenses): 140,000 * 0.15 = 21,000 rubles.
• Net profit: 140,000 – 21,000 = 119,000 rubles.
• Profitability: 119,000/450,000*100% = 26.44%
• Payback: 485,800/119,000 = 4.08. Therefore, the store will pay for itself in 5 months.

Risks

The main risks of this industry are:

1. Unprofessionalism of working sellers.

This factor can significantly reduce the profit received and negatively affect the functioning of the store. Irresponsibility can cause differences to occur during audits.

To rid yourself of these negative consequences, it is worth working seriously with the staff, checking the hired employees for competence and professionalism. To evaluate the quality of service, you can send a secret shopper to the store and do this systematically.

It is imperative to train employees to properly operate the equipment and software. This will make their work easier and increase the transparency of everything that happens in the store for the entrepreneur.

It is important that the seller is aware of the manufacturers, the composition of the goods, and the quality of the brands provided. This will help the client choose the most suitable products for themselves and their loved ones.

1. Rising costs.

This also applies rent and the cost of the goods supplied. To avoid troubles, you need to establish long-term relationships with the tenant and suppliers and document them.

1. Increased competition

This factor can be smoothed out by building customer loyalty. To do this, the product must be relevant, high quality, fashionable and affordable.

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

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

Olga Kolchenko - about why even in a crisis her rather expensive products find their buyers

IT tools used by Olga Kolchenko

• WordPress
• Instagram, VKontakte
• Lambada Market

The lingerie market is an ultra-competitive niche, and it is extremely difficult for a small local brand to break into the hearts and wallets of consumers. But “difficult” does not mean “impossible”. Olga Kolchenko, founder of the LOVEgoods brand, succeeded in this thanks to her interesting design, individual approach and quality of materials..

23 years old, entrepreneur, lingerie designer. Born and lives in Omsk. Education: graduated from two faculties of Omsk state university- international business, philology and media communications. Organized her own production of custom-made underwear and launched an online store LOVEgoods .

Using the "poke" method

“About three years ago, over lunch, my friend and I decided to cooperate and organize a small online store selling outerwear. Our unique selling proposition was capes and ponchos - trapezoidal capes with a clasp at the neck and slits for the arms. Like all aspiring “entrepreneurs,” we judged by our preferences and decided that this direction should "shoot". But it didn't fire.

And among the related products we had scarves, snoods and hats, and they sold quite well. Thus, I learned lesson number one - you and the tastes of the target audience of your project are sometimes two big differences.

Our online store Cape&Snood more or less successfully existed from September to March, and we were faced with the problem of seasonality - in spring and summer, no one needs hats and warm snoods. We decided to take a break and return to work in August.

In the summer, I decided to try to display “lighter” products on the existing site - dresses, skirts, tops and bralettes (these are lace bodices without wires). Everything was photographed literally “on the knee” and on models-friends. Sales started to take off, the best sellers were bralettes (whose cost was noticeably lower than tops and skirts), and the girls received them with a bang. This prompted me to launch a separate online lingerie store, LOVEgoods.

From Siberia to Europe

The work began with a collaboration with a seamstress friend who was a homemaker. We jointly purchased fabrics from nearby stores, and as demand increased, we faced the problem of a shortage of materials and accessories. Together we looked for ways to contact suppliers, solved current issues with logistics and delivery, and in general we “worked together.” Quite quickly we needed new employees - we looked for them in a knitwear studio and through friends. There was also experience in cooperation with a production workshop. As a result, we created a workshop equipped with machines that will be able to service our entire model range - sew not only underwear, but also home clothes and dresses.

After about six months of work, LOVEgoods began to receive orders from wholesale buyers. Now we actively cooperate with them, we especially like to “expand” our geography - our underwear is presented not only in Moscow, St. Petersburg, Omsk (where we are from), but also in Kazan, Sofia (Bulgaria), Prague (Czech Republic).

“What I love most is the models we developed together with clients. For example, one stunning girl from St. Petersburg simply said: “I want a white set, I love the high waist.” We studied her Instagram, images, clothing style, and Panika appeared - our second most popular model. We want to be closer to our clients, we try to develop a dialogue with them, ask what they are interested in, and not just “your waist and hip size” and “here are the lace options”

Our target audience is girls aged 18 to 35 years. We look for them on social networks, at the Lambada Market, various fairs, thematic exhibitions and shows. We love our clients very much and always ask for feedback.

Handmade

Now the store has dozens of items in its assortment - underwear sets, swimsuits, knitted swimsuits, combinations, silk pajamas, dresses, etc. Prices start from 3.5 thousand rubles. For example, a Funboard swimsuit made of lycra costs 3,900 rubles, a Cara swimsuit made of cotton costs 4,500 rubles, etc.

Our goal is to provide highest level comfort. We achieve this by sewing our products to individual specifications and using high-quality materials. We follow an honest pricing policy - no artificial price inflating. Our linen - handmade tailors, rather than factory production, so production costs are slightly higher than for large firms.

“We sew according to individual measurements, and we already have regular customers, for example, girls with very large breasts, but very thin. It is extremely difficult for them to choose underwear in the store. We always try to choose a model and materials to “hold” or “lift”

Prices vary mainly due to differences in materials - in some places natural fabrics are used, in others expensive French lace, and in others fabrics with the addition of artificial components. The process of making custom-made linen takes on average 3-5 working days, and we send orders by mail.

Our uniqueness, competitive advantage - lingerie without lace, non-standard materials - velvet, supplex. In addition, clients are attracted by the geometric nature of our solutions, in other words, for example, triangular cutouts on panties - we have them, others don’t.”

The experience of Olga Kolchenko
may be useful for beginning entrepreneurs

Keep in mind: if you are 100% sure that your potential target audience will definitely like what you like, then it is far from a fact that this will actually happen. You may not “guess” it, clients may not “ripe”, etc.

If the niche that attracts you is very competitive, this is not a reason to refuse to launch your project in it. The main thing is to find competitive advantages of your product. And promote them efficiently.

If you want to work in a premium niche, then skimping on quality is a very dangerous thing. Even if they buy from you once, it may not happen a second time if the client doesn’t like the quality.

An individual approach to clients with non-standard requests is one of the paths to success.

Don’t be afraid to experiment: standard items can be bought from mass producers without any problems, while original and relatively unique items are sought from local designers.

• If you plan to conduct your main sales via the Internet, invest in high-quality photography. Otherwise, it will be extremely difficult for you to sell anything.

• Tights
• Lingerie store
• Store assortment
• Price issue
• • • • Similar business ideas:

Selling underwear or tights

Do you want to open a lingerie store or have you decided to sell exclusively tights? Or perhaps you intend to sell both? One way or another, you ask yourself a lot of questions at the first stage of this event, and this especially concerns the range of goods that need to be purchased first.

Indeed, it is often difficult for beginners to decide on a wide range of products such as tights and underwear; in addition, there are questions about prices and needs modern market for one product or another.

The situation is such that someone opens their own lingerie store, someone is more interested in selling tights wholesale, and lingerie in small wholesale. There are many reasons why this is interesting for businessmen, but in all cases, questions and difficulties definitely arise. As, in fact, in any other new business.

In particular, the assortment is important: exactly how many tights and underwear need to be purchased in order to completely fill the store windows, as well as what should be on the shelves all the time and what should appear as they are sold. Also important is the seasonality of such a product, etc.

It is worth noting that tights and underwear are something that the fairer sex never spares money on, since these things always allow them to look beautiful and sexy.

Many people know that until the early 90s it was extremely difficult to purchase beautiful and high-quality underwear. An erotic lace bra was truly the ultimate dream of every woman in the Soviet Union. Moreover, such underwear was also very expensive. All that women could afford in those days were domestically produced products, but everyone knows how they differed in quality from what could be seen in fashionable foreign magazines.

Today the situation has changed dramatically. An incredible selection of underwear for every color and taste has appeared on sale. The variety of colors and models is simply dizzying - sexy lingerie for intimacy, cotton lingerie for every day, seamless - for the picky, lingerie for sports, etc.

Tights

Their abundance is simply amazing - they come in classic, not bright colors for business meetings and office work, fancy ones with a variety of all kinds of patterns, as well as for every day - it all depends on the purpose of going out and even on the mood of the lady!

It must be said that the presence of such an assortment clearly indicates that trade underwear and tights are on the rise today, and this is largely due to the fact that women really often spare absolutely no expense on it.

In many ways and in connection with this, the lingerie market is very competitive. Tights and underwear are sold today in markets, in tents on the way to the metro, and in specialized boutiques. Even in a large retail chain you can always find a department that sells stockings, tights and underwear. And, I must say, for every product in all these places there will always be a buyer who will be offered products for every taste.

Lingerie store

So, you have decided to start your own business in this direction. For such a store, as a rule, 10-20 is enough square meters. One of the main factors is a crowded place so that customers will come to you as they pass by. Often, women enter the store without even planning to replenish their stock of tights or treat themselves to a new bra.

What equipment to choose to open a lingerie store

You need to purchase shelves, hangers, mannequins and display cases, and also think carefully about how to decorate your store beautifully and stylishly. Because this moment plays very important role- successful design creates the necessary subtle mood that encourages women to buy underwear. remember, that we're talking about about the most intimate item of a woman's wardrobe.

Store assortment

Another problem for an entrepreneur is the need to competently and quickly navigate the diverse range of underwear and tights that wholesale companies offer today. It wouldn’t hurt to even conduct your own marketing analysis on the best-selling brands. And when you decide on the manufacturer whose product you will sell, you will also need to study its assortment, thinking about what exactly you should purchase in a given season. For example, the “dead” season for trading tights in the central part of Russia is considered to be the period from June to August, so at this time it is better to focus on the assortment of underwear.

Also take into account regional differences. So, there are regions in which the demand for tights never falls due to the cool climate.

How much money does it take to open a lingerie store?

For the first purchase of goods in your store you will need about three thousand dollars.

We also must not forget about one of the main rules of trade - the larger the assortment you have, the better the trade will be and the higher the likelihood that the buyer will come to you for tights and underwear. The most ideal option is if the assortment includes many sets of panties and bras different types: from tango and thongs to classic slips. And in the summer season, increase the range of swimwear.

Statistics show that 70 percent of the fair sex prefer underwear in sets, and only 30 percent choose it individually.

In addition to a good assortment, you must also have all sizes in stock, otherwise the buyer will not be able to buy the model he likes if it does not suit him. A huge plus of trading tights and underwear is that these things take up little space and do not spoil. That is, if you were unable to sell tights this year, you can be absolutely sure that with the onset of cold weather, all stocks will instantly go away, unless, of course, they are a hot commodity.

One of the main points when initially purchasing a product is knowledge of the assortment. Another important key success factor is competent and experienced staff. The product range is large, and you need to know it well in order to accurately determine what will suit a woman, based on the characteristics of her figure.

Price issue

Practice shows that underwear from the middle price category sells much better. There is no point in having many expensive sets of underwear, since their purchase is usually a one-time purchase. This is usually an impulse purchase. Meanwhile, the profit from selling an expensive set will, of course, be higher than from selling panties for 150 rubles.

The markup on tights and underwear ranges from 50 to 100, less often - up to 150 percent. Everything will depend on how popular this store is.

As for the demand for underwear, it does not depend on the season. These are not tights. Linen is in demand throughout the year. And the increase is observed closer to the New Year and March 8th. During the summer holiday season, the demand for swimwear certainly increases significantly.

Step-by-step plan for organizing a store

Having studied the regional market for such delicate and delicate products, you can begin the following steps to implement your plan:

• Selection of premises for the store. Points of sale should be located in places where a large number of potential customers, that is, women, gather. These could be areas where there are fitness clubs, beauty salons, as well shopping centers, busy streets, etc.
• Purchasing store equipment taking into account the range of goods and customer convenience.
• Concluding contracts for the supply of products, taking into account seasonal preferences and holidays.
• Personnel selection.
• Advertising company.

How much can you earn selling underwear and tights?

The average monthly revenue from the store is quite predictable within the range of 250 -300 thousand rubles. And the profit can reach 55-70 thousand rubles per month.

Which OKVED code to indicate when registering a business?

To organize a store selling underwear and tights, you will need code 52.42 - Retail trade in clothing, its subclause 52.42.1, which is responsible for the retail sale of men's, women's and children's clothing, namely clause 52.42.2 - Retail trade in underwear. And also the code regulating the retail sale of hosiery products, 52.42.6.

What documents are needed to open a business?

To trade underwear and hosiery, it is enough to register individual entrepreneurship. Therefore, you will need: a passport and an application for state registration, a document confirming payment of the fee, a copy of the TIN certificate.

Do you need permits to open a business?

To organize a store selling underwear and tights, you will need permission from the SES, territorial property management and fire supervision.

Sales technology for underwear and hosiery

Lingerie sales volumes depend little on the season, but may increase as the holidays approach. While tights and other hosiery products are in seasonal demand. At the start of the project, you should decide on the price category of the assortment and, according to this, correctly place the outlet in the place where your potential buyer is concentrated. To increase demand for a product, it is advisable to organize all kinds of holiday promotions and bonus programs for regular customers. It's good to have related products on sale. For example, bags for gentle laundry, linen closet fragrances, laundry care products, delicate fabric brighteners, etc. Such pleasant little things are readily purchased in addition to the main product by the buyer himself. But they can serve as a gift, a bonus for regular customers of the store. And an important factor is the quality of products and the level of service, thanks to them satisfied customers will come to you for new products again and again.

Instructions

When opening, positioning and location come to the fore. Before starting such a business, be sure to determine your target audience by conducting preliminary marketing research. You may find that the selected area lacks underwear large sizes, or, conversely, with luxurious, expensive models.
Depending on the positioning, pay attention to the design of the trading area. If you are selling lingerie from a well-known brand, the supplier will probably provide you with shop equipment and give you design recommendations. In any case, you need to create a pleasant, attractive atmosphere. Choose pastel colors for the design, clear lines, the most comfortable and accessible brackets for the buyer, place a sofa (women are often accompanied by their companions who want to relax), turn on pleasant music.

In lingerie, fitting rooms are not just a must. It is important to work in detail on their functionality, since in the case of a product of this specificity, it is the fitting that is the decisive factor for making a purchasing decision.
Many women feel discomfort and do not want anyone to see them undressed. Therefore, make sure that the cabin is completely closed with a thick curtain or a door with a simple lock. Install a mirror in the cabin, put a rug, a bedside table or shelf for storage, as well as a sufficient number of hooks and hangers, because the buyer will have to undress completely. Place disposable foot wipes and a container of wet wipes.
Be sure to work on the lighting. Light that is too bright or yellowish can visually highlight imperfections on the body that a woman may not have even noticed before. The light should be slightly dimmed and diffused to smooth out minor imperfections, and it is better to place the lamps at the back.
A sales consultant must always be ready near the fitting room to change models, because the buyer is unlikely to be able to go out into the sales area on his own.

When selecting an assortment, do not focus only on underwear. Set aside 20-30% for related products. Selling exclusively lingerie may not be as profitable. Depending on the area, enter into your assortment robes, negligees, swimsuits, stockings, corsets, aroma candles, body lotions. By the way, candles, pillows, jewelry, and silk peignures are perfect for decorating a display case: with their help you can create an interesting composition.
You can set aside some space for men's underwear. If you have products for men in your assortment, be sure to indicate this on the display, for example, by placing a male mannequin. Otherwise, representatives of the stronger sex will avoid your store.