Run a profitable clothing store

Chapter 7 Find the right position and earn at the starting point (2)
To make a comprehensive evaluation, choose a store that suits you best.

Positioning [-] - "Baby" clothing store
There are also high, middle and low grades for children's clothing, so first of all you need to define your store positioning.If you want to sell low-end children's clothing.The store location can be chosen near the main street of the residents or near the kindergarten school.If you want to sell middle-grade and high-grade children's clothing, you should choose a store location in a pedestrian street or a commercial street, because the flow of people is a very important factor.Opening a children's clothing store doesn't care about getting together. Even if the competition becomes fiercer, as long as you are sure of your goods and prices, and the quality is good, you will still win many old customers.

To operate branded children's clothing, there may be a limit on your price profit.In addition, there will be discounts on the novelty of clothing.Because although branded clothing is backed by brands, there is also a problem of price transparency.Therefore, it will be difficult to increase profits, and the repetition rate of clothing is too high.It's the same over and over again, so the average mother will go to the store she often goes to buy, and won't go to your new store to buy, unless your price is much lower than those of the same brand stores.But with such a low price, I am worried that you will not even be able to pay the rent, so it is recommended not to choose branded clothing.In addition, there are many restrictions on the purchase and joining of brand clothing.Funding, style, size, color, etc. are all things that you cannot completely control!

The best way to buy children's clothing is to find foreign trade manufacturers.The main reasons for the preference for foreign trade children's clothing are as follows:

1. Cheap
The quality of exported goods is good.Moreover, the workmanship and style of export commodities are very novel and will not appear repeatedly in China.It is recommended not to purchase stock, only the original order after processing.In this way, fabrics, workmanship, tags, trademarks, etc. can basically reach the export level.The requirements of foreigners, especially for children's clothing, are very high.At the same time, the price of this part of clothing sold domestically is very advantageous.

2. Fashionable style
If you can get the real original order, then basically every style depends on the size of the order quantity of the foreign businessman, ranging from as many as a hundred pieces to as few as a few pieces.This can at least ensure that the chances of repeating styles in the same city are reduced.In addition, buyers have no way of comparing prices.

3. Good quality

Foreign trade goods are generally pure cotton.The cotton exported is all medium and high-grade cotton in China.Therefore, as long as the price is right, the quality of exported goods is definitely better than some domestic brands, at least some of them are competitive.

If you are a novice, don't open a store of more than 40 square meters.And between 25 and 30 square meters is the most popular space.The larger the space, the more goods will be distributed.And you're just starting a store.The supply of goods will certainly not be so sufficient.It will give buyers a sense of empty space.Due to the empty space, the grade of your clothing is degraded.So this is very important. I would rather the store be smaller and fully equipped.Don't make it so big at once, it's empty and dull.Moreover, for smaller stores, the pressure on all aspects such as purchase funds and turnover funds will be reduced.

Positioning five - "fat people" clothing store
Opening a clothing store is not a novel entrepreneurial idea.In the streets and alleys, you can see all kinds of specialty shops, such as Ha Han, Hari, retro, etc., and the competition is extremely fierce.To make money in such a competitive market requires more ideas.With the improvement of people's living standards, more and more people are gaining weight. The regret and embarrassment that beauty lovers feel when they stop at the mall and see the clothes they like but can't try them on are beyond words.Those women who are quite plump often worry about not being able to buy good-looking clothes. They make a lot of money.

Opening a "fat clothing store" has its special positioning and consumer groups, so it is a bit particular about choosing a store location and store size.Considering the limited number of fat people, the business scale should not be too large, but the space should not be too narrow, otherwise it will be embarrassing if there are too many "fat customers" crowded into the store and unable to turn around.The operating area of ​​fat clothing stores is generally controlled between 20 square meters and 30 square meters.

If possible, all the clerks should also be served by fat people. Fat people serve fat people, which is easy to balance psychologically and increases the chance of emotional communication; The word "obesity" is used to take care of the self-esteem of fat people, and it hits off with the consumption psychology of fat people.

The salesperson should guide the dress of fat people.You can also put a few tables and chairs in the corner of the store for customers to rest and chat.Fat people can't buy well-fitting clothes in ordinary stores, and are often discriminated against and ridiculed. You can provide such a comfortable shopping environment, how can you not impress fat people.

Many people think that the clothes that fat people can wear are either dark in color or outdated in style.A fashion designer believes that soft and cool fabrics such as linen and silk can also be used to make clothes for fat people, but no one has developed this market on a large scale.It is best to "tune" out a color suitable for fat people.Others have their own unique size, first measure the size for the fat person, and divide it into several categories according to the different fat parts, and then select the clothing style by category bit by bit. "Picking" the style is particularly laborious. Maybe the collar of the clothes is one size, but the sleeves are that size. Once the sewing is wrong, the material will be useless.

To open a clothing store, you must pay attention to publicity and considerate service. Especially for this kind of distinctive clothing store, you must publicize it well. You can print a batch of leaflets and distribute them in places with a lot of traffic.

After the clothing store is slowly opened, it is necessary to establish its own customer files, regularly contact the old customers, and provide them with some additional services, so as to establish a fixed consumer group.

Positioning Six - Opening a Women's Clothing Store
Women are generally very willing to spend money on dressing, and sometimes appearance is also an intangible capital, especially professional women, who pay more attention to the design of their external image.Take clothing as an example. If women’s fashion is novel, avant-garde and fashionable, it will surely arouse women’s interest, and they will pay for it without hesitation. If there is a limited production, it will attract women’s love even more. Because women like to arouse the jealousy of the same sex through novel and unique clothing, and attract the attention of the opposite sex.Therefore, operating the clothing industry should be dominated by women.To open a women's clothing store, you should grasp the following points:
(1) The best location is a large department store clothing store.Because the characteristics of women's shopping are unplanned. When they see what they want, they will buy it desperately, and they don't care about borrowing money.And large department stores are the places where women are most willing to shop.

(2) Target customers should be around 25 years old, because women in this age group generally rely on first impressions when shopping, less time for rational thinking and more time for emotional matters.Older women do not spend money lightly, and consider whether it is affordable or not.

(3) Pay attention to the personalization of clothing.Don't take the nondescript middle route, which will make those with less money have no purchasing power, and those who are really rich will dismiss your clothes.

(4) Clothing matching should not be stereotyped, but there must be a price difference. You should match high-priced brand-name clothing with cheap and novel clothing.The high-quality and high-priced famous brands are sold to women with above-average income, and they regard expensive clothes as fashion; the cheap and novel styles of clothing are targeted at young women, who pursue cheap and fashionable styles.

Positioning Seven—Join a branded clothing store
Franchising brand clothing requires "look, touch, listen, ask, observe, and compare. Nowadays, the production of brand clothing is springing up like mushrooms after rain, which makes people feel a little dazzled and at a loss. To choose a suitable brand to join, you need to do the following six things Things: 1. "Look" is to look at the strength of the clothing franchise company
Nowadays, there are many self-employed heretics who use tiger skin as a banner. They have done some work similar to brand packaging in terms of appearance and image, and they also want to follow the trend of brand management, but they are extremely unsystematic, incomplete, and unprofessional.Brand management is by no means superficial, but practical.This requires strength to support this series of supporting tasks, such as the company's scale, economic strength, operating history, whether it is still on the rise, and the level of management.

2. "Touch" is to touch the real thing
The key to our choice of business is the product, because the product is the most direct contact with consumers. If consumers don't accept it, everything becomes meaningless and useless.Therefore, for brand products, it pays great attention to product development and positioning of style and personality. You need to touch the product personally and have a deep understanding of the material, workmanship, and functional characteristics of the product, so that you can truly know what you know.

3. "Listen" is to listen to the essence of the introduction
The operation of a brand clothing franchise company must have a very complete business plan, which is accompanied by a related integrated marketing plan. The company's goals, values, business philosophy and customer-centric modern operation mechanism are all brand management. Behavior must be implemented, and brand culture is the soul of brand management. When cultural activities that are distinctive, full of personality and rich in content are effectively displayed, it will make a brand full of vitality.When both the speaker and the listener are moved by the culture, the life of the brand has been born.

4. "Ask" is to find a loophole
A mature brand operation plan must have undergone a long period of internal research and demonstration, and relevant training has been done at all levels of the company.Therefore, the internal operation of the company has clear goals. When people at different levels of the company are asked, all the answers will be very consistent. questionable.

5. "View" is to look for professionalism and norms

The establishment of a clothing franchise brand must be completed in a professional person or organization. Therefore, it has distinct norms, such as enterprise information, policies, file formats, enterprise wall systems and cultural content; Mental outlook, etiquette, words and deeds; or from the simplest business card, or the level of a phone call, you can observe the basic strength of the company's brand.

6. "Compare" is to shop around

From the comparison of many brand companies we have contacted, we will have a clear understanding: the strengths and weaknesses of each company, strength or non-strength, professional or non-professional, suitable or unsuitable, etc., will allow franchisees to have an accurate judgment.

Finally, there is a special reminder that when choosing a partner, choosing a clothing franchise company or choosing a clothing franchise brand, it is more important to look at the pragmatism of the company and the team, which is very important.It determines whether the enterprise can develop the market more objectively, respect the laws of the market and expand the market. In layman's terms, a brand's products must sell well!For enterprises need profit, for doing business need to make money!Selling well and making money is the "hard" truth.

There are mainly the following ten procedures for franchising and opening:

(1) Strong entrepreneurial desire: Only a strong entrepreneurial desire can improve the success rate of clothing stores.With a strong desire to start a business, I began to choose a certain scale and identify the market positioning according to my own capital situation or the environment for store establishment.

(2) Gather relevant information about the clothing store: This is a very important step. Since the franchisees do not have a clear understanding of the franchise situation at the beginning, as long as the image of the other party is not bad, they will join blindly, resulting in many failure examples.Now, due to the development of information technology, you can obtain relevant information about joining through irregular investment seminars and briefings at the headquarters, and at the same time obtain relevant consulting materials through "chain associations".

(3) Evaluate the joining methods, systems and development of each chain system of clothing stores: through the collection of relevant information, carefully choose to join.

(4) Fund preparation: Once the clothing store franchise system is decided, the capital preparation is very important. There are many methods in the capital preparation, and the financing method can be selected according to the actual situation.

(5) Location search and business district evaluation: If there is no store, it is necessary to find a suitable business district and a suitable location to plan for opening a store.

(6) Software and hardware planning, personnel recruitment.

(7) Registration of store opening procedures.

(8) Sign a clothing store franchise contract.

(9) Decoration, equipment entering the store, goods entering the store, and planning of promotional activities.At this stage, special attention should be paid to the planning and publicity of sales promotion activities in clothing stores.

(10) OPENING.

The above ten steps of joining are interlocking, and each step should not be underestimated.In addition, we also need to understand some disadvantages of joining a clothing store:
In the mid-20s, KFC and McDonald's, which were popular all over the world with franchising, successively settled in China. While they brought new concepts of fast food to China, they also brought new concepts of chain operations.As a new trend in the management and development of the clothing industry, joining the chain of big brand clothing stores is gradually becoming recognized by Chinese people. However, no matter how good the chain is, there are also examples of failure. Here are ten reasons that may lead to the failure of franchising.

1. Participation motivation is biased
No matter how excellent the clothing store chain system is, it is impossible to guarantee that all franchise stores can operate [-]% successfully.Don't think that once you join, you can do nothing and everything will be managed by the headquarters.You have to remember that the headquarters and franchise stores are two different. What the headquarters provides to you is just a set of franchise operations. You must implement it step by step according to its experience and guidance in order to be successful.

2. Abnormal fund allocation when joining

Due to the eagerness to start a business and open a store, some franchisees have to spend everywhere, even borrowing money, in order to raise franchise fees, royalties and start-up expenses.Once the clothing store opened, although the business was going well, but in order to raise money and pay off debts every day, I had no intention of fully devoting myself to the operation of the store.Once the operator who is supposed to be the leader leaves the front line due to capital allocation, other employees in the store will be affected immediately, and the service quality will gradually decline.

3. No detailed investigation before joining

There are many examples of such failures.Some franchisees don't have a clear understanding of the headquarters of the clothing store chain they are going to join, and they always think that they will join in first and then talk about it. If there is a problem in the future, the headquarters will naturally come forward to help solve it.As a result, after opening the store, the headquarters did not have any guidance on clothing management, and there was no reply to the contact with the headquarters when there were difficulties. Only then did I realize that I was cheated-the boss is a person with no ideals and ambitions. In fact, he is just a speculator at most.

4. Not thinking carefully before signing the contract
Before signing the contract, many franchisees of clothing stores rashly sign and stamp the contract without fully understanding the content of the contract, or because the content of the contract is too complicated and too lazy to understand, thus causing the failure of equipment management.

5. Anti-blame headquarters for not working hard
Although he is the owner of a franchise store, he is unwilling to manage clothing sales by himself.Hire someone to be the store manager, and the salary is not high, but you hope that the store manager will work for you from morning to night.Franchise stores and headquarters are a community of destiny, and a successful career requires considerable efforts from both parties.

6. Overconfidence in one's own management ability
Many franchisees made the mistake of: Although they got a lot of help from the headquarters at the beginning of opening the store, they ignored it because of their hard work at the time. Once the performance stabilized, they always thought it was the result of their own efforts. Secrets and practical guidance have long been left behind, thinking that there is no headquarters, and it is enough to rely on one's own strength.Therefore, they are unwilling to accept the guidance of the headquarters, unwilling to implement the orders of the headquarters, and do not cooperate with the promotion plan of the headquarters.Due to overconfidence, franchise stores gradually moved away from the headquarters, which led to failure.

7. The franchise owner has another business
At the beginning of the store opening, the franchisee worked hard according to the guidance of the headquarters, and the business was booming, and the initial investment was recovered.So complacent, I began to look for other opportunities to make money.

8. Too fond of putting on boss airs
Some franchisees used to be office workers, and their daughters-in-law have become mothers-in-law for many years. They always think that now that they are the boss, they must put on the prestige of the boss.For each employee's work, mother-in-law always interferes with her mother-in-law, but does not know how to authorize, which leads to depression of employees and affects business performance.

9. Changing operating regulations without authorization
Once some franchisees are familiar with the operation of the entire store, they will feel that some operating regulations of the headquarters are not reasonable.If it is proposed to the headquarters based on good faith, the headquarters will be happy to accept it, but if it is self-assessed, problems will arise.

10. No family support
Franchise chain business must first get the consent and support of the other half. It would be even better if the consent of the whole family including parents, wife and children can be obtained.Because once something happens, these people are your backup force, and they will all play the role of internal help.As the saying goes: a harmonious family prospers everything, and harmony generates wealth. This is indeed very important.This is why many global convenience store franchising requires franchisees to be a pair rather than one person.Husband and wife work together and operate together is the magic weapon for successful store management.

(End of this chapter)