The lingerie business can be called one of the most promising. Changes in design and styles cannot be called rapid, sales are almost not affected by the seasonal factor - all this makes such a business very attractive.
It is necessary
- - trading area
- - start-up capital
Instructions
Step 1
When you open a lingerie store, positioning and location come to the fore. Before starting such a business, be sure to determine the target audience by conducting preliminary marketing research. Perhaps you will find that in the selected area there are not enough shops with large sizes of underwear, or, conversely, with luxurious, expensive models.
Depending on the positioning, pay attention to the design of the shopping area. If you are opening a franchised lingerie store for a well-known brand, the supplier is likely to provide you with shop equipment and advice on boutique design. In any case, you need to create a pleasant, inviting atmosphere. Choose pastel colors for the design, clear lines, the most comfortable and affordable brackets for the buyer, put a sofa (often women are accompanied by their companions who want to relax), turn on pleasant music.
Step 2
In a lingerie store, fitting booths are not just a must. It is important to work on their functionality in detail, 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 uncomfortable and unwilling to be seen naked by anyone. Therefore, make sure that the cabin is closed completely with a thick curtain or a door with a simple lock. Install a mirror in the cockpit, put a soft, clean rug, a bedside table or a shelf for a bag, as well as a sufficient number of hooks and hangers, because the buyer will have to undress completely. Put on disposable foot wipes and place a container of wet wipes.
Be sure to work out the backlight. Too bright or yellowish light can visually highlight imperfections on the body that the woman may not have even noticed before. The light should be slightly dim and diffused in order to smooth out minor imperfections, and it is better to place the lamps at the back.
A sales assistant should always be ready near the fitting room to change models, because the buyer is unlikely to be able to go to the sales area himself.
Step 3
When choosing an assortment, do not focus only on underwear. Allow 20-30% for related products. Selling exclusively underwear may not be as cost effective. Depending on the area, enter into your range of robes, negligees, swimwear, stockings, corsets, scented candles, body lotions. By the way, candles, pillows, decorations, silk peignoirs are perfect for window dressing: they can be used to create an interesting composition.
You can also set aside some of the space for men's underwear. If products for men are in your assortment, be sure to mark it in the window, for example, by placing a mannequin for men. Otherwise, representatives of the stronger sex will bypass your store.
