Children's goods is a very profitable segment of the trade. Many entrepreneurs, especially women, choose this niche due to the constant demand for goods. In this article, we will talk about how to open a business selling children's shoes and what methods to promote it in your city.

Business Format

Why children's shoes? The answer is simple, children are constantly growing, and shoes for them are bought at least 3-4 times a year, while for the next season it is already small again and parents go for another pair of shoes or sneakers for the baby. The demand is very high, but the competition is not small, so only with the right approach you can get good results in the trade of children's shoes.

Here are some of the main formats of work:

- trade in the clothing market. Usually in such outlets they sell cheap shoes, but at the same time there is always a demand for this product. For an entrepreneur, this type of trade is the least expensive, since you can spend minimal money on rent and advertising.

- Renting a store in a shopping center. It is also a good option, especially if the shopping center has been operating for several years and has regular customers. In this case, you will also save on advertising.

- stand-alone shop It is more difficult here, because in order to attract customers, you will need to actively work with advertising, and this is always additional money. But if the product is unique or a store with a narrow focus, for example, only sports shoes for children, then yes, this trading format is quite suitable.

— sale of used children's shoes (thrift store). Also a wide niche, especially in times of crisis. The main thing is to work with goods that are not very worn out and offer discounts to your customers.

- online trading. Having your own website or promoting groups in social networks can allow you to make good money with a minimum start-up capital, especially for start-up entrepreneurs. You will be able to test the niche and get loyal customers. Over time, you can launch an offline store.

As you can see, there are many formats, you just need to choose the one that suits you.

Search for premises and purchase of equipment for trade

Before you open a children's shoe store from scratch, you will need to take care of the most important thing, namely the selection good place for trade. We already wrote above that with such goods it is best to rent retail space either in already promoted shopping centers or in clothing markets where there is a constant flow of customers.

The size of the premises for the sale of children's shoes should be from 25 sq.m. This area is the most optimal for demonstrating the main range of goods.

Of the commercial equipment, you will need, first of all, these are racks with shelves on which the goods will actually be placed. They come in both wood and glass.

Also, we need boxes for storing the entire range of sizes and a special stand for selling sports shoes.

Also consider what will need to be organized workplace for the seller.

Range and suppliers

The business of opening a children's shoe store requires a very thorough analysis of the market and the compilation of a high-quality assortment of goods. People love to choose and your goal is to give them that choice. When analyzing competitors, first of all, you need to pay attention to the following main factors:

• product quality
• price segment
• stock availability
• Are there discounts and promotions?
• weaknesses in the assortment.

Your goal is to improve the assortment and provide the buyer with the most profitable and high-quality options in a different price range.

• winter shoes
• demi-season shoes
• sneakers
• shoes
• rubber boots
• baby booties
• Crocs
• slippers
• Czechs
• summer footwear
• slippers and more.

From the additional assortment in the business of selling children's shoes, shoe care products and devices, socks and more can be presented. It is up to you to decide whether to put the entire range at once or start working with a narrow segment of categories. Much will depend on the initial capital, and sometimes this option is the most promising.

To search for suppliers, you need to go to clothing wholesale markets and look at those suppliers with whom you will cooperate. So, for example, there you can evaluate the quality of the goods and agree on favorable purchase conditions.

There is also a search option sales representatives large manufacturers of children's shoes in your region and start cooperating with them.

Advertising

Like any business, a children's shoe store requires investments in promotion to attract customers and form a base of regular customers. Here is a list of the main marketing moves that you can apply and determine for yourself whether it is profitable for you to use them or not. Over time, you will make the perfect "mix" of advertising, which will give the maximum effect on the money invested.

• advertising in local media;
• distribution of flyers with discounts
• banners around the city with a demonstration of the discount program
• Internet advertising. This includes search engine promotion and contextual advertising.
• promotion profile groups in in social networks. After all, children's clothing is one of the goods that are profitable to trade on the Internet.

At first, you will need to include in the business plan of your children's clothing store enough serious investments in advertising campaign. Over time, word of mouth will work for you and young parents will recommend your store to each other, provided that you save a constant update of the product and its quality.

How much money do you need to start?

It’s not enough to say I want to open a children’s shoe store, you need to correctly calculate everything and take into account the entire sector of costs for organizing this business. Depending on the level of investments, store location and assortment, starting investments can vary significantly. But we give you a list of the main expenses.

• Room rental - $200 - $250
• Taxes - $150
• Salary to the seller - $ 200
• Initial purchase of goods - $12,000 - $18,000
• Purchase of equipment - $1000 - $1500
• Advertising - $450 (+ Internet advertising)
• Shipping costs - $60.

How much can you earn?

Everything will depend on the assortment, the choice of a place for trading, customer service and other factors. In our business ideas section, we indicate only the average markup on the goods, which in the case of children's shoes will be - 45% - 90%.

From these figures, you can estimate how much sales your store can generate profit.

Buy shoes

Children's shoes are essential goods. After all, children grow up, and they constantly need to update their wardrobe. In the season, the baby needs at least one, and more often 2-3 pairs of shoes. Therefore, an entrepreneur can open a children's shoe store and successfully develop his business. How to open a children's shoe store from scratch and whether it is profitable, we will tell in this article.

I would also like to add information to the article on how to choose a supplier of children's shoes. You can buy shoes alone trademark, then it is probably more logical to conclude an agreement with a manufacturer of children's shoes, but it is better to trade with several popular brands of various price categories. And what shoes to buy more, what less to buy, you need to proceed from the area where the store is located. If you are in a residential area on the outskirts of the city, then it is better to take more (but not all) cheaper shoes. And vice versa. Botika for demanding buyers with money better go in the center. If your city has wholesale store children's shoes with various TMs, it is often easier and more profitable for a shoe to buy from him. This will reduce the cost of logistics. In addition, you can see the product before you buy it. And in case, nevertheless, the product turns out to be defective, return it as soon as possible. But when opening a children's shoe store, few people have extra money.

* Calculations use average data for Russia

830 000 ₽

Starting investments

450 000 ₽

200 000 ₽

Net profit

7-8 months

Payback period

A children's shoe store can be safely called an anti-crisis business. It is not customary to save money on children, and the demand for children's shoes is growing every year despite all the vacillations in the country's economy.

Most start-up entrepreneurs are often unable to make a decision in which direction it is appropriate to start a business. As a rule, a win-win option is a business related to trade. The most important thing in this is to decide on the category of products that are in demand among the consumer. One of these products is children's shoes. Why is it profitable to sell children's shoes?

According to experts, a child needs at least 6 pairs of shoes per year. For this reason, the segment retail children's shoes are considered more sustainable and profitable.

Benefits of a children's shoe store:

regular sales. Every parent always buys the best products for their child.

high demand for goods and the possibility of high sales even during a crisis.

large amounts of revenue. Children grow very quickly, so they often need to buy several pairs of shoes for one season. This is the advantage baby store shoes before the usual.

The main disadvantages of such activities are rather fierce competition and a considerable amount of initial investment. If you understand all the nuances of trading children's shoes, you can get good results and build a profitable business.

Overview of the children's goods market

Clothing and footwear are among the most sought after commodities, second only to food. Every year the number of clothing and footwear stores increases, sales are growing, which makes this business segment quite attractive. In a crisis, with a reduction in consumption, one of the most promising market segments is the sale of children's goods. High demand for children's goods has determined the steady growth of the birth rate in Russia over the past few years.

Today, more than 24 million children live in Russia (more than 15% of the country's population). The largest group is children under the age of 4 years - about 9 million people. Children aged 5-9 years make up about 8 million, 10-13 years old - more than 5 million, and adolescents aged 14-15 years - more than 2 million people.

The market for children's goods is growing every year. Even during the crisis period, it shows growth. There are three main reasons for the development of the children's goods market. First, an increase in the birth rate and government programs who support families. Secondly, successful import substitution in the segment. Thirdly, as a rule, consumers do not save on children, which makes children's products a necessity.

Currently, the market for children's goods is characterized by the following trends:

decrease in the frequency of purchases;

increase in online sales. To save on the purchase of children's goods, consumers are increasingly turning to online stores. At the end of 2016, the volume of online sales of children's goods grew by 7%;

the transition of consumers to the low price segment (especially true for children's shoes). Consumers are trying to save money on children's products, shifting demand towards more budget-friendly options. good quality;

the trend of import substitution due to the rise in price of imported shoes. Prices for children's shoes increased by about 30%, which led to the reorientation of stores to domestic products. If in the pre-crisis period the share of imports in the domestic shoe market was 80%, today it is less than 70%. It is expected that in the next two years the ratio of Russian and imported shoes on the market will be 35% and 65%, respectively;

reduction in the supply of imported shoes.

The structure of consumption of children's goods is dominated by clothing - about 35%, games and toys occupy 24%, goods for newborns - 20%, and shoes - about 12%. The most promising direction is children's shoes. According to the expert, a child needs at least 6 pairs of shoes per year, taking into account the "wearing" and the secondary market, the figure may be slightly less - an average of 5 pairs. Thus, the volume of the children's market (1-14 years - 21.6 million people) can be estimated at 108 million pairs of shoes. Therefore, the retail segment of children's shoes is considered to be more sustainable and profitable.

Ready-made ideas for your business

According to experts, the sale of children's goods is a highly profitable business, which, if properly managed, can pay off in 9-12 months. The table reflects the key advantages and disadvantages of opening a children's shoe store, which should be considered when planning a business.

Advantages and disadvantages of opening a children's shoe store

All of these conditions should be considered when planning a children's footwear retail business. Also, before organizing a business, you should study the niche in detail. Let's try to figure out how to open a children's shoe store from scratch.

Registration of a children's shoe store

Retailing does not require any special permits. To open a shoe store, you will need to collect a package of documents, which includes: a list of products approved by Rospotrebnadzor, a sanitary and epidemiological conclusion from Rospotrebnadzor, permission from the fire inspectorate, regulations to the store. It will also require contracts for the removal of solid waste, disinfestation and deratization of the premises.

For reference commercial activities an LLC is registered with a simplified taxation system (“income minus expenses” at a rate of 15%). Type of activity according to OKVED-2: 52.43.1 - retail trade in footwear (retail trade in footwear from any material and for various purposes).

In addition, you need to open a bank account and purchase a cash register, which is subject to mandatory registration in tax office. When planning to open a shoe store, the question often arises when to start the business. The main recommendation in this case is not to plan the opening for January, when the demand for shoes is minimal. Consider opening a shoe store during the fall-spring season change. Traditionally, the peak of sales of children's shoes falls on August. It is during this period that the shoe trade will be most profitable, so it is best to plan the opening at the end of summer.

Store location selection

As for any retail establishment, the location parameter of a children's shoe store plays important role. Favorable location determines 70% of the success of the outlet.

The store location assessment takes into account such components as area characteristics, ease of parking, foot traffic intensity, visibility and noteworthiness, proximity to similar enterprises.

The most suitable for a shoe store is the location close to supermarkets, grocery stores, large pharmacies and transport stops.

For a shoe store, both a shopping and entertainment center and a point on a busy street in a residential area or the central part of the city can be suitable. Advantages of placing a store in a shopping center: high traffic, concentration target audience. Benefits of placing a store in a residential area: saving on rent retail space, lower concentration of competitors.

The store should be in a crowded place, with a good flow of customers and be viewed.

To ensure a good display of the purchased goods, it is necessary to use a room for a shoe store with an area of ​​at least 30 sq.m. In addition, utility rooms for staff and a warehouse should be provided. Thus, the total area of ​​​​the premises for a shoe store should be at least 40 sq.m.

When choosing commercial premises it is necessary to pay attention to the layout - the trading floor should be square or rectangular in shape, without unnecessary bends - this will make it easier to place showcases and make the most efficient use of the available space.

It is also desirable that the premises do not require major repairs or redevelopment, which will reduce costs and speed up the process of preparing the store for opening.

This project provides for the lease of space in a shopping and entertainment center. The location is advantageous as it covers a wide range of consumers and has high pedestrian traffic. Rent of commercial premises with a total area of ​​40 sq.m. on average for the regions it costs about 40,000 rubles per month. It is planned that 30 sq.m. will be allocated to trading floor, 6 sq.m. - for a warehouse, and 4 sq.m. - for technical rooms.

Sales area equipment

The trading space should be well lit, have a pleasant interior that would favorably emphasize the goods. Special design is not required, so 20 thousand rubles will be enough to transform the interior. The main element in the design of a shoe store are shop equipment- racks, showcases, cash counter, cash register, as well as poufs and mirrors. When determining the amount of necessary commercial equipment, you should rely on the volume of goods. It is not recommended to place it too close to each other so that a potential buyer can easily see each sample.

The table shows the main equipment costs, which amount to 170,000 rubles.

Equipment costs

	Name	price, rub.	Quantity, pcs.	total cost, rub.
	Shelving
	Wall showcase
	Shelves and racks
	Cash counter
	Cash machine
	Mobile payment terminal bank cards
	Warehouse rack

Search for suppliers and purchase of children's shoes

Suppliers should be sought in person, visiting the city's wholesale depots, or via the Internet. The first method is convenient because in a personal conversation it is easier to agree on partnership conditions; the second is that it is possible to save on transportation costs, cover a wide range of potential partners, find more favorable conditions and conclude agreements with suppliers that are not represented on the local market. It is recommended to use a mixed way of working with suppliers: buy some of the goods immediately, and take some for sale.

Today, there are many domestic manufacturers of children's shoes on the market: Top-Top, Kotofey, Antelope, Skorokhod, FLAMINGO and others. It is necessary to establish cooperation with suppliers on initial stage store opening. Domestic shoe factories are assumed as suppliers. At the same time, it is necessary to work with several suppliers in order to avoid disruptions in deliveries and missed deadlines.

Having decided on the suppliers, you should purchase goods for the store. It is planned that the formation of the initial assortment will require about 500,000 rubles. Based on the specifics of demand and the conditions of suppliers, it will be necessary to purchase additional goods. The main thing in this matter is to correctly calculate the required volume of goods in order to diversify the assortment, but to avoid oversaturation of product shelves.

Formation of an assortment of children's shoes

The target audience of the children's shoe store are retail buyers, young families with children. Consumer profile: average income, prefers high-quality, comfortable children's shoes.

The assortment of the store must be oriented to the mid-price segment and the segment below the average. This choice is due to a shift in consumer demand towards more budget shoes. At the same time, consumers place high demands on products in terms of the ratio of price and quality of shoes. To meet the demand, the assortment of the store is mainly formed from domestic products, the cost of which is lower than imported ones.

Ready-made ideas for your business

The product range is a key parameter when planning to open a shoe store. Before forming an assortment, a thorough analysis of the market, suppliers and assortment of competing stores should be carried out. This will determine consumer demand and select products in such a way as to create special offer on the market. A competent approach to the choice of assortment will allow you to avoid unnecessary inventory, reduce the likelihood of illiquid assets, increase turnover, create competitive advantages and attract a potential buyer.

The assortment must be formed based on the needs and preferences of the client. Also, the assortment of the store is determined taking into account the size of the store. The main condition in this case is the complete filling of the windows, but the absence of a pile of goods. Half-empty stands can scare away customers, and cluttered windows can be very difficult to navigate. Do not forget about related products (shoe care products, socks, belts, slippers, etc.) - they can increase sales by 5-7%.

Another criterion in the formation of the range is seasonality. The range should change with the seasons. The table shows an approximate list of children's shoes that should be presented in the store by season.

Assortment of children's shoe store by season

Orthopedic shoes should be added to the assortment of the store, since these products are especially popular in the children's segment. The correct assortment policy will attract buyers and keep positions in the business.

Recruitment of store personnel

The main staff in the store are sales assistants. It is on them that the success of trading largely depends. Portrait of a sales assistant: a smiling girl, polite, sorting out the assortment, able to convey information to the buyer in an understandable form. Practice shows that it is this type of seller that inspires the most confidence in the average buyer. The key criteria in the selection of personnel are communication skills, responsibility, courtesy, and the ability to work with people. It is also desirable that sellers have medical books.

Before starting work, salespeople must be trained to familiarize themselves with the range of products, their characteristics and sales technology. The sales assistant must know the range of products and fabric textures, as well as the basics of organizing the trading process. You should also provide for the position of cashier. A small store will require two sales assistants and two cashiers. The store will be open 7 days a week, so you need to set a shift schedule. Each shift has one sales assistant and one cashier.

Support staff (cleaning lady and accountant) can be outsourced. Fund wages with such a staff will be about 150 thousand rubles.

Advertisement for a children's shoe store

An advertising strategy is formed in accordance with a specific target audience. Since the competition in the segment is quite high, it is necessary to carefully consider the promotion strategy.

The following tools can be used to promote a store in the market:

Decorated shop window that will attract attention potential clients. results marketing research say that 70% of customers enter the store because they are attracted to a beautifully designed window. The cost of window dressing is an average of 25,000 rubles. The showcase should contain the most interesting models that can attract attention and attract new customers to the store.

Event Marketing . It is advisable to time the discount promotion to the opening day of the store or offer the first visitors a loyalty card. You can spread the word about the opening in the media or hand out leaflets inviting you to the store.

Well-designed storefront. Today, every store should have a pleasant interior that will arouse the interest of buyers. It is also necessary to pay attention to the location of the goods - each position should be visible, it should be conveniently accessible so that the buyer can carefully examine the goods. In shoe merchandising, there are several tricks to consider:

• products that may be of most interest to buyers are best located to the right of the entrance. As practice shows, the vast majority of buyers (90%), entering the store, first of all look at the windows on the right;

racks should not be very high so that it is convenient for the buyer to choose the product of interest;

shoes should be arranged in groups, in accordance with certain characteristics. Shoe merchandising involves structuring the placement of shoes on the racks by style, brand, color, price, size, season, accessory (girls/boys). Separately, regardless of the chosen classification of shoes, it is customary to single out a new collection;

shoe layout, regardless of the chosen principle, should be changed at least once every two weeks;

shoes should be well lit, but there should be no direct exposure of the lighting fixtures to the shoes, as this entails the effect of heating the shoes, which can lead to damage to the goods.

Ready-made ideas for your business

You will have to spend at least 40,000 rubles to promote the store. The main part of promotional activities should be planned for the first months of opening a children's shoe store. It will take an average of 2 to 5 months to promote and reach the desired sales volumes - during this time, buyers have time to get to know and get used to a new outlet.

The preparatory stage lasts about two months, during which it is envisaged to go through registration procedures, establish partnerships with suppliers, search for suitable premises, recruit personnel, purchase equipment and goods, as well as design a retail space. In order to save money, the entrepreneur performs the main functions of a manager - goes through all registration procedures, recruits personnel, negotiates with landlords and suppliers, and coordinates the purchase of goods.

Calculation of income and expenses

First, let's answer the question, how much does it cost to open a children's shoe store?

To open a shoe store, you need to calculate the amount of initial investment. To do this, you need to determine the cost of acquiring equipment, the initial purchase of goods and advertising promotion. The main items of initial costs are shown in the table.

Initial investment

You also need to calculate variable costs. They consist of the costs of acquiring goods and transporting them. To simplify financial calculations, the amount of variable costs is calculated based on a fixed trade margin at 200%.

Fixed expenses consist of rent, utilities, payroll, advertising and depreciation. Fixed costs also include taxes - this table shows their approximate amount, because. they are calculated on the basis of the revenue figure.

fixed costs

	NAME	AMOUNT IN MONTH, RUB
	Rent
	Communal payments
	Depreciation
	payroll with deductions

Thus, fixed monthly expenses were determined in the amount of 250,000 rubles.

How much can you earn selling children's shoes

The rate of monthly sales is 30% of the assortment (500,000 * 0.3 = 150,000 (rubles));

Markup on goods – a markup of 300% is applied for calculations.

In this case, the monthly income of the store will be: 150,000*3=450,000 (rubles). Then the amount of net profit is 200,000 rubles per month. With such indicators, the payback period will be 7-8 months. It is possible to achieve such results with the right organization of business and efficient use opportunities. All this will ensure a sufficient level of sales.

Also, when planning the sales volume, one should take into account some seasonality of sales - the peak of sales falls on the spring and autumn months, and the drop in sales - on the winter and summer.

What difficulties may arise for the owner of the store

Risk assessment is an important point in the business plan for a children's shoe store. The specifics of the retail trade in children's shoes determines the following risks of activity:

increase in purchase prices for goods, unscrupulous suppliers. In the first case, there is a risk of increasing costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in the trading process due to a lack of goods. It is possible to reduce the likelihood of these threats with a competent choice of suppliers and the inclusion in the contract of all necessary conditions, which provide for the liability of the supplier in case of their violation;

seasonal decline in sales. It is possible to level the risk with an effective advertising policy and various promotions to attract additional audience, discounts, special offers;

competitor reaction. Since the market for footwear and children's goods is quite saturated and competition is high (in particular, due to large retailers), the behavior of competitors can have a strong influence. To minimize it, it is necessary to create your own client base, constantly monitor the market, have a customer loyalty program, create competitive advantages and create unique sales offers;

insufficient level of demand. This risk is one of the most probable and may arise due to both low solvency of demand and high distribution costs. It is possible to reduce the risk with careful planning of store activities and financial results, competent formation of the assortment and the choice of retail space, holding various promotions and discounts, stimulating repeat purchases, flexible pricing;

refusal to provide lease of commercial premises or increase in the cost of rent. The loss of space threatens with losses: firstly, these are the costs of moving equipment; secondly, the move will take certain time, during which the store will not function and, therefore, will not make a profit; thirdly, the loss of a place familiar to customers and additional advertising costs to promote a new place. All these consequences can lead to significant losses. To reduce this risk, it is necessary to conclude a long-term lease and carefully choose the landlord. In the future, it is worth considering the possibility of acquiring your own retail space;

problems with personnel, which means low qualification, staff turnover, lack of motivation of employees. The easiest way to reduce this risk is at the stage of recruitment, hiring employees who meet all the requirements. It is also worth providing for the improvement of the qualifications of employees and their bonus motivation;

decrease in the store's reputation among the target audience due to errors in management or a decrease in the quality of services. It is possible to level the risk with constant monitoring of the quality of goods and services, obtaining feedback from store customers and taking corrective action.

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How to open a children's shoe store and become the market leader in this area? Trade in children's goods, including footwear, has its own specifics. What recommendations will help create an attractive and profitable store, loved by children and their parents - read in our article.

Are there any prospects for trade in children's shoes?

It seems to many that it is not difficult to open any store from scratch, especially for children. However, more experienced businessmen will not agree with this point of view. Organizing a successful trade in children's goods is much more difficult than it seems. The children's store requires a special approach.

To stay on the market in conditions of ultra-high competition, you need to come up with something that compares favorably with competitors.

There are departments with children's shoes in almost every "adult" shoe store and, of course, in huge children's hypermarkets. However, this does not mean that this direction of trade is unpromising. Vice versa, narrow specialization can help achieve High Quality goods and trade, present an extremely wide range and individual approach.

Demand for children's shoes is high. In addition, for several years, when children grow especially quickly, they have to buy shoes two or three times a year. The children's footwear trade has very good prospects if the entrepreneur is willing to put in the effort and be creative.

Narrow specialization can help achieve high quality goods and trade

How much money to invest

An approximate business plan for a shoe store with calculations can be found on the Internet, but in any case, it will have to be adapted to your situation. The main items of expenditure will be:

• rental of premises (from 60 to 100 thousand rubles, the cost depends very much on the region);
• repair and decoration of the premises (if necessary, 50-100 thousand rubles);
• commercial equipment (showcases, a table with a cash register, sofas for fitting, mirrors (50-100 thousand rubles);
• purchase of the first batches of goods (about 200 thousand rubles);
• working capital for the first months of work (50 thousand rubles);
• security system (about 10 thousand rubles);
• remuneration of employees (3-4 employees with a salary of 15-20 thousand rubles).

Thus, to open, an amount in the region of 700 thousand - 1 million rubles is required. it relatively small investment which will pay off in about 8-12 months of work and possibly faster.

What to expect profit

Due to the high competition in the children's goods market, do not expect high profits in the first months of work. Practice shows that it takes 4-5 seasons (a year and a half) for most entrepreneurs to recoup their investments and prove themselves. During this period, you need to constantly adjust the approach to sales, update the range, and collect feedback.

How to choose the right store location

There are several good options for the location of a children's shoe store.

1. New microdistrict, where young families buy apartments . Children's shoes within walking distance from home will be very popular with young mothers. It is important to correctly assess the number of young families in the microdistrict and its size.
2. Near nurseries, kindergartens and schools. The idea of ​​buying a new pair of shoes on the way home from kindergarten or school is also a great idea for many parents, as it saves them a lot of time. In addition, unlike microdistricts, children's institutions will not run out of potential customers in a few years.
3. In the mall where there is a zone of children's attractions and entertainment. Many families go to shopping malls on weekends where they can buy the necessary goods, play games and have a bite to eat. A specialized children's shoe store fits in well with this pastime, and the popularity of shopping centers will ensure a steady flow of customers.

You should not expect high profits in the first months of work

Requirements for the premises

The premises of the future children's shoe store should have several characteristics. Firstly, its area must be at least 70 square meters. Secondly, need for zoning: trading floor and places for fittings, cash desk, warehouses, room for staff. Thirdly, the store should be bright, cozy, possibly decorated for children.

The area of ​​the premises should allow three or four families to be and choose goods at the same time. It is necessary to organize several places for fitting that do not interfere with each other: comfortable sofas with shoe spoons and mirrors.

Formation of the assortment

It is not easy to open a shoe store from scratch: reviews show that for good sales need to form a rich assortment. For a specialized shoe store for children, this is the main thing competitive advantage. The number of goods should significantly exceed the range of hypermarkets. It is not as difficult as it seems at first glance. Hypermarkets sell literally everything from shoes to strollers, which allows them to offer only a limited number of models. A specialized store should exceed this figure by at least 2-3 times.

It is necessary to purchase goods from several manufacturers: domestic, foreign, well-known and only beginners. Models in most sizes should always be in stock. All goods can be conditionally divided into two varieties: seasonal and off-season.

Seasonal items are associated with the season: warm boots in winter, rubber boots for autumn and winter, light sandals in summer. At the end of the season, it is imperative to carry out a sale of all old models. During the season, on the contrary, prices should be kept higher.

Off-season shoes are the ones that a child needs all year round. These are sports sneakers, sneakers, shoes, ballet flats (for replacement shoes in the kindergarten), slippers. For the little ones, a variety of booties is a must. The newest and most popular models should be placed closer to the entrance, the least relevant - deep into the hall.

It is enough to replenish the product range once a month. After a few seasons of work, it will become apparent that some categories or firms are selling better. They will need to be emphasized: expand the range, duplicate the size range. Conversely, models that sell worse should be ordered in smaller volumes or removed from sale altogether.

At the end of the season, it is necessary to carry out a sale of all old models.

How the right atmosphere will help increase sales

One of the features of a shoe store for children is the need to maintain a comfortable environment inside. Most children really dislike long shopping trips. This means that you need to create an environment that will be pleasant for them. For example, pick up a special playlist with children's songs.

Maybe, it is worth installing a TV and broadcasting cartoons and children's movies. Trying on shoes should be fun, perhaps with special baby shoe spoons. It will be very useful to have toys, coloring books, puzzles in the store.

The main goal is to make the stay and shopping in the store a pleasant and memorable event for children and parents. A trip for shoes to you should be associated in a child with a holiday and a game, and not with endless trying on different pairs of shoes, stuffiness and boredom.

Employee Requirements

Usually women sell children's shoes. The main requirement for sellers in this industry is not experience in trading, but the ability to find a common language with adults and children. A good employee should be friendly, be able to please the child, captivate him and at the same time know the assortment perfectly, quickly select desired models and convince parents to buy from you.

The success of the entire enterprise depends on how well the sellers work. Children do not like strict, gloomy and serious people. The seller should please them at first sight and captivate them with purchases. It is advisable to remember regular customers, to be interested in the quality of previously purchased shoes.

Salespeople are usually paid based on sales success. The salary consists of a minimum fixed part and a percentage of completed sales. Practice shows that such a principle of wage formation increases the interest of employees and, as a result, helps to achieve sales growth.

The seller should like them at first sight and captivate them with purchases

Franchise work

Currently, several children's shoe stores of the All-Russian level sell franchises. How profitable is it to work under someone else's brand? At first glance, it seems that it is easier to buy the right to use a popular name, get professional advice and assortment rules. It is likely that the franchisor will take over the purchase and supply of goods. This is very profitable: along with the franchise, the entrepreneur will receive a full set of instructions for opening a store, working with staff, and so on.

On the other hand, the cost of opening a store will increase. In addition to all the funds for the premises, equipment and the purchase of the first batches of goods, you will need to pay an initial (lump-sum) fee. In addition, monthly you will need to pay a percentage of your profits and report to the copyright holder.

There is no children's shoe store on the Russian market that would be known to all parents and would guarantee high profits in the first months of operation. That's why it is more logical to invest in the development of your own brand, independently arrange supplies and service.

Is selling children's shoes online profitable?

An online store allows you to significantly reduce the number of costs: rent, utilities, employee salaries. However the specificity of children's shoes is such that few parents decide to buy them without trying them on. Therefore, a "real" store is needed.

On the other hand, it will be useful to make a website in addition to physical trading. There you can also organize the sale of goods, for example, at reduced prices. It is useful to tell customers about the rules for choosing children's shoes, products that are presented in your assortment, different models of shoes and other useful information. Place a forum on your site where customers can ask questions about products and communicate with each other.

Conclusion

The trade in children's shoes is a specific line of business that requires a combination of pedagogical and marketing talent. Narrow specialization in the sales of only one type of product allows you to significantly improve the quality within your direction, thoroughly study the market, and cooperate with a variety of suppliers. When organizing a children's store, you need creativity and a sincere desire to provide children and parents with the best choice.