How to Build a Clothing Store
Commerce Find out how to Build: Clothing store Updated Jan./2016 Technical sheet SEBRAE MINAS Olavo Machado Júnior Chairman of the Deliberative Council Afonso Maria Rocha Director Superintendent Anderson Costa Cabido Technical Director Marden Marcio Magalhaes Director of Operations Individual Care Unit for Entrepreneurs Mônica Xavier Segantini de Castro Manager Laurana Silva Viana | Viviane Soares da Costa Technical Team Entrepreneurs Interviewed Regina Falci, Antônio Miranda Leite Legal Consultancy Chaves Vilhena Law Firm Environment Design ADEQUA – Environment Design Coordination: Paula Glória Barbosa Support: ED/UEMG – IED/UEMG Graphic Design Center for Studies and Development of Design Projects – ED/UEMG Coordination: Silvestre Rondon Curvo Advisor Professor: Frederico Motta Development: Daniella Salles and Gabriel Coutinho 2016 – SEBRAE MINAS All rights reserved. Reproduction in whole or in part, in any form or by any means, is allowed, as long as the sources are disclosed. Learn how to Build: Clothing store Updated Jan./2016 Ponto de Partida is a product of Sebrae Minas, which gathers essential information about the various aspects of opening a business. It is divided into two manuals, one with general aspects and one with specifics. In this manual, you will find information related to the business of your interest, which answer questions such as “how does the project work?”, “what equipment is needed?”, “is there specific legislation?”, “which institutions are linked to this activity?”, among others. However, this product contains general guidelines to guide the candidate for entrepreneur, and Sebrae Minas cannot be held responsible for the final result of the enterprise. The success of the business will depend on other factors such as, for example, experience, entrepreneurial behavior, market, among others. The team of professionals responsible for the product is concerned with keeping the information up-to-date, through consultations with several sources: sectorial institutions, specialized consultants, associations, unions and businessmen. Sebrae Minas has programs that guide and train entrepreneurs and entrepreneurs in business development. For more information, visit one of the Service Points, access www.sebraemg.com.br or call 0800 570 0800. Presentation Do you want to open your own business? Starting point: here success begins. It is recommended to read the manual “How to open a business”, to obtain other important and complementary information. Attention Find out how to Assemble: Clothing store Updated Jan./2016 Contents The business5 Specific legislation21 Human resources15 Equipment, products and services16 Voice of experience17 Consumer protection19 Useful addresses25 Courses and events26 Environment design12 References29 Video suggestions27 Reading suggestions28 Find out how to Assemble : Clothing store 5 Updated Jan./2016 Market The sale of clothing is an activity carried out by a wide and varied group of companies, such as: hypermarkets, department stores and other companies in various branches of retail trade, increasing competition. It is directly influenced by the change of seasons and trends dictated by the big clothing companies or the media. Therefore, you have to keep up-to-date on news, seeking information in magazines and television programs, reading specialized publications, visiting sector fairs, among other actions that allow you to learn about market trends. The market is also influenced by the economy, as when the purchasing power decreases, people start to buy less and substitute cheaper ones. The growth of the clothing sector is reinforced by some transformations, which affect the economic and social reality: The business Learn more about the assembly and operation of your future enterprise According to the National Classification of Economic Activities – CNAE, store activity de clothing1 is characterized as a retail trade of articles for clothing and accessories (4781-4/00) and comprises: • The retail trade of accessories and clothing complements of any material – ties, belts, scarves, socks, parasols and wardrobes. showers, hats, gloves and the like. • The retail trade of new clothing items of any material, such as: dresses, blouses, pants, underwear, school uniforms and the like; 1 The ranking above is an indication for a better understanding of the business and what it understands. Sebrae Minas is exempt from responsibilities regarding the classification of the business in the CNAE, and the entrepreneur must consult the tax authorities and an accounting professional even before registering the company. • Low unemployment rate; • Brazilian income on the rise; • Credit expansion in the country; • Population access to consumption; • Commemorative dates. Learn how to Build: Clothing store 6 Updated Jan./2016 It is essential, for anyone working with fashion, that their customers realize that the store offers new products and is always looking to innovate. For this, always change the decoration of the window and the highlighted products. The store’s internal layout must also change at least twice a year, indicating changing seasons. Thus, you attract the attention of customers, who are encouraged to enter the store. Marketing Consultancy Alerta SEBRAE Types of stores When thinking about setting up a store, the first step is to define the type of public you intend to serve. From there, it will be possible to define the type of segmentation most suited to this audience, the location for assembly, the types of services that will complement the chosen concept. • White clothing store The sale of white clothing has the advantage of market stability. White has a strong connection with the health area, as it is a requirement for the clothing of doctors, dentists, nurses, veterinarians, students and laboratory technicians. It is also used in the uniforms of nannies, beauty centers, butchers, barbers and in the costumes of people of religions of African-Brazilian or esoteric origin. In addition to being a professional requirement for some, white items never go out of style. The classic pieces that are not sold all year round, that is, they are products that do not suffer as much from fashion changes. • Women’s clothing store To conquer the female audience, it is necessary to be creative and always offer news on fashion trends. In a women’s clothing store, the differential can be linked to the quality of the pieces and the exclusivity of the articles. • Oversize clothing store This type of store offers large-numbered clothing, with mannequins ranging from 48 to 60, reaching a portion of the population that has difficulty finding the appropriate size clothing according to their preferences. The secret to the success of this business is to offer modern clothes, which are in fashion and in the desired size. Learn How to Assemble: Clothing Store 7 Updated Jan/2016 • Pregnant Womens Clothing Store A pregnant womens apparel store should offer varied, creative, and tasteful clothing. For this type of business, there is no seasonality. You can diversify the products to be marketed including offering baby items. • Women’s underwear store Always present in the women’s wardrobe, this can be an interesting investment alternative. In addition to lingerie, this type of store also offers items such as pajamas, nightgowns, socks, etc. • Men’s Underwear Store This type of business grows as men’s vanity increases. When buying, as men are much more objective, it is important that they find everything they need in the same place. Thus, the store must offer
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