Children's shoe store: tips for experienced beginners

The children's market has perked up and has almost recovered from the crisis. But the times are still fresh in the memory when confusion reigned on the market and many old-timers could not predict the development of the situation, not only for months, but even for days ahead. Nevertheless, even then new showrooms and shops were opened. Some of these intrepid newbies have survived, gained experience, and are ready to share recipes for successful business with SR readers. Coordinator of the Information Center of Children's Products Elena Gerke talked about what, when, where and how to sell to a novice entrepreneur with the General Director of the ES'ENTE showroom Elena Minaeva, the General Director of SOFI CATALU Irina Brekhova, the Commercial Director of the BIMBAVERA showroom Natalia Ivanova and General Director of FASHION FOR CHILDREN (NUCLEO store) Alexandra Butuzova.

- By what principle did you choose the assortment and trade marks, given that the market for children's goods is saturated?

Elena Minaeva: We were guided by our own ideas about beauty.

Irina Brekhova: Our selection principle is original design and a combination of models within each specific collection.

Natalia Ivanova: There's always room for something new and interesting. We carefully selected our brands and settled on companies with established reputations in children's clothing. From the very beginning, we aimed to cover all major categories of children's clothing from 0 to 14 years old. We believe our offering is sufficient to allow customers to fully customize their store's assortment.

Alexandra Butuzova: I recently became a mother and faced a dilemma: Moscow offers very little quality clothing at reasonable prices. The market is oversaturated with either premium clothing or cheap, low-quality items. That's why I came up with the idea to introduce the Italian brand Nucleo to the Russian market, offering high-quality clothing at reasonable prices. Almost any family can afford a complete set of everyday clothes.

- What are the typical mistakes made by novice businessmen?

E.M.: They are guided by their own ideas about beauty.

I.B.: Many aspiring entrepreneurs buy up leftovers or slow-selling goods at what they think is a good price, and then are unable to sell them.

N.I.: Perhaps the most common mistake at the initial stage is a haphazard selection of brands at different price points. It's important to first define your target audience and, consequently, the price point you'll be working within, and then select brands specifically for the task at hand. And from the very beginning, you should closely address issues such as certification, logistics, and customs. In our country, unfortunately, we need to be prepared for new legislative changes every day.

- Where and how is it best to choose foreign suppliers: at exhibitions, on the Internet, plan a trip to other countries?

E.M.: It's certainly convenient to choose a product online. Or browse a couple of exhibitions—you're sure to find something you like. But! In that case, it's difficult to plan a long and happy future with this manufacturer. It's possible that one day they'll surprise you. And believe me, it's hardly pleasant. I need to see every stage of the production process, meet the artisans, listen to feedback from their colleagues and competitors, and learn the tiniest details to be confident in the consistent quality of the product, that this manufacturer will never let me down. Yes, I'm a meticulous nerd!

I.B.: I think it's preferable to choose products at exhibitions. There, you can not only see and touch them, but also evaluate the stand's design and the overall atmosphere, which also characterizes the company.

N.I.: All three methods are effective and have their place. For example, in addition to traditional visits to international exhibitions, I like the idea of ​​traveling to different countries. After all, local stores can offer some very interesting brands that haven't yet made it onto the international scene. The internet makes searching much easier; if, say, you haven't had the opportunity to attend a particular exhibition, you can browse the companies' websites through the list of exhibitors, and perhaps something will catch your eye. At the same time, the internet, while more accessible and affordable than traveling to exhibitions and stores abroad, requires more careful processing of the information you gather.

A.B.: There are certainly many brands represented at the exhibition, but interesting brands can also be found during trips to other countries, as was the case with me.

- What should you pay special attention to when talking with a foreign manufacturer (prices, delivery times, promotional materials)?

E.M.: Let's say the angel who makes the most beautiful shoes in the world has given you an incredible discount, paid for advertising, and the entire country is eagerly awaiting September 1st to dress their precious children in those shoes. But by a "fatal coincidence," delivery is delayed by just a couple of weeks. And you're left alone with those beautiful shoes, waiting for New Year's, Defender of the Fatherland Day, Hanukkah, and Eid al-Adha. I can predict many different awkward situations, from which only one conclusion can be drawn: pay attention to everything!

I.B.: And on prices, and on delivery times, and on the availability of advertising materials – that is, on practically everything.

N.I .: Based on experience, I would prioritize as follows: delivery time, price, advertising support, etc.

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A.B.: The most important thing is delivery times. We need to request production calendars so we can forecast the delivery schedule.

- In what season is it best to open a new showroom (store)?

E.M.: When you are ready for it mentally and physically.

I.B.: As for children's clothing, which I specialize in, it's best to open with a fall collection. After all, that's the main sales season in Russia.

A.B.: Certainly, during the high sales season: August or September.

- Where to find good shots?

E.M.: And really... where can you find good personnel?!

I.B.: I was able to do this thanks to a recommendation from friends. In my opinion, this is the best way.

A.B.: Finding good staff is extremely difficult. I'm lucky; I have a very professional team now, but the search took almost six months. I tried to find a store manager myself, but nothing worked. I had to hire a recruiting agency, and they found a very competent specialist.

- How to promote the newly opened showroom (store)? Where and what kind of advertising to give?

E.M.: If you suddenly find yourself with an inheritance somewhere on the Golden Mile, it wouldn't be a bad idea to cover the Moscow metro catacombs with banners and all the central streets of our wonderful city with banners. Still no luck? Then advertise your showroom only in specialized publications. Don't shoot at sparrows with a cannon – this rule applies to all areas.

I.B.: First of all, at specialized exhibitions, then on the Internet and in professional media.

N.I.: We believe that initially, it's essential to participate in all children's fashion exhibitions in your region. We chose CPM and CJF. Despite the significant investment, exhibitions remain, arguably, the most effective means of promoting a new showroom. In this age of information technology, online support is also crucial. From the very first days of our showroom's existence, we launched our website and advertised on a specialized portal. And it's worth noting that many clients learned about us online.

A.B.: Internet and exhibitions.

- With what residues does a new showroom (store) usually end a season? And what to do with them?

E.M.: A showroom, by definition, can't have any leftovers. As for store inventory, just don't be stingy—just offer a fair discount to wholesalers, and believe me, if you have a quality product, it won't sit in the warehouse!

I.B.: Definitely less than half. The best way to get rid of the remaining stock is simple – sell it at reduced prices.

N.I.: The showroom shouldn't have any inventory at the start, but after a couple of seasons, problems such as unsold orders and a backlog of samples may arise. In this case, we see two options: sales/clearances to the existing customer base or charitable donations. But it's too early for us to talk about inventory.

A.B.: The remaining inventory should not exceed 12%; I put some of it aside for the next sales season, and the rest goes to charity. I plan to open a drop-in store in the future.