Today’s market for small boutiques is completely cut-throat. Missed deadlines, over stocking or under stocking; all
boutiques
these mistakes have amplified consequences in a time when customers are hesitant to shop. It’s more important than ever for clothing store owners to avoid mistakes that can cost time, energy, customers, and profits. Here is Julie’s list of the top five mistakes to avoid as a boutique clothing store owner:
Fealty to National Trends over Local Tastes
Do everything you can to avoid this pitfall. The whole point of owning a boutique is to sell your own style; your unique take on what looks good. No one else will have your sense of fashion, though many may emulate it by buying your clothing. This exclusive look is your selling point. However, if you go to J-Crew, the Gap, Urban Outfitters and then Target, and think, “Why, they’re doing so well, I should sell what they sell,” then you become a sell out, and not long after will have to sell your store.
Trying to compete with the big box stores on their ground is like fighting Godzilla with a club. The point is to play to your strengths. Ask people in your neighborhood what they want. It’s fine to do research on what’s popular, but have an opinion on it. In sum: let the local demand determine what you buy, rather than the national trends.
Having a muddled Brand
If you have one rack dedicated to women’s lingerie, another to children’s booties, another to men’s outdoor wear, and yet another to teenage goth, you may be stretching yourself so wide no one knows what you are anymore. Some customers like to know exactly what you’re going to have available, and others like to browse and discover. But no one wants to walk into a store thinking they’ll get one thing and finding another.
Pick a category and examine all the relevant fashion angles to it. For example, if you love prom fashion, you could consider prom dresses, bridesmaid dresses, cocktail dresses, and little black dresses relevant to that category. Not considering what clothing has synergy together will bloat your inventory and muddle the branding of your store—how many lingerie shops succeed by also offering men’s shoes? None!
Burdensome Overhead
The most expensive aspect of owning a small business, usually, is employee pay and benefits. Avoid this as much as possible. Work your butt off as long as it takes for your business to sustain another employee. Seven days a week, no vacations, or twelve hour days – whatever it takes to stay solvent. Your business will be your life. If it’s not, it may not grow to sustain your lifestyle in the future. Try as best as possible to hire family (who may work for less) or even volunteers. (You can teach them the ropes of owning a fashion boutique in exchange for working the register and helping customers.)
Poor Location Choice
As in home buying, location is essential. You want street traffic to see what you offer, and it needs to be the right kind of street traffic. Why have a high-end fashion boutique if your storefront faces a discount chain?
Not Ordering in Advance
When you get merchandise and clothes to sell from top design firms, you have to place your orders well in advance of the season. This is a skill you can learn only by knowing the best wholesale women’s clothing companies online.
