How to Open a Lingerie Shop
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Visit a competitor's store for an idea of popular brandslingerie 138 image by Nathalie P from Fotolia.com
Use the sourcing database of the American Apparel Producers Networking, aapnetwork.net, to learn how the supply chain works for specific categories like nightgowns and bras. (See Reference 1). Choose suppliers using Infomat.com, and follow the advice to visit a competitor's store that carries similar merchandise and then "take some mental notes on the brands that you see and like. Look at what's selling well and what's not". (See Reference 2). Look at suppliers that will fit with the shop theme such as elegant lingerie with a vintage appeal or racy, flashy clothing. - 2). Use market research from the National Retail Federation, nrf.com, and "Industry Information" to understand the economic outlook for the overall retail industry. (See Reference 3). Select a location like an upscale office center to open a high-end lingerie store or one near nightclubs and restaurants for more racy stores.
- 3). Purchase a city business permit and state resale permits. Lease or buy store racks, mannequins, and open a business bank account. Ask the bank's business relationship manager about helping set up a merchant account for the purpose of taking credit cards. Plan to pay start-up costs of up to $200, monthly fees of $4 to $20, and per transaction fees of five cents to fifty cents according to a guide on Business.gov. (See Reference 4). Arrange products in the store according to categories using either brand names or styles such as corsets on one side, teddies on another, fetish wear in a third area. Lay soft carpeting and install speakers to play mood music. Set an area near the checkout counter for related items such as popular adult games and massage lotions.
- 4). Write a marketing strategy that leads to word-of-mouth publicity like having a fashion show to teach women of different sizes that wearing lingerie can help them feel more seductive and beautiful. Plan a "men's day" when men can come in, drop a business card for a free giveaway, and learn how to buy lingerie for a spouse or girlfriend. Schedule a fashion event three to four times per year. Join the local chamber of commerce and host a mixer.
- 5
Develop a co-marketing effort with one or more storesbeautiful woman have massage at spa and wellness center image by .shock from Fotolia.com
Develop a co-marketing strategy with hair salons that have female executives for clients; day spas; and massage therapists. Hire a graphic designer to create a postcard with the complementary businesses and their websites. Write a discount rate on the card like "10 percent off" at participating businesses. Distribute the postcards in each of the stores and at local business events. - 6). Develop a customer appreciation program. Tell customers that for every $75 spent they may select one item of clothing that retails for less than $15 at no additional charge.
