- Maternity clothing is a sector of the women's retail market that has been expanding in size and sales for the past decade. Today there are several niches for maternity clothing resellers. Among them are high-fashion, mid-range (think the Gap or Old Navy), plus size, evening and couture. Consider which market best suits you. Concentrating on one area of the market makes it easier to grow a reliable customer base while crafting a name for yourself as a designer or retailer.
-
Build a complete, well-rounded business plan. Although the maternity business is fairly stable, there will most likely be ups and downs. A business plan requires a thorough examination of competition, trends and finances, and will act as a road map to stay the course during lean times.
To obtain funding, take the business plan to either a private bank or the Small Business Association. Credit unions are another good option for loans, and often offer lower interest rates than mainstream banks. Any private loans should have a written contract drawn up by a lawyer who is well-versed in business and contract law.
Of course, the most important part of opening the maternity clothing store is the apparel itself. It's important to build relationships with reputable clothing designers and suppliers who will offer the best quality goods for the most reasonable price. A great place to meet this type is supplier is at a trade show or fashion event---and there are now shows that center just around maternity. A dependable manufacturer that ships on time, creates well-made product and offers reliable customer service will keep your business running smoothly; a manufacturer that's constantly late, offloads shoddy items and is unreachable will bring nothing but frustration to you and your customers. -
Maternity fashion is different from other areas of women's apparel, because of the variations in fit and sizing. A size 4 woman might suddenly become a size 6 for a month, then balloon to a size 10. Many mothers-to-be end up confused and frustrated by having to buy an array of maternity fashion, wrongly assuming the clothes are frumpy and de-sexualizing. These are all issues to deal with in the maternity business.
Educate yourself thoroughly in maternity fit before selling this type of clothing. Maternity clothes have structural differences (like stretchy panels and comfortable, buttoned hidden elastic waistbands) to improve wearing comfort. More designers making easy-wearing yoga-type maternity clothes from cool fabrics like Modal. These are all selling points for customers leery, but in need of, maternity clothes.
Talk about these features with your customers to improve sales. Read trade publications to know exactly what's going on in the business, along with new developments in the industry. Clients love to shop with knowledgeable businesses, so keep on the cutting edge of the maternity fashion retail marketplace. -
Maternity stores do well in towns that have a fashion-forward, upscale clientele who have no problem spending for a new wardrobe. Although women all over the economic spectrum wear maternity apparel, the pieces suitable for a specialty boutique price point generally will do better in a higher-income area.
Make certain that the store is bright, airy, and roomy. There will be clients coming in that are hugely pregnant; don't make them feel cramped. Keep things at waist level to minimize the need for bending. Carpet the floors to avoid slips and trips. Also, have seats and places to rest for weary moms-to-be. These small touches will ensure happy customers and return business. -
More and more women are turning to online shopping to fill their maternity wardrobe needs. Running a store exclusively online may seem simple, but you'll need to offer excellent customer service. As stated earlier, fit is different in maternity, and many women change sizes during pregnancy, so live help or fast email response is required. A better idea would be to concentrate on accessories, which generally will have a lower rate of return.
Online stores are great because it's possible to list a larger selection of merchandise than can be stocked in a brick-and-mortar boutique. Drop shipping is a possibility for specialty items, which takes away the need for inventory storage. Online stores can also become hands-off operations altogether if a business hires a fulfillment center to pack and ship orders.
If choosing between both online and live store selling, open the boutique store first, then expand to the Internet once that's solid and running smoothly. Don't try to open both at once, or things can quickly get overwhelming.
