Set of photo curtains “Golden temptation (mood). Effective advertising of a tailoring and clothing repair shop Determining the target audience
Attention! Prices and promotions in the video may not be current and do not constitute a public offer. For current prices and promotions, check the website
The product is sold in assortment. The type of tulle fabric (chiffon or voile) and photo curtains (gabardine, satin) when ordering depends on the availability of the product range in the warehouse.
Are you tired of your usual home environment? Do you want to refresh the interior of your favorite room without resorting to expensive renovations and buying new furniture? Set of photo curtains " Golden temptation(mood)" will give your bedroom or living room a luxurious, respectable look. At the same time, they will not only decorate your window, but also provide a feeling of coziness and comfort in any weather. After all, sometimes it’s enough just to hang the curtains to “isolate” from cloudy everyday life.
Time-tested luxury
The curtains are made from thick fabric used to sew expensive curtains. The peculiarity of the fabric is the diagonal method of weaving the threads at an angle of up to 60°. The reverse side is smooth, and the outer side has a slightly noticeable relief pattern called a diagonal hem. All this gives the canvas whole line useful properties:
- The canvas acquires high density, maintaining softness and airiness. An atmosphere of lightness is created, while the space visually expands.
- Withstands up to 500 washes and even more proper care. The product is created to please you with its appearance for as long as possible and create Summer mood in any season.
- Keeps its shape perfectly: does not stretch or wrinkle during use, as well as after washing. As a result, the curtains do not need ironing.
After purchasing, there is no need to hem anything - the kit is immediately ready for use.
Exclusive model
The unique design of the curtains was developed specifically for the Top Shop TV store. Such beauty is sold only here! An incredible bouquet of delicate roses is applied to the surface of the canvas using 3D printing with rich colors. A 3D effect is created: the drawing looks as if it were alive and amazes with the accuracy of the details. The color scheme is good for any apartment. Curtains are especially suitable for dark rooms, since light is scattered when it hits the fabric, making the room brighter and more spacious.
Nice bonus!
When purchasing photo curtains “Golden temptation (mood)” you will receive airy tulle as a gift! The product perfectly completes the composition, creating an atmosphere of comfort and luxury.
A business related to custom tailoring can become truly profitable. To be successful, its owner needs to find premises, purchase equipment and find qualified designers and seamstresses. However, we should not forget about another important aspect, namely studio advertising. This article is intended to help entrepreneurs develop the right marketing strategy, highlighting the most effective methods promotion and eliminating the most losing and inappropriate options.
Point design
Facade
The main requirement for façade design can be formulated simply - the bigger and brighter the better. Regardless of whether your studio is located in a shopping center or on the street, try to make it visible to as many people as possible. Bright colors, big sign, advertising banners- all this should be used to attract the attention of potential customers.
Signboard
The sign should be large, bright and informative. By informativeness we mean either the thematic nature of the name, or the presence of the inscription “atelier” on the sign. Such measures are necessary so that every passerby can accurately determine the profile of your enterprise. As for the backlight, it's up to you to decide. Not many studio owners order LED signs. This is explained simply - it is unlikely that a person, simply passing or driving by, will decide to come in and order a dress for himself. There is a need to be noticeable at all times in grocery stores, bars and restaurants, etc., but in the case of an atelier this is not necessary. However, if you still want to order a luminous structure, this will definitely not harm your business.
Outdoor advertising
Banners
Bright advertising banners must be placed in close proximity to the studio. Develop bright design, come up with a slogan and list your services. After that, it’s a small matter - you just need to order a poster from the printing house.
Signposts
Regardless of whether your studio is located in a shopping center or complex, or on a line of houses, the pillar will become an excellent remedy attracting attention. Make sure that the word “atelier” is immediately visible, and that the list of services is easy and quick to read. You should not list your advantages in small print, because it is unlikely that a passerby will stop to read the small and long inscriptions.
Signposts
The pointers are mandatory element outdoor advertising if your studio is poorly visible from the street, or is not located in the most accessible place of a shopping center or complex.
Internet advertising
Website
Despite the fact that a website is an invariable attribute of business success, you will have to think about whether you specifically need it. If you have a small studio in a shopping center or retail center, where you mainly do repairs or fitting of clothes, you do not need a website. But if you are specifically targeting tailoring for a large number of people, or are positioning your atelier as an elite one, you simply need a business card website. The main advantage of such a resource is that you can publish photos of your best models. It is better to indicate prices under the photo - visitors will definitely appreciate their availability. This is explained very simply - just calculate approximate cost the things they need are much easier than visiting a studio to find out this issue.
If you decide to create a website on our own, be sure to read our articles:
Here we have posted our experience and opinions on using various instruments that you simply need in your work. This will allow you to reduce the time it takes to select the necessary resources for its creation and get profit from the site as quickly as possible.
contextual advertising
Advertisements on classifieds sites
In any city there are free resources, ad sites and forums where you can advertise your atelier completely free of charge. Try to place your advertising messages on all such sites, because the more often your name is mentioned online, the better for business.
Printable advertisement
Leaflets
You need to order a batch of leaflets from the printing house. You can develop the design yourself, or order flyers from an advertising agency. Offer a discount to the bearer of the leaflet, this will interest potential clients. Remember, the slogan and sentence on this small piece of paper should “hook” the person and explain to him why he chose you. So, if you are a high-end tailor, tell us why you are better than others. If you are betting on reasonable prices, emphasize that you have high quality combined with the lowest price in the city.
Business cards
Business cards are a real “must have” for every tailoring studio. They should contain the most important information about you: a list of basic services, contact details, website address. Of course, they must be distributed to each client. Moreover, they should be distributed to nearby stores, especially if they sell trouser suits.
Advertising in newspapers and magazines
Advertising in print media can bring significant benefits to your studio. Using advertising modules in magazines is a good way to promote, but you should also try more fashionable advertising options today. So, for example, many magazines begin to publish many stories about new businesses, interview owners, and study their success stories. An article like this about your studio will be much more effective than a simple advertisement that the reader can simply ignore. You should also remember that in such an interview you need to mention absolutely all the “titles” of the designers, owner, etc. In other words, if you mention that the person responsible for developing the models studied abroad, won competitions, etc., this will definitely be a plus. As for newspapers, it is better to use them for posting advertisements. In the “services” section you can publish a small private advertisement about clothing repair and tailoring. Such advertising costs little, but consistently brings in customers.
TV ads
TV newspaper and ticker
As with flyers, your newspaper ad or news ticker should be as concise as possible, but informative and enticing. You don't have to pay for daily broadcasts on local TV channels - it will be enough to advertise on the weekends.
Other
Discounts for regular customers
Develop a system of discounts for customers. On the second order you can make a discount of 3-5%, on the third and further 5-10%, depending on your pricing policy, costs, etc. You shouldn’t work at a loss, but you shouldn’t save too much either. Such bonuses significantly increase customer loyalty.
Carrying out price promotions
Run special promotions. Try to make them relevant, for example, give a discount on sewing summer dresses in May, and on working with fur coats in November.
Participation in exhibitions and shows
If you can start producing interesting models, launch your own, albeit small, line and take part in some, albeit small, show or demonstrate your work at exhibitions, this will be a significant plus for the business. However, remember, for this fact to be beneficial, it must be widely announced through all available advertising channels.
Word of mouth
In this business word of mouth plays almost the most important role. If you sew clothes to order, hire only the best designers and seamstresses, because the quality and appearance of your products is what customers will discuss with their friends, colleagues, and relatives. And if people around your visitor really like your work, there is a high probability that they will come to you.
What kind of advertising is not suitable for an atelier?
- Radio advertising. Audio clips and narration announcements are good tool promotion, but, unfortunately, not for the studio. Judging objectively, among radio listeners there are few fashionistas, rich women and respectable men, who are the basis of the target audience of such enterprises. This is why advertising on the radio will be comparable to shooting sparrows from a cannon - you will spend a lot of money, but get very little benefit.
- Videos on TV. Despite the fact that a TV newspaper and ticker tape are good means of advertising, creating your own studio video and broadcasting it simply will not pay off. Moreover, this will be a colossal blow to the enterprise’s budget. That is why it is better to abandon such promotion in favor of less expensive and more effective methods.
- Billboards and banners. Such advertising costs a lot, and in order for it to have any noticeable effect, you will need to place billboards or banners throughout the city. Moreover, despite the fact that atelier services are in demand, the majority of the population prefers to buy ready-made clothes rather than order them from an atelier. Therefore, the costs of such massive advertising will simply be unjustified.
Examples of slogans for tailoring studios
- Everything for lovely ladies!
- From skirt to fur coat.
- The embodiment of ideas from the best furs in the world.
- Brand new image.
- Wardrobe for the soul.
- The perfection of individuality.
- Style, fashion, art...
- We make your dream come true.
- The costume plays a role!
- Individualize your style for your victory.
- Affordable luxury.
- Always perfect.
20 IMPORTANT SECRETS on how to attract clients different ages. Every curtain designer should read this article.
Our clients are changing, another generation is growing with its own ideas and demands. “The client went differently,” became a typical complaint from an experienced designer. How to remain successful and get clients of different ages?
Modern companies use the theory of generations for this; they offer each generation their own approach, their products, design, and service principles. Today we will look at the main postulates of this theory and how to apply them in the curtain business.
07/17/2014, Business
First, briefly about the theory of generations.
WHAT GENERATIONS ARE THERE?
A generation is people born within a period of 20 years. We now have three key generations in our country that are important for the sales of custom-made curtains:
Post-war generation (1943-1963). American name baby boomers, due to peak birth rates.
Generation X – “Pepsi generation” (1963-1983).
The largest generation now is generation X. It is gradually replacing the baby boomer generation, and now it is generation X that is in key leadership positions.
But in Lately More and more purchases are being made by generation Y, to whom adult salespeople are not yet accustomed and often do not understand how to effectively sell to them.
We will not go deep into the theory of each generation; we will highlight only the most important for work and attracting clients.
POST-WAR GENERATION (BABY BOOMERS), AGE FROM 51 TO 71 YEARS.
Their slogan: “Inexpensive, but rich.”
This generation has been through a lot, so it is important to emphasize to them that everything is fine with them.
WHAT DESIGNS ARE BABY BOOMERS LOOKING FOR?
Curtains for baby boomers should look more expensive than they actually are. They should attract attention and be “elegant”. It’s no wonder that complex lambrequins are especially loved by this category.
HOW BABY BOOMERS CHOOSE
They usually take a long time to choose, they can go around many salons. At the same time, already in the salon they can continue to compare prices, composition, country of production, colors, etc. for a long time. The interior of the salon is not as important to them as the service of the consultants.
HOW TO SELL CURTAINS TO THOSE OVER 50
Surround them with attention, they appreciate it.
Give them the opportunity to choose and compare. Offer options from different collections, pay attention to the variety of options.
Offer spectacular fabrics, bright colors, complex pattern or shine.
Give them the opportunity to save some money. Show something similar, but a little more cheap option fabrics.
Show them examples complex structures curtains that immediately catch the eye.
Key phrase: “curtains should be beautiful.”
GENERATION X – “PEPSI GENERATION”, AGE FROM 31 TO 51 YEARS
Their slogan: “Especially for me.”
This generation values independence and individuality. It is important for them to emphasize their status, their belonging to people of a certain level.
WHAT DESIGN GENERATION X IS LOOKING FOR
Non-standard is important to them. For them, custom-made curtains are an opportunity to emphasize their own individuality. At the same time, ostentatious luxury no longer interests them. If the fabrics look modest, but it is an elite collection, they will be quite happy with it.
HOW GENERATION X CHOOSE CURTAINS
The status of the salon is very important to them, so they first of all look for the “most decent” salon. They prefer large salons and large shopping centers. Having already trusted the seller, they make a choice based on fabric, design, and cost. They love independent choice. They value brands as a way to emphasize their status.
HOW TO SELL CURTAINS TO THOSE FROM 30 TO 50
Don't force it. Give the opportunity for free choice.
Draw their attention to brands, logos and country of manufacture. Tell stories about fabric manufacturers, they value legends.
Ask about preferences, don’t impose yours. This generation values their own opinions very much.
Emphasize the level of the salon, mention stories with status people. “One of the clients was the owner of a car dealership, they wanted curtains to match the color of their car...”, etc.
Most importantly: offer designs with custom solutions. It must not be like everyone else!
Key phrase: “curtains should give you pleasure.”
Their slogan: "It's so funny."
Most likely, the player will not come to a standard salon. He will find a designer online or learn about a beautiful, unusual “designer boutique.”
WHAT DESIGNS ARE GENERATION Y LOOKING FOR?
They care about trends: vintage, environmental friendliness. They don’t care about brands and status; it must be interesting, unusual or popular.
HOW GENERATION Y CHOOSE CURTAINS
First of all, the Internet and social networks. They come to shopping centers to have fun. If something unusual catches their eye, they will start choosing. If one of your friends has already ordered curtains from you, they will make the choice easily. They don’t like impositions from sellers; they like to make their own choices.
SO: HOW TO SELL CURTAINS TO THOSE WHO ARE UNDER 30
Be an expert, not a salesman.
Make the selection process fun. Report interesting information, entertain.
Focus on fashionable topics interesting designs, designs.
Highlight natural and eco-friendly fabrics.
Use something that can cause surprise. Not necessarily related to curtains, for example an unusual vase, business cards, etc.
Use loyalty programs like “a big discount for your friends when ordering curtains from us.”
Key phrase: “curtains are not a boring rag on the window.”
Owning a business selling curtains can be very successful. The profitability of the average curtain salon is at least 100 thousand rubles per month. Of course, not everything is so simple, and reaching the break-even point of sales can take more than one month. In many ways, the determining factors for success are the location of the outlet and the level of competition in the city...
Room
The best location for curtain salons is shopping centers. What is important here is both high traffic volume and the presence of solvent clients, of whom there are plenty in every shopping center. It’s even better if it’s a point on the same floor with furniture showrooms. In this case, you get the most targeted audience. You can start with small areas - 20 - 30 square meters. m. Still, rent in a shopping center is not the cheapest and for such an area you will have to pay about 50-70 thousand rubles per month.
Opening an outlet in residential areas is not the best solution, although rent in such places is much lower. The whole point is that the client audience is too small and this requires big investment in advertising, even higher than in a shopping center. The only exception is large areas of new buildings.
Range
It is necessary to spend from 300 to 700 thousand rubles to create an assortment of goods. This largely depends on the size of the room: what larger area retail outlet, the higher the cost of purchasing goods. Empty shelves scare away the client, so if you have a limited budget, it’s better to rent small room so that you can fill out retail space the store thoroughly. The main range of the curtain salon includes the following products:
- curtain fabrics,
- ready-made curtains,
- blinds,
- cornices,
- fringe,
- brushes, grips,
- accessories for curtains.
If you have a limited budget, you may not need to purchase a large assortment fabrics: at the beginning of your business, you can sell goods according to samples, which can be collected in countless quantities from wholesale suppliers. In the assortment of ready-made curtains, you can offer the client a whole range of products:
- classic curtains- straight hanging fabric combined with tulle. This is the most hot commodity. average price– 2,000 rubles;
- Photo curtains are not for everyone. A more expensive option, unlike the classics. Average price – 4500 rubles;
- Japanese curtains are also not for everybody. These curtains are more like screens. Japanese fabric curtains light and moves along the window using a mechanism. Average price 1500 rubles;
- Italian curtains. Such curtains do not move apart and are rigidly attached to the cornice. They are often used on doorways. Average price 1200 rubles;
- Roman blinds are still exotic. They are a strip of fabric stretched over a rigid structure attached to the ceiling. The average price is 1200 rubles.
Staff
The main employees of the salon are sales consultants. A small salon only needs two of them to work on a 2/2 shift schedule. In addition to salespeople, a designer is needed - a person who will visit the customer’s home, offer design options, take measurements, and so on. It is not necessary to have a designer on staff. You pay the person only for the departure, adding a percentage for a successful order. The installer of ready-made curtains and cornices works on the same principle. When expanding your business, you can hire a couple of seamstresses and open a real sewing workshop. Thus, you can carry out not only your orders, but also work for others retail outlets.
Advertising
The most effective methods for advertising may be a bright advertising sign in front of the entrance to a store or on the wall of a shopping center, handing out leaflets in front of the entrance to a shopping center, as well as advertising on the Internet. The site will work most productively in major cities, where many products and services are often found via the Internet. For example, a report on the number of requests “buy curtains in Novosibirsk” tells us that through the Yandex search engine alone, about 1,100 people per month are looking for this product in Novosibirsk:
The site can perform several functions: representative and online store functions, as well as for ordering a designer at home. Creating your own website and promoting it in search engines will cost between 50-70 thousand rubles.
Finding clients is the most difficult part of business for new salons. Therefore, before starting a business, you should think very carefully about your client base. Distributing advertising brochures to mailboxes in new buildings and private houses (we select only elite areas), as well as active work with the design community of your city, can help you make yourself known. You provide the designer with a portfolio of your work, interest him and agree on a percentage of each completed job. As a rule, the designer takes 10% from each completed order.
Curtain salon business plan
Let's calculate the approximate efficiency of a curtain salon opened in a shopping center on an area of 30 square meters. m.
Starting investments:
- Room design – 100 thousand rubles.
- Retail furniture – 100 thousand rubles.
- Creation of a product range – 400 thousand rubles.
- Advertising (signboard, website creation) – 100 thousand rubles.
- Reserve fund – 100 thousand rubles.
- Other organizational expenses (registration of individual entrepreneurs, delivery of goods, etc.) – 50 thousand rubles.
TOTAL – 850 thousand rubles.
Fixed monthly expenses:
- Rent of premises – 50 thousand rubles.
- Wage+ insurance contributions (3 people) – 80 thousand rubles.
- Tax (UTII) – 10 thousand rubles.
- Other expenses – 15 thousand rubles.
TOTAL – 155 thousand rubles.
Income:
- The salon's average bill is 3,000 rubles.
- Trade margin – 100%
- The average income from one sale is 1,500 rubles.
- The average number of sales per day is 5, respectively per month – 150
- Income per month – 225,000 rubles.
Hence the profit of the salon: 225,000 – 155,000 = 70,000 rubles. The return on investment, taking into account the time to promote the business (3-4 months), will come after 14 months of work.
Let's consider the issue of finding clients. Let's say you decide to sew curtains with your own hands to order, receive additional income at home, organize your small business for sewing curtains. You already know how to sew, and feel the potential in yourself and creativity. But you don’t know where you can find clients.
So, where can you look for those who want to order curtains?
For those who plan to organize their own curtain making business best solution- rent a room in a walk-through location and organize a curtain sewing salon. This will attract you greatest number clients. The most important thing is to choose the right room so as not to burn out. Where to find premises for a salon, what signs to look for and how to attract clients there? You will find answers to these questions in the course How to organize your own curtain sewing business.
Such a project is not very expensive, and compared to other business investments, it is almost free. But still, not everyone is ready to do business. Many people simply want to have extra income at home. Our advice is for them.
Be actively looking for clients. Tell all your friends and acquaintances that you sew custom curtains. You probably have a huge number of friends. And these acquaintances have other acquaintances, and those acquaintances have other acquaintances... etc. Ask your friends for help, explain that you need clients. Surely, among all these friends of yours, there will be people who want to order curtains.
Social networks will help you have income at home. Create pages on social networks, create groups, post photos of your work there. Write that you have decided to sew custom curtains with your own hands and leave your contact information. Communicate actively, regularly exhibit your work, and soon there will be admirers of your talent.
Print advertisements and place them in mailboxes. Pay special attention to those houses where people have just moved in. Surely they all need curtains. And if the house has non-standard windows or too high ceilings, then the people living in this house will not be able to buy ready-made curtains and will be happy to use your services.
You can have extra income at home, do what you love and earn good money if you show a little initiative and gain clients. In the future, you will not have to actively look for clients; clients will find you themselves based on the recommendations of those for whom you sewed curtains.
All of the above tips are suitable both for those who want to have additional income at home, and for those who want to organize their own curtain sewing business. Only for those who organize a business for sewing curtains, these technologies for attracting customers will be additional and optional, because the business operates on different principles.
