Lemonie Boutique opened in 2019 as a mother and daughter owned business selling vintage style clothing with our main collection and speciality being 50s dresses and swing trousers.
Vintage and retro fashion have experienced a resurgence in popularity, offering unique styles and sustainability and we decided to give the business a go ourselves as we have always had a passion for vintage women's clothing.
Starting your own vintage or reproduction (repro) clothing store is not only a fulfilling endeavour but also a business opportunity in a growing market. This comprehensive guide will walk you through the steps to start your own vintage clothing store.
Market Research and Niche Selection- Define Your Niche: Determine whether you'll focus on genuine vintage, retro reproductions, or a mix.
- Analyse the Market: Research your target audience, competitors, and current fashion trends. Bear in mind that different areas have different demands and you have to also have a marketing strategy to hit the right clientele.
Creating a Business Plan
- Define Your Brand: Establish your store's identity, values, and unique selling points.
- Financial Planning: Calculate start-up costs, projected expenses, and potential revenue.
- Register Your Business: Choose a business name and register it according to your local laws.
- Business Structure: Decide on a legal structure (e.g., sole proprietorship, LLC) and handle necessary permits.
Sourcing and Inventory
- Sourcing Vintage Clothing: Learn how and where to find vintage clothing, from thrift stores to estate sales.
- Reproduction Suppliers: If offering repro items, research manufacturers or wholesalers. Consider what is important to you as some wholesalers may offer a higher quality product but the price will reflect this.
- Choose a Location: Decide whether to open a physical store, an online shop, or both. Think about your overheads very carefully as even very large chains are struggling to make physical brick and mortar stores profitable in the current climate.
- Online Store Setup: Explore e-commerce platforms, design, and user experience.
Store Setup and Design
- Physical Store: Plan the layout, décor, and visual merchandising to create a unique shopping experience.
- Online Store Design: Optimize your website for easy navigation and conversions.
Pricing and Inventory Management
- Pricing Strategy: Determine how to price your items for profit while staying competitive.
- Inventory Management: Implement an inventory system to keep track of stock levels.
- Warehouse or storage: Consider where you will keep your stock. You will need a space that is large enough to contain your inventory, temperature controlled so as to avoid mildew or condensation and secure so as to avoid theft. CCTV is advised!
- Create a Brand Identity: Design a memorable logo, choose brand colours, and develop a consistent visual theme. You might consider hiring someone to do this for you!
- Marketing Strategies: Employ online and offline marketing techniques to reach your target audience.
- Customer Service: Provide excellent service and engage with your customers.
- Loyalty Programs: Create initiatives to reward repeat buyers.
Scaling Your Business
Expansion Plans: Consider opening more stores or diversifying your offerings.
Sustainability: Explore eco-friendly options to appeal to environmentally conscious consumers. Customers prefer products and brands that make ethical choices such as biodegradable packaging and Fair Trade manufacturing.
All of these points are key for us as an online boutique in the UK. We like to know that we are looking after everyone who has a hand in bringing the garments and accessories to our customers.
Legal and Financial Management- Contracts and Agreements: Secure your business with necessary contracts for suppliers and employees.
- Financial Management: Keep accurate records, pay taxes, and manage finances responsibly.
- Know your starter budget, and make your business work around it! Owning a business is initially a bit of a money pit. Don't reply on business loans and credit cards however tempting as these can put you in an even bigger hole financially. Save up a starter amount and scale from there!
- Handling Challenges: Be prepared to address common issues, such as inventory fluctuations.
- Scaling Your Business: Expand, diversify, or grow in response to market demands.
Your Emotional Wellbeing While Starting A Business
On a personal note I would like to add that starting a business isn't just a momentous and at times exhausting endeavour, it is also emotionally draining during the months where your sales are low and stock is just sitting there.
When I began Lemonie Boutique I don't really think I believed in myself very much at all. We began by meeting locals at markets and spreading the word about what we were doing. It took a long time to begin to see money coming in and to this day we are barely in the green!
Keep going, constantly change and adapt the things that don't work while sticking to the things that do and you'll be on your way to quitting your day job in no time!
If you are in this position do feel free to reach out for moral support! As I say, we have been there and sometimes you just need someone to say "I believe in you!" even when you feel like you want to shut it all down.
Starting your vintage or repro clothing store can be an exciting journey into the world of fashion and entrepreneurship. By following this guide and continually adapting to changing trends and customer preferences, you can build a successful and rewarding business in the vintage and retro fashion industry. Remember to stay true to your brand identity, offer exceptional customer service, and, most importantly, have a passion for what you do.