A boutique has a problem a provision store doesn't. A tin of milk bought in March is still a tin of milk in September. A dress bought in March is, by September, last season's dress in the three sizes nobody wanted.
In clothing, stock loses value just by sitting. Nearly everything about running a boutique well follows from that.
Stock is counted by size and colour
"We have twelve of that dress" tells you nothing. If all twelve are size 8 and your customers are mostly 12 to 16, you have a dress nobody can buy and a customer walking out.
Every style has to be tracked by its variations. One style in four sizes and three colours is twelve separate things to count.
| Style: wrap dress, ref. WD-14 | S | M | L | XL |
|---|---|---|---|---|
| Black | 1 | 0 | 0 | 2 |
| Wine | 2 | 1 | 0 | 3 |
| Green | 3 | 3 | 2 | 3 |
That grid, with made-up numbers, says a lot. Black in medium and large is gone, so you've been losing sales. Green is hardly moving in any size. And extra-large is stuck in every colour, so you bought too many.
Keep a page like this for each style in your stock record book, and update it from each day's sales.
Buy narrow, then go deep on winners
The costliest mistake in a boutique is buying a full size run of something untested.
Bring in a new style in small numbers, weighted to the sizes that sell in your shop. Watch it for two weeks. If it moves, reorder quickly and in depth, in the sizes and colours that went first. If it doesn't, you've only a few pieces to clear.
Know your own size curve. Go through three months of sales and count how many pieces you sold in each size. If 60% of what you sell is L and XL, 60% of what you buy should be too.
Price knowing you'll mark some down
Not everything will sell at full price. Some will go at 20% off, and some at cost. Your full price has to carry that.
Here is an illustration with invented figures. You buy 20 pieces at ₦10,000 each, landed, so ₦200,000. You price them at ₦18,000.
- 12 sell at full price: ₦216,000
- 5 sell at 25% off, ₦13,500: ₦67,500
- 3 are cleared at ₦9,000: ₦27,000
Total taken: ₦310,500 on ₦200,000 of goods. Gross profit is ₦110,500, about 36% of sales, even though the ticket price suggested 44%.
Had you priced at ₦14,000 "to sell fast", the same pattern would have left you with very little. Build the markdowns in from the start. The arithmetic of margin is in markup vs margin.
Put an age limit on stock
Give every piece a deadline. Write the arrival date on the tag or in your book.
- 30 days without selling: move it. Front rail, on the mannequin, in your status posts.
- 60 days: first markdown.
- 90 days: clear it at whatever it will fetch.
It feels painful to sell something below cost. It's far worse to have ₦500,000 in old stock on the rails while you can't afford the new arrivals that would actually sell. The reasoning is in slow-moving stock: what to do with goods that won't sell.
Display
A boutique sells with the eyes.
Dress the mannequin and change it weekly. Hang by colour or by outfit, not crammed by size. Leave space on the rails. Keep the pressing iron or steamer in use, because a creased garment looks cheap.
Good lighting and a full-length mirror do more for sales than any amount of extra stock. A fitting room matters too, since people buy what they've tried on.
Where a boutique loses stock
Small, light and valuable is the worst combination for theft, and clothes are all three.
- The fitting room. Count pieces in and count them out. A simple numbered tag for how many items someone took in works.
- Staff purchases and "borrowing". Anything staff take is recorded and paid for like any sale. Nothing is worn out and returned.
- Tags. Every piece carries a tag with its reference and price. A piece with no tag gets sold at whatever someone decides.
- Returns and exchanges. Have a clear written policy on the receipt, such as exchange within seven days, unworn, with the receipt. Record every exchange in and out.
Then count. A boutique's stock is small enough to count in full each month, style by style, against the size grids. The method is in how to take stock in a shop without closing for the day.
Selling beyond the door
Most boutiques now sell as much through a phone as over the counter. Post new arrivals on your status the day they come in. Keep a WhatsApp catalogue of what's actually available, with sizes. See how to sell on WhatsApp Business when you also have a shop.
The risk is selling the same last piece twice, once in the shop and once in a chat. Whoever answers messages has to check the rail before confirming, and take an item off the catalogue the moment it sells.
The numbers to watch each month
- Sales, and gross profit after markdowns.
- Sales by size, to guide the next purchase.
- Which styles sold out in under two weeks. Those are your reorders.
- The cost value of stock over 60 days old. This should be falling.
- The stock count difference.
A boutique that knows those five things buys better every month. One that doesn't keeps filling its rails with last season.