Your business: New shuttles or what is a show room in Russian

Fashionable business. Shoes, clothes and accessories Clothing Sale Trade Retail

I am a man of the Moscow seamstress era!

Watch how the jacket puffs at me ...


Advertising of any show room reads: “Luxury items at a price minus 70% of the cost that they will offer you everywhere.” Interesting? Interestingly, this is true.

Actually, in the world practice, the “show room” is such a room at a fashion show where designers and couturiers communicate closely with buyers - that is, purchasing managers for fashion stores and boutiques. There they give a touch of fabric, carefully consider the thing itself - to conclude or not to conclude a contract. Nothing is bought at the showroom, but fateful decisions are made there.

Not that in Russia. The only thing that connects the Russian term “show room” with a similar Western one is the atmosphere of clubbing, mystery, involvement in something that is ignored by ignoramuses. This is akin to the opportunity to go to the dressing room to the actor or to visit the theater by counter-lock through the service entrance.

So, what is the showroom that will be discussed in this article? How and to whom can you make money on it? And the fact that you can make money on it is a fact. Otherwise, we would not write about him.

The net profit in this business (we can’t call it business, although many start with the showroom to open a completely legal business later) is unstable, but in any case it is not small: from 30 to 70 thousand rubles a month. This is the profit of a tiny, completely home-based showroom. Here, in general, we are not talking about renting any areas.

So, the showroom is a place of tax-free clothing trade. Some rent space for their showrooms and repair them strangely - no one on the street can understand what it is. No one will come in from the street - there is a “work by appointment” sign on the door, and a doorbell is ringing.

Officially, such places are really closed to ... the retail buyer. Because buyers officially come there - just to feel. But in practice, it’s not buyers who come there, but real buyers and they buy, although all this is not subject to any taxes. Only these buyers really are by appointment, through acquaintances, and sometimes come in order to pick up the goods already pre-ordered by them, which the showroom owners brought to them from abroad.

As soon as they do not call the show room. And the "boutique at home" and "special distributor." It really has features of both of these phenomena — existing in Soviet times. Even Maya Plisetskaya in her diaries remarkably described a similar showroom, working clandestinely in Khrushchev's Moscow and dressing the theater bohemia for a lot of money, but in exclusive. Yes, and in the film “The Most Charming and Attractive”, one can recall the episode when the main character is brought to an apartment to such a mysterious lady who dresses fashionistas who managed to be born and live in the “Moscow era of seamstress”.

What has revived these Soviet farcemen, who existed in the era of the triumph of materialism, when matter disappeared from life in our days? Now everything seems to be fine with our clothes. Fine? This is only at first glance. In fact, we didn’t have normal clothes either. The ratio “price-quality” is especially pleasing. As soon as you become ready to pay more than $ 100 for a wardrobe item (and forget what shopping joy is at the Cherkizovsky market), you realize that for this horror you won’t give your hard-earned money! It’s a pity to pay a 300% mark-up for hackwork, which brazenly impersonates a certain brand, being sewn, as always, on Malaya Arnautskaya Street.

There is only one way out - to go to Europe and dress there, even in simple shops, at least in outlets - boutique villages selling the remnants of collections of very high-profile brands. So dresses all of Europe. And what are we worse? Only because not everyone has a visa open around the world and not everyone can go for a new blouse in Milan.

In general, not everyone needs it. But there are people who need a wardrobe because they work as a “person”. They need exclusive things. Or they just need those sizes of normal things, not the dull bags that we don’t have in stores. And they are needed for normal money. They do not want to feed the uncles from the customs - they already eat well. And for such people, showrooms existed and still exist.

So, you do not need to register a room for the show - you do not legally conduct any commercial activities. Your client is illegal buyers and Russian fashionistas who dream of exclusivity. The scene is an apartment.

Showroom: Craft tricks or how new shuttles cheat customs

Commandment number 1. Items are sent in small batches of 3-4 kg.

Commandment number 2. Tear tags and proper product packaging

Commandment number 3. Things are documented in a special line as “not for sale samples”.

Showroom: how to save.

In order not to go there every time, many black buyers generally receive goods by mail. Two international services DHL and Fedex are used for this.

Showroom: Customer Locations

To make you even want to do this, you must have a wide circle of fashionable friends, that is, a party. Some use LJ to expand their circle of friends with social Internet services, such as contacts or classmates. But there is a more accurate targeting. This is more detailed.

There is a special fashion buyer site

On it, its owner opened a special service to help beginner showrooms (they are not prohibited by law, since officially the show room is not what it really is. Because no one knows what it is)

This service is called Fitlit.

Here there advertising services for show rooms are still free, since the resource is at the promotion stage. The only thing you have to do for money is photographs of each thing on a mannequin (the mannequin is then removed from Photoshop). The price of each photo is 150 rubles.

There is another service, but already asking for the placement of your photo collection $ 100.

The main idea of ​​the showroom, which makes it desirable for the consumer, is to reduce the price of goods by reducing the cost of logistics services and customs. According to conservative estimates, this is 25%.

The government is constantly trying to carry out some bills that tighten control over “parallel imports” (as they call it) at customs. But their attempts are sluggish, and entrepreneurs do not believe in them.

Showrooms promote brands - so they are tolerated and lobbyed. Some people have the only chance in life to put on the genuine “chanel” thing - to purchase it in a show room.

Nazarenko Elena


* The article is more than 8 years old. May contain outdated data