The opportunity to purchase clothes and other goods on the Internet has appealed to many people. However, even today there are buyers for whom it is important to look at products and try on clothes. You can buy branded stylish items - a dress or shoes, a suit or trousers - in popular showrooms, where the manufacturer shows the product and talks about the collections, the history of the brand, and his ideas. A special pleasure is the fitting ritual and treating each client as a valued guest.
What is a showroom
Such premises are not just a retail space and differ from ordinary boutiques in that they have a zest that attracts customers - a homely atmosphere and comfort. A fashionista who happens to drop by leaves the showroom with great pleasure and a couple of bags in her hands. Essentially, this is a trading floor without counters or bright display cases, but in it you can view products and catalogs, sitting comfortably in an armchair, with a cup of aromatic tea or coffee. There are also fitting rooms, and the highlight is the consultants who thoroughly know the assortment, suggest and show products based on the wishes of the buyer.
origin of name
The showroom resembles a closed club for a select few who are ready to touch the beautiful. The concept of showroom appeared in Europe: it was a showroom where an exhibition of fabric samples was held. Wholesale buyers came to showrooms to assess the quality of the goods and made a purchasing decision. After a while, the direction went a little in the other direction - an exhibition with parallel sales. Every self-respecting brand considered it necessary to open a showroom - a kind of club of branded clothing and fashion accessories for the elite.
In Russia, this works according to different concepts: for example, there are studios where they sell goods based on the principle of territorial affiliation - clothes from China, Italian clothes, imported and domestic equipment, and other goods. The European approach has not disappeared, but has acquired new features. For example, a dress showroom is a great way for a little-known fashion designer to make themselves known, show their advantages, and talk about new collections. You can start getting acquainted with inexpensive or luxury clothing and shoes in a pleasant environment - the showroom store facilitates this.
How to open a showroom
Before opening a store, you need to think through a strategy: a well-drafted business plan will protect you from unexpected mistakes and provide a foundation at the beginning of your journey. It is necessary to decide on the assortment - maybe it will be a studio exclusively for men's clothing, or maybe goods for the whole family. It is also important what kind of wallet the assortment will be designed for. You should analyze potential competitors and, based on this information, think about what off-the-beaten-path ideas to use for opening.
What is needed to open
To successfully open a showroom from scratch you need:
- Room. Be sure to be spacious to accommodate all the necessary equipment. Without it, the business will fail. The idea of creating it in an apartment in one of the rooms is suitable for selling to loved ones, and a stylish showroom of branded clothing will immediately attract attention.
- Selecting a supplier or manufacturer. This must be approached with great responsibility, because everything will depend on the quality of the product. If crumpled rags with threads sticking out hang on the hangers, even buyers who came to buy goods at affordable prices will run away.
- Start-up capital. Without financial investments it is impossible to organize quality services. From the initial capital, premises are rented, goods and furniture are purchased for a showroom of women's clothing or other clothing. If there is not enough money, then it is better to look at another, less expensive type of activity, or find sponsors. This option is not easy to implement; you need to have the gift of persuasion and interest the investor, to prove that the project should exist.
- Interior. To create the atmosphere of a true showroom, finishing is a crucial stage. The studios are distinguished by their sophistication of design; it attracts fashionistas who are ready to buy all the fashionable clothes.
- Employees. Passionate about their work and knowledgeable about the products being sold, they make no less of a contribution to the prosperity of the salon. You need to choose your assistants carefully.
How to register
Your own style is selected based on the concept of work:
- If it is assumed that the studio is open exclusively to wealthy buyers, then the interior should be appropriate, because the furniture and accessories will be assessed by an experienced eye.
- When working at a higher level with large clients, tables are installed in the room on which magazines with photos of products are placed, and space is allocated for models demonstrating clothes.
How to register
The registration strategy is no different from standard business registration. At the initial stages, when there is no access to third-party buyers in a closed club, official registration is not required, because In fact, trading does not take place on the premises; this is exempt from paying taxes. As you develop, you should transfer to an individual entrepreneur or LLC, depending on your plans for the future.
Many people open their own business and want to have a profitable business that would bring not only money, but would be joy. Today we will talk about just such a business option - we will tell you how to open a clothing showroom.
In fact, everything is quite simple, but you need to know how this business actually works. Let's talk today about the most important aspects that you will definitely have to face: choosing and decorating a premises, searching and selecting suppliers, purchasing batches of clothing, calculating a business plan, determining trade margins, and return on investment.
Read our article carefully and you will be able to avoid many of the mistakes that beginners make. We will give useful advice on how to make your enterprise profitable from the very beginning, and how to quickly promote your business.
What is a clothing showroom really?
Many have already heard such a phrase as “clothing showroom”, but not many understand and perceive it correctly.
To begin with, we note that “showroom” is a foreign concept and, in principle, it is clear that in literal translation it means: “showroom” - exhibition hall.
The very concept of “clothing showroom” came to us from Europe and there, this concept designates a place intended for demonstrating new collections. Usually they are opened by manufacturers or their representatives - distributors, to demonstrate new clothing collections to wholesale buyers. This premises is not usually used for any sales at all.
Western clothing manufacturers first organize collection shows on fashion catwalks, and then invite distributors and wholesalers to the showroom to take a closer look at each “fashion creation” in detail, where wholesalers can understand and roughly assess how interesting and in demand this product will be by the end consumer . Getting into the showroom of a fashion brand is usually not easy, because exclusive items are displayed there. In order to get into the showroom of a famous brand, you will need an invitation or preliminary agreement, and many years of business partnership experience.
But the Russian mentality puts a broader concept into this phrase. In our country, even small stores open a showroom and can make direct sales to retail customers there, and this is perceived as normal and familiar.
Large distributors, we also have their own showrooms, and usually invite them to visit their large and small wholesalers. Moreover, both models from the latest collections and models from past seasons can be exhibited there. In this room you can immediately place your order.
In addition, we have young, little-known designers who also open their own showrooms and can make direct sales through them.
In our country, it is also quite acceptable that a retail consumer can not only look at clothes in the showroom, but also try on the item he likes, and then immediately purchase or order the product.
In our showroom, we usually display not exclusive models, but quite mass-produced items that have already been previously copied from well-known foreign brands or created by a “factory fashion designer.”
We use the concept of “clothing showroom” much more broadly, and therefore, if you want to sell clothes, you can easily open your own clothing showroom, and we will tell you in detail how to do this.
Choosing a showroom option
As we have already briefly described, in our country there are several options for clothing showrooms. Let's look at some of them that are best suited for small and medium businesses:
- Showroom of original designer clothes from young talented designers;
- A showroom with samples of clothing produced at some domestic factory;
- Own studio with showroom;
- A small boutique with a showroom, which presents for sale models of foreign brands purchased abroad or through online stores.
Each of these options involves direct retail sales; in terms of costs and profits, they are approximately the same. Separately, it’s worth highlighting an atelier, where the costs are slightly higher, but the profit will be higher.
Step-by-step instructions on where to start
Let's take a step-by-step look at how to open your own clothing showroom, where to start:
- First you need to decide on the showroom option (we have given above the 4 most common options);
- It is necessary to draw up a business plan;
- Then you need to register your business, but first you need to choose a registration form - individual entrepreneur or LLC;
It is important to know that the individual entrepreneur is responsible with his property and usually works without partners. The LLC registration form inspires more confidence in partners, allows you to attract additional capital from co-founders, and provides more opportunities for business development.
- Then you need to find suppliers or designers whose clothes you will sell;
- Select and arrange the premises of your showroom;
- Conclude agreements with suppliers, lessors and other partners;
- Hire the staff you need;
- Order a beautiful sign for your showroom and advertise.
Everything, in principle, the showroom is ready to open and receive customers.
As you can see, everything is quite simple and it can be done in one or two months. Let us consider each of the above steps in detail, some of them have their own nuances, it is important to know and take them into account.
Business plan
When opening any new business, you need to clearly understand what and how you will do, what investments will be required at the initial stage, what income the business must generate in order to cover capital investments and operating costs, and identify and minimize possible risks.
Typically, a business plan includes the following main sections:
- Project summary, where you need to clearly state the main concept of your business;
- Marketing plan - analysis of the current market situation, that is, supply and demand in your city, approximate advertising costs;
- Organizational plan - cost estimate for launching a project and an estimate of current expenses (usually for the first month);
- Risk assessment - indicate and roughly evaluate possible risks, think about how they can be minimized or insured;
- Conclusion - try to give a preliminary assessment of the profitability of your project.
Let's present a list of the most necessary expenses when opening a clothing showroom:
- Costs for registering a business - 5 thousand rubles;
- Rent of premises - 70 thousand rubles;
- Repair and decoration of the premises - 100 thousand rubles;
- Furniture, commercial equipment, technical equipment - 200 thousand rubles;
- Purchase of goods - 300 thousand rubles;
- Salary of 1 employee - 20 thousand rubles.
All together it turned out to be 695 thousand rubles. We have given approximate costs, it all depends on your idea and the location of the company.
How high the costs are can be determined by comparing them with the approximate expected sales revenue.
Be sure to make your preliminary cost calculation; if it seems to you that they are very large, then you can always save on something, for example:
- take used furniture and commercial equipment in good condition;
- choose a room not in the city center, but simply in a popular, lively area;
- rent a small space in a shopping or business center, it can even be in a passage corridor (see photo), note that this inexpensive option guarantees you a constant flow of visitors;
- make the first purchase of goods based on the mass consumer, and not exclusive;
- First purchase a minimum amount of clothing in a variety of models in popular sizes in order to quickly sell everything;
- Buy clothes from sales first - low prices will attract you many customers at once, which is very important at the first stage, and the initial costs will pay off faster.
Our simple suggestions will definitely help you reduce your start-up costs if it is really important for you to save on opening and you have a limited amount of funds.
Pay attention to calculating your markup; your product should not be too expensive, but at the same time, the revenue received should cover current expenses and allow the business to develop.
Important points
Having decided on the showroom option, you need to start looking for clothing suppliers. The easiest way is to turn to the Internet first. Look for websites or through social networks of talented young designers, look at the websites of famous Russian factories, go through the websites of online stores, “fashion forums”.
Whatever scheme of the showroom you choose, you need to look at information in all areas, even if you are looking for suppliers in another segment, then such information will be useful to you - you need to know the main competitors in person, and you need to be aware of the state of affairs in the clothing market as a whole.
If you are opening your own business in a metropolis, then you will be interested in visiting ongoing exhibitions and fashion shows; they will help you navigate the latest fashion trends and acquire useful contacts and find new partners.
Garment factories and brands always have their own catalogs, order them, you will probably find something useful there. It is worth considering that large factories and fashion houses can set a fairly large volume of minimum supply quantities, so it will most likely not be possible to work with them right away. Contact small companies and online stores first; working with them is easier and more convenient, especially in the first couple of years.
If you decide to work with foreign suppliers, then you must take into account that clothes from different suppliers and even in different batches can vary greatly in quality, so be sure to make small trial orders first. We also note that the delivery times for imported clothing are quite long; this will certainly have an impact on your trade turnover and the speed of promotion of your business.
A few words need to be said about the showroom premises. It should be located, if possible, if not in the central area of the city, then at least in a popular crowded place. A location next to a shopping center or recreational area may be successful; it is good if there are popular restaurants or cafes nearby (people like to visit such places and are more willing to shop), or close to a business center (this will help attract wealthy clients).
It is necessary to pay a lot of attention to the design of the room. It must be stylishly and interestingly designed, people must be comfortable looking at the presented clothing models, it is necessary to provide comfortable fitting rooms and an ordering area. It is better to determine the required approximate area of the room in advance; many people start with 100 sq.m.
Be sure to order a beautiful, stylish sign, and the name of the store should also be given a little attention.
The environment of a clothing showroom should be comfortable and leave a pleasant impression on customers so that they remember your showroom and want to visit it again.
To easily perceive stylish clothes, it is better to make the room bright; for this, immediately provide many additional light sources. Mirrors will complement the interior well. And it is better to make the tone of the interior light neutral or bright, memorable, depending on the style of clothes you will sell.
In general, it is recommended to adhere to minimalism in the design of clothing showrooms, so as not to distract the attention of buyers from the most fashionable and sophisticated outfits. Soft seats and sofas will make the room more comfortable for clients; they will definitely appreciate it. A good atmosphere is created by pleasant, quiet music and refined aromas.
The arrangement and design of mannequins and racks of clothes should be approached with special care, because all the attention of buyers will be directed specifically to the clothes presented in the showroom.
If you plan to hire salespeople, then when selecting personnel, you should, first of all, pay attention to their taste, ability to understand fashion trends and select clothes for other people, as well as their friendliness and sociability. At the first stage, it is better to take 1-2 people and personally be present when visiting the first clients.
It’s good if you make the opening of the showroom an event - advertise in advance, organize a promotion with discounts and gifts on the opening day, decorate the entrance with balloons or illumination. Make a “noisy presentation.” You can invite photographers, bloggers, press representatives, famous people. To create a festive atmosphere, you can arrange a buffet and invite musicians.
Conclusion
Today we have discussed in detail the topic of opening a clothing showroom in our country. As you understand, our showrooms are somewhat different from foreign ones, since initially we put a slightly different concept into this phrase. Therefore, the opening of a showroom has its own country specifics.
We introduced you to exactly how this business functions, told you about the most important subtleties that you need to know, and offered various options for solving the most important problems that you will inevitably encounter. We have examined in detail the most important aspects for you: choosing and decorating a premises, searching and selecting suppliers, purchasing batches of clothing, calculating a business plan, determining trade margins, return on investment, and of course the question of how to quickly promote your business. Be sure to make preliminary calculations of your business plan at the initial stage, this will protect you from possible losses at the initial stage and at the beginning of the implementation of your project, and will help increase the profitability of your future business.
A clothing showroom is a business that brings not only money, but also pleasure if you are a connoisseur of beautiful and exquisite things. We hope that our article will help you start your own business - open your own clothing showroom!
What is a showroom? This word, which came to us from the English language, literally translates as a showing room. But figuring out what can be called a showroom and what can’t is not so easy.
In Europe, where showrooms came to Russia, they are created specifically for buyers (wholesale buyers). They are created in factories and production facilities, and they contain samples of things from the factory or manufacturer, collections of which can be ordered. Such showrooms can be direct from the factory or from the distributor (that company that buys things from the manufacturer and then resells them to small wholesalers). What does such showrooms have to do with both ready-made items and only samples of them. How easy it is to get into such showrooms is determined by the popularity of a particular brand; for example, there are queues and registration in the showrooms of famous brands.
Showroom of fashionable clothes Russian realities.
There are similar showrooms in Russia. For example, “Li-Lu”, which is a representative of many famous Italian brands.
But among the large Russian showrooms there is also a special specificity. So, in some of them, clothes can be purchased or rented not only by buyers, but also by famous people. For example, the “New Berezka” showroom, which by its name is not by chance reminiscent of the old Soviet currency “Berezka”. A store for the elite.
The second version of showrooms, more common in Russia, is something like atelier stores. Here they sell items from small companies engaged in tailoring, start-ups. Most often, clothes are sewn and sold in such premises. There are also many similar showrooms, mainly fur and shoe stores, but in Russia there are more of those that deal with clothing. Designers of such showrooms often sew clothes to order. It’s not easy to find such shops, they don’t have bright signs, their addresses often change, but anyone can buy clothes from them. By the way, sometimes several designers unite and create a common showroom. So on the Internet you can find the “Ground-around” showroom, which sells clothes from young Russian fashion designers.
There is another option for a showroom. Namely, the showroom, which is located on. In such showrooms you can buy either designer items or fashionable items brought, for example, from Italy, but at significantly lower prices than in boutiques. It is quite difficult to get into such showrooms; for this you really need to have certain connections and know the phone numbers of the sellers or designer.
But sometimes it also happens that small but completely ordinary clothing stores are called showrooms. They explain this by the fact that, for example, they are located in the very center of the city, but at the same time in a small alley and far from the main shops that shopping lovers visit. But, nevertheless, such use of the term showroom will not be correct. Indeed, in this case, it will be possible to call almost any clothing store a showroom.
Just a few decades ago, our compatriots expressed doubts about words that are now an integral part of the lexicon. Thanks to the process of globalization, we not only study the culture of other countries through films and music, but also have the opportunity to enjoy the landscapes of different continents with our own eyes. The information received allows us not only to improve in the sciences, expand our own consciousness and gain a deeper understanding of the world around us, but also to borrow from other nations objects and concepts that are familiar to them and new to us to change everyday life.
Wide use
One of these words, which recently became part of the lexicon of compatriots, is the term “showroom”. This concept came to us, like many others, from abroad. It is worth noting that in the countries that were once part of the great Soviet Union, this word appeared relatively recently - just a few decades ago. In Europe and America, the concept in question has appeared since the widespread spread of market relations. Despite the popularization of the foreign term, many people want to know the answer to the question: what is a showroom? What is it for? In what areas is it used and what are its advantages? Our article will reveal the secrets of the borrowed concept.
What is hidden in this word?
Let's start getting acquainted with the term we are interested in with its etymology. If you turn to English dictionaries, you will find out that showroom is a transcription of the foreign phrase show room. The latter translated means “demonstration or exhibition hall”. We can say that a showroom is a place where any goods are displayed in front of the audience. As a rule, this is carried out for informational purposes. The visitor can obtain more detailed information about the products he is interested in, as well as place an order for the supply or production of a sample he likes. Yes, that’s all true: for the most part, showrooms display only single items of goods designed to attract customers. Products are never presented here in mass quantities. Currently, the most widespread showrooms are clothing, shoes, cars, furniture, tiles, laminate flooring, plumbing fixtures, etc.
Single products, or “No” to mass production!
However, at the moment this word is not used for its intended purpose. Many people, not quite understanding the meaning of the concept in question, unintentionally distort it by using the term to name warehouses and stores where the product is not presented in a single version. It's no wonder that many people are confused and unable to understand what a showroom is. Show - “show, demonstrate” room - “room”. This is how the concept is literally translated. There is no talk of any wholesale or retail trade here. “Look, get acquainted and order” - this is the operating principle that almost all showrooms in Moscow, London or Los Angeles rely on.
Showroom of the "Ready-to-wear fashion" category
However, there are some exceptions that apply to clothing and shoe showrooms. Initially, in such places the visitor is given the opportunity not only to look at the collections on display and place an order, but also to buy the item he likes. In this case, an exception is made for the clothing showroom in the “ready-to-wear fashion” category. As mentioned above, the samples displayed in the exhibition hall can be ordered. However, an interesting fact is that the time for producing the selected specimen is strictly regulated. This parameter is determined in accordance with the global schedule of companies offering exclusive products. Clothes or shoes are made to order twice a year or, at most, every quarter.
Placement of exhibition halls
Some showrooms in Madrid are located directly at factories or factories. Sometimes showrooms are distribution centers. In order to improve and facilitate the work of their potential wholesale consumers, many companies open showrooms in the most profitable cities in the world for them. This takes into account not only the financial capabilities of consumers, but also the territory of distribution of the brand, recognition and its deeper penetration into the masses. For wholesale customers, showrooms are an excellent opportunity to get acquainted with the range of products and, taking into account the characteristics of the sales market, order selected goods. For retail buyers, showrooms are a convenient option for purchasing good quality wardrobe items at wholesale prices. This, of course, is not a characteristic feature of every showroom, but many Italian distributors give their clients this opportunity. You can purchase clothes, shoes and accessories at low prices after the end of bulk purchasing campaigns. It should be noted that in this case, most copies will only be of one, the most popular size. As a rule, for clothes it is 42nd, and for shoes it is 37th.
Differences from a boutique
Showrooms in Moscow are quite common. Among them are exhibition halls for furniture, construction and cladding materials, engineering innovations and cars. Of course, there are also distributors of world-famous clothing brands in the capital. Those interested can order stunning exclusive items from the new collections or purchase their favorite options from the previous season. However, you should not equate a showroom with a boutique, because the second option is characterized by a large number of clients. At the same time, there is no large influx of buyers in the showroom. Here every visitor is welcome, each one receives an individual approach. Be it a children's, women's or men's showroom - in each of them the client will feel comfortable and absolutely free. It is noteworthy that in every showroom of this kind, all buyers are known by sight. It is worth noting that some showrooms of exclusive clothing are quite well kept secret and getting into the “holy of holies” of fashion is not so easy. To do this, you need to get a recommendation from one of our regular customers.
Comfort for everyone
The considered wardrobe update option is very convenient for famous personalities who are tired of being harassed by the paparazzi. Showrooms often present new items from various brand fashion designers, so it is not surprising that both the style and quality of clothing are always at the highest level. The client is given an amazing opportunity to choose something new from the most fashionable items at the moment. Agree, this is very convenient. For many people, visiting a showroom becomes a regular ritual. After all, this is where you can buy not just the necessary wardrobe, but also show off yourself.
In Moscow, almost every exclusive clothing boutique has a showroom. The exhibition hall is a separate room with limited access, where clients are invited to look at the “freshly baked” new items from famous couturiers. This allows you to be aware of changing trends in the fashion world and follow their trends.
Today, in addition to the already well-known showrooms for adults, a children's showroom is also gaining popularity. Now parents have an amazing opportunity to purchase an excellent and, more importantly, exclusive wardrobe for their beloved child.
Summarizing the information
A clothing showroom is a place where visitors are offered products from one, sometimes several brands. At the same time, in this hall the client has the opportunity not only to study the displayed goods, but also to order the samples he likes from both the current and future collections.
At the same time, a showroom is an excellent opportunity to become the owner of exclusive clothing immediately (for showrooms in the “ready-to-wear fashion” category) and not have to worry about the mass distribution of the purchased new item.
When the first showrooms appeared, they were shrouded in mystery and an atmosphere of exclusivity. It was believed that getting into the showroom was not easy and that having a special invitation was very prestigious.
What does showroom mean?
In fact, a showroom is one of the trade formats that allows you to present the promoted product in the most profitable way. Most often, clothing, shoes, and accessories are displayed in showrooms. But it is also possible to create a showroom for furniture, plumbing, and gifts.
In the showroom, goods are not just laid out on the shelves. There is a whole presentation system in place, you can find out about the manufacturing company itself, get acquainted with the entire collection, learn the history of the brand.
A showroom differs from a store or supermarket, first of all, in the atmosphere, the opportunity to spend a long time here, drink a cup of coffee, leisurely think about a purchase, sitting in a cozy chair. The services of showrooms are used by both private buyers and companies to order entire collections, because it is here that they can slowly examine in detail all the components of the collection.
How did the word showroom appear?
If we make a direct translation into English, from which this word came to us, then the showroom is a room for performances. It turns out that the showroom is a room for colorful shows to present the product. However, consultants, as a rule, behave quietly and correctly, giving each visitor the opportunity to get comfortable and take their time.
The first showrooms appeared in Europe and were used to display fabrics. They were visited mainly by wholesale customers, for whom the premises were designed (large quantities, many items in the order, a place to check canvases).
Visiting showrooms was not open to any passerby on the street, so this format became a kind of club for those who value quality and prestige. In modern conditions, you don’t have to wait for an invitation to go to a showroom to buy a dress. However, they also host specialized shows and theme nights, and getting an invitation to such an event is still quite difficult.
What kind of showrooms are there?
Showrooms differ in the manufacturer that is represented in them. Large factories and well-known industries that have been working in their field for many years have such formats. On the other hand, a showroom is a convenient format for presenting a young fashion designer who is just starting his career and wants tell as many potential buyers as possible about yourself.
If the showroom belongs to a large factory, it may be called the old term “showroom”. In the last century, the largest clothing manufacturers in the USSR had such sites. Here you can select and order collection supplies for your store. Today, large distributors also open showrooms to sell collections to small shops and retail chains.
Another classification of showrooms according to the items presented:
- ready-made items;
- samples from which the collection will be sewn to order.
In the first, things are bought straight from the hangers, you can immediately take them with you or customize them to fit your figure (for example, hem your trousers to length). Secondly, they place an order and then wait for the finished items to be sewn. This is exactly how shop-ateliers that focus on piece goods work. This is how expensive fur coats, wedding dresses, handmade bags and shoes are produced.
How to get to the showroom
There are several types of showrooms:
- open to retail customers;
- closed to buyers and wholesalers;
- available by appointment.
Showrooms that accept visitors by prior arrangement and are aimed at wholesale buyers often employ models and have a podium for displaying collections. It is often impossible to get into the showroom of a particular factory in Europe, since it presents its products through distributors in all countries of its presence.
What are the benefits of showrooms?
In small showrooms that do not require specialized retail space, prices may be lower than market prices. In such places you can find piece goods, brought from Europe or manufactured in quantities of two or three units.
If we talk about small showrooms located in office premises or even in apartments, then a truly select audience gathers here; you can negotiate a discount or have something made to order. It all depends on the degree of familiarity with the owner of the showroom. Such mini-stores are not typical for Europe; there are more of them in Russia, Ukraine, and the Baltic countries.
In large showrooms, the benefit lies in convenient conditions for getting acquainted with the collection, the ability to create an order according to individual requirements and a small concession in price, which is created due to the absence of the need to keep a large staff in the showroom.