No Market or a Gap in the Market?!!

[maria102]

For the few month or so, I have seriously been considering setting up my own business (evening dress hire), so as part of my business plan, I started my research, namely to visit potential competitors, see how they were doing things etc. However, the first place that I visited said that they no longer hired out dresses as they found it too much hassle! They wouldn’t go into detail, just that they were now selling off the dresses! They said there wasn’t anyone in that neck of the woods in that business that they were aware of and that they were sorry they couldn’t help me (obviously they had presumed that I was a customer).. So off I went to the next place on my list to find out that they now sold school uniforms!!

As a result of this rather than thinking that there is a gap in the market, I feel maybe there is no market?! Any suggestions regarding further market research or information would be gratefully appreciated, as this has left me rather deflated….

[marksteadman]

Speaking from no experience whatsoever, I would think that there is a gap in the market for it. I reckon that, if the company you contacted hired dresses as a sideline, they probably found it too much hassle ontop of the other work they did. But if you made that your primary business, I'd think you'd possibly have more luck, because you wouldn't have other departments to worry about.

Just a thought anyway

[sharp]

Also speaking from no experience whatsoever....the average person goes to something that requires a glitzy number only once or twice a year (don't they???). I'm guessing, but I'd think that women would rather go and buy a glitzy number than go to the hassle of hiring one.

And running such a business seems like a lot of hassle too....presumably the customer would come in several weeks before the event to pre-book the dress she wants to wear on the night....so for each garment, you've got a kind of diary system going....am I way off the mark here? What happens when someone returns the dress late or damaged or so dirty it's irreparable? Could you get a replacement quickly enough for the next booking? Do you have to leave a gap day (or longer) for cleaning and repairs between each hiring out of the dress?

To my mind, the biggest obstacles would be

a. finding enough people who want the service in the first place
b. making the service work the way customers need it to, whilst still having the potential for profit.


Sorry to be a prophet of doom and gloom - I do of course know nothing whatsoever about this market, so feel free to ignore me completely...maybe you could find some happier dress hire folks via the internet rather than just in your area?

AS

[peterjhale]

When I got married nearly 3 years ago we hired all the male stuff for I think 8 people


The girls of course got their stuff made for them...

So maybe you need to segment your target audience

[Arial]

Have you considered selling pre-owned glitzy dresses or wedding dresses.

I have a friend that does this and she is doing rather well!

Wish you the best of luck with it

Arial

[maria102]

Hi Everyone, thanks so much for your responses! I didnt really expect to get one! My idea was to bring dress hire into the noughties! rather than all the websites that I have seen etc, that seem to be, well...in the 80's! My thinking was, that when I had shelled rather a lot out for a dress for an occasion (it was an evening do of a wedding) that I didnt really get my wear out of it, as most of our friends had seen it, it was kinda once seen, never forgotten - I thought there must be other people with tons of 'worn once' dress in their wardrobes and maybe they would hire one for a quarter or so of the price. It was a newish concept really, not formal wear as such - just sort of 'special do' wear. I definitely need to do more research, I may be uniquely vain or something with my way of thinking about outfits....I did ask a few of the girls in the office, and they thought it was a good idea, but I suppose the proof would be in the pudding if they actually went through with hiring one?
Arial - that was exactly what I was thinking of doing re; used glitzy wear, to minimise my outlay. So your friend is doing well? thats heartening!
Sharp - Maybe I could contact wedding hire places re; issues involving hiring out? thanks for the two points for me to consider
Peter - Did you mean segment my market to just for men?

[Rachel1980]

Hi there,

Don't feel down on yourself. With the right marketing, clothing and targeting to the right market I feel that you could be successful. In the past year I have been to 3 weddings and a ball. For the ball, myself and 3 friends hired ballgowns for $130 for the night and the weddings I went to all bridal clothes (bridesmaid, wedding gown, flowergirl and mens suits) were hired.

If you are able to branch out a little and include these with what you are offering it would help immensely. You could gradually add accessories (jewellery, gloves, tiaras, veils, shoes, etc). Have a look into local bridal expos and fairs in your area. Get a professional website designed with samples of gowns available, get brochures made up, etc.

Hope this helps.

Rachel