Dhaka, Tuesday, 19 February 2019

Brands increasingly focus on Mothers-To-Be

2019-02-02
Brands increasingly focus on Mothers-To-Be

Apparel Desk: Gone are the days when clothes for expectant mothers were limited to ill-fitting silhouettes and long overalls. Maternity wear today is growing market with designer’s investment on pregnant women increasing over time.
Dressing up expectant mothers
The latest to jump in the bandwagon is Zara with its new maternity collection. The brand has introduced 25 maternity items – including knitted dresses, sweaters, overalls and jeans – styled with other pieces from the main Zara range, which are either oversized or made from stretchy, bump-friendly materials.

Other high street and online retailers attempting to tap into the spending power of expectant and new mothers include H&M, Next, Topshop, Asos and Boohoo. Plus-size retailer Simply Be also launched its first maternity collection online in September. Retail analytics company Edited’s study shows the number of maternity items sold across 30 major US and UK retailers quadrupled between 2014 and the third quarter of 2017.
Maternity fashion influenced by high-street styles
As per estimates of GlobalData, the UK maternitywear market, which was worth £199 million in 2017, has seen a rise in the number of style-savvy ‘mum-fluencers’, as well as a spate of public royal pregnancies. The maternity fashion choices of the Duchess of Cambridge have boosted business for brands such as Séraphine. The brands are now focusing on Meghan Markle, the Duchess of Sussex, who is expecting her first child in the spring.
The influx of high street maternity styles is pressurising specialist retailers and brands to offer complete value to mothers investing in expensive, technical maternity andWith growing demand brands increasingly focus on mothers to be 001 nursing clothing, which is not always as fashion forward. London-based maternity wear retailer Isabella Oliver plans to launch an activewear range in January 2019 for expectant mothers. The brand works with sustainable fabrics with fits and designs that can be worn throughout pregnancy without having to size up. The brand invests a lot of time fitting each product on various ‘bump’ sizes, to create designs that are practical, comfortable and stylish.
Exploring styles for nursing mothers
With most nursing styles being designed for pregnancy, the market for breastfeeding clothes is still relatively untapped. Sainsbury’s Tu, in August 2018 announced its plans to expand the number of styles suitable for nursing mothers, after one of its jumpsuits was recommended on the facebook group ‘Can I Breastfeed In It?’ and sold out online within four weeks.
Other brands such as SilkFred and Closet London, for example, have edits on their websites that show customers which of their dresses are suitable for breastfeeding. With more attention being paid to the pregnancy and post-childbirth fashion, the pressure on specialist players to set themselves apart in the comfort and technical design stakes will continue to grow– promising good times ahead for this group of consumers.

Top