The birth-rate has been increasing, offering retailers greater opportunities. Women are having their first child later in life, and across a broader age spectrum. Although the maternitywear market has changed dramatically and is now certainly more fashion that frump, the offerings are still perceived as Hobson’s choice. The consumer perception is still that the market is expensive and offers limited choice.

The changing consumer dynamics, with increased teenage pregnancies and births later in life, has changed the requirements of the market. While in broad brush terms, all women will be looking for the same things from maternitywear – choice, value, comfort and good styling – their attitudes towards fashion are more dependent on age. Mothers-to-be, inspired by celebrities, demand a transient wardrobe change that will fit their swelling bump, not a lifestyle change.

The birth-rate has been increasing, offering retailers greater opportunities. Women are having their first child later in life, and across a broader age spectrum. Although the maternitywear market has changed dramatically and is now certainly more fashion that frump, the offerings are still perceived as Hobson’s choice. The consumer perception is still that the market is expensive and offers limited choice.

The changing consumer dynamics, with increased teenage pregnancies and births later in life, has changed the requirements of the market. While in broad brush terms, all women will be looking for the same things from maternitywear – choice, value, comfort and good styling – their attitudes towards fashion are more dependent on age. Mothers-to-be, inspired by celebrities, demand a transient wardrobe change that will fit their swelling bump, not a lifestyle change.

The market has been slow to react, although value retailers and designer clothes are emerging. The challenge is to change the mindset of the consumer – not only to their perception of the market, but also to their allocated spend on maternitywear, the big opportunity is to enforce the ‘because I’m worth it’ philosophy into the maternitywear market.

The report covers all maternitywear – including outerwear, nightwear and lingerie. Within the context of this report, maternitywear is defined as being clothing that is specifically produced for wearing during pregnancy. Underwear includes maternity support bras, nursing (feeding) bras, maternity tights and swimwear.