(Filed Under wholesale Maternity News). According to Anne Ng'ang'a, product manager of intimate apparel for maternity wholesaler Medela, some brands have taken new moms' desire for sexy lingerie a little too far.
"One of the trends that is already passing is the idea that moms want a lot of frills and bold colors," she said. "While it is true that they want some feminine detail, brands that have gone overboard to create a very sexy look have not done well in this market."
She believes that the trend toward maternity and nursing camisoles is here to stay, since moms are "looking for items that fit their everyday lifestyles." She added that the trend toward eco-friendly fabrics is likely to continue as people become more environmentally aware. Medela currently offers three bra styles and a nursing camisole wholesaling from $9.50 to $21.75 and running in sizes 34B to 44F and S through XL. The 10-year-old company's current bestseller is the seamless bra followed by the sleep and comfort bras. This October the company will add a seamless style for larger cups.
Ng'ang'a reported that, according to research, comfort is the most important aspect of a maternity piece, followed by fit. Her advice for succeeding in the market is offering moms comfortable bras "that are not too far off from what they wear on a regular basis" with feminine details. She added that moms often complain about availability, and want to see nursing and maternity intimates sold where they already shop for convenience sake.
She said that the maternity market is less likely to be hit by the recession than others.
"This is because moms are still having babies," She commented. "When moms are pregnant or nursing there are certain necessities like maternity clothes or nursing bras that they have to get."
For further information, call Ng'ang'a at (815) 578-2238, or e-mail her at Anne.Nganga@Medela.com.
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