Emerging Fashion Items for Pregnant and Nursing Moms

Maternity and Nursing fashion has undergone a revolution over the past few years. Fueled in part by the public’s fascination with what celebrities are wearing during and after pregnancy, the level of style for maternity and nursing fashions has risen to new heights. Additionally, innovative fashion items for pregnant and new moms have emerged.

The leading fashion trends for pregnant and nursing moms should influence your product assortment.

Three key trends are:

1) Organic and eco-friendly:
The movement toward organic and natural products is here to stay, and this trend is particularly strong among pregnant women and new moms. Because consumers are especially concerned with what types of fabrics and materials come in contact with their babies, and partly due to recent scares about the effects of plastics with BPA and other materials around young children, there is a pull towards organic and eco-friendly fashions for pregnant and new moms. Specifically the development of using organic cotton and other eco-friendly fibers like bamboo in maternity and nursing apparel has gained momentum. Beyond this, accessories such as baby slings, bellybands, baby blankets, teethers, and bibs are being positioned as BPA-free, and/or citing natural or organic certifications. This is a big selling point to consumers and they are often willing to spend a bit more for an organic or eco-friendly product.

2) Bold and colorful:
Bright colors and bold and colorful prints are all the rage right now. From apparel to diaper bags, from baby slings to belly bands, colors and bold prints are what is selling. Don’t shy away color and prints in your store-embrace them.

3) Sexy and sensual
Gone are the days of traditional and boring maternity and nursing lingerie. Some company’s sole focus is designing sexy and sensual maternity and nursing clothing, bras, panties, and lingerie. Other mainstream companies are offering these racier styles as part of their line. Pregnant and nursing women are embracing their curves with styles that accentuate their new shape. These include close-fitting maternity tops that show off their bump, tops that highlight new cleavage, halter styles, and sexy and even racy maternity and nursing lingerie.

In addition to the overall trends listed above, new fashion items for pregnant and nursing moms have emerged. Items that used to be merely functional have become chic accessories and style statements as well.

Here are 6 categories worth looking at:

1) Diaper clutches
For the times that mom does not want to carry a full-size diaper bag, a diaper clutch holds a few diapers, travel wipes, changing mat and may have a small pocket for change or cell phone. There are many chic clutches available, and they look more like a wallet than a baby accessory. They are offered in a range of styles, colors and prints. One bonus is more affordable price points than a full size diaper bag, and these are a great gift item as well.

1) 2) Nursing privacy covers
When mom is not wearing nursing clothing, a nursing cover up is like a blanket that fastens around her neck to provide privacy while she feeds her baby. What used to be merely functional and solid white has become a stylish accessory offered in a broad range of bold prints, solid colors, and organic/hemp fabrics. They are easy to carry – fold them up and put them in your bag – and consumers may own multiple styles in different prints. Price points make this an affordable shower and new mom gift item.

1) 3) Baby slings
Baby wearing has developed into a fashion industry of its own. Baby slings range from formal silk slings for dressy events to simple cotton for everyday. Bold prints, fun colors and eco-friendly styles abound. Things to pay attention to when selecting slings for your store are sizing scales (which differ by brand and affect your SKU breadth), what age/weight child can be carried in the sling, and the way the sling is worn. Purchasing from companies whose slings come with instructional DVDs or other instructional materials is helpful since those new to baby wearing can find it difficult to do at first.

1) 4) Birthing gowns
In the past women had no choice but to don the oversized, drab hospital gowns given to them after checking in to give birth. Now women can purchase their own fashionable hospital-approved gowns (i.e., ones with ties in the back, access for delivery and doctor checks) to bring with them. This helps moms to feel more comfortable and empowered for this big event and look great in all the hospital pictures too. There are several companies designing and selling birthing gowns at a range of price points.

1) 5) Nursing jewelry
Jewelry that serves the dual purpose of entertaining baby while nursing and accessorizing mom, has gained popularity. Nursing necklaces worn by mom give the baby something to play with and fondle while nursing. The thing to be most careful about when selecting brands for your store are the safety standards of the line, and making sure there is no chance of beads or charms coming off and posing a choking hazard to the baby.

1) 6) Bellybands
This versatile accessory can be worn in different ways throughout pregnancy to enable a woman to wear her non-maternity clothing for longer. After delivery, wearing it helps make breastfeeding discreet by covering her middle, and can also help transition her back into her regular clothing. Available in prints, solids, organic cotton and bamboo, this is a real budget saver and the colors and prints make it a fashion item too.

In addition to these items, coordinating sets such baby burp cloths and bibs that match mom’s sling or privacy cover are unique fashion items that provide cross-selling opportunities and attractive merchandising options in your store.

There are no signs that the maternity and nursing industry is slowing down – rather it is continuing to innovate to help make pregnancy and motherhood a fashionable and chic experience.

Editorial provided by Elisa Minsk Hartstein. Elisa is the mother of 4 and the President and Founder of Milk Nursingwear – the freshest Nursingwear on the planet www.milknursingwear.com. Previously she founded and managed another Nursingwear company, was a buyer for Bloomingdale’s and a Marketing manager for American Express. She can be reached directly at elisa@milknursingwear.com.