The Bump Can Bump Up Your Sales

Why should you carry maternity apparel?

Because pregnant women want it! For most women, their “bump” has bumped up their life. Having a baby growing inside them is one of the most exciting times and they’re excited at the prospect of showing how they feel…with great new clothes.

It’s also easy to carry. Unlike non-maternity apparel, maternity apparel has no numerical sizing. Instead, it runs XS to XL. This reduces the number of stock keeping units you need (but it also means the garments must fit more shapes).

So what should you carry?

Picking brands and items for your store can be overwhelming. Every vendor has a pant, a top and dresses. How can you choose?

Look for apparel that is comfortable fashionable and has value

• Apparel that can be worn not only throughout pregnancy but also into what is called the “fourth trimester.” Very few women get back to their pre-pregnancy size in the first three to four months.
  
  
• Apparel that fits not only today but, as a woman’s shape changes, continues to fit. Look for knits that stretch. But also look for something else: while a garment’s stretch and drape can make new curves look amazing, the garment must continue to be comfortable. Each woman’s body changes differently; each woman needs your guidance.
  
  
• Apparel that can fit into the many activities of today’s pregnant woman. Look for classic styles that are versatile, multi-purpose: styles that, with only a change of accessories, transition from day to night, from work to casual to dress-up.
  
  
• Apparel that offers value. An item has value only if it’s worn, if it’s useful. Impulse buying is great if it’s an item that brings continued joy to the customer. As for maternity items that seem more expensive...if they’re well-made and versatile, they may be worth it. Value isn’t necessarily paying a low price; it’s paying a fair price. Think in terms of cost per wearing.
  
  
• Apparel that’s not demanding of a woman’s time and attention (she’s got enough going on during her pregnancy). Look for fabrics that are washable and easy-care.

What can help you sell maternity apparel? There’s a lot!

• In your store, does a customer see mainly a row of hangers, the color of some items on the hangers, and maybe an interesting hangtag? Instead, catch her eye — and her interest — with more.
  
  
• Most apparel companies give you posters, postcards, bag stuffers, copies of ads, DVDs that show off their products...use them.
  
  
• Make use of mannequins to feature new and/or special products, and change them frequently.
  
  
• Offer more than just black. Many women shop for a basic item, what some call “classic” or “investment” dressing. But don’t stock just the little black dress and the basic black pant and jeans. The LBD can also be the Little Bright Dress or the Little Bold Dress: a color or print that will surprise you with how well it sells. (A fashion mentor once said that basics are the cake, fashion is the icing, sprinkles are the hot items — and who doesn’t love sprinkles?)
  
  
• If you have a website (and you should), use the vendors’ photos and size charts. Update your website frequently and add new products. We all love what’s new.
  
  
• Provide customer service, customer service, customer service. This mantra works! It can result not only in a sale, but also in a satisfied customer who will then tell — and sell — a friend. We all love to give and get recommendations, both in person and through online networking.

Capitalize on the trends.

Some seasons, non-maternity apparel looks like what we think of as maternity wear: loose-fitting. Of course, there’s also a trend, within maternity, of wearing tight clothes — clothes that show off the bump and showcase a woman’s confidence. Whatever you offer, you should be confident in it — and convey that confidence to your customers.

You can certainly be confident of this: Carrying maternity clothes will bump up your bottom line.

Editorial provided by Meryl Benaim, owner of www.PouchMom.com.