Tips for Merchandising Maternity and Nursing Bras
By Medela, Inc.

Pregnancy and childbirth are life-changing events. For new mothers, they are also body-changing events. That's why it is important for retailers to provide a complete line of clothing that is designed with physiological changes in mind - right down to the lingerie.

The most important aspect of selling maternity and nursing bras is knowledge. Retailers who understand both the physical and emotional changes that a pregnant or nursing mother goes through - and can provide informed solutions- are being sought out by today's consumers. A salesperson who can combine tactful suggestions with valuable information and solutions will become the pregnant customer's trusted advisor.

Most pregnant women reach a point, usually during the third trimester, when they realize that their traditional bras do not offer the support and fit they now require. They need guidance. Maternity and specialty shops are the first stop for many expectant/nursing mothers. Here, they hope to find the appropriate merchandise for their needs, and expert advice. Many of these consumers are uncomfortable with their bodies at this stage of pregnancy. They are looking for clothing that is feminine and pretty, which also provides comfort, confidence and reassurance. The ability to provide personalized service, understanding and expertise in fitting maternity and nursing bras is a specialty shop's primary advantage over large department and discount stores.

An expectant or nursing mother may need guidance simply to determine her needs and options. Unfortunately, she may have many preconceived notions about maternity lingerie that can make this expense a low priority.

Well- designed maternity and nursing bras accommodate increasing size and provide proper support. A sensitive, tactful and understanding sales staff will be the key to providing thoughtful recommendations. The attractive variety of today's maternity lingerie can also help build consumer appeal.

Retailers have available a number of avenues for assisting expectant and nursing mothers. For example, many nursing bra manufacturers offer guidelines for fitting maternity bras. Some even offer bra-fitting clinics, where their own representatives provide professional training to your staff on how to properly fit a customer. Nearly every manufacturer distributes product literature detailing the features and benefits of their product lines. All of these educational and training tools should be used to develop the expertise that customers are looking for - expertise that will lead to repeat business and word-of-mouth referrals.

Whether or not a customer plans to breastfeed can make a difference in the bra recommended by sales personnel. Bras made of cotton or other breathable fabrics are good choices for nursing mothers. Those made of synthetic materials may trap moisture against the skin, causing irritation that could be prevented. Also, nursing mothers will be looking for bras with convenient access for breastfeeding. Sales staff should be able to demonstrate how easily a given nursing bra opens. Many health care professionals recommend that a nursing mother purchase at least two or three nursing bras, so that she always has a clean one to wear.

When recommending a nursing bra, it's also important to steer customers away from the idea of "buying larger for later" since a bra chosen for the future will not give adequate support in the present. One of the inconvenient truths of pregnancy is that no one can really predict the physical changes a mother may face - even with the experience of past pregnancies. These changes may dictate buying bras in different sizes - one for now and another for after delivery.

In displaying maternity and nursing bras, retailers can choose from a variety of POP displays provided by the manufacturers, including everything from freestanding racks to complete dressing-room/display units. Consumer literature and how-to-fit guidelines for retail staff are also available and are usually free with orders. All sales staff should be familiar with the different brands and their features so they can direct customers to the brand most likely to meet their needs and give the best fit.

What size range to stock can, initially, be a big question. Manufacturers can usually recommend an appropriate start-up range for you. After some experience with fitting your customers, you will be able to determine the best sizes/range to stock. Keep in mind that most expectant mothers will go up in girth and cup size by at least one size. Many may increase their bra size several times. So those mothers who wear small to average sizes such as 32A or 34-36 B may easily end up wearing a maternity nursing bra in the 36-38 girth range with a C/D cup size.

Retailers should also consider offering both soft and underwire styles since mothers usually prefer to stay with the style they normally wear. Some manufacturers offer introductory packages that include a variety of sizes and styles. Other manufacturers offer the convenience of drop-shipment on special-order bras, so you need not stock every available size and style in every brand.

Pregnancy is a time filled with hundreds of questions and concerns. A pregnant mother wants to know that she's getting the best advice. Retailers who recognize this and become the experts their clients seek will succeed in growing their business in this dynamic niche market.