Tips for Carrying Plus Size Maternity Clothes
By Susan M. Turgeon

Pregnant women come in all ages and they come in ALL SIZES too. Maternity clothing in all size ranges is limited, but for the big, beautiful mother-to-be, the selection becomes even more scarce. Recent studies have shown that a large percentage of women are a size 14 and over; however most maternity manufacturers still assume that all expectant women will fit somewhere in small, medium, or large. As retailers, we need to pay closer attention to this growing segment of business. These same women still work, play, fall in love, marry, and have children, and they have a right to spend their money on fashions that not only fit their budget but also flatter their budding figures. Experience has shown that this particular group of women already shop in plus-size departments and now that they are expecting, they really want to buy maternity clothes not just bigger sizes. What message are we sending when we tell them we don't carry their size? Pregnancy brings about many body changes and some of these women are uncomfortable with their size and want to hide their growing bodies, while many others feel great about who they are and want to stand out fashionably in clothes that flatter their form and their pregnancy.

Who said only "normal" size women can have babies? Since the mass retailers base department figures on volume, this market is often ignored by them. This is where you can find your niche. Price is not as much a factor as having their size fit well, with style and selection. The plus-size mother-to-be wants to wear red as much as her smaller counterpart. Who wouldn't get tired of black and navy all the time! By carrying a nice mix of maternity wear in sizes 1X, 2X, and 3X, not only are you increasing sales and creating a new customer base, you have a happy expectant mom and you won't find much competition. How many times have you told a plus-size mom you can't help her or you refer her to a catalog to shop? Not smart business, is it? By keeping the flow of merchandise new and fresh, you are sure to get repeat business and your name will spread. Other maternity retailers both large and small will become aware that you offer plus-sizes and will refer business to you. Isn't that better than referring business to them?

The trend in fashion seems to still be headed in a casual mode, although colors are bright and sort of retro. I believe maternity wear is more conservative. Starting with a mix of basic tees (spring/summer), mock neck long sleeve (fall/winter) and knit pants, you can offer up to 15 solid colors, (red, navy, royal, turquoise, jade, kelly, black, brown, hunter, wine, melon, marigold, fuchsia, white, purple), add a selection of pretty florals or prints, embroidered tees, and choose from several screen prints. All of these colors coordinate well, so displaying a group of related pieces is not difficult, and chances are your customer will buy several pieces. Easy care knits are still a favorite, they are cool, comfortable and wash well. Some popular styles are trapeze and empire, which are loose and flowing and have plenty of room for the expanding tummy. A sweetheart style with bow back is nicely matched with either pants or a skirt for an office outfit. The classic polo style or button down front always looks good. Pretty florals or small prints work better than what looked like leftover wallpaper fabrics of yesteryear. Also there are tank tops, shorts and swimsuits, which come in plus sizes. Remember that your plus-size mother-to-be wants the same merchandise that the smaller gal wears, but in her size. Manufacturers cater to both. There still is a need for comfortable jeans and casual slacks in larger sizes at reasonable prices. The plus-size mother-to-be appreciates you carrying her size, but don't hide it in a back corner. Promote these sizes and you'll see not only a satisfied new mother, but added sales too. Keep a list of ladies wanting plus-sizes and be sure to call them when they arrive. They will appreciate the service. These new moms also nurse their babies, so don't forget to sell nursing bras, panties, gowns, and tops in plus-sizes. When speaking to a rep or seeking a new line, request plus-sizes. If we don't ask them for what our customers want, then we won't see it in future lines. Pushing for plus-sizes in maternity can be exhausting, but I believe the end result will have more manufacturers and retailers working for the larger mother-to-be and treating her with the respect she deserves.

Susan M. Turgeon, owner of Maternity Exchange has been an independent maternity and children's retailer for 11 years. She is not a plus-size woman, but as a maternity retailer, she feels plus sizes are an overlooked market and she works hard to accommodate her customers.