Maternity widens discount horizons - maternity clothes marketing

Discount Store News, April 6, 1992

In this tough economy keeping an eye on the birth rate is only the beginning of a successful marketing plan for the maternity wear category. Both specialty and full-line discounters are making a play for that market by offering varied styles, brands and shopping experiences. Each is bringing a new insight to the market.

Instead of viewing maternity wear as a separate entity, most retailers realize the need to view the category as a line extension within its existing fashion and price parameters.

"Anticipating and fulfilling apparel needs at all stages of a woman's life have been priorities for Sears, and maternity wear is part of the picture," said Mary Jean Houde, a spokeswoman for Sears' women's wear division.

Sears has made the category work for infusing new styles and creating cross-merchandising opportunities in stores.

When Sears revamped and expanded its Kids & More power departments in more than 100 stores, maternity wear benefitted, as well. Floor space was created for the category adjacent to the infant/toddler area

Consumer research done by Sears found expectant mothers were more comfortable shopping for their clothing in their own special area. The selection in the department includes both casual and dress or work apparel, reflecting the busy lifestyles of mothers-to-be.

"Fashion is an important consideration as we assist our maternity wear customers in maintaining adherence to fashion trends and translating those trends into maternity fashions," said Houde.

Placing the category adjacent to the children's department also created cross-merchandising opportunities. A woman shopping for herself may spy something cute for baby-to-be. Or, while shopping for baby accessories, she may find an outfit for herself.

"our moderate prices also attract customers seeking both quality and value, and our sales have been good," Houde noted.

Maternity is sometimes tricky sell, especially when it comes to casual styles. Oversized tops have been a mainstay in regular departments, but while they may be an option in the early months, later on a woman requires more specially constructed garments.

Maternity wear in general has become more sophisticated in its styling at discounters.

Kmart carries maternity wear under its signature Jacelyn Smith label. The same seasonal color, print and style trends are interpreted in the maternity line, with variations as the style requires. Smaller prints, for instance, are a more attractive option in maternity clothes. Price points for separates can go as high as $35 for sweaters.

Maternity clothing was added to the Jaclyn Smith line when the actress herself was pregnant. According to Smith, the line is meant to be practical, "not just frills."

At Wal-Mart, recent spring offerings included dresses with polka dot prints and garments with collar details and goldtone buttons that gave the maternity department some spice.

Beyond these traditional outlets, maternity clothing has cropped up in what can be considered unusual places.

Some specialty retailers have begun carrying the category. In a concept such as Sportmart, a sporting goods specialty store, the department carrying maternity exercise apparel is not large, but is an important niche area that answers its customers needs.

"Our shoppers are very serious about working out, and we service all their needs," noted Jim Peters, vice president, merchandising, for the 25-unit Niles, III.-based chain. Maternity wear is part of the merchandise mix in its new Training Room for Women shop concept. "Maternity bodywear is an example of the kind of specialized merchandising we do very well," he noted.

The maternity wear is not generally promoted, but Peters noted that their athletic customers who become pregnant usually want to continue some exercise activity. At that point, he noted, they are aware of the breath of merchandise available at the chain.

The bodywear selections featured at Sportmart were similar to styles available in regular sizes, with support panels and other garment construction details added as necessary.

As retailers become more sophisticated at culling information about customers, they will likely become more attuned to the merchandise needs of core shoppers. Maternity wear is an area of potential growth. The pregnant customer looking for casual slacks is looking for the same quality, price and fashion she expected to find at her favorite store before she was pregnant.