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Maternity Wear Market Segmented By Product-type such as Outerwear, Innerwear and Nightwear with Distribution Channel such as Store-based and Online
The maternity wear market has seen robust growth in the recent past as maternity wear has become fashionable in addition to being comfortable. A number of positive drivers have assisted in the market’s growth. The outlook for the market remains positive despite the Covid-19 crisis.
The maternity wear market is a highly fragmented market due to various global and local players in the fray. It includes manufacturers and vendors that specialize in maternity wear as well as players from the wider apparel market who often have a separate maternity wear segment, like GAP and H&M.
Some manufactures and vendors in the market also specialise in product-types, which are classified under innerwear, outerwear and nightwear. Launch of unique products is a prominent marketing strategy among players, such as Marks & Spencer launching a lingerie Spring Collection in 2019. Mergers and acquisitions and joint ventures are a common phenomenon in the market.
Manufacturers often offer multiple brands for different consumer segments; for example Asos offers the New Look Maternity and Mamalicious brands. Manufactures have been increasingly incorporating stretchable-materials like elastane and spandex in maternity wear as the demand for fashionable products has risen in recent years. At the same time, comfort still remains a priority for consumers.
Some key players in the market include Firstcry, GAP, Seraphine, Arcadia Group, Isabella Oliver, H&M, Pinkblush Maternity, Zivame, Mamacouture, Asos, Marks & Spencer, Isabella Oliver, Belabumbum, Boobdesign, Zara, Brunelli & Co, Yashram Lifestyle Brands, Mom Sotre, Hotmilk Lingerie, Mothercare, Amoralia, Tiffany Rose, Bravado Designs and House of Napius.
Vendor patters in the market too are diverse, with specialised maternity retailers and generic retailers in both the online and offline segments. Specialized online retailers include Stitch Fix, Mom’s the World and Maternity Old Navy. In addition, several players also offer direct sales of their in-house brands.
Offline sales such as retail stores and supermarkets have been the preferred mode of purchase for consumers in the past, but online sales have been rapidly catching up. This has led most companies to attempting to enhance their online presence.
Some popular products include Posh Peanut Maternity Robe, Levi Strauss & Co’s Signature maternity skinny jeans, Motherhood Maternity Women's secret fit belly leggings, Cauniss’ high waist cotton panties, Terramed Maternity Leggings, Kindred Bravely’s Emmaline Maternity & Nursing Robe, He-shop Pregnancy Protection Cloth, Ekouaer Labor/Delivery/Nursing Maternity Pajamas, Liu & Qu Women's Maternity Sleeveless Tank Dresses, among others.
The maternity wear market has been driven by increasing child births, rising number of working women and improving women’s incomes. The growing professional demands from women has also meant that several women continue to work through their pregnancy, which is driving the demand for comfortable yet functional maternity wear.
The economic crisis in the aftermath of the Covid-19 pandemic will result in reduced disposable incomes of women. However, the demand for maternity wear will not be affected. As a result, competitive pricing is likely to become a key feature of the completion landscape in the near future.
The North American regional segment has enjoyed the largest share in the maternity wear market, mainly driven by increasing fashion sensibilities of pregnant women and celebrity endorsements. These factors have also led to Europe enjoying a large market share despite is reducing population growth rate.
The South Asian regional segment, mainly led by India and Southeast Asian nations, has been the fastest growing regional segment on account of increasing populations and women empowerment. The East Asian segment has also grown significantly on account of China.
The maternity wear market in the Middle East, especially in Saudi Arabia, UAE and other GCC countries, has also seen significant growth in the recent past. The Latin American segment, mainly led by Argentina, Brazil and Mexico, has been another key segment.
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