Consider Carrying Preemie Clothing
What is preemie clothing?
Preemie clothing is a general category of garments designed to fit infants weighing less than seven pounds. The category represents about 10% of all babies born, and includes some babies weighing less than one pound. All preemies need clothing that is substantially smaller than most newborn sizes.
The infant born weighing more than four pounds would need at least a few sleepers and playwear outfits, as well as one fancy outfit for going home and picture taking. Also, many families schedule a religious ceremony requiring a Christening set or other formalwear ensembles.
There is also a growing population of infants who weigh less than four pounds. Tinier babies are being saved. Hospitals are also discharging babies at much lower weights than previously, necessitating a larger preemie-sized wardrobe for home use, as well as some hospital outfits.
In addition to needing smaller sizes, many of these babies need clothes that accommodate their medical equipment. For example, infants in heated isolettes or overhead warmers require clothing that has no metal. Appropriate fasteners can include short cloth ties, plastic snaps, or Velcro dots. Shirts may need to be compatible with IV tubing and allow easy access to the baby. Almost all preemies will need clothing that has an appropriate exit for monitor wires.
Preemie accessories include specialized birth announcements, baby books, and positioning devices. Of course, preemie parents are also looking for newborn accessories such as developmental toys, comfort items, and soothing music.
Why carry preemie clothing?
Our research and experience indicate that there is a great demand for preemie clothes. However, many parents experience great difficulty and frustration in locating a convenient source with a good selection of preemie clothes.
There is a sizable demand for appropriate, quality preemie wear, not only 10% of the babies born are preemies, but also because there are only a limited number of preemie retailers. It is also worth noting that most newborns lose weight at first, up to about 10% of birth weight, then gain, on average, 4-7 oz. per week. Consequently, some babies can be in the preemie size for several months. This represents an opportunity for businesses wishing to enter the preemie market today.
There is also a great satisfaction in meeting these families' need for well-fitting clothes. You can help families celebrate the birth and growth of their preemie. These parents may feel a sense of loss of their ideal pregnancy. They may also have missed out on a baby shower and congratulations from now worried friends and relatives. By clothing their babies in adorable outfits, many parents feel that they are taking more control over their infant's care. This positive action helps their self-esteem and improves their morale during a time that may be quite stressful.
From a business perspective, stocking preemie items has several advantages. Preemie styles do not change very much. Therefore there is little dead inventory, apart from a few seasonal items. Preemie clothes take up a relatively small amount of space, resulting in savings on shipping costs, maximizing the number of items displayed, and decreasing the need for storage. Perhaps the most important advantage is that you gain loyal customers.
How to market preemie clothing?
Local health care providers can be your best source of specific leads, especially in hospitals with neonatal intensive care units. Catalogs or fliers can be distributed to parents by nurses, doctors, lactation consultants, social workers, and support groups, and in the hospital's information package for new parents of preemies. Also, your information might be displayed on bulletin boards and lounge areas adjacent to the nursery.
Both parents of preemies and gift givers appreciate the convenience of preemie clothes packaged in coordinating sets. Layette sets that cover all of the necessities and take-me-home ensembles are perennial favorites. Identical or coordinated outfits for twins or triplets make a nice display that has great visual appeal. I gift wrap my orders as an extra touch to help families celebrate the birth and growth of their preemie. Also, you may want to consider offering a discount for multiples.
How do you find preemie clothing?
Finding vendors for a complete line of preemie clothing can be challenging. Some preemie items can be found the more traditional way by attending trade shows. Trade shows have the advantage of offering in one place many items that you would like to have in your store. Preemie sizes can vary a lot from one manufacturer to another. I recommend bringing your tape measures with you to market. As a general guideline, a footed sleeper, from shoulder to toe, should measure about 16" and certainly not more than 19".
The Internet is an alternate way to find vendors of preemie garments. Looking on your favorite search engine or directory for "preemie wholesale" will give you many options to choose from along with the convenience of doing business on the Internet. Again, it will behoove you to inquire about measurements to verify the sizing.
An experienced preemie seamstress is worth her weight in gold. Many clothing items that I stock are not manufactured in large quantities. This is particularly true of what I call the double specialty items like Christening Sets and Hospital Clothing. Having relationships with seamstresses allows you to have items made to your specifications. This can become important when you get feedback from customers and your local health care providers.
Offering preemie clothing can be personally, professionally, and financially rewarding. Families and friends need clothing that fits the preemie, and recommendations about which outfits are appropriate. Meeting the needs of these customers will be greatly appreciated, and will most likely result in loyal customers no to mention opportunities for cross selling and repeat sales.