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Juvenile Products Stores Can Profit by Adding Nursingwear
By Elisa Hartstein
Breastfeeding in the U.S. has undergone a dramatic resurgence in popularity.
This year, 70% of American mothers will breastfeed their newborns*. At
6 months of age, 33% of babies will still be nursing*. These rates have
grown, in large part, due to recent medical research that supports the
physical and emotional benefits of nursing. This is a trend you do not
want to ignore!
Nursing Moms are Shopping in Your Store.
On average, 70% of the new moms who shop in your store are breastfeeding.
If you are not offering nursing bras and clothing in your stores, you
are missing out on a profitable opportunity. Juvenile product stores are
in a unique position to capitalize on this market of nursing mothers.
Why? Traditionally nursingwear and nursing bras have been sold in maternity
stores. But most women are not eager to return to maternity stores once
their babies are born, and maternity stores have trouble luring these
women back in. But these moms ARE shopping at baby and juvenile products
stores. You have a captive customer in your store – make the most
of it by offering them nursing bras and clothes.
Nursingwear features hidden openings that allow a mom to nurse discreetly.
Mom can nurse her baby through a hidden opening in her clothes, and often
other people cannot tell that she is nursing (often looks like the baby
is just sleeping in mom’s arms). The advantage is that mom can feel
comfortable nursing wherever she is. Nowadays, moms are out and about
more than ever before, so being able to nurse discreetly (in the mall,
a restaurant, store, at “mom and me” classes) is a real advantage.
Similarly, nursing bras are bras that have flaps which can be opened to
provide easy breast access for feedings.
It depends on the space and size of your store. The two key categories
to start with are nursing bras and nursing nightwear/sleepwear. If you
are limited in space and budget, these are the two categories to start
with. If space allows, add nursing tops. Only once you have a developed
nursingwear customer base, you could expand into nursing dresses, a more
“niche” item. Nursing accessories such as nursing pads, pillows,
pumps, and creams are important basics that many nursing moms purchase
and should also be included in your assortment.
Juvenile products stores can profit by adding nursingwear and nursing
bras to their assortment. Take the opportunity to offer your customers
another product category to purchase while in your store.
There are many companies that wholesale nursingwear to retail stores.
Many even offer the convenience of an “online showroom” where
you can view and purchase wholesale products online and have in-stock
items sent directly to your store in a matter of days.
More Details on Each of These Categories
Follows:
Nursing Bras: This is the clothing item most purchased by nursing
mothers. Those who purchase most often buy 2 or more. Important to note
about this category is:
- Nursing bras can be very SKU- intensive, since there is a wide range
of possible sizes. Some nursing bra manufacturers have simplified their
sizing scales to minimize the number of SKUs, so you may want to seek
out these vendors if you are limited in size and dollars. Some offer
XS – XL sizing, and others have developed their own size scales
that minimize the number of SKUs.
- You will need a private fitting area for customers to try on bras.
- You will need to educate your- self/staff about how to fit moms for
bras. The bra vendors from whom you purchase offer guide- lines about
fit to help you when working with your customers.
- There are two types of nursing bras: “sleep bras” and
“day bras”. Sleep bras are less constructed, but offer light
support for night time. They are sized XS-XL and are easier to fit than
day-bras.
Nursing Nightwear/Loungewear: Many moms purchase one
or two styles of nursing nightwear before baby is born. A few things to
note:
- This is a popular gift item for pregnant and new moms (ideal for
baby showers and new- mom gifts).
- Styles include nightgowns, nightgowns w/ robe sets (popu- lar gift
item), and 2-pc sets (shorts/pants/capris with a top).
- The ideal time to market this product to new moms is in their 3rd
trimester – before their baby is born.
Nursing Tops: A range of nursing tops are available—from
casual t-shirts to sexy fitted tops to special occasion blouses. It is
best to start with best-selling basics, including casual cotton tops/tees,
and expand from there. Considerations when selecting tops to offer are:
- Make sure that they are machine washable since nursing moms are short
on time and need easy-care clothing.
- Comfort is key, and many moms prefer 100% cotton or cotton- blend
fabrics over synthetics.
- There is a range of “fits” of nurs- ing tops –
from generously sized ones to be worn immediately post-partum, to sexy
fitted tops that women are more likely to wear once they have dropped
some of their baby-weight.
- While nursing tops used to be very dowdy, many fashionable styles
are now available that do not “look” like nursing tops from
the outside. Customers appreci- ate finding styles that will serve a
function and allow them look great.
Nursing Dresses: This is a smaller category and includes
casual dresses as well as special occasion styles for events such as christenings
or bris’, weddings, graduations, parties, holidays, etc. You may
want to wait until you have an established nursingwear customer base before
adding dresses to your assortment.
Elisa Hartstein is the President and Co-Founder of Expressiva
Nursingwear (www.expressiva.com). She is also the mother of 4, and can
be reached at elisa@expressiva.com.
References -*Ross Laboratories Mothers survey, 2001 and
* Ryan: Pediatrics 2002; 110:1103-1109
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