| |
HOME • FREE COPY • ABOUT • SEARCH • ADVERTISING • JOBS • CONTACT BABY SHOP |
|
|
|
|
|
Maternity & Boutique
|
|
|
The first category that maternity boutiques should consider carrying is nursing bras. Selling nursing bras in your store will keep your customer coming back long after she has stopped purchasing maternity clothing. Properly fitting a bra is hard enough; fitting a nursing bra can be quite tricky. Waiting for the milk to come in is the ideal time to fit the bra. It's very important that you know how to fit your customer correctly.
With bra on the body, measure the rib cage under the breasts, then add five inches to that figure. The total is the body size. If the total is an odd number like 35 go up to the next highest even number, which would be 36.
Also do a visual check for proper fit. Make sure the straps do not dig into the shoulders. The bra should lie flat on the breastbone, the breast should be contained in the cup, and the bra should not ride up in the back.
The next category that should be in maternity boutiques is belly creams and lotions. Although no cream can prevent stretch marks, a good cream can help a lot with itching, and with creating a general feeling of well-being in the customer. Look for everything from great-smelling aromatherapy tummy oils and foot soaks to unscented and lightly scented creams. An eye-catching display near the check-out counter might generate an impulse purchase in even the toughest customer, and will give the retailer an opportunity to increase each sale.
A third important category for maternity boutiques is nursing gowns. First, nursing gowns and pajamas make wonderful gifts. A very popular trend for new mothers is to be photographed in a white gown and robe with the newborn, so be sure to carry at least one beautiful all-white gown and robe set. And, like nursing bras, carrying nursing sleepwear and loungewear will keep the customer coming back to your store after she has purchased her maternity wardrobe.
Exercise wear is quickly becoming a very important category for maternity retailers. Now, more than ever, women are encouraged to exercise through their pregnancies. Several maternity manufacturers offer active wear for everything from yoga to swimming to tennis. A couple of big name athletic clothing manufacturers have begun producing maternity exercise wear, too. Carrying these items is a great service to the customer, and a good add-on sale for the retailer.
Fashion is a very important element to the success of a maternity retailer. Women shop in boutiques, as opposed to chain stores, to find special looks. Many magazines that your customers are reading have very fashionable and trendy maternity wear features. Be sure to keep an eye on the current trends in regular-ready-to-wear as well as maternity wear, and to then offer several options in your store. You also want to pay close attention to what the people in your area are wearing and to duplicate those looks in your boutique. Pregnant women are always amazed to discover they can maintain their style while accommodating an expanding belly.
As "Casual Fridays" have expanded to include Monday through Thursday, strictly professional suiting has stopped being as important a category. Now, a new category called soft suiting has taken the forefront. Soft suiting comprises versatile separates that include traditional jackets, pants, and skirts in less than traditional fabrics like cotton Lycra, rayon blends, and other softer, more comfortable fabrics that are appropriate for the office, but can also be worn as separates with jeans and khakis on the weekend.
Casual wear is probably the most important category for the maternity retailer. Be careful to buy excellent quality casual and basic goods that are different from the Gap, Old Navy, Target, etc. Being a boutique with unique merchandise and excellent service is what will set you apart from the large chains, and those qualities are what will keep your customers coming back to your store.
Cocktail and evening wear is a small, but very important category to offer in your boutique. Most better lines, and even some moderately priced lines, offer a group, or groups, of formal wear in their Spring and Fall collections. Pregnant women who normally shop in chains will come to a boutique to find a special occasion dress, which offers you a wonderful opportunity to sell them other items in your store. Another great option for the retailer is to lease cocktail clothing to customers. Leasing an item several times can be extremely profitable.
Diaper bags and baby carriers make terrific gift purchases for the parent, husband, or friend to buy for the expecting mother. By carrying them in your store, you can expect free advertising from the manufacturer, and they are a good draw for the rest of your merchandise.
The final, most important, and one of the most overlooked, categories for maternity boutiques is accessories. A great scarf or necklace strategically placed on a display just might sell a $200 dress. Accessories transform the mundane into something very special, and that's what boutique selling is all about.
That sums up the ten basic categories that should be represented in a maternity boutique. Of course, there are many other options to offer in your store. Tap into your individuality and your strengths to make your store unique, unusual, and a reflection of you. The ten basic categories are really just the tip of the iceberg when it comes to creating a successful boutique. The store owner is what truly makes a boutique special.
| [ Current Issue ] [ For New Store Owners ] [ Manufacturer Listings ] [ Product Update Pages ] [ Past Issues ] [ Calendar ] [ eBabyShop ] [ FREE Subscription ] [ Add Listing ] [ Search ] [ Contact Baby Shop Magazine ] |
 |
