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What Goes Into Making A Good...
Backpack Carrier
by Carrie Hoff, Product Manager Evenflo Company, Inc.
He's up high and can see faces, experience his surroundings, and
still feel safe and secure. Mom and Dad can easily navigate, hold baby
close, and still have both hands free and available. What's going
on? Baby is riding in a backpack carrier!
Backpack carriers provide a new perspective of the world and events for
babies. When riding in a backpack, baby sees and experiences the world
at eye level…not knee level. The stimulation of backpack mobility
helps baby develop her newfound independence while still being able to
look to Mom and Dad for reassurance. And riding at eye level provides
continuous parent-child interaction, which is so important to baby's
healthy development.
Backpacks are a great way to get around for Mom and Dad too. They allow
Mom and Dad to keep baby close and still have convenient hands-free mobility.
Transporting baby in a backpack also makes life easier when visiting places
that are not easily accessible by stroller. Moms and Dads everywhere are
finding backpacks to be their carrier of choice for more than just hikes
in the woods or walks on the beach. Backpacks can make city sidewalks,
shopping malls, and sporting events much easier to manage. As an added
bonus, parents often feel safer and more in control with a backpack than
with a stroller.
Baby is ready for a backpack when he can easily sit upright by himself,
usually around 6 months of age. At that time, baby is physically ready
and also desires more stimulation. Backpacks generally support up to 40
pounds, but many adults are ready to discontinue backpack use prior to
that weight. Most parents cut back on use when their child is around 3
years of age.
A well-designed and well-built backpack can make a big difference in how
parents experience traveling with their baby. Comfort and safety are key.
When your customers shop for a backpack, be sure both parents try it on
for a proper, comfortable fit. The backpack absolutely must have a hip
strap. The hip strap transfers most of the weight from the adult's
back to the legs, making a big difference in comfort for both short term
and long term transport. The part of the frame that touches the adult's
shoulders should be thickly padded and the shoulder pads should be well
padded and wide.
A child shoulder harness system is an essential safety feature. It controls
the child's forceful movements and keeps the child from climbing
out. Backpacks with sturdy, freestanding frames support the child's
weight, are easier to pull on and off, and when Mom or Dad takes a break
the frame forms a seat for the child.
Look to stock brands with optional add-ons. Sun canopies and rain shields
offer protection from the weather. A removable outer cover can be added
on for colder weather and taken off when it's warm. An attachable
diaper bag is always a convenient feature and big pockets are a plus.
Parents should be as concerned about safety with backpacks as they are
with all other products for baby. However, a well-designed, well-built
backpack with a sturdy frame, heavy-duty padding, child restraint system
and adult hip strap is a good safety bet for both baby and parents.
To ensure their baby's safety when using a backpack, make parents
aware of these guidelines:
• Always secure the child with the shoulder harness restraint.
• Do not allow the child to climb on the carrier.
• Use the carrier only while walking or standing.
• Do not leave the child in the carrier when the carrier is on the
ground.
• Supervise the child at all times.
Backpack mobility carries loads of benefits for babies and parents. That's
why more and more on-the-go families are choosing the convenience and
safety of backpacks to transport their little ones. Take advantage of
these benefits by stocking well-made carriers in your store.
Maternity/Nursing Bra
by June Case, Marketing Coordinator Medela, Inc.
Women have a lot of complaints during pregnancy! And, not without good
cause. Prenatal physical and emotional stresses on a woman's mind
and body join forces with moments of real anxiety. Add to these the wonder
and excited impatience for the arrival of the new baby and you have a
real dichotomy! Towards the end of their pregnancies and early post-natally,
new mothers have to deal with a number of changes to their bodies, which
add to their overall stress and discomfort.
Fortunately, today's moms have many more choices to deal with these
changes in comparison with their mothers. Expectant moms still want to
look attractive and feel feminine. Overall, though, comfort heads their
list of needs and wants. Nowhere is this more true than in the area of
intimate apparel – specifically maternity and nursing bras. The role
maternity intimate apparel plays in helping mothers feel more comfortable
and at ease with their bodies has only really been addressed over the
past 10 years or so. Today's expectant and new mothers now have a
wide range of bra styles to meet their needs for comfort, function and
fashion. They no longer have to deal with uncomfortable bras that bind,
pinch, ride up, roll down…and look unattractive!
Today's savvy retailers have recognized developments in the maternity
market and are taking advantage of these new opportunities. This article
is aimed at providing you, the specialty retailer, information to help
you evaluate the wide range of maternity/nursing bra fashions available
on the market today. If that helps you select the most appropriate lines
for your targeted customers, you will have the tools to capitalize on
this growing segment of the Intimate Apparel market.
Towards the end of the third trimester, an expectant mother's body
almost seems to have a mind of its own! For one thing, mothers experience
the greatest weight gain of their pregnancy at this time. Babies are putting
on weight for their coming debut to the outside world. Breasts change
dramatically, too, during this period. After the birth of the baby, breast
size will enlarge even more, particularly for breastfeeding mothers. This
can be uncomfortable, not just physically, but emotionally. Most could
not come close to guessing the correct bra size they should be wearing!
Yet, comfort—not size—should be the issue. Discretion and a
great deal of sensitivity are the key words as you work with these mothers.
Be subtle as you bring her garments for a fitting; don't announce,
"Well, let's try this 50J on you!" Let her first try on
the bra. Once she feels the difference in comfort and support the right
bra can give, numerical size becomes a trivial point.
Some mothers will try to continue wearing their regular bras long after
they've outgrown them. Even purchasing larger-sized, regular bras
doesn't solve the problem. The construction of a regular bra does
not provide the proper support needed in a maternity garment. Due to the
increased size and weight of the breast, bras can cause shoulder grooves,
hike up the back, slip down in front, or pinch and chafe breast tissue.
These problems all relate to improperly designed and fitted bras and result
in increased discomfort to expectant and new mothers.
Maternity and nursing bras should not be purchased too far ahead or in
a larger size that the mother thinks she will grow into. The size will
be wrong for her now, and will probably be wrong later on. Since there
is no way to judge how her size will change, initially it will not provide
proper support, and she may never quite grow into it. It is usually recommended
that a mother purchase a maternity/nursing bra about 6 weeks or less prior
to her due date. Depending on the changes her body goes through, she may
still have to purchase additional bras after the baby is born to achieve
the optimum fit she requires.
The needs of expectant and breastfeeding mothers are not totally alike.
The expectant mother is experiencing increasing breast size as a function
of her pregnancy. It is a gradual increase developing over the last several
weeks prior to the birth of her baby. This woman needs a bra with the
maximum number of adjustments that allow her the flexibility to adjust
the bra for increasing cup and band size.
The breastfeeding mother's breasts fluctuate all through the day,
varying as much as 1 or 2 cup sizes between feedings. Her bra needs flexibility
in the cup area to allow for these changes in breast fullness. She also
needs a "drop" cup for breastfeeding. This cup should provide
for maximum skin-to-skin contact with her child while the baby is nursing.
She also needs strong support of the breast while she is breastfeeding,
usually provided by the inner cup or frame of the bra.
The best bras on the market will show the expertise of bra designers who
really understand these needs and the anatomy of the breast both during
pregnancy and breastfeeding. The better bras will take into account not
only support, but also comfort, flexibility, convenience and style. They're
also prettier, more feminine, and they can make an astonishing difference
in the appearance, attitude and outlook of the expectant mother.
The following should help you to judge the merits of the maternity/nursing
bras on the market today, which will hopefully help to make you a heroine
(or hero) to your expectant and nursing customers.
The best bra in the world can be an unforgiving "iron maiden"
if it is not fitted properly. Actually, it is estimated that more than
80% of all women are walking around in the wrong size bra. That is why
I can't encourage you enough to seek expert training for yourself
and your staff in the proper method of fitting a bra if you haven't
already done so. This will be the single most important thing you can
do to build your reputation among new mothers. One comfortable woman walking
around in a bra well fitted by your staff is worth a thousand ads!
Some bra manufacturers will hold training sessions with your personnel
or schedule training sessions in your area. Some will actually work with
you to set up a "fitting" date in your store, which can be promoted
in the local media, hospitals, birthing classes, etc. to build traffic.
Take advantage of these "perks" and sign up. Encourage other
retailers in the same market to join forces if necessary to make it worthwhile
for a manufacturer to send in their fitting "team." You'll
learn more than you ever thought possible about bras and fittings. It's
time well spent if you are serious about successfully retailing maternity/nursing
intimate apparel.
By design, I'm referring to the actual construction of the bra and
whether it does what it is supposed to do. Well-designed maternity/nursing
bras have many points in common. Some, however, include more features…some
less. These are the most important to look for:
If there is a single, most important factor in evaluating maternity/nursing
bras it is the degree to which they provide proper support to the breast.
In a nutshell, support = comfort.
Look for bras with good inner and outer cup support construction. The
outer or "drop" cup should support and lift the breast while
providing separation between the cups. A lined drop cup provides extra
support while providing full coverage. Seams of the outer cup should be
smooth. Rough, unfinished seams can rub or chafe nipples that may already
be sore and tender.
The best inner cup design is a triangular cup frame, open in the center
for nursing. It provides support around the breast in a type of "sling"
design while the drop cup is open. This is particularly important when
a mother is nursing her baby. When she lowers the outer cup, the inner
cup must still provide support for the breast while allowing a degree
of discreet coverage for the mom during breastfeeding.
Look for inner cups that have a wider width to the sling. If the inner
cup frame is too narrow, there is little or no support to the breast.
When the mother's breast gains fullness during the day, a narrow
inner frame can actually slide out from under the outer cup creating a
"peek-a-boo" effect. This effect can be seen through clothing
and creates an unattractive appearance. Narrow slings also can roll and
bunch under or around the breast, cutting into or chafing the breast tissue.
Look for proper side, strap and back support. Support doesn't stop
with cup construction. Side panels should be sufficiently wide, preferably
with light boning, to keep the underarm section smooth and in place. Boning
should be positioned in the underarm area and should not pinch or press
upon tender breast tissue. There should be no rolling or bunching of the
underarm fabric or the elastic midriff band. Definitely look for "no-roll"
bands on softcup styles.
The back of the bra should be extra wide and include at least a 3-station
back closure (preferably 4) to ensure good support and flexibility in
fit. The more narrow the back, the more disadvantages. It will more likely
be less comfortable as the narrow band may tend to dig into the skin.
Because there is less fabric to keep the back in place, the back will
tend to ride up which diminishes the bra's overall support.
Straps should be adjustable and made of non-stretch fabric for extra support.
Extra width and padding on the shoulder straps—particularly in larger
sizes—are added features to look for.
It also is important to offer a wide range of sizes. Most maternity/nursing
bras start at size 34 or 36B. The extended size range is quite broad and
can go up to size 40L. Recently, one manufacturer announced they were
introducing maternity bras starting with size 34A, to address the other
end of the spectrum. To maximize your success, you need to determine the
primary demand of your marketplace and purchase the bra size range that
meets the needs of your target customers. One of the significant changes
in the maternity/nursing bra market is with the extended size ranges now
available—it is much easier to fit the larger size woman. This could
offer you a unique opportunity to meet a previously unfulfilled need in
your market, since it is difficult to find sizes above 38D in the mass
market.
Maternity/nursing bras are available in a number of styles: softcup, underwire
and, more recently, sports and sleep bras.
The softcup style remains the most popular, but there is new consumer
interest in other types of bras. Softcup bras that offer maximum comfort
will feature a no-roll band that stays in place. This band should also
be designed to provide extra support to the bottom of the cup. Softcup
style nursing bras are also preferred by some lactation experts and recommended
for breastfeeding mothers.
The underwire bra is still popular with women who have always worn, and
prefer, an underwire style. Underwire bras present certain design challenges,
however, that need to be addressed in the bras you select. Based on design
and construction, those elements can aid or detract from a woman's
comfort. Specifically, look for wires that are flexible, padded and reinforced
at each of the four tips. When a woman tries on an underwire, notice the
position of the wire. It should fit comfortably under and around the breast
tissue. It should never poke, press, ride up over or rest on the breast
tissue.
An ideal maternity/nursing bra will provide the flexibility so needed
by both expectant and nursing mothers. As discussed previously, the breast
begins to enlarge during the latter part of the third trimester. After
the birth of the baby, there will again be an increase, particularly when
the mother breastfeeds. Bras that accommodate changing breast size and
fullness can help bridge this gap.
For example, with a breastfeeding mom, the breast enlarges prior to feeding
time, then reduces after the baby is breastfed. These constant changes
throughout the day call for a bra designed with flexibility in the cup
size. This can be accomplished two ways.
100% cotton bras can offer a three-step hook and eye "ladder"
that allows the mother to move the hooks up or down to "let-out"
the bra at her fullest point, and "take it in" at her smallest
during the day.
Stretch fabric bras made of a Lycra® blend, do not require this "ladder".
Because of its stretch characteristics, the fabric itself constantly adjusts
to changing breast fullness.
Additional points of adjustment to look for are a four-station back closure
that allows the most flexibility for expansion and contraction of the
band size and straps that allow adjustment in length.
Whether due to breastfeeding fluctuations or merely the differences between
pre- and post-natal breast size, the best bras are designed with a great
deal of flexibility to accommodate these changes. Bras that allow a mother
to adjust cup size, bandwidth and strap length are also the most comfortable
bras to wear.
A comfortable bra is a beautiful thing to own...and even better to wear!
Many factors go into making a comfortable bra, the most important being
fabric and other materials, construction, support and fit. The majority
of maternity bras on today's market are either 100% cotton knit or
a cotton/Lycra® blend. Smooth, natural cotton is cooler to wear, doesn't
create or hold heat or perspiration, and is more comfortable next to the
skin. Recently, soft, synthetic fabric bras containing some Lycra®
have been introduced with great success, offering greater flexibility,
style and an enhanced level of comfort. Beware of open lacy weaves that
may promote air circulation and cool comfort, but where the support structure
can be compromised. They look attractive, but one fitting will show how
the breasts sag in front while the back of the garment hikes up.
Stay away from fabrics that scratch or chafe the skin with rough edges,
lace, trims or thread. Synthetic seam tapes can cause irritation to the
nipple area.
The decision on what fabric is best for a maternity/nursing bra relates
to how the bra will be used more than to personal preferences. 100% cotton
knit provides the many advantages discussed previously, however, when
cotton gets wet, the fibers of the fabric absorb the moisture. In the
case of a breastfeeding mother, the cotton bra will stay moist and will
not air dry while it is on the body. Some synthetics, on the other hand,
wick moisture away from the breast. The moisture is not absorbed by the
fabric, but sits on top of the fibers where it more easily will air dry,
even while it is worn.
(Note: To address the issue of leakage, which is unavoidable for nursing
mothers, it will be to your advantage to stock lines of disposable or
washable bra pads for your customers. They are an ideal add-on purchase
for new and breastfeeding moms.)
A bra that allows a mother to hold her baby and, with one hand, lower
her bra cup for breastfeeding is an absolute must.
Needing to put baby down to fiddle with a two-handed cup release, particularly
when he or she is hungry, crying and upset, is frustrating for mother
and child.
Many different types of closures are available in maternity/nursing bra
lines. Two of the most convenient types are: a hook and eye "ladder"
design, which can be operated single-handedly, and different types of
plastic latch or clasp closures. The best of these are a squeeze or push-type
latch design, which are both easy to operate with one hand. Plastic hooks
that slide into a slot, either in the bra fabric or into another plastic
part are more difficult to operate with one hand. Some plastic clasps
may wear out faster, especially when they are a click closure. The tiny
plastic points can wear over time and render the bra useless. Some snap
closures are easy to open with one hand—but require two hands to
close. Velcro is another option that is offered. It is easy to open but
more difficult to close, particularly if it is part of the strap and needs
to be threaded through a connector. Velcro also can pull away from the
bra fabric, because of the constant pull and tug on the material. Velcro
and snaps have the added disadvantage of being uncomfortable materials
for a bra.
Other factors that add to the convenience of a maternity/nursing bra is
an outer cup that drops out of the way to allow for added skin-to-skin
contact between mother and child, a factor that has been related to more
effective let-down and breastfeeding success.
Bras that open in front are not recommended. Most of these have snap closures
that provide only a narrow band to keep the bra from completely opening.
This bra design provides no support to the breast during breastfeeding.
For the mother with larger-sized breasts, this could result in her having
to hold the breast during the entire nursing period. Such a bra makes
it impossible for her to sip a drink or just hold her baby more comfortably
with both hands.
There is a bra line on the market that provides a unique convenience feature
for moms who use any of the manufacturers' electric breastpumps.
The complete bra line is designed to be attached to the breastpump's
breastshield via an optional pumping kit that allows complete "hands-free"
pumping. Particularly useful for working moms, the bra accommodates double
pumping for faster pumping time while mom can still use both hands for
eating, sipping a drink or just taking the time to relax with baby!
Quality can be seen in maternity/nursing bras, just as with other intimate
apparel. Quality construction means you should expect details like finished
seams to prevent raveling or irritation and fabrics that wash and wear
well. Breastfeeding moms can expect some staining, so fabrics that release
stains easily (natural fabrics or a combination) are ideal. Since fit
and comfort go hand in hand, bras should be expected to keep their shape
and size throughout most of their life cycle.
Decorative touches such as lace and ribbons should not be scratchy or
irritate the skin. Color of the garment (even if it's white) should
be consistent across a size range or within a lot. One bra shouldn't
be yellowish-white while the other is bluish. This is an indicator of
poor quality-assurance at the manufacturing level.
Look at the quality of construction in bra lines. Is the sewing neat and
even? Is it strong in places of extra stress such as where straps and
elastic attach to the bra fabric?
Boning should provide support without pinching or poking. Underwires should
be strong and flexible, tips should be padded and circular wire should
be padded well to ensure the greatest comfort and to prevent irritation
to the breast tissue or skin. Softcup bands should be no-roll style.
I've left this feature for the very last, because so much of how
a woman feels during this stage of her life has to do with how she feels
personally. Maternity/nursing bras may only be worn for six months to
a year. During that time, a mother still wants to feel womanly, feminine,
even sexy. So bras that are strictly functional are nice and may even
be required in the largest bra sizes, but bras that offer function with
a bit of style are even better.
Recently introduced bra lines are showing off some new fashion features
such as lowering the décolletage or front cut or using attractive
embroidery instead of lace as a decorative touch.
As an industry, almost all intimate apparel manufacturers offer seamless
stretch bras, a style that has caught on in maternity bras, as well. More
manufacturers now offer a line of seamless maternity/nursing bras. The
benefits are even greater in this area, because the stretch cotton/Lycra®
fabrics allow for a more comfortable fit while still providing the support
needed by expectant and nursing moms. Make sure the fabric has fundamentally
a "one-way" stretch. One-way stretch means the fabric is designed
for maximum stretch in one direction. The grain direction of the stretch
fabric is used diagonally across the cup of the bra, providing little
to no stretch vertically from the center of the cup. This allows for the
stretch needed to accommodate changing breast size while providing needed
breast support.
You can select a maternity/nursing bra in any color…as long as it
is white. A few manufacturers offer black or beige, but you won't
find them offered in all styles or sizes. As contrasted to the regular
bra market, which today is a sea of color, many maternity/nursing bra
manufacturers have been reluctant to offer even the minimum black much
less a neutral or pink. You may begin to see more variety in the future,
however, which makes a lot of sense. Expectant and new mothers certainly
don't change their basic fashion taste just because they become mothers.
If they like color in their regular intimate apparel, they'll enjoy
colored maternity garments as well!
Two final comments. I had mentioned carrying a line(s) of good bra pads
for sale to your customers. I would also recommend stocking disposable
or plastic bra pads for your shop, as well. During a fitting or try-on,
offer a pair to your customer. She'll be appreciative, and the pads
will prevent unavoidable leaks from staining your samples or ruining your
merchandise.
And last, but certainly not least, no one bra line will fit every one
of your customers. Because of design differences, one bra line will just
fit better on some figure types compared to others. When fitting a customer,
recognize this factor and be prepared. By stocking more than one line
you have the most flexibility in satisfying your customers by meeting
their specific needs.
Training Cup
By Julie Holder, Brand Associate MAWS
Just when a new mother thinks she has mastered the art of breastfeeding,
bottle-feeding, or even both, there comes a time for her to start weaning
her child onto a cup. The common age to start weaning is around 6 months.
Weaning a child fully onto a cup is a long process, which usually takes
up to six months. This can be a wonderful and rewarding experience for
both parent and child.
When a child enters this stage, a training cup is an exceptional asset
in teaching the child to drink from his/her own cup. It's regularly
equipped with two handles to aid the child in holding his/her own cup.
Some other main features are a narrow spout and either a snap on or screw
on lid. The spout makes it easier for a baby to adjust from a nipple,
while the lid makes it resistant to spills that inevitably happen as a
baby experiments with either holding or throwing a cup.
As you will notice, the cup market is getting bigger and bigger. Cups
now incorporate innovative ideas along with bright and fun colors. A typical
training cup is 3 ½ inches long and 2 ¾ inches wide.
The training cup's selling point is that it's a "spill-proof"
cup! Parents don't like to pick up messes, especially sticky apple
juice or milk. Spill-proof cups have either a screw-on lid or a lid that
that snaps shut.
The production technique is all in the spout. The valve that is inserted
into the cup is the key to non-spillage. The valve can either be made
out of plastic or rubber. The majority of valves are plastic. The spouts
are made out of hard plastic with or without a soft-covered molding.
Handles are pretty universal meaning they usually are all of the same
shape and size.
Another selling point of a non-spill training cup is that most of them
are travel friendly. Today's parents are always busy, and having
travel friendly accessories for their child is perfect. The cup being
non-spill will allow a parent to transport it everywhere without the worry
of it spilling in the diaper bag. These cups also have wide bases, which
makes them more sturdy. The trainer cup is a great asset in the development
of a child.
As we are now into the millennium, bright colors are the hippest thing.
We are talking about primary colors as well as bright purples and pinks.
A smooth-surfaced cup is boring these days. Often, trainer cups come equipped
with a rippled pattern or an easy-grip overlay. These cups are unisex
in that they come in all bright colors and there isn't just a pink
cup and a blue cup.
It's good to have your sales team take home samples to familiarize
themselves with the training cup. A knowledgeable sales team sells the
product; therefore, you should provide your sales team with as much information
as possible. There's nothing wrong with too much information. Perhaps
demonstrating the cup's techniques and unique features would be beneficial
to your sales team.
You want to market your product to it's fullest potential. Stress
what features are unique to the various cups you carry. For example, if
you carry non-drip cups, then advertising that trait would be most beneficial.
Since a trainer cup is for older babies, you want to be careful to whom
you advertise. For example, you would want to put your ad in a baby magazine
geared to mothers that have older babies. A newborn magazine isn't
going to help sell a training cup if the readers are still looking for
formula.
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