Brands are launching activewear collections designed for expecting mothers
Trend - Expecting mothers in North America are becoming increasingly active to stay healthy during their pregnancies. Brands are accommodating this with the launch of maternity sportswear collections for all stages of pregnancy.
Insight - Many consumers now understand that remaining active is not just about losing weight, but a part of a well-balanced, healthy lifestyle. As a result, more individuals want to be represented in the health and wellness industry and will turn to brands that are inclusive in their products.
Insight - Many consumers now understand that remaining active is not just about losing weight, but a part of a well-balanced, healthy lifestyle. As a result, more individuals want to be represented in the health and wellness industry and will turn to brands that are inclusive in their products.
Workshop Question - How can your brand support consumers through their shifting priorities and needs?
Trend Themes
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Inclusive Maternity Sportswear — More women are seeking brands that offer inclusive maternity sportswear that accommodates all stages of pregnancy and supports an active lifestyle.
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Sustainable Maternity Fitness Apparel — Consumers are increasingly looking for sustainable clothing options and expectant mothers are no exception, leading to the rise of maternity sportswear brands that use eco-friendly fabrics made from recycled materials.
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Science-backed Maternity Activewear — Maternity sportswear brands are partnering with medical professionals and athletes to conduct research and develop apparel that supports women's changing bodies and priorities during pregnancy and post-partum.
Industry Implications
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Fashion Industry — The fashion industry can incorporate sustainable designs and innovate approaches towards fitting clothing for pregnant women.
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Fitness Industry — Fitness industry needs to adopt adaptive approaches to provide comfort and support to pregnant clients.
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Healthcare Industry — The healthcare industry can explore opportunities to partner with maternity sportswear brands in developing apparel that can also support post-partum recovery.
