Category
Fashion
Engineered Layers
Trend cluster
Category
Transitional
Maternity
Pregnancy apparel meets consumer value interests via transformative styles.
2.8
Trend score
Trend
What is the Transitional Maternity trend?
Transitional Maternity: Heightened competition in the maternity market has been further intensified by a rising consumer interest in value. In response, maternity brands are designing transitional apparel suited to numerous pregnancy stages. Meeting several needs at once is enticing to many demographics that, by way of instant access to online deals, are hyper aware of enticing commercial offers.
Trend themes
Themes within the Transitional Maternity trend
Three behaviours holding the trend together01
Transitional Maternity Wear
Maternity brands are designing transitional apparel suited to numerous pregnancy stages to meet the consumer interest in value.
02
Accommodating Nursing Gowns
Clothing specifically designed for women with infants, such as nursing gowns, are being created to accommodate the changes of up to three cup sizes.
03
Luxe Maternity Sleepwear
Maternity brands are creating activewear and sleepwear that's fashionable, transitional and offers longevity.
Industry implications
What the Transitional Maternity trend means for industry
Where the trend changes the playbookFor
Maternity Apparel
Innovative transitional designs and a growing consumer interest in value are driving competition in the maternity wear market.
For
Fashion
As maternity apparel becomes more fashion-focused, businesses are challenged to balance aesthetics with functionality and longevity.
For
Athleticwear
Expectant mothers' growing interest in staying fit while pregnant has led to the creation of more comfortable and roomy maternity activewear, accommodating a need for transitional garments with increased mobility.
Workshop question
What added value proposition sets you apart from your competitors and how are you messaging that?
Trend signals
Trend signals for Transitional Maternity
Trend score 2.8 out of 10, from popularity 38%, activity 38%, freshness 8%.
Popularity38%
Activity38%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Transitional Maternity trend
4 featured examples from Nov 18 to Nov 24, 2015CategoryFashion
Roomy Maternity Activewear
Belabumbum's 'Room to Flow Cami' is Designed for Active Expectant Moms
Maternity fashion brands can leverage the demand for comfortable and functional activewear by developing more innovative and inclusive designs tailored to active moms-to-be.
CategoryFashion
Luxe Maternity Sleepwear
This Cashmere Sleep Set by Hatch is Comfy and Transitional
Disruptive innovation opportunity: Explore new materials and designs for maternity clothing that cater to both comfort and fashion.
CategoryFashion
Accomodating Nursing Gowns
Hotmilk's 'Charm Nightie' Grows Up to Three Cup Sizes
Manufacturers of maternity wear can incorporate adaptive features and supportive design elements into their products to better serve the needs of nursing mothers.
CategoryFashion
Transitional Maternity Wear
This Brand Offers Sleepwear for Expectant Moms and Nursing Moms
The specialized maternity wear trend presents disruptive innovation opportunities in the fashion industry, specifically targeting the needs of expectant and nursing moms.
