# Transitional Maternity Pregnancy apparel meets consumer value interests via transformative styles. By [Jordy E](https://www.trendhunter.com/JordyEleni) | Published Nov 19, 2015 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/transitional-maternity ## Key Figures - Trend score: 2.8/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 18 to Nov 24, 2015 - Published: Nov 19, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Transitional Maternity trend ### Transitional Maternity Wear Maternity brands are designing transitional apparel suited to numerous pregnancy stages to meet the consumer interest in value. ### 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. ### Luxe Maternity Sleepwear Maternity brands are creating activewear and sleepwear that's fashionable, transitional and offers longevity. ## What the Transitional Maternity trend means for industry ### For 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 for Transitional Maternity Trend score 2.8 out of 10, from popularity 38%, activity 38%, freshness 8%. - Popularity: 38% - Activity: 38% - Freshness: 8% ## Examples of the Transitional Maternity trend 4 featured examples from Nov 18 to Nov 24, 2015. - [Roomy Maternity Activewear](https://www.trendhunter.com/trends/maternity-activewear): Belabumbum's 'Room to Flow Cami' is Designed for Active Expectant Moms (Category: Fashion) Implication: 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. - [Luxe Maternity Sleepwear](https://www.trendhunter.com/trends/cashmere-sleep-set): This Cashmere Sleep Set by Hatch is Comfy and Transitional (Category: Fashion) Implication: Disruptive innovation opportunity: Explore new materials and designs for maternity clothing that cater to both comfort and fashion. - [Accomodating Nursing Gowns](https://www.trendhunter.com/trends/nursing-gown): Hotmilk's 'Charm Nightie' Grows Up to Three Cup Sizes (Category: Fashion) Implication: Manufacturers of maternity wear can incorporate adaptive features and supportive design elements into their products to better serve the needs of nursing mothers. - [Transitional Maternity Wear](https://www.trendhunter.com/trends/expectant-moms): This Brand Offers Sleepwear for Expectant Moms and Nursing Moms (Category: Fashion) Implication: The specialized maternity wear trend presents disruptive innovation opportunities in the fashion industry, specifically targeting the needs of expectant and nursing moms. ## Recent trend clusters - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Utility Refinement](https://www.trendhunter.com/protrends/utility-refinement) (Fashion) - [All-Weather Ease](https://www.trendhunter.com/protrends/all-weather-ease) (Fashion) - [Playable Beauty](https://www.trendhunter.com/protrends/playable-beauty) (Fashion) ## Trending in Fashion - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Repairable Hardshell Jackets](https://www.trendhunter.com/trends/sperro-sv) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [’90s-Inspired Fall Essentials](https://www.trendhunter.com/trends/quince-and-jason-bolden) All articles: [Fashion](https://www.trendhunter.com/fashion)