Maternity wear doesn't have to be drab and American Apparel recognizes the desire expectant mothers have to be comfortable and fashionable simultaneously. The cotton-loving brand has launched a brand new line of clothing dedicated to ladies with baby bumps.
American Apparel does a great job finding appropriate styles, playful colors and comfy fits for soon-to-be mommies. Check out more styles above and at the American Apparel website.
Implications - One of the best ways a corporation can create a connection with a consumer is by developing products that appeal directly to an under served segment of the buying public. By creating stylish or cool specialty items for these consumers, the brand stands a good chance of establishing a long-lasting connection with a previously neglected consumer base.