‘Maternity bras are being designed better and tend to look more attractive’
How is the market for maternity lingerie in countries like US, UK and Australia? How is it different from Asian Markets?
and Australian markets are very strong. These markets like colour, prints, lace
and pieces that are a bit more playful. Each market has its differences though
– the US
for example does tend to prefer the smoother cups with the playfulness done in
the straps, lining frame of the bra to enable the bras to be versatile and worn
The UK market tends to be the most
adventurous with lace, colour and prints in high demand. There is a significant
aspirational market in the Asian countries due to the infiltration of western
culture and brands. Whilst the designs are loved the product does need to be
specifically created to suit the Asian woman, whose body shape, structure is
Maternity bras are not always given good
exposure in Lingerie stores. They can be
sometimes found in the back of the store or hidden away. I believe this is
because they have been traditionally not very attractive or appealing. This is
starting to change and we have noticed a real shift in how people perceive
maternity lingerie. Maternity bras are
being designed better and tend to look more attractive know compared with 10
I think there is always going to be a segment
of the market that does not want to invest in maternity wear and will make do
with the existing bras and clothing. Having had children, this would be
extremely uncomfortable as the body is undergoing significant change.
There is no doubt that there is a lot of
pressure on pricing due to this matter which had lead to the infiltration of
several sub-standard maternity bra brands selling the dream but not being able
to offer the fit, support & functional elements of a good maternity bra.
The maternity wear segment continues to
grow. Higher birth rates, education, strong globally supported views on the
benefits of breast-feeding are some of the many factors that lead to this.
Published on: 27/06/2014
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.