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Just who is setting the trends here?
In a short snapshot of the market, discussed in full at nursery-industry.co.uk, we look
at why changing lifestyle patterns are driving product design
To get a retailer’s perspective, we caught up with Vicky Denby of and night via the internet, as well as
Mummy and Little Me, which caters for the maternity market. offering a clear and fast explanation
I think if there is one industry that has changed hugely in the last 30 years, of each product's value in-store.
it’s the Maternity Industry. Twenty years ago when my elder sister was busy
breeding, apparently unless you went down to some very posh expensive Ian Mullard of Mediaman, PR for
shop in London then there really was nothing on offer. However, thanks to Petite Star, believes much of this
a massive demand, fashionable maternity seems to be a must have…hoorah change has taken place over the
we say and about time too! last 12 years, with manufacturers’
Why has this suddenly changed? It could be a combination of things, but product ranges evolving to match
what is true is that we hare having children later in life than we were 20-30 modern lifestyles.
years ago, so a lot of us are independent women who hold our own purse Ian told us:“Graco changed the face
strings and are quite used to popping into our local boutiques every now of the high street when it introduced
and again to spend a few well earned pounds on that glorious dress, the concept of the mass produced
handbag or heels we have been admiring - and why should we stop doing travel system to the UK 11 years ago.
that just because we are pregnant? We need to look and feel professional Before this, travel systems were heavy
while carrying around an extra 3 stone; we have spent long enough getting and ugly and designed around a 30 year old platform. By contrast, the Kurvi
to this point so we are going to embrace and enjoy the whole experience. by Petite Star is pure 21st century design. It carries very little of the DNA of
We have already decided we want the best for our little one and that starts pushchairs of the late 90’s and is designed to meet the needs and
with feeling good about ourselves - right down to our sexy new, if a little aspirations of the modern family.
bigger, underwear! “Meanwhile, the Zia4 is an unbelievably light travel system which meets
Shopping while working has got a lot easier now as well, with companies the needs of the modern urban mum. In the past 10 years there are more
like us letting you shop seven days a week on-line, so whatever lifestyle you working mums living in urban apartments who need light, easy to use
are leading you can always find time to log on and check out the latest pushchairs that fold into a small easy to store unit. They are busy hopping
maternity fashions. on and off public transport or in and out of the car and pushchair design
Even the department stores are realising the full potential of this business. has had to adapt to meet the demands of these increasingly hectic
We were recently approached by House of Fraser and have just opened our lifestyles.”
first boutique shop in their Birmingham branch, where we have a different
customer base to that of our Lincoln boutique or even on-line, as different
lifestyles drive different purchases.
The diary of an expectant Mum...
Joanne Dale, 33 weeks pregnant
We also spoke to Helen Wooldridge, Co-founder of Cuddledry.
With parenting so different now to how it was 20 years ago, manufacturers Today is the day that I go shopping for a pram.
like Cuddledry have to take this into account when developing products. I’ve been putting it off for weeks which may
Whilst some priorities for baby products endure - such as the highest quality sound strange as it should be an exciting
design, fabrics and construction, or simple practicality - there are new occasion! But no, the thought fills me with
considerations such as convenience and time-saving, as well as social and dread. I will explain why.
environmental concerns. We feel these points apply not only to how our I’ve done all the things a consumer is
products are designed and made, but also, how we take them to market. advised to do before making a pricey
For example, the way in purchase. I have compared online, asked
which Cuddledry products are friends and family for advice, I’ve even
packaged, the design of stopped random strangers on the street to ask
information which promotes and if they would recommend theirs! But has this helped? No, it has just
explains Cuddledry and the places our made me even more confused and I wish someone would just say:
range is for sale - all need to fit in “Here you go, this is the one you want.” Or at least: “Here are your
with the needs of our target market. choices” and not be faced with hundreds of brands all promising to be
Our products need to simply explain the best. So, rather than confusing myself further, I made the decision
to mums and dads why they will to visit two well known retailers for help.
make life with their new baby simpler, Retailer A didn’t impress me at all. The prams were on security wires
and their time all the more precious so you have to ask someone before you can try them and there was
and enjoyable, especially for working no one to be found. It was also very pricey.
parents who may only have a limited Retailer B was much better. They had a good selection and the staff
amount of time with their baby each were really friendly. This retailer makes sure the car seat is compatible
day. It is also important that it is with your car before you are allowed to make a purchase, which I
made clear that products have been thought was very safety conscious and something you wouldn’t get if
made ethically, since research shows you bought online. So I plan to go back there in a week or two (in my
more and more buying decisions for own car this time!) as I think I have finally made my decision.
today's babies will be influenced by But then, when you tell people what pram you have decided on you
social or environmental values. face the whole: “Are you sure about that? Personally I would have
The way we sell to today's parents gone for...”!!! Everyone has a different opinion, but I have found
is ever-changing - we need to be something that suits my particular lifestyle and that’s what counts!
ready to sell at all times of the day
16
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NURSERY INDUSTRY
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NOVEMBER 2009
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www.nursery-industry.co.uk
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