The implication is that retailers and brands have successfully added value to their product lines and have encouraged expectant mothers to purchase more items. Another factor influencing this development is the growth in the number of working women as they have more disposable incomes. Moreover, women are waiting until they are older to start a family. The mean age of a woman having her first child has shifted from 24.9 in 1986 to 26.7 in 1996. However, due to the more technical nature of lingerie construction, there is limited choice available in this sector, with Mothercare and Boots the key players.
Prices are very competitive.
According to Mothercare, its most popular garments are velvet jeans, printed geometric blouses, velour shirts, jersey dresses, combat trousers and denim or velvet dungarees and pinafores. Fashion multiples account for almost one-quarter of sales. These retailers benefit from the perception that they offer a more fashionable collection in a familiar environment for first-time mothers and often target particular niches. Aimed at 20-45 year olds, Dorothy Perkins is part of the mighty Arcadia Group, along with Top Shop, Principals and Burton. Dorothy Perkins is frequently referred to by mums as a source of fashionable maternity clothes at competitive prices.