MUMS-TO-BE DRIVE FASHION TRENDS WITH ATTITUDE

Mothercare Celebrates New Found Curves with Comfort & Style that Accentuates ‘Bumps’ at Every Stage

Trendy mums-to-be are driving fashion brands to cater for every stage of pregnancy that actually emphasise their new found curves rather than hide them. This change is indicative of the attitude of modern independent women who are proud to show off their ‘bump’ in style rather than shy away under more practical attire.

 According to Ali Hussain, Brand Marketing, Mothercare, Middle East, “Being pregnant doesn’t mean that women can’t look trendy. Gone are the days when comfortable smocks were the norm, stylish new designs are now uniquely designed, which accentuates their figures rather than trying to hide them.”

 The Autumn/Winter MODA womenswear collection by Mothercare, promises the perfect balance between comfort and practicality, sophistication and elegance for women with attitude who are proud to be pregnant and happy to show off their more maternal shape.

 “Women’s attitudes to pregnancy have changed enormously, women are having children later in life, they are more affluent, more independent and they are more image-conscious. Today’s mums-to-be demand style and comfort at every stage of their pregnancy,” added Hussain.

 A real resurgence in tailoring has seen this market segment boom, with dedicated silhouetting hitting the catwalk. Contemporary looks in daywear are in vogue this season with Audrey Hepburn jackets, stylish print dresses, and a complete range of fitted jeans in the high-street stores. There is also a real trend for heritage and a new twist on tweed and tailoring with fitted skirts and beautifully finished cardigans.

Out on the town, 50’s style party wear is all the rage with fitted black jersey dresses and deluxe classics including lace detail and ribbon embellishment. Leisurewear includes high quality jersey layering and cool unstructured fabrics. Even lingerie is not overlooked, with fun and flirty creations with delicate laces and embroidered detailing in a seasonal berry palette.

Modeling the latest collection is one thing, bringing the designs to the drawing board is quite another. Organisations such as Mothercare conduct extensive market research studies, which includes working with experts in various sectors, from midwives to safety advisors and technologists.  

 Industry analysts estimate that in the west, US$ 2,700 was spent on baby products for each newborn in 2005, which is US$ 385 ahead of the figures for 2000 and initial projections suggest a further 15 per cent increase by 2008. With some of the highest per capita incomes, combined with surging populations, the GCC countries would no doubt match if not exceed those figures. Naturally regional industry players are optimistic about the market growth potential.

“Throughout the GCC countries, Lebanon and Jordan, around 1.1 million pregnancies were recorded last year, which equates to 2.3 per cent of the female population. With 50 per cent of the current population under 16 years of age that figure may possibly double by 2015,” stated Shannon Norris, Exhibition Director of Mother Baby & Child Show 2006.

Mothercare’s complete collection, will be on view at The Mother Baby & Child Show which is due to take place at the Dubai International Exhibition Centre (DIEC) from 14-16 December 2006 has ‘grown up fast’ since cutting its teeth at the inaugural event in 2004. From the moment pregnancy is confirmed people’s lives change dramatically. They re-evaluate their buying habits, from the food they eat to the brands and services they choose to buy. The Mother, Baby and Child Show brings brand values to life and key marketing messages are reinforced in a fun and stimulating environment, providing branded products and services with a platform to build new relationships as well as nurturing existing consumers in this dynamic and fast-growing marketplace.

For a show still in its infancy the number of exhibitors for 2006 is impressive with projections set to top160, an impressive 15 per cent increase over last year. Visitors this year will exceed 25,000 positioning the show as the definitive event for any company wishing to reach families throughout the region. The show also enjoys solid industry support, echoed by this year’s sponsors, which include Wyeth, Mothercare, Avent & Virgin Airways.