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Retailers are anticipating a post lockdown baby boom

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Retailers are anticipating a post lockdown baby boom
Retailers in the UK are anticipating a baby boom post lockdown. Back in March 2020 social media was rife with jokes about an imminent explosion of lockdown babies. Whilst the “boom” has yet to reach the heights of anticipation, maternity ranges have been popping up in the UK’s fast fashion retailers as expectant mothers do not want to compromise on style at any stage of pregnancy.

Boom for retailers

In January new collections were unveiled by Primark and Pretty Little Thing (PYT) with the former’s 44-piece Parenthood range now a permanent wardrobe for expectant mothers, which it markets for all occasions pre and post pregnancy. PYT launched Pretty Little Mama, focused primarily on affordable, trend-led maternity wear. The company said the range embraces comfort without compromising style, consisting of wardrobe basics, casual pieces and bump-friendly loungewear sets.

In the UK Online maternity volumes saw an increase of 16 percent in the first two months of 2021, with retailers adding maternity wear styles and increasing assortment.

Retailers are anticipating a post lockdown baby boom

According to Marketwatch, the global maternity market is forecasted to reach 24.5 billion dollars by 2025, which indicates an opportunity for non-specialist retailers by unlocking opportunities through the rise of comfort dressing.

Data from Edited suggests consumers are not looking to forego their style and identity throughout pregnancy stages, creating the opportunity to back trends that can also be worn post-birth. The movement of pandemic-accelerated comfort dressing led to many trends last season adapted for this market without creating a standalone range so pregnant and postpartum consumers can shop the same looks as their peers.

Image: Primark Pretty Little Mama

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Video: Anne Barge SS22 collection

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Video: Anne Barge SS22 collection

In this video, fashion label Anne Barge has presented its SS22
collection at New York Bridal Fashion Week (NYFW).

Watch the video below.

Do you want to see more clothing collections? Click here to view the FashionUnited Marketplace.

Video: VRAI Magazine via YouTube

Photo credit: VRAI Magazine, YouTube

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Fila collaborates with Flock Together initiative on capsule

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Image: Fila x LN-CC x Flock Together
Image: Fila x LN-CC x Flock Together

Sportswear label Fila has unveiled a collaboration with birdwatching initiative Flock Together in the form of an apparel and footwear capsule, to be exclusively sold through LN-CC.

In a range of hike-wear gear made for urban exploring, the collection intends to bring people into nature and engage with their community. The selection includes a reinvented version of the Fila Trailblazer hiking shoe and two shearling fleece designs.

The colourways of the line are inspired by the Kingfisher bird, with a scannable near field communication (NFC) tag present in the hiking shoe that takes buyers to a dedicated page outlining the best places in the UK to spot a Kingfisher.

Image: Fila x LN-CC x Flock Together
Image: Fila x LN-CC x Flock Together

15 percent of all sales of the collection will go towards the Flock Together community fund.

Buying and creative director at LN-CC, Reece Crisp, expressed his enthusiasm over the collaboration in a release, stating: “We’re super excited for LN-CC to be part of this project.

“Flock Together encompasses everything that’s great about community and wellness, two driving forces that are integral to LN-CC too.

“Flock Together’s growth has been both a reaction to, and antidote from, a difficult eighteen months by bringing people together and encouraging outdoor consciousness, so we are honoured to share our platform in amplifying its much-needed positivity while working with Fila in creating this tribute to the Kingfisher.”

Flock Together, founded back in the 2020 covid-19 lockdowns, brings BIPOC together to engage in birdwatching and other nature-oriented activities.

It has previously partnered on an event with Timberland, hosting a range of spoken word presentations at the nature reserve, Woodbury Wetlands. Sponsored by the apparel label, the event aimed to promote the voices in its growing community adjacent to guiding guests through the nature reserve.

Image: Fila x LN-CC x Flock Together
Image: Fila x LN-CC x Flock Together
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Video: Jenny Yoo SS22 collection

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Video: Jenny Yoo SS22 collection

In this video, fashion label Jenny Yoo has presented its SS22 collection
at New York Bridal Fashion Week (NYFW).

Watch the video below.

Do you want to see more clothing collections? Click here to view the FashionUnited Marketplace.

Video: Jenny Yoo via YouTube

Photo credit: Jenny Yoo, YouTube

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