EUROPE MATERNITY WEAR MARKET ANALYSIS

Market Challenges And Opportunities

Market Drivers

• Growing number of pregnant working women: The increasing number of pregnant working women is driving the growth of the Europe maternity wear market. Expectant and nursing mothers need special protection to prevent harm against their or their infants' health. Pregnancy and maternity are vulnerable for working women. They need adequate time to give birth, recover, and nurse their children. In this condition, maternity wear provides comfort and flexibility to women during or after pregnancy.
• Business tactics are increasingly: The growing adoption of business strategies is projected to foster the market growth. For instance, in January 20, 2021, Isabella Oliver (a premium maternity brand) adopted the market penetration strategy and launched a new rental program to improve its reach and increase the longevity of maternity clothing. The brand offered its customers a new range of options to rent a dress, including party wear and fundamental pregnancy essentials, for two weeks, before returning them free of charge.

Market Restraints:

Fluctuating birth rate is expected to hinder the market growth. Due to lifestyle decisions made in economically prosperous areas where birth control is widely available, mortality rates are low, and raising children can be expensive due to housing, education, and other costs, developed countries tend to have lower fertility rates.

Lack of awareness regarding maternity wear among consumers is expected to hinder the market growth.

Market Opportunities:

• E-commerce industry growth: Expansion of the e-commerce industry due to internet penetration and growing digital literacy is expected to provide potential growth opportunities for the market players. For instance, the key players in the apparel industry, such as Seraphine, Mothercare, Isabella Oliver, and Gap, are focusing on product innovations and launching their products on various online retail platforms to serve the vast consumer base.
• Increasing number of players: Increasing number of players expanding their presence in the market is again projected to bring promising opportunities for the market. For instance, in October 2021, Seraphine  opened a maternity store in New York and LA .