Brands targeting mothers turn to all things high end for modern parents
Implications - E-commerce channels are birthing a new generation of modern mothers who are well-versed in high-end consumer offerings. As such, brands catering to this demographic are developing upscale products for young female parents who, in contrast to established norms, are replacing frugality with luxury. This niche will be appreciated by Millennial families who are more affluent than their younger counterparts.
Workshop Question - Can your brand adapt to the desire for more affluent, or affluent-seeming products and services?
Trend Themes
1. Upscale Parenting Products - As more Millennial families become affluent, brands can tap into this demographic by developing and marketing upscale products like luxury baby bottles or disguised diaper totes.
2. Wearable Technology for Pregnant Women - Innovative products like the Bellabeat Leaf could create disruptive opportunities for entrepreneurs to design wearable technology that caters to the specific needs of expectant mothers.
3. Luxury Maternal Fashion Collections - The rise in popularity of high-end fashion collections that cater to the wants and needs of glowing pregnant women creates opportunities for luxury brands to appeal to this market.
Industry Implications
1. Parenting Products Retail - Entrepreneurs and startups can disrupt the parenting products retail industry by developing a unique collection of high-end luxury products.
2. Wearable Technology - The growth in specialized wearable technology highlights a need for expectant mothers, providing an opportunity for entrepreneurs and startups to design wearable technology specifically for this demographic.
3. Luxury Fashion Market - The rise in popularity of high-end maternal fashion creates opportunities for luxury brands to invest in maternal lines that cater to affluent, modern female parents that value high-end consumer offerings.
