Key Findings:
– 76% of Indian girls imagine that one ought to put money into maternity wear
– 56% wear outsized clothes somewhat than adopting specially-suited maternity garments
– Maternity costume (33%) discovered to be extra popular than the salwar kameez (26%) with pregnant girls
– Most popular buy platform for maternity wear have been common e-commerce websites (54%) adopted by maternity-specific D2C portals (21%)
GURUGRAM, India, Sept. 29, 2022 /PRNewswire/ — Mylo, a number one full-stack resolution for anticipating and new moms, in the present day introduced the outcomes of a survey completed with anticipating and new mothers round their preferences in maternity wear. Mylo surveyed 5400 moms pan India of their group to grasp whether or not the class was truly popular with Indian girls and the maturity degree of the class within the attire business.
While being pregnant is a contented time for girls, it will also be an awesome and complicated time for a lot of. During this stage of life, one’s physique goes by plenty of modifications because it gets able to assist the expansion and improvement of a child. As a consequence, this era requires fairly a couple of life-style modifications reminiscent of altering consuming habits, in addition to revamping the wardrobe to incorporate clothes that may accommodate the rising physique. Maternity wear then turns into essential to accomodate the being pregnant bump and to make sure absolute consolation. 76% of Indian moms surveyed imagine that one ought to put money into maternity wear. Despite the overwhelming recognition of its practicality, greater than half of the ladies (56%) surveyed revealed that they normally measurement up and wear saggy outfits throughout being pregnant, somewhat than sporting clothes that’s specifically fitted to maternity use.
Although the salwar kameez, with its give and forgiving silhouette, has been the go-to possibility for pregnant girls within the nation for generations, its ubiquity could also be declining. The Mylo survey discovered that after outsized choices, the second most popular being pregnant clothes merchandise was maternity clothes, worn by one-third of girls (33%), adopted by the salwar kameez (26%). Maternity tops have been donned by 13% of girls, whereas maternity bottoms (leggings and trousers) have been utilized by lower than 10% of the respondents. When it got here to post-pregnancy clothes, 32% of girls reported sporting nursing bras and 30% mentioned that they’d used assist belts.
Almost each girl who was surveyed reported prioritising consolation when choosing maternity clothes, with a choice for breathable but structured choices that may present satisfactory assist. However, a craving for consolation doesn’t equate to a whole disregard for style, with the bulk (60%) of respondents describing that their least favorite high quality about maternity wear was that it was too informal and not very flattering. A 3rd of the respondents felt that the market was too restricted usually and did not have sufficient selections, whereas virtually 40% of the ladies reported there weren’t many affordable choices for them.
Most girls browsed and shopped for maternity wear on-line, essentially the most popular possibility being on common e-commerce clothes websites (54%), adopted by maternity-specific direct-to-consumer (D2C) portals (21%). Word-of-mouth was the strongest guiding issue for making a purchase order, with nearly all of respondents (60%) counting on pals and household for recommendation, adopted by 20% relying on suggestions from on-line influencers. According to Mylo’s survey, celebrities didn’t come throughout as influencers for maternity wear with solely 2% of Indian girls taking their cue from celebrities.
Commenting on the survey findings, Shaveta Gupta, Head, Content & Community, Mylo, mentioned, “Pregnancy is a time when many women experience physical discomfort such as back pain, body ache and sore breasts. Maternity wear is essential to help reduce discomfort and as well as make mothers look and feel good. Women across the country are still looking for the right maternity wear option that not only provides optimal comfort, but does not compromise on style and is available in every budget. Now with the growth of new-age D2C players entering the maternity wear market, the segment is gaining favour with Indian women.”
About Mylo
Mylo is an ITC-backed main full-stack D2C platform for anticipating and new moms. It acts as a detailed companion to moms as they embark upon this journey of elevating a household. The platform gives a personalised expertise, a useful group of moms & specialists, and curated merchandise – every little thing a mom wants for her parenting journey. Last yr, Mylo launched its personal D2C Brands for Mothers & Babies in private care, premium Ayurveda and every day necessities primarily based on group suggestions and leveraging its R&D capabilities. Recently, Mylo has launched Mylo Clinic, the place a brand new or anticipating mother gets entry to curated well being packages and can e-book consultations with medical doctors and specialists. Mylo has lately raised $17 mn in Series B funding. At Mylo, the corporate’s imaginative and prescient is to – “Raise Happiness” of all moms as “Happy moms raise happy families”.
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