An Expanding Market: Asian Mothers-to-be

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Fashion Marketing / 3권 / 1호 / 22 ~ 33페이지
· 저자명 : Marie-Eve Faust, Susan Christoffersen, Kristina Shin, Jeanne Tan

초록

Nowadays many fashion marketers search for specific nichesin emerging countries in the hope of identifying needs tofulfil. For any potential niche, they scrutinize demographic andpsychographic variables to determine preferences in style andelements of the buying decision process. This study classifiesAsian mothers-to-be as a specific target market. It highlightscriteria considered important throughout the purchasing processfor maternity-wear. Because body size/shape changes rapidlyduring pregnancy, it identifies the needs for particular garmentsduring precise periods of pregnancy. Additionally the uniquenessof the Asian culture influences maternity-wear preferences.
This paper provides insights on: when and what type of maternity-wear is wanted/ needed; what type of marketing channelspurchasers rely on; where they purchase new garments orobtain previously owned garments; and which variables are importantto the purchasing decision: price, brand, quality, etc.
We confirm Asian mothers-to-be as an important and growingniche for fashion merchandisers and marketers to consider.
Day (1990) defines a target market as a group of homogenouspeople, identifiable so that they can be reached; durableso that profit can be realized before the characteristics of thesegment disappears; measurable in terms of sales volume andrate of growth; substantial to justify the allocation of resourcesto serve the segments; and sufficiently distinctive in behaviorin the marketplace. Based on this description, Asian mothers-to-be constitute a specific and never ending target marketof its own.
The questions that arise are: How do Asian women managethe acquisition of garments when they become pregnant andtheir body morphology and shape changes so radically? Whendo they start to search for maternity-wear? What type of garments,style and fabrics are Asian mothers-to-be looking for?How do they discover what to look for? Where do they preferto shop for these maternity clothes (specialty or departmentstores, vintage stores or borrowing pre-owned clothes)? Howwell their needs are being met? Our results indicate that the majority of Asian mothers-to-besampled do procure new garments during their pregnancy.
Furthermore, close to 60% need new shoes. The need for anew bra appears during the first trimester for 40% of oursample, which validates the literature. Surprisingly the samepercentage mentions the need for new panties and pants asearly as in the first trimester, which is not commonly known,based on the literature reviewed. According to our results morethan fifty percent (53%) of our sample rely on word-of-mouthregarding where to find maternity wear, seeking informationfrom their family and friends. Only 30% rely on advertisingfound in leaflets, magazines or billboards.
For specific, fitted, intimate garments such as bras, pantiesand tummy belt, most of our respondents (52%, 47% and 60%respectively), like to purchase these items at maternity stores.
For the less fitted items or clothes less specific to pregnancy,a respectable percentage purchases them through departmentstores. For clothes that aren’t specific to maternity such assleepwear and socks, a substantial percentage (30%) is boughtfrom informal markets: the ubiquitous and vibrant outside marketsof China. Designer stores and online retailers are barelyutilized by our respondents. The majority state they prefer tobuy new clothes instead of buying vintage clothes or wearingborrowed clothes, although they don’t have a negative perceptionof vintage maternity clothes.
The most important criterion in the purchasing decision issize and fit. Women either stated it was an extremely importantcriterion (55%) or an important criterion (35%). This isfollowed by the quality and the price. According to our results,women of our sample are either neutral or pay little attentionto criteria such as the brand, the trend and the salesperson’sopinion.
When asked to rate each garment separately for size and fit(bra, panties, pants, blouses, one-piece dress, sleepwear, sportswear,jeans, socks and tummy belt), the item that had thepoorest fit appreciation is the one piece dress (44% being dissatisfied)followed by the jeans (16%). Broadly, our study revealsthat Asian mothers-to-be prefer the one piece dress toseparates, whether a top and pant or top and skirt.
Additionally, there is a preference for natural textiles/fabricssuch as cotton suitable to the warm, humid Hong Kong climateand jersey knit or stretchy material (over 50%), suitablefor pregnancy.
Increasingly, women continue to work during pregnancy andpractice activities such as yoga and swimming. Asian mothers-to-be need garments that ‘fit’ professional and leisure activities;this research identifies the opportunities for the apparel industry, from manufacturers, to retailers and merchandisers, toexpand into this target market.
When the one child policy expires in 2015, one can expectthe maternity market in China to expand for two reasons.
Families will likely choose to have more than one child andrising incomes will allow the mothers-to-be to purchase morematernity clothing worthy of the family lineage. Even a smallpercentage change, given the very large population base, willreward the apparel industry for its attention to this targetmarket. The successful firms will produce the right product, atthe right time, with the right styling and fit for this distinctivemarket.
This research serves as a starting point to investigate Asianwomen’s perception of their morphology’s transformation duringpregnancy and their need and appreciation for apparel offeredon the market. Aesthetics and fit, price, brand, etc. contributeimportantly to the purchasing decision; if properly understood,the consumer (in this case pregnant Asian women)can help to clarify the most important factors affecting theirpurchase decisions. A pilot test group plus a convenient sampleof 203 pregnant or previously pregnant women in one specificarea, Hong Kong, yields results which could easily be replicatedon a larger scale or in another geographic area. Weseek greater clarification on which type of activities/sports arepracticed by pregnant women in order to correlate activity/sports practiced with the sportswear wearability and fit, forexample, the need for and satisfaction with maternity bathingsuits.
To the extent that manufacturers identify and address regionaldifferences, the greater the consumer satisfaction and resultingbusiness success.

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