Phase 4: Bumpy Couture
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Our group has identified a white space opportunity in the maternity market through offering more
fashionable maternity clothing at a more affordable price as well as with easier access. Much of
the maternity wear currently available is bland or simple or just simply not available. The more
fashionable apparel out there, however, is way above price points most consumers are willing to
pay. There is a huge market being underserved that we plan to satisfy with the right clothes at the
right price.
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Brand Name: Bumpy Couture
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Brand Logo:
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Brand Tagline: Your belly. Your beauty. Your Style
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Brand Purpose: The purpose of our brand is to bring affordable, fashionable, and comfortable
maternity wear to the already existing market.

Our brand is relevant because many pregnant women aren’t satisfied with the current shopping
options and availability. Our brand aims to focus on what exactly women are wanting from their
maternity wear. We have an understanding of product features the consumer is looking for as
well as other important factors such as price and access to product. We’re striving to provide a
product that is fashionable, quality, and fairly affordable. We understand that women don’t want
to have to spend a fortune for product they won’t wear for very long. That being said, we also
aim to provide as much versatility in our product to make merchandise last as long through
pregnancy as possible. Another area our company plans to differentiate ourselves from our
competitors is through distribution and ease of access. We plan to have individual stores as well
as a website and offerings in some major department stores.

Our brand connects with customers at an emotional level through appealing to their sense of style
and creating a shopping atmosphere that allows women to be comfortable with and actually love
and appreciate their changing bodies. At a time when women’s bodies can literally change
overnight, it can be discouraging to walk into their closet knowing none of their normal
fashionable clothing fits, and many women have to resort to plain or bland maternity offerings.
We feel women shouldn’t have to sacrifice their sense of style for nine months, and we have the
mission of keeping their baby bump beautiful.

Our brand connects with customers in terms of product with product features focusing on comfort
and versatility to extend the use of merchandise through as much of the pregnancy as possible.
We plan to have product offerings for everything from nursing and casual wear to business and
formal wear. Our product will also be priced at a more affordable level than relevant competitors.

We intend to connect with our customers in terms of location by being a more widespread brand.
We plan to have our own privately owned store and website as well as having product in some
major department stores. When we collected market research, one of the biggest complaints was
difficult access to maternity clothing. We want to be able to reach as many women as possible to
ease one area of their life that gets more hectic with each day approaching their due date.

We have identified some of our competitors as Target, Motherhood Maternity, Bergners, Macys,
and Old Navy. Other maternity brands/retailers include Destination Maternity, A Pea in the Pod,
ASOS, and Isabella Oliver. We plan to position our brand below the price point of Destination
Maternity, A Pea in the Pod, ASOS, Isabella Oliver, Macys, Bergners, and Motherhood
Maternity. Our price point will be pretty close to that of Target and Old Navy. We will have a
much greater selection and be much more fashion forward than all of our primary competitors.

SWOT Analysis
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o
Strengths

Large unsatisfied market/market that will always be there (though demographics
may change)

Stylish, affordable clothing

Appropriate attire for the workplace

Garments designed with consumers needs/wants in mind

Multiple distribution channels

Exceptional customer service

Vertically integrated to ensure better quality management and response to market
needs
Weaknesses

Low brand recognition due to new entry/struggle to try and get brand out in
market place
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Must rely on quantity sales due to low (expected) profit margins from keeping
product prices down for consumers

“Seasonal” product for consumers in the sense that after pregnancy, consumers
won’t be returning unless they have another baby

o
o
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Wide range of demographics to understand and reach (see Top 5 Developments
below)
Opportunities

Expand into baby and children’s apparel and accessories once established

Extend product line to pregnancy related products within stores (prenatal
vitamins, lotions, medication, herbal remedies, etc.) 
Threats

Due to large unsatisfied market, new entrants are likely

Several substitutions (other retailers, second-hand, borrowing, etc.)

Large variety of current brands/manufacturers that could alter production to
easily add new maternity lines (low start-up cost)
Top 5 Developments
o
Growth of fast fashion: As fast fashion becomes more popular and styles change much
more rapidly, our customers will be looking to the same shifts in styles to be available
even during pregnancy. Fast fashion becomes even “faster” when women outgrow
apparel through each trimester and need to purchase new items.

o
Greater acceptance of second-hand apparel: Due to high price points for maternity
apparel, many consumers are choosing to shop at second-hand stores or borrow from
those close to them.

o
We will have to make sure our price point stays at an appropriate/low enough
level that still encourages our customers to remain loyal to our brand rather than
shopping second-hand or borrowing from people they know.
Expecting mothers continuing to work: A greater number of women are in the workforce
now and are continuing to work all through their pregnancy.

o
Our brand can work to find a happy medium between fast fashion and classic,
traditional pieces. We can carry certain fast fashion products that are a little
more versatile but focus more on classic pieces and then accessories that are
more trendy since outgrowing accessories isn’t an issue.
Our brand needs to ensure that we have apparel that is suitable for several levels
of business attire dress codes, but at the same time, we still need to offer more
casual apparel so that our customers have cute and comfortable clothing to relax
in after work.
Increase in teen/younger pregnancy: As younger women are becoming pregnant, a greater
range of target market demographics must be satisfied.

o
Our brand will have to carry product appropriate for a wide range of ages. The
younger age group isn’t our primary focus, but we will still have product—
especially basics—that appeals to this market. We will have to monitor who our
most profitable customers are to make sure we make changes if needed in our
product offerings.
Increased importance of omni-channel presence: Retailers need to be present in stores,
online, and through mobile devices.

We will need to focus on aligning all elements of our distribution channels to
create a seamless experience for our customers. If we ignore any technology
development, it will be difficult if not impossible for us to stay ahead of
competition that does adapt properly.