An Expanding Market: Asian Mothers-to-be

Abstract

Abstract Nowadays many fashion marketers search for specific niches in emerging countries in the hope of identifying needs to fulfil. For any potential niche, they scrutinize demographic and psychographic variables to determine preferences in style and elements of the buying decision process. This study classifies Asian mothers-to-be as a specific target market. It highlights criteria considered important throughout the purchasing process for maternity-wear. Because body size/shape changes rapidly during pregnancy, it identifies the needs for particular garments during precise periods of pregnancy. Additionally the uniqueness of 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 channels purchasers rely on; where they purchase new garments or obtain previously owned garments; and which variables are important to the purchasing decision: price, brand, quality, etc. We confirm Asian mothers-t...