When the Kardashians put a product on the market, it usually becomes a bestseller. This is likely to be the case with Khloe Kardashian's latest coup. Together with her partner Emma Grede, the 34-year-old recently launched an activewear line for pregnant women. Maternity Performance is aimed at expectant mothers and new mothers.
In a recent interview with US Marie Claire, the Good American founder said: "I will say definitely I had no idea even about this maternity world or the lack thereof until I got pregnant. I definitely think comfort and functionality are the two biggest things. I would say comfort more than functionality because for me, what I was offered were items I would never wear in my real life. And I worked out my entire pregnancy and even if I wasn't working out, you just want to be in leggings anyway because you just are so uncomfortable towards the very end. And that's also what made us create our denim because I never found any denim that I was comfortable in.”
With her activewear for pregnant women, the entrepreneur hits the nerve of the times. Up to now, the market for performancewear for expectant mothers has been quite clear. The big sporting goods manufacturers have not yet designed their own lines for pregnant women, but when it comes to individual products, such as sports leggings, Puma, for example, has launched them on the market.
In the recent past there has been a trend toward being active and athletic during pregnancy. Celebrities such as Khloe Kardashian, Jessica Alba and Olivia Wilde also appeared in activewear during their pregnancy. Celebrities and mommy bloggers documenting their pregnancies through social media has become a huge trend.
In general, the market for maternity clothing is a lucrative one. According to the London retail technology company Edited, US retailers alone generated US$2 billion with maternity wear in 2017. According to data from Edited, annual growth of 200% has been recorded in the UK and US since 2014 for this segment.
According to Edited one mostly overlooked opportunity is maternity activewear–its growth rate lags behind the rest of maternity, despite shifts in wellness awareness in society and the rise of pregnancy-friendly exercise such as yoga and barre.
Activewear for pregnant women thus offers great potential for brands and the retail trade and should be out of the niche as soon as possible.