Maternity wear is a $2 Billion market in the US alone and is quickly headed towards $10 Billion globally. While the growth of this market has been focused on serving women during their pregnancy, there remains a largely underserved market of women that are demanding better options for stylish and functional apparel after birth.
As the gender gap shrinks and professional opportunities for women continue to expand, new mothers are now returning to the workforce more than ever. In conjunction with this trend, women are returning to work with a desire to continue breastfeeding their babies.
Research has shown the multitude of health benefits of nursing, and moms are now breastfeeding at a higher rate and for a longer period, post-pregnancy. Data from the CDC has shown continued growth in nationwide trends of breastfeeding. In 2015, 83.2% started with breastfeeding (vs. 76.1% in 2009), 57.6% were breastfeeding after 6 months (vs. 46.6% in 2009), and 35.9% were breastfeeding at 12 months (vs. 24.6% in 2009).
With this desire, the need for discrete yet fashionable style options is at an all-time high. Nearly 4 million births occur each year in the US alone, with 845,000 women actively breastfeeding when they return to work.
Because of the founder’s position as a former commanding officer in the US Army, she was readily able to identify a significant gap in the current breastfeeding apparel market from a very unique perspective. With Zanbazan’s one-of-a-kind, patent-pending design, no other brand can satisfy this need for new mothers in this way. While ideal for women in the military reporting for duty, the stylish versatility of the collection is also perfect for civilians, seamlessly translating breastfeeding and pumping to life on or off base.
Created with the budget of working women in mind, the timeless silhouettes can be worn well after breastfeeding, making the garments, in general, a solid investment for the postnatal consumer.
With a competitive price point, Zanbazan will appeal to a wide demographic of new mothers. The brand will launch a pre-order campaign to maximize sales and heighten brand visibility. The athletic wear, blouses and dresses are all currently ready to hit the market with more items to be introduced in the near future.
Once the utility and design patents are approved, Zanbazan will look towards forging licensing agreements with high-volume retailers such as Banana Republic and The Gap in order to integrate the patent-pending technology into even more styles and brands.
- Competitive Price Point - $50/$99 (blouse/dress) with a ($12/$24 production cost per unit)
- Utility and Design patents pending
- Pre-order campaign
- Activewear, blouse and dress ready for sales
Be it business, social, or recreational, the Zanbazan designs address the needs of any work or play environment. Additionally, these timeless dresses, blouses and recreational pieces can continue to be effortlessly worn when breastfeeding has ended. The quality, capability and performance of the Zanbazan garment is a game-changer, not only for the market but for new mothers everywhere.
- Pleated design to conceal zippers
- Closed-in, double-sided zipper
- Four-way stretch fabric
- Will work with all breast pumps
- Accommodates women of all sizes
- Designed to be worn post-maternity
- Classic silhouettes for longevity
- Glowing reviews from Beta testing with real mothers
Three initial designs
- Athletic top with moisture-wicking, anti-bacterial fabric technology used in brands like Nike and UnderArmor
- Mid-length dresses offer a timeless design complete with pleating
- Beautifully designed blouses ideal for both work and an evening out
Future design applications
- Scrubs for medical staff
- White collared shirts for those in the service industry
Zanbazan’s marketing will focus on the new mother and the family and friends of a new mother. To maximize the potential reach for this new clothing technology, Zanbazan has retained the services of marketing agency Oostas to manage all digital media and provide ongoing search engine optimization (SEO) services for Zanbazan. Additionally, the brand will leverage social media platforms and word of mouth to market the company and its products.
Zanbazan is the perfect candidate to partner with related maternity companies (e.g. breast pump companies) as well as social media influencers and “mom bloggers.” Initial orders will be delivered directly through the Zanbazan website as well as e-commerce partners such as Amazon and eBay. However, moving forward, the goal is to be sold through brick & mortar retailers such as Target and the Army and Air Force Exchange.
- Marketing agency Oostas to manage all digital media
- Leverage social media platforms
- Partner with related maternity products
- Sales via website and e-commerce partners