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II. SWOT Analysis of Maternity Wear Industry
III. Korean Maternity Wear Brand : Nurimom.com
IV. Foreign brand of maternity garment industry
: “Mimi maternity” (U.S)
A. Why we have chosen maternity wear
*Hollywood pregnant stars caught our attention!
Hollywood is seeing another baby boom- Naomi Watts, Julia Roberts and Salma Hayek are all pregnant! Pregnant women don't look good with nine months of achy backs and sore feet. It was regarded that pregnant women can't look their best, but thanks to some stylish stars, it's possible to look cool while pregnant.
*Wanted to target with something new and interesting!
We didn't want to do normal target that everyone does, we were looking for something abnormal, something that can make people interesting.
*Curious about the markets in Korea and Foreign country!
We were curious that there are many markets about maternity wear, because we seldom see them. We wondered how big the market compared to other countries is.
*Seldom have chance to see these maternity's fashion style!
As women are not always pregnant often and also if there aren't any pregnant women in any close relations, there would be less opportunity to see these fashion styles. Pregnant women can only wear this fashion, about 9 months. Pregnant women can't wear normal clothes, because their belly is bigger than others.
*Curious about any functional protections in maternity wear!
Pregnant women also have to protect themselves, especially their stomach. We wondered that is there any kind of protection clothes for pregnant women, as there are many functional clothes nowadays.
*Is maternity wear market increasing?
We wondered whether the maternity wear market is increasing or decreasing for profits, because there are many factors. As many women are working, the birth rate has been decreased. However, there are many stylish designs and the internet market has involved and improved this, so they can make lots of profits and earn lots of money.
*Is there any maternity wear brand?
We wondered that is there any maternity wear brand in the market. I didn't see any shops for pregnant women in normal shops, maybe because we didn't pay that much attention. However, it could mean that they can't really make profits, so many shops avoid to selling it. We were curious about these facts.
*Is there any famous brand who sells the maternity lines?
In UK, there are famous brand shops for maternity wear, such as Marks & Spencer and Topshop.
In Korea, I haven't seen any famous brand that has maternity lines. We wanted to find out why.
*Wondering about the price!
We were wondering about the price of maternity lines which seems that it is higher than normal clothes.
B. Historical Development of maternity apparel industry
Motherhood the world over is commonly understood in terms of a generic terminology. Regardless of country, clime, or class, age-old mythologies in all cultures eulogize motherhood and impart to it an importance that goes well beyond the physical act of birthing. At the level of twenty-first-century popular culture, however, motherhood and maternity have been appropriated by modern-day consumerism, particularly in Western cultures where specialized stores like Mother care sell fashionable maternity apparel, and Internet sites like The Mothers bliss Shopping Experience offer both goods and advice on mothering. While religious symbolism stresse
Mothers Work Inc. http://www.motherswork.com/
Mimi Maternity http://www.mimimaternity.com/
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