The future of maternity wear: Generation Z's expectations of dressing for pregnancy

Abstract

PurposeThe purpose of this paper is to investigate Generation Z's physical expectations of being pregnant and their outlook for maternity wear shopping.Design/methodology/approachFemales in this cohort (n = 207) participated in an online survey that included questions about perceptions of pregnancy, physical self-concept and forecasted shopping behaviors.FindingsResults indicated that this group is concerned with physical changes of pregnancy and expect to treat each area of the body in a different way. Women's expected physical concerns of pregnancy predict how much they anticipate accentuating their pregnant body. Gen Z anticipates wearing loose maternity garments and they envision a thoughtful, in-store shopping experience for styles that are equally fashionable and comfortable, such as dresses.Research limitations/implicationsThis study should be extended to future generational cohorts like Generation Alpha, along with Gen Z outside of the United States and women in the United States who are non-white. Further studies should take a longitudinal approach to gauge changes in this cohort's expectations as they progress through pregnancy.Practical implicationsThis paper provides maternity wear retail brands and designers a foundation for product development and marketing geared toward this large cohort.Originality/valueThe study is the first to inquire about Gen Z's outlook on pregnancy, specifically their envisioned changes to each body area and the role of maternity garments to fulfill needs and concerns.

A Study on the Impact of Environmental Awareness on Sustainable Consumption Behavior in Maternity Wear

“…In recent years, under the pressure of frequent natural disasters and the COVID-19 pandemic, sustainability issues have attracted unprecedented attention, with a particular focus on the textile and apparel industry, which is the world's second-largest polluting sector [4]. During pregnancy, due to the continuous physiological changes in pregnant women [5], maternity wear has a higher frequency of replacement and a shorter usage period compared to adult clothing; Furthermore, as the social level of consumption and the awareness of quality prenatal care continue to rise, Maternity wear needs are not limited to fulfilling basic functional attributes [6]. Emotional needs provided by maternity wear are increasingly emphasized by pregnant women [7].…”