As any new parent knows, buying baby clothes is a never-ending task! It seems like your child grows out of clothes faster than you can buy them.
So, who is the target market for baby clothes? The answer to this question might seem obvious but from a marketing standpoint what we really want to know is why someone chooses to buy certain types of baby clothes instead of others? What are their motivators and decision-making processes?
By understanding the motivations and drivers behind each purchase, retailers and clothes manufacturers can segment the target market for baby clothes so as to satisfy each segment and maximize sales and profits along the way.
Types of baby clothes
In order to understand the target market for baby clothes, we should first review the different types of baby clothes available because parents have different motivations when buying different types of clothes.
For instance, when buying diapers, parents are mainly concerned with function rather than fashion. After all, diapers need to be effective in what they do, keep the baby’s skin dry, and prevent diaper rash.
On the other hand, when buying clothes such as t-shirts, shorts, or dresses, parents are typically more interested in how their children look and want them to conform to certain styles.
So here are the different types of baby clothes that parents buy:
- Bodysuits, Singlets
- Bibs, Aprons
- Overalls
- Dresses
- Coats, Jackets
- Pants
- Hats
- Pajamas
- Shirts
- Sweaters, Cardigans
- Swimwear
- Socks
- Mittens
- Beanies
- Diapers (not really clothes but still something babies wear)
As you can see this is a very long list and we’re sure we could add more items to it. The types of clothes that parents or anyone else buy for babies have a big bearing on the reasons why they buy and what they buy.
Let’s try and understand the target market from this point of view – the reasons why parents buy certain types of clothes for their babies.
Understanding the Target Market for Baby Clothes
We can look at the target market for baby clothes from two points of view:
- Those who buy and
- The Reasons why they buy
Those who buy clothes for babies include the parents, grandparents, friends, uncles, aunts, and extended family members. Each of these has different motivations when it comes to buying clothes for babies.
Similarly, the target market for baby clothes can be segmented based on the reasons why parents buy. These reasons can be categorized as follows:
- Practical Reasons
- Fashion statement
- Brand and Status
- Latest clothing technology
- Expensive Vs Inexpensive
Let’s now look at each of these segments.
Segmenting the Market for Baby Clothes based on: Who buys?
Parents
Parents buy baby clothes for a variety of reasons. Some parents want to ensure that their child has the latest and trendiest styles, while others buy clothes as a way to show off their new arrival to family and friends. Still, other parents buy clothing as a practical necessity, knowing that their child will grow out of it quickly.
Parents can be further classified into:
- Expectant Parents
- First-time Parents
- Experienced Parents
- Young Parents
- Older Parents
Each of these sub-categories of parents has different drivers when it comes to buying baby clothes.
Expectant Parents are often more focused on the pregnancy and think less about the clothes the baby will need after the birth. This is especially true in the case of complicated pregnancies.
First-time parents will often buy a lot and buy more expensive clothes. It’s their first time and they go all-out.
Experienced Parents, on the other hand, have been around the block before. They know where to hunt for bargains. They know the types of clothes that do not have to be expensive. They are even willing to buy clothes online because they know what they are buying.
Younger Parents are usually just starting out in life and may not have much money. Older parents on the other hand may have more disposable income and could be willing to spend more.
Grandparents
Grandparents are a “soft target” when it comes to baby clothes for their grandchildren. They all love their new grandchild and want to spoil them with as many gifts as possible including as many clothes as they can buy. And, let’s not forget, most grandparents love shopping for baby clothes! They also often have more disposable income than the baby’s parents who are probably going through the most expensive phase of their lives.
So grandparents can be categorized into a market segment that is less price-sensitive, and marketers can target them with premium baby products.
Friends, Uncles, Aunts and Extended family members
In most cases, friends and extended family members usually buy baby clothes as a statement of their connection with the new parents rather than for a strong emotional attachment to the new baby. They want the clothes they buy to be appreciated by the new parents and so the purchase of baby clothes or toys or any other baby product for the newborn is more a testament to their relationship with the parents.
Just like grandparents, this target market for baby clothes will spend more on the clothes they buy. But unlike the grandparents who will do it out of love, friends and extended family will either do it out of obligation or in order to not look cheap.
The Market for Baby Clothes: Reasons why they buy?
Let’s now look at each of the reasons that motivate parents to buy certain types of baby clothes.
Practical Reasons
Many parents buy baby clothes purely for practical reasons. They want their child to be comfortable in clothing that is easy to put on and take off, as well as durable enough to stand up to the rigors of life with young children – crawling and playing without fear of bursting seams or washing out colors.
These practical considerations are especially important for parents who have more than one child, as they want to make sure that all of their children can be dressed in a hurry and without any fuss.
In addition, many parents like to buy baby clothes that reflect the season or time of year. A little girl’s Easter outfit is much cuter when it is made from pastel colors and has a little bunny embroidered on the front, but this may not be suitable for everyday wear. In contrast, parents who have summer babies will look for cotton playsuits that are lightweight and easy to wash.
Parents buying for practical reasons also look at the practicality of the design – clothes need to fit well and not restrict a baby’s movement. This is why so many parents prefer to buy clothes that are made from natural fibers such as cotton or wool as these materials allow the skin to breathe while still being flexible and easy to wash.
Fashion statement
Some parents buy baby clothes purely as a fashion statement. They want their child to be dressed in the latest and most fashionable styles, no matter what the cost.
While this may not be the majority of parents, it is still a sizable target market for baby clothes retailers. Retailers can target this market segment with the expensive marketing of premium products.
Parents who buy such clothes for their babies are more interested in the show value of the clothes, so they don’t mind paying more for their babies to be dressed in a certain way.
Brand and Status
Parents who want to make a fashion statement with the clothes their babies wear are also the ones who will usually buy branded clothing.
One reason why parents put on branded clothes on their babies is that it helps them show off their status. But a second reason could be that they believe in a particular brand of clothing and want to support that company or organization by wearing it on their children.
So parents who want to associate themselves with a certain brand will put clothes of that brand not just on themselves but when available also on their children including their newborns.
Latest clothing technology
There are always clothes coming out which are either made with the latest technology or which use technology in some manner. Some people may think they are unnecessary, while others will love the fact that their baby is wearing the most technologically advanced clothes available.
Companies are developing smart clothes that include sensors that monitor the baby’s health and vital signs. While many parents do not like the idea of having electronics and sensors attached to their baby’s clothes there is a small but growing segment of the market that doesn’t mind it.
Companies that cater to this segment of the market will focus on the benefits that the parents and their babies can get from these technology-enhanced products.
Expensive Vs Inexpensive
Some parents will always buy the most expensive clothes for their baby while others will go for the less expensive alternative.
There are a number of factors that come into play when it comes to making this decision, such as whether or not the parents themselves are on a tight budget, how much they think clothes should cost in general, and also what kind of message they want to send with regards to their child’s upbringing.
Some parents might feel that they need to spend more on their children’s clothes in order to compete with other wealthier families, while others may simply want the best for their child and be willing to pay whatever it takes.
Summary
To truly understand the target market for baby clothes, we must understand the motivation behind the purchase of baby clothes.
This motivation changes based on who is buying. Parents have different motivations than grandparents, who have different motivations than friends and extended family.
By understanding these different motivations, marketers can craft products and messages that will be most effective for each of these different purchasers.
Similarly, different parents have different motivations when they buy clothes for their babies. Parents think differently before the baby is born than after. First-time parents think differently than experienced parents. Younger parents think differently than older parents.
Finally, parents look for different things when they buy clothes for their babies. Most parents look for practicality. But some look to make a fashion statement or use the baby’s clothes as a status symbol. Some parents will always buy the most expensive clothes while others will be wary of spending too much.
Understanding these mixed emotions, drivers, and motivations of all those who comprise the target market for baby clothes will help you successfully design, manufacture and market baby clothes, and other related products to this lucrative market.