Analysis of the clothing market for pregnant women. Maternity clothing store business plan

After a rapid decline in the birth rate at the end of the last century, a relative lull at the beginning of this century, over the past few years there has been a trend towards an increase in the number of pregnant women. Moreover, current future mothers perceive pregnancy not as a burden, but as an “interesting position”, obliging them to take a closer look at their wardrobe, appearance and lifestyle. This trend of the times opens up a new line of business for enterprising people - a store with goods for pregnant women.

Opening a store for pregnant women: market features

There are very few large companies selling products for pregnant women. They work in major cities, practically blocking the “oxygen” for small entrepreneurs. Private traders, in turn, "occupied" the periphery. One way or another, but the business "in an interesting position" is now in an active phase of development, providing an opportunity to purchase products for citizens of all levels of material security.

According to the financial component, the goods market is divided into three segments:

• budget (for clients with low incomes);
• average (income at the level of the average);
• premium (for wealthy buyers).

The market for products for pregnant women, it would seem, is filled in moderation. But among customers, complaints about the lack of choice of goods are often heard. So there is room for improvement.

The main thing is to find out what a pregnant woman wants

The first step in building a business concept is to determine the needs and desires of customers. The profit from the business will be tangible only if expectant mothers find in your store products that stand out for their uniqueness and versatility. The range of goods offered should be varied in terms of assortment and cost so that a woman does not waste time and money in competing stores. Hence the conclusion - follow fashion and market trends, try to provide the buyer with the opportunity to choose goods on a different price scale.

Range specifics

A dozen years ago, the standard of classic clothing for a pregnant woman was a kind of faceless hoodie with indefinite shapes.

Current pregnant women have a sense of style, a desire for beauty, a desire to look impressive and attractive. Many contemporaries (and not necessarily those with a high income) prefer to buy better one thing, but beautiful and of high quality. Brands specializing in tailoring for pregnant women are trying to use materials best quality and sew models that are close in style to the collections of fashion couturiers. Nevertheless, in order to expand the range of products and increase the range of choice, it is desirable to add imported specimens to domestic samples. And don't just focus on the clothes. Related products are a mandatory attribute of a future store.

Another significant fact is the shift in the age threshold of women giving birth. If 20 years ago most women gave birth to children under 25, now 80% of pregnant women are in the age range from 25 to 35 years. The tastes and preferences of a 30-year-old woman are different from those of a 20-year-old woman.

Workers in the store

How many pregnant women - so many bright personalities. Age, build, social status and many other components need to be taken into account in the process of working with a client. And what metamorphoses of character occur in many women during pregnancy! And how much endurance and tact the seller needs! Only a special seller can take into account so many nuances. The best option may be a woman who herself has experienced the joy of motherhood. Higher education will not be superfluous - such sellers have a higher level of information processing and a better presentation of information. Ideally, the seller should be a philologist and psychologist.

Maternity clothing store business plan

Properly delivered speech and a delicate individual approach to each customer are the key to successful work.

We calculate the nuances when opening a store for pregnant women

The ideal location for the future maternity store is at the intersection of traffic and human flows. Not bad if there is a maternity hospital or antenatal clinic nearby.

If you are counting on the support of buyers of the budget and medium segments, a good solution would be to rent space on the territory of a large shopping complex. If you rely on premium customers, then in this case, the main thing is advertising and convenient access. And it will not be difficult for them to get to the specified address by their own car.

It is desirable to coincide with the opening of a store for pregnant women in March or August. It is during the off-season that most expectant mothers think about shaping or updating their wardrobe.

Fill the interior of the store with comfortable shelving, spacious fitting rooms with large mirrors. Do not forget to put a table and a row of chairs - you may want to relax a pregnant woman or her husband. Recently, male accompaniment of female shopping has become commonplace.

Women buy specialized products from the third month of pregnancy and "remain faithful" to the store for about six months. But there is no reason to despair. Clients will be happy to visit the store they like before the second or third birth, and also bring their friends here.

The emerging growth in the birth rate increases the demand for goods for pregnant women and, according to experts, leads to an annual increase in the market by 20%.

Prepared by the editors: "Business GiD"
www.bisgid.ru

How to open a maternity store

In which to sell clothes for women in position, I suggest reading this article and deciding for yourself whether you need it or not.

If you don’t immediately like this activity, then the business plan of a flower shop will probably be exactly the business that will bring you more pleasure and profit.

Currently, there is a tendency to increase the birth rate among the population. However, the modern lifestyle dictates its own rules, and women in such a wonderful position also want to look beautiful and attractive.

Maternity store business plan

Not all women are at home during pregnancy, some business women continue to work, which means they need a good appearance. Clothing stores for pregnant women, due to the prevailing need, offer a wide selection of clothes and additional goods. Prices in maternity clothing stores are focused on different amounts of the budget, which is also very important among expectant mothers.

Before opening a maternity clothing store, you should analyze the current situation in the market for these goods. It will be very handy to hold here marketing research. This type research will more accurately determine the basic requirements and preferences of pregnant women.

Choosing a place for a store

Depending on the location of potential customers, a maternity store should be located. Places near the clinic, maternity hospital, kindergarten are preferable.

• In general, a maternity clothing store will require 25 sq.m. In the chosen room you need to do Maintenance. After that, you should equip the room with mannequins, racks, shelves, hangers, furniture for employees.
• Since the main customers of the store are pregnant women, it is necessary to install soft sofas in the store so that pregnant women can sit down and relax.
• It would not be superfluous to install a drinking water machine in the store and equip a toilet room for visitors.

Maternity clothing store

A room ready for work should be filled with clothes, that is, purchase goods from suppliers. When purchasing goods, attention should be paid to the purchase prices.

Buying clothes at a lower price will then allow you to increase the margin percentage. The amount of your net profit will depend on the markup percentage.

Staff

Staff for work in the store should be selected, taking into account the contingent of customers. As a general rule, salespeople should be discreet, patient, and friendly, as pregnant women are affected by mood swings.

A small store will need sales assistants, an accountant and a store manager. You can also be the director of the store, also fulfilling the duties of purchasing goods.

At the initial stage of your business, you need to pay attention to the information component, that is, you should place advertisements into funds mass media. As practice shows, in an efficient way is the distribution of leaflets in crowded places.

Start-up capital: expenses and income

The financial part of the maternity clothing store business plan is represented by the expenditure and income parts.

1. The expense part is the calculation of the initial and monthly costs.
2. The initial investment consists of: rent - 25 thousand rubles, purchase of equipment and inventory, furniture - 100 thousand rubles, purchase of clothing and additional goods - 320 thousand.

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3. The total investment is 460 thousand rubles. Monthly expenses consist of: rent, wages employees - 80 thousand rubles, replenishment of the range of goods - 150 thousand rubles, advertising - 10 thousand rubles.
4. In total, the monthly costs amount to 265 thousand rubles.

The profitable part of the business plan is represented by the calculation of the possible net profit and the length of the payback period. According to experts in this field, the average revenue of a maternity clothing store is 450 thousand rubles.

As practice shows, it pays off maternity clothing store, over a period of 10 to 12 months.

However, a qualitative analysis to identify the main preferences of pregnant women and an extensive advertising policy is a good start for your business.

Along with this article read:
Building material store business plan

An algorithm for opening a maternity store, from which you will learn exactly where to start and how to organize everything.

Maternity Store Business Plan

Market capacity calculation.

The key to the success of any project is a well-written business plan, and the basis of any plan will be the calculation of the market capacity.

Starting from the second half of 2000, a significant increase in the birth rate has been observed in Russia, according to the forecast of a number of analysts, the upward trend will continue until 2012-2013.

Population in Russian Federation in 2010 it was 141.9 million people, the share of the female population is 52%, given that in 2011 1.8 million children were born in the Russian Federation, it is possible to approximately calculate the proportion of pregnant women.

The calculation looks like this:

1. 141.9 million people (Population of the Russian Federation) * 52% (Share of women) = 73.8 million people (number of women)
2. 1.8 million people (number of children born) / 73.8 million people * 100% = 2.43% (Proportion of pregnant women to total number of women, excluding age)

Using the data obtained, it is easy to calculate the number of potential buyers of goods for pregnant women in any city. You must first multiply the number of inhabitants of the city by the coefficient 0,52 (find out the number of women in the city), then multiply the resulting number of women by 0,0243 (we learn the number of pregnant women in the city).

So the population of Moscow is 11.5 million people. We take the total number of inhabitants 11,500,000 and multiply by 0.52, it turns out 5,980,000 women live in Moscow. We multiply the number of Muscovites 5,980,000 by a factor of 0.0243 and get 145 314 pregnant.

During the course of pregnancy, women cannot wear many things, so tight jeans and tight-fitting dresses cannot be worn, and wearing high heels is fraught with very serious consequences. But even during this period of life, a woman wants to remain beautiful and fashionable, in connection with this, there is a need to update the wardrobe.

On average, a woman spends about 10 thousand rubles (Moscow) and at least 4 thousand rubles (in the regions) on updating her wardrobe.

Consequently, the market capacity of goods for pregnant women (the clothing and footwear segment) in the city of Moscow is at least 1.4 billion rubles. With such a capacity of the market, 80-100 players will feel comfortable on it.

Using the above data, you can easily calculate the market capacity for your region.

Stage 2. Assortment.

The next step is to choose the assortment of the store for expectant mothers. The following categories of goods should be presented in the store for pregnant women:

• Cloth
• linen
• Tights
• Accessories
• Cosmetics

Unlike a regular clothing store, the range of a maternity store must meet the following criteria:

• Clothing should be made from natural fabrics.
• Clothing should be comfortable, should not be tight, constricting, interfering with movements.
• Since the clothes will be worn for only one season, their price should not be high.

But with all these criteria, clothes should be fashionable, bright and delight women.

Stage 3. Registration of activities in the Federal Tax Service.

After you have calculated the market capacity and decided on the assortment, you can go to tax service to register activities.

• Organizationally legal form: Individual entrepreneur (instructions for registering an individual entrepreneur yourself).
• Type of activity: Retail sale of clothes. OKVED 52.42
• Form of taxation: Simplified taxation system, income minus expenses for Moscow, and Single tax on imputed income for the Regions.

Stage 4. Choosing a room.

A maternity shop can be opened both in a shopping center and in a separate building.

When opening a store in a shopping center, an area of ​​30-35 square meters is sufficient; when opening in a separate building, the minimum area should be 40 square meters.

If you plan to open a store in a shopping center, then any floor will do, provided that the center is equipped with an escalator. When opening in a separate building, the store should be located on the ground floor (basement floor is suitable), floors above the 1st are not suitable, since it is quite difficult for pregnant women to climb on foot.

Stage 5. Personnel.

Next important points is to recruit salespeople who know how and want to sell.

The number of staff depends on the mode of operation, the area of ​​the store.

So, when the operating mode is from 10.00 to 22.00 and the store area is 35 sq.m. 1 seller is enough, works in shifts, two after two.

Below you can see an example of a functioning maternity goods store.

Feasibility Study for Maternity Store

Input data

• Type of activity: Retail sale of goods for pregnant women
• Location: Moscow, Central Administrative District.
• Location: Shopping and entertainment center, 5th floor.
• Store area: 35 sq.m.
• Opening hours: Daily, from 10.00 to 22.00

Staff:

Capital expenditures:

Average monthly revenue, for 2011.

Cost price:

The markup on goods for pregnant women ranges from 70% to 200%. At the end of 2011, taking into account various discounts, shares, the weighted average markup was 100%.

General expenses:

Monthly expenses for the maintenance of the store amount to 359 thousand rubles and include the following types expenses:

Profitability calculation:

Payback calculation:

As can be seen from the presented table, the payback of a store for pregnant women is just over 1.5 years.

Questions and answers on the topic

No questions have been asked for the material yet, you have the opportunity to be the first to do so

Sooner or later, each person begins to think about whether he should open his own business? In our society, it is generally accepted that successful entrepreneurs are usually men. Women, as a rule, are assigned the role of housewives, or humble workers who work from bell to bell for a miserable office rate.

But what is interesting: statistics show that there are no less female entrepreneurs in our country than male businessmen. Therefore, if you are worried that you will not be able to open own business, boldly cast aside doubts and take on the work that you like. For example, open a clothing store for expectant mothers. This is an excellent one, which will certainly become the source of her success.

First steps towards starting your own business

So, if you decide to open a clothing store for pregnant women, you have to take care of a lot. You will need to find suppliers, find the perfect place to stay, become a self-employed person, and more.

To find suppliers of goods, you will need to find clothing wholesalers in your area. You can usually find them within large markets or shopping centers. You can also search for them through your friends or using the Internet. Social networks are a popular option for posting an ad about yourself now. There you can easily find the desired supplier. An example of such a VKontakte page can be seen below.

If you are going to open a point of sale for expectant mothers, it is important to think about its localization. The most strategically effective places to place a retail outlet will be premises that are located in close proximity to kindergartens, clinics, maternity hospitals, shopping centers and gynecological rooms - that is, places where we most often meet pregnant women.

After you complete the documents, find a place for the store, as well as suppliers of goods - consider that the first steps towards the implementation of your business project have been completed successfully.

Fashion and pregnancy

If you are going to open a clothing store for pregnant women, you need to remember that any business is always associated with certain difficulties. If you are going, the main thing for you is to get into the trend. This means that the product you sell should be fashionable, stylish, in demand and your customers like it.

A pregnant woman is exactly the same lady as any other. The desire to please other people, especially men (her beloved man) is in her blood. Therefore, there is nothing strange in the fact that she wants to look attractive. You need to understand this fact with understanding - it contains the key to your financial well-being.

When choosing an assortment of goods for your pavilion, try to buy those things that look fashionable and stylish. Among the products should be beautiful lingerie for pregnant women, outerwear, overalls, T-shirts, tights, night pajamas and much more. It is recommended to compile a catalog of the entire range and put it in free access on your website or on the page social networks. With an example, you can. The product range of your store should be in line with current fashion trends.

Other options for making money on clothes:

Psychological aspects of communication with clients

It is important to remember that during pregnancy, strong metamorphoses occur in a woman's body, which are especially clearly seen at the level of hormones in the blood, the number of which increases. Changes in the level of hormones are reflected in her character, because of which she may be too touchy, irritable, promiscuous, etc.

An experienced entrepreneur will always take this fact into account - he will never be rude to a lady, especially in a position, but will try to find a common language. He will communicate with her as delicately as possible, and demand the same from the employees of his store. Accordingly, he will be treated extremely strictly, giving preference to polite and sociable people.

Opening an online clothing store

If you want your business to be successful, you should definitely duplicate it on the Internet. That is, if you have a point of sale for pregnant women, you must create exactly the same. To do this, you will have to create a website on the Internet. It will be extremely difficult for you to do this without special knowledge. Therefore, in order to create such a site, you need an intelligent programmer.

In addition, you will have to constantly update and develop your information resource: add new product items, product photos, write interesting articles, change prices and do much more. Running a business in person and on the Internet on your own can be quite difficult. Therefore, usually, to conduct business on the network, entrepreneurs hire a special person - the site administrator, who is responsible for promoting the site and selling goods on the World Wide Web.

Other types of business on the Internet:

The profit you will receive

Opening a clothing store for pregnant women is a very profitable business. Of course, like any private matter, it requires. However, investing money in this business, you can not worry at all, since, most likely, they will return to you a hundredfold.

Statistics show that today the number of potential clients in our country is approximately 3% of the total population. If today more than 146 million people live in Russia, then 3% of this number is 4,380,000 pregnant women. All of them can become your potential clients if you are planning to open a business on an all-Russian scale. If you want to limit yourself only to your city, you will have significantly fewer customers, but the costs of opening a store and purchasing goods will also decrease.

Let's use the example of a table to analyze how much profit you can get from the sale of clothes for expectant mothers if you open it in such a large metropolis as Moscow or St. Petersburg, and if every pregnant woman buys at least one item from you. At the same time, the average net income from one sold item of clothing will be 300 rubles.

As you can see, it's extremely profitable business. The main thing is to organize it correctly.

* Calculations use average data for Russia

Waiting for the appearance of a baby in the family is a wonderful time that the expectant mother wants to spend with maximum benefit and pleasure. This is the time when she pays special attention to herself, tries to maintain her beauty and attractiveness. A specialized store selling goods for pregnant women is always a relevant and profitable business. Its success directly depends on the birth rate, which in last years only increases. Accordingly, experts note the rapid development of the clothing and cosmetics market for expectant mothers: its annual growth is estimated at an average of 18%.

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It is recommended to start any business with a business plan. To begin with, let's deal with the situation that has currently developed in this segment. For obvious reasons, clothing for pregnant women dominates in terms of sales: the body of an expectant mother undergoes significant changes over the course of several months, but in any of her “states” a woman wants to look elegant. This market includes both large network manufacturing companies and individual small enterprises. The former are located mainly in large cities, while the latter prevail on the periphery. All products that they produce and sell can be divided into three price segments: budget, medium, premium. A more common option is mid-range goods, but for a small city, for example, budget clothes may be preferable, and for a large city, where the level of competition is quite high, it may be worth giving preference to premium products.

Preliminary study the market in your region, evaluate the activities of competitors and calculate its capacity. Of course, it is better to order such a study to professionals, but if you do not have extra money, you can do it on your own. Keep in mind that updating the wardrobe of a future mother costs from 3 thousand rubles (in the regions) to 12 thousand rubles (in the capital) per month. Moreover, according to observations, women who become pregnant for the first time begin to acquire special clothing before the actual need arises. And in this case, the very fact of buying such clothes, the process of choosing it, is of particular value to them. On the contrary, “experienced” mothers are more likely to save on such purchases, preferring to wear items purchased during a previous pregnancy.

The market capacity of goods for pregnant women (mainly clothing) in the capital is over one billion rubles. The optimal number of participants with such data is up to one hundred stores. In cities with a population of over one million people, there is a trend of transition from brick-and-mortar maternity stores to online stores. This is connected, on the one hand, with the desire to save on rent, on commercial equipment and wages for sellers, on the other hand, with big amount competitors. The transition to Internet sales allows even new players to enter this seemingly oversaturated market and successfully work on it.

If you still plan to organize a stationary point, then start choosing a room for it. Your store can be located both in a shopping center and in a separate building. The option with a shopping center has a number of advantages: convenient location, a consistently high flow of visitors, and minimal advertising costs. But there are also disadvantages. These include the high cost of rent, difficulties in finding a suitable place in terms of area (at least 30-35 square meters), some restrictions that the shopping center administration may impose. For example, in major centers tenants can even be fined for opening their outlet five minutes late. As for the floor on which your store will be located, it does not play a fundamental role in the presence of an escalator and an elevator. However, keep in mind that among your visitors there will also be mothers with small children who are expecting the birth of a second child, so it must be possible to get to your floor with a stroller and, no less important, to enter your store with it.

The store area in a separate building should be larger - from 40 sq. meters. It is not worth opening such a point on a smaller area - for the location of all goods and the convenience of visitors, the more spacious the rented premises, the better. In addition, your future store should be located on the ground floor, as it is difficult for pregnant women in the later stages to climb the stairs on foot. The optimal location of the point is the city center (but again, the cost of rent can be significantly higher than other areas) or a large "sleeping" area. Equally important is the proximity of the transport interchange and the availability of parking spaces for cars near the building. Some entrepreneurs tend to open their stores closer to clinics, antenatal clinics and maternity hospitals, although objectively this does not make much sense. In large cities, many mothers rarely attend antenatal clinics, simply registering there, and are served in a private clinic or commercial medical center. Moreover, you should not strive to be close to the maternity hospital, because in most cases pregnant women visit it closer to the end of the term - to get acquainted with the doctor who will take delivery.

At the stage of searching for premises, you will need to register with the IFTS. The optimal form for this type of activity - individual entrepreneur. It is recommended to choose OKVED “52.42. Retail trade in clothes”, “52.48. Other retail in specialized stores. The preferred form of taxation is the simplified taxation system for the Moscow Region and the Single Imputed Income Tax for other cities. Registration of an individual entrepreneur and registration with the tax office does not take much time. In extreme cases, the hassle associated with the implementation of all formalities can be entrusted to a specialized company that will do everything for you for a fee. Also, an individual entrepreneur must be registered with the State Pension Fund, Territorial department fund social insurance, in the Statistical Bodies and the Committee on Trade. The state duty for registering an individual entrepreneur, making a seal (although an individual entrepreneur can work without it), as well as a bank commission for opening a current account will amount to up to 3 thousand rubles.

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After registration, you can, without wasting time, conclude a contract for the lease of premises, proceed with its repair (if necessary), purchase shop equipment and form the assortment of your store. As a rule, the following types of goods are presented in a maternity store - clothes, underwear, tights, accessories, and cosmetics. Clothes and hosiery make up to 80% of the total assortment. At the same time, special requirements are imposed on special clothing. Unlike conventional clothing in this segment, fashion trends are not of key importance. Of course, they are also reflected here, but nevertheless, convenience comes to the fore (clothing for pregnant women should not be tight), naturalness (mostly natural fabrics are used for its tailoring) and affordability.

Of course, you can’t do without special clothes during pregnancy, but they will only be worn for one season, so most customers prefer inexpensive models. Moreover, one woman acquires an average of about five things during the entire period of pregnancy. As a rule, these are one or two dresses (sundresses), blouses or turtlenecks, trousers and a skirt. Future mothers who work even during maternity leave can completely update their wardrobe, but there are not so many of them. Therefore, so that your visitors do not leave without shopping, try to make your assortment as wide as possible. model range, as well as on the dimensional grid. Give preference to universal models that a woman can wear after pregnancy.

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For example, recently, clothes have been especially popular, which, on the one hand, fit even the largest tummy in style, and on the other hand, have a special drapery on the chest, which makes it easier for a child to access it for feeding. Although such things are more expensive than usual, they have a longer service life - you can wear them not only during pregnancy, but also after the birth of a baby. Therefore, your visitors will be more willing to spend even a large amount of money, but for more “functional” clothes. But from beautiful, but expensive evening dresses it is better to completely refuse or reduce them to a minimum. There are also buyers for them, but they are not in great demand and require special storage conditions. After several fittings, they lose their presentation. And in any case, you will not be able to provide a wide enough choice of evening and wedding dresses for pregnant women compared to specialized salons for every taste and budget.

Let's say a few words about the size. Many entrepreneurs working with clothing buy the most common size range - from 42 to 48 sizes. However, in this way they cut off a significant part of expectant mothers who "do not fit" into this framework. Moreover, during pregnancy, even running size 46 or 48 can increase to 50 or even 52. Try to negotiate with the supplier on the purchase of models by the piece. Not everyone agrees to this, but if you work with intermediaries, and not manufacturers, it is quite possible that you will be met. Do not forget about underwear and tights, bandages, home clothes, bathrobes. These products are subject to the same requirements as clothing: the best value for money, as well as comfort and attractive design. Of the commercial equipment, special mannequins will be required, as well as racks and hangers.

If the area of ​​​​your store allows (first of all, we are talking about a separately located point, not on the territory of a shopping center), then it makes sense to diversify the assortment and expand the product groups presented in it, for example, by adding products for newborns. Although this dilution of the store's specialization is usually not welcome, in this case it can be justified if there are no other outlets with goods for babies nearby. This category includes children's clothing, diapers, discharge envelopes, toys, care products, but it is better to refuse children's furniture, strollers, playpens and other overall items. Special pillows for expectant mothers and for feeding, slings and related products, special clothes for feeding, postpartum and compression underwear are in great demand.

Special attention deserves the question of the choice of sellers. First of all, for obvious reasons, these should be women, and, preferably, those who have their own children, since they are familiar with all the problems and needs of expectant mothers. Your employees should know the entire range, be able to choose not only the required size of clothing, but also the model that best suits the customer, taking into account the characteristics of her figure. If your store is located in a shopping center, which, as a rule, operates on a schedule from 10.00 to 22.00 seven days a week, then for a small trading floor an area of ​​about 30 sq. meters will be enough for two sellers working in shifts (the standard schedule is two days after two). For separately standing store the number of sellers depends on the area, assortment and work schedule. Most likely, in this case, two or even three sellers working in shifts will be required: although such points usually do not work from early morning until late at night, it will be quite difficult for one consultant to serve several customers at once.

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Whatever store format you choose, wherever it is located, you still cannot do without advertising. The minimum "set" is a sign with the name of the store (it should be memorable and eye-catching), Flyers with your address and phone number (they can be distributed at antenatal clinics, medical centers, “friendly” courses for pregnant women, etc.), as well as accumulative discount cards.

Selling maternity products is not a business with standard customer loyalty programs. Even with the widest assortment, super-favorable prices and gracious service, your customers become “permanent” only for a very short period of time. On the other hand, word of mouth works great in this business: satisfied customers will recommend your store to their friends and acquaintances. Therefore, loyalty cards, which are not registered and are cumulative, are the best solution to encourage those who have already bought something from you to make a repeat purchase, as well as to attract new customers who come to you on the recommendations.

Advertising on local sites and forums for moms also works great and, oddly enough, advertising in specialized publications. Although the print media are slowly but surely losing their positions, giving way to online publications, but this is least of all affecting magazines for expectant mothers and mothers with children. preschool age. Pregnant women try to spend less time at computers, and new parents simply do not have enough time for them. Therefore, the few survivors of the crisis printed editions for such an audience - a great option to express yourself. There are also low-budget or completely free ways attracting new customers is participation in various events (exhibitions, holidays, etc.), Additional services(for example, home delivery of purchases, work with individual orders, atelier services for fitting clothes to a figure, etc.). Get creative, try to look at your business through the eyes of your potential customers, think about what you would be missing if you were in their place.

The opening of a store for expectant mothers will require from 700 thousand rubles. This includes rent (20 thousand rubles per month), purchase of commercial equipment (70 thousand rubles), purchase of goods (from 300 thousand rubles), making a sign with the name of the store. According to preliminary calculations, monthly expenses will amount to about 200 thousand rubles. This includes administrative costs, taxes, advertising costs, as well as payroll (about 15-20 thousand rubles per person). The monthly revenue of a small store for expectant mothers is estimated at 400-500 thousand rubles. Net profit minus all expenses will be from 100-200 thousand rubles. The payback period for such a business is at least a year.

In your work, take into account the seasonality factor. It manifests itself both in the assortment of clothes, underwear and even cosmetics (for example, there are special creams for winter), but also in sales. You can hardly predict the influence of this factor in advance. Sales are often higher in winter than in summer. But many women specifically plan pregnancy in such a way that the birth of a child falls in the summer-autumn period. In the south, where the summer heat is hard to bear even without pregnancy, on the contrary, it is often planned that the last 2-3 months before childbirth fall in autumn or spring. However, it is unlikely that it will be possible to calculate in advance all possible seasonal changes.

If you are planning to open not an ordinary store of goods for pregnant women, but an online store (or an online store in addition to an existing store), then the basic steps for organizing it will be the same, with the only difference that instead of finding a room and purchasing a equipment you will create your site and engage in its content and support.

Creating a site in this case is not the most difficult, even if you are very far from programming. To date, there are two options: to purchase a ready-made turnkey online store or to order the development of your own. And in fact, and in another case, you can save a lot or even do without investment. For example, there is a free (so-called open source) software for online stores, but it is usually quite difficult to install and configure and has limited functionality, unlike paid counterparts. If you start working with small volumes, then you can get by with existing solutions for the first time, but it’s still better to spend money on a paid platform.

You can also order the development of an online store from scratch. Some companies offer very convenient sales management systems and charge only for the increase in the functionality of the provided software tools. Finally, it is possible to make an online store on your own, spending money only on paying for a domain and hosting. But this option is possible only if you have the necessary knowledge and skills. If not, then you will either have to spend your time on mastering the basics of website building, or turn to specialists for help. Pay special attention to the choice of a domain name (the address of your store on the Internet) and hosting (rent of server resources on which your online store will be located). These expenses are insignificant and amount to 500 rubles per domain per year and about 300 rubles per month per domain.

A domain name should ideally be short, memorable, and relevant to your site's subject matter. Most likely, finding a suitable option that is still free for registration will not be easy, but possible. First, come up with the very name of the future store, and then start searching for a free domain. Exist various ways simplify your work, for example, by synchronizing the store management system with accounting programs, using accounting systems and tracking orders. But all this costs additional funds, so at first you can completely do without them. As your business and sales volumes develop, you can order the development of additional modules from specialists.

After the site is ready, it remains to fill it with content (content): data about your company, product descriptions, photos, reviews and articles. The more informative and complete your site is, the better.

Don't forget about ads. You can use systems contextual advertising(Yandex.Direct, Begun, Google Adwords), place banners and commercial topics on specialized sites and forums. The first option is quite expensive: you will pay for each visitor to your site, but not the fact that he decides to make a purchase. The second option is the most optimal for a novice entrepreneur, but only if you choose the right resources for advertising. It is quite possible that one commercial topic on a local mom forum will “work” much more effectively than ten banners posted on different sites. Do not try to "catch up" as many people as possible to your site. In this case, you will simply go broke on advertising, but you will not get the expected result. The main thing is not quantity, but quality. This is also true for you: answer customer questions, advise them on the goods and services offered, regularly update your website and commercial theme, post useful information.

Consider in advance the option of organizing the delivery of goods, because it is this condition that determines the convenience of using the store for your customers. Delivery methods depend on the scale on which you are going to work - only for one region or for a region or even the whole country. In the latter cases, several options are possible: courier delivery, pickup, mail delivery and express delivery services. But such a specific product as maternity clothes is most relevant to sell in your city with courier delivery with the possibility of sampling. For the convenience of your customers, you can bring them the models of interest to their homes, where they can try on each of them and choose what suits them. If none of the selected models fit, the client simply pays the shipping cost. The main difficulty is to find reliable couriers who will promptly deliver orders. It is highly desirable that women be couriers: not all customers are ready to let an unfamiliar man into the apartment.

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Today, many women have already come to the conclusion that pregnancy is not a disease that needs to be embarrassed, but a wonderful state of mind and body lasting nine months. Most expectant mothers want to lead a normal life during this period and look not only no worse, but better than usual. And if five years ago it was difficult to find a store selling goods for pregnant women, today several companies are successfully operating on the market.

To achieve success in this field, Natalya Godunova, the owner of the New Life and Mamochka maternity stores, recommends entering the market not only with clothes or cosmetics, but with a full range of products for expectant mothers. Only on the condition that a pregnant woman can buy everything she needs in one place will it bring a stable income.

Profitable months

There are no more than a dozen on the market today. large companies offering products for pregnant women. There are many more private ones, but they are usually more visible in the regions. One of the first swallows in Ukraine was the company "Mom's Style", which started in 2000. “Valenta Mom”, “Lady Vic”, “Mommy”, “New Life” appeared next. The largest number of specialized ones is concentrated in the capital, however, there are distributors in almost every city. And with an average profitability of 50%, this is not surprising.

“When we first appeared on the market, the profitability was much higher than the current one,” says Galina Stremyakova, director of Mom's Style. - I raised several of my future competitors myself. Girls work, study and then go to free bread. Despite everything, I have a positive attitude towards competition. First of all, you should not be afraid of it, you need to follow the market, fashion trends. Our women deserve to be able to choose.”

The market of goods for pregnant women is segmented according to the price criterion: there are budget products, goods for people with an average income and a premium segment for rich mothers. The cost of clothes of the lower category ranges from 100-200 UAH, the average - 200-400 UAH, the highest - from 350 UAH. With related products, things are easier. Here, each outlet tries to offer the buyer the right to choose which product to purchase: cheaper or more expensive.

“I can't say that the market for goods for pregnant women is now full,” says Victoria Kirilko, director of Lady Vik LLC. - Rather, it is filled in moderation, although sometimes you hear that buyers complain, they say, there is nothing to choose from. But really, it happens to anyone.”

“Entering the market two years ago, we were faced with the fact that our clothes for pregnant women are presented only in some country version,” says Natalya Godunova. - After analyzing the situation, we came to the conclusion that there is a shortage of classic clothing. In addition, a class of women with high incomes has appeared who give birth to children already at the age of Balzac. For such pregnant women, there were practically no clothes in which they were not ashamed to go to a business meeting, to a restaurant or to a party. Yes, and most women with low incomes prefer to buy one, but high-quality and beautiful thing and go through the entire period of pregnancy in it. In order for them to diversify their wardrobe, we launched the Mommy brand, which offers goods for pregnant women with an average income. These clothes are 40% cheaper than New Life, but the quality is the same, only the design of the models is a little simpler.”

To the credit of Ukrainian companies selling goods for pregnant women, most of the models are developed and sewn here in Ukraine. Clothing produced under trademarks"New life", "Mommy", is sewn in Kyiv at our own production. At the same time, the director of the company is also a fashion designer. “I am developing clothes on my own,” says Natalia Godunova. - Basically, I draw ideas from fashion magazines, go to expensive boutiques, consider what eminent couturiers offer this season for fashionistas. Then I interpret these ideas for our specifics. We buy fabrics exclusively from Germany and Italy.”

“Lady Vic” and “Valenta Mama” work on the same principle. Mom's Style partially produces products on its own, while purchasing Italian and French collections. “Beginning to work on the Ukrainian market, I cooperated with Russian suppliers,” says Galina Stremyakova, “but later we came to the conclusion that it was necessary to create own production. However, I believe that the client should be given the right to choose between clothes from a domestic and foreign manufacturer.”

Other products - underwear, cosmetics and hosiery - are mostly foreign-made. For example, linen is brought from Germany, Russia and Belarus. Cosmetics - from Italy and Russia. The fact is that these products, made in Ukraine, do not yet stand comparison even with Russian counterparts.

Right direction

According to the observations of market participants, if in the early 1990s the bulk of women gave birth to children under the age of 25, today 80% of future women in labor are women 25-35 years old, and before 25 and after 35 years, 10% give birth. Accordingly, the preferences and attitudes of clients towards specialized products have changed. What a woman can wear at eighteen, she won't wear at twenty-five.

“We have very low customer awareness,” Natalya Bolshakova complains. - Doctors do not tell expectant mothers what to buy and when. For example, many of our clients were convinced that the bandage is put on at the seventh month of pregnancy and represents something big and terrible. The same applies to cosmetics.

“Today, every pregnant woman tries to buy at least one specialized item,” says Victoria Kirilko. - Moreover, our size range is quite large - starting from the domestic size forty-two and ending with the fifty-eighth. Therefore, regardless of completeness, a woman can choose an outfit for herself, as well as underwear. At the same time, the preferences of chubby and thin clients are different: if the latter try to emphasize the stomach by wearing short T-shirts and trousers, then the dense ones choose something "pooly". By the way, as before, trousers now remain a bestseller, regardless of the time of year.

But popular in the 1990s, denim overalls are finally losing ground. “Once a husband and wife came to us for shopping,” says Galina Stremyakova, “and the woman wanted to buy overalls. She put it on and absolutely loved it. The husband, seeing this outfit, tried to dissuade his wife that it was beautiful and comfortable, but she did not give up. As a result, he asked to find a shovel, handed it to her and put it in front of a mirror so that his wife could see who she looked like in these clothes. As a result, the couple bought a sundress and a trouser suit, which looked much better on a woman than a jumpsuit.

Natalya Evelova, head of the sales outlet of Valenta Mama, notes that now no one wants to wear awkward hoodies, preferring beautiful, but not hiding the “interesting position” clothes. The attitude towards other products for pregnant women, for example, lingerie, has also changed: now clients no longer buy bras several sizes larger.

In many ways, such changes in preferences occur due to qualified sales assistants who tell clients what the specialist from the antenatal clinic is silent about. Finding such a person is not easy. First of all, because the seller himself must have complete information about the product and offer it correctly. Moreover, it requires endurance and the ability to find a common language with pregnant women. “Pregnant women are a kind of natural phenomenon, you need to be able to communicate with them,” says Natalya Bolshakova, owner of the Clothes for Pubs store. - During this period of life, they are very sensitive and receptive, they are capricious, and it is difficult to please such a buyer. Therefore, a woman works for me as a seller, who raised two children and knows firsthand about pregnancy.

Galina Stremyakova, when hiring new employees, gives preference to candidates with higher education, motivating this by the fact that such people grasp information faster and present it more competently. Natalya Godunova is sure that only a girl who respects pregnant women can do a good job. At the same time, the seller must be a bit of a psychologist, at a glance to determine what to offer to a potential customer. “If a client comes in wearing trousers and is offered a short skirt, then she will most likely turn around and leave, and this is unacceptable. In our store, communication with customers is at the level of expensive boutiques, - says Natalia Godunova. - We produce goods ourselves and try to make small batches, so every week we have something new. With the advent of the novelty, we call the client and inform about the new collection.”

lively place

When opening a store with goods for pregnant women, you immediately need to decide on its location. If it's about point of sale, which focuses on buyers with incomes below average and average, it is desirable that it be shopping center with a large flow of people. “When choosing a place for the store, I proceeded from the fact that there was a maternity hospital, a clinic, and a transport interchange nearby,” Natalya Bolshakova notes. In the case of the sale of goods aimed at buyers with incomes above the average, transport interchange does not play any role. In this case, it is desirable to locate the store in the center so that it is convenient to get to it from any part of the city. After all, most customers have their own.

The next stage is the purchase of goods. It is recommended, first of all, to open a store at the beginning of the season, in August or March. It is during these months that the bulk of customers form a wardrobe. Although in the off-season women also come to shop, in this case it all depends on the habit of the client to replenish her wardrobe. If she does this every month, then, being pregnant, she will not change the habit.

The basis of the assortment of the store should include not only clothing, but also related products. If you purchase goods from domestic manufacturers, you will have to fork out about $3 thousand, in the case of famous foreign brands, the amount will be no less than $5 thousand. It is advisable to invest in related products from $1 thousand to $3 thousand.

Having decided on the location of the store and the assortment of goods, it is worth thinking about furnishing. The first on the agenda is commercial equipment. Here, each owner chooses what is best combined with the general style of the store. Someone prefers iron shelving, someone wooden (about $500). You also need to equip several fitting rooms. As a rule, these are two rooms with large mirrors costing $100 each.

Since 90% of expectant mothers prefer to go shopping with their husbands, it is necessary to think over some kind of male corner. It usually consists of comfortable chairs and a table, which add another $400 to the store's cost estimate.

The future of "bubbles"

“I used to think that in my business there was no such thing as regular customer, - notes Galina Stremyakova, - but this is not so. Today, women come to us who are pregnant with their second or third child. So it turns out that these are already regular customers.

The statistics of purchases looks very interesting: 50% of clients buy everything they need right away, 40% - when necessary, and 10% try to buy something new every week. At the same time, the preferences of Kiev women and residents of the regions differ. First of all, in the amounts of money that they are willing to leave in the store. If the people of Kiev can spend UAH 3-8 thousand for one trip, then residents of other cities, as a rule, will limit themselves to the amount of UAH 500-1000, preferring inexpensive things, and cheaper linen and cosmetics. Interestingly, in recent years, not only the attitude of women towards these specific goods has changed, but also the attitude of men towards such purchases of wives. Today, 90% of men come with their spouses and help them with advice and recommendations.

The outlook for maternity stores is bright. “Demand for these products is growing every year,” says Natalia Evelova. - According to my observations, the annual increase in the market is about 20%. I don't think this number will decrease in the future."

“In this business, the main thing is to increase the birth rate,” adds Victoria Kirilko. “This is a basic prerequisite for successful work.”

Thanks to stable annual growth in demand for products and a low barrier to entry, companies expect additions to their ranks, but a large influx is not yet expected. After all, the products are still specific and popular among not the widest range of consumers. On average, women start buying specialized products from the third month of pregnancy, so customers remain loyal to the store for a maximum of six months.

The financial crisis... No, it's not the point - pregnancy and childbirth are always big expenses, and clothes for pregnant women are needed for a very short time, so most pregnant women ask themselves the question "what clothes do pregnant women need"? Where is the minimum of clothes that you need to buy a pregnant woman?

In this article, we will give recommendations on how to put together the most practical set of maternity clothes that will last as long as possible. That is, of course, you can buy as many clothes for pregnant women as you like, but by choosing clothes according to our recommendations, you can get a complete wardrobe for the entire pregnancy and save a lot.

Tip 1. When to buy maternity clothes

Very often, during pregnancy, girls not only increase in the tummy, but also gain a few extra pounds not all over the body. In addition, the breasts during pregnancy begin to increase, and sometimes very much. Because of this, the size of the clothes increases, and the clothes for pregnant women bought at the beginning of the pregnancy already become small by the end of the pregnancy, so at the end of the pregnancy you have to buy new things one size larger.

Tip 2. Whether to buy maternity clothes

When pre-pregnancy clothes get small, buy special maternity clothes. Resist the temptation to "save money" by buying regular clothes - not for maternity - a few sizes larger. Why it's not saving, but a waste of money:

• Throughout pregnancy, you will walk in things that do not sit well on you - the size is not yours, which means that the sleeves will be wider than necessary, and the back and shoulders.
• After giving birth, you will return to the pre-pregnancy size and will not be able to wear it - it will be clearly large.
• It is unlikely that you will be able to sell it profitably - in our time, second-hand clothes, even haute couture, are not very popular.

Thus, ordinary clothes are several sizes larger - this is money thrown away. But special clothes for pregnant women can be worn after childbirth: this is your size, only the styles are more spacious. Immediately after childbirth, it is even better, because the tummy does not immediately go away, and the pregnant fat will stay with you for a couple more months.

Tip 3: Maternity or non-pregnant loose fitting clothes

Modern fashion offers a wide variety of voluminous non-pregnant models, in which the tummy will fit perfectly. Such models are a great choice and a great alternative to "pregnant" things, but pay attention to two points:

• Of course, among these models you will not find jeans and trousers - whether you like them or not, you still have to buy them in a maternity store.
• If you plan to breastfeed after giving birth, keep in mind that maternity clothes are often also an investment in future nursing clothes.

Non-pregnant things that are suitable for feeding should be with a fastener on the chest, and this fastener should not be in the form of small buttons, but very convenient to unfasten and fasten with one hand while holding the baby with the other hand).

Basic maternity wardrobe

And now let's discuss what kind of clothes a pregnant woman needs in a minimum set.

1. Maternity and nursing dress

Be sure to buy such a thing: it will probably be the only thing you will fit into in the last couple of weeks before giving birth. Opt for a loose-fitting skirt in stretchy fabric. Even if you gain too much weight during pregnancy, such a dress will fit you right up to the very birth, and immediately after childbirth and all the time while you are breastfeeding it will be comfortable and well-fitting.

Keep in mind that this dress will have at least the following several reasons: to work, to be discharged from the hospital, to a more or less official event where you need to look decent during pregnancy and after. Therefore, for a basic wardrobe, regardless of the season, choose a beautiful neutral option, for example:

If the period of a big tummy falls on summer + autumn or winter + spring, consider a sundress made of medium-density fabric: in warm weather you can wear it as is, and in the cold season you can even put on your pre-pregnant blouse, turtleneck or any item from elastic fabric.

2. Jeans for pregnant women

Even more business girl sometimes you have to get out business clothes. It is jeans that will be the most versatile option for everyday clothes for pregnant women.

By the way, there are maternity jeans that can be worn after childbirth - the elastic insert for the abdomen in such jeans is easily torn off so that ordinary jeans with a low waist are obtained. If you find just such jeans on sale, they will serve you for a long time until they get bored.

If you're shopping for maternity jeans before 20 weeks, get one that's a little too big for you, but has tape on the sides to adjust the fit. Almost all pregnant women get fat in the last one or two months of pregnancy, so during this period of time you will almost certainly not be able to wear maternity jeans in your usual size.

For a basic wardrobe, opt for straight-cut jeans and/or more roomy jeans—unlike skinny, skinny jeans, loose-fitting maternity jeans are more likely to be worn until delivery.

3. Shirt / blouse / T-shirt for pregnant and lactating - 2 pieces

Pair a lightweight top with your maternity jeans, depending on your preference. Choose a versatile maternity and nursing style with nursing secrets to wear after childbirth.

Why do we recommend a light item as a basic top for a pregnant woman’s wardrobe, and not a turtleneck, jumper or longsleeve:

• A light thing can be worn in any weather: in the heat just like that, in the cold - with a blouse or cardigan.
• If we talk about versatility, most sweaters or jumpers for pregnant and lactating women do not look so impressive after childbirth (on a non-pregnant figure), so if you want a universal thing for a long time, then instead of a warm top for pregnant women, choose a regular - not pregnant - cardigan or sweater ( fully unfastened) in your regular size. In such a cardigan, it will be comfortable for a pregnant tummy, and after childbirth it will look good and will not create difficulties for breastfeeding.

When choosing the top for the basic wardrobe of a pregnant woman, make a choice in favor of soft flowing fabrics - after childbirth they will better hide the tummy that has not yet been cleaned. Also, don't forget to make sure it's comfortable for breastfeeding. Take the time to experiment and see if this feeding secret works for you.

Please note that for a basic wardrobe you will need two pieces - one for you, the other in the wash.

4. Home dress or bright pajamas for pregnant and lactating

Do not forget that at home, the expectant mother also needs to walk in something, and she wants to look neat. A good basic option for the entire period of pregnancy and after childbirth would be a home dress or bright (just bright, so that it does not look like a nightgown!) Pajamas, because in such clothes you will look neat during the day and you can sleep in them. In addition, these are universal things that are convenient during pregnancy and after childbirth - for breastfeeding.

Don't worry about pajama pants or shorts: maternity and nursing pajamas are usually made to be worn after childbirth. After childbirth, a wide belt can be turned off or “wrinkled” into a stylish accordion at the waist - this will not only be beautiful, but will also hide postpartum figure flaws.

By the way, you can also take a home dress to the hospital with you as a changeable nightgown.

5. Jacket, coat or raincoat for pregnant women and babywearing

Regardless of the season of pregnancy, you will somehow have to buy at least one item. outerwear. Fortunately, all manufacturers now make universal items that can be worn before pregnancy and after childbirth, with and without a sling.

As a basic option, I would like to recommend a 3-in-1 jacket, coat or raincoat, suitable, among other things, for babywearing. They cost quite a bit more than top things without a baby carrier insert, but sometimes there are very, very many benefits from them.

Even if you are now a fierce opponent of slings, it is not known how the situation will turn out. In our Russian environment that is not even “barrier-free” environment, a sling or an ergo backpack can be the only way to get into some organization with a baby in your arms, and walk along different organizations a young mother has to very often.

…and don't forget

Do not forget that you will definitely need

1. Nightgown for pregnant and lactating mothers

And two things are better - choose the cheapest options from organic cotton with a convenient secret of feeding. For example, these:

2. Nursing bra

Choose soft and comfortable, well-stretched, as the breasts increase in size a lot. During pregnancy, by the way, you can buy a seamless elastic bra for pregnant and lactating women - it will be very comfortable for the expectant mother, and for the first days after childbirth, this is just an ideal option.

You can read more about what you need in the hospital in this article.

What things can not be bought during pregnancy

Now that we've talked about the basic maternity wardrobe, let's discuss what things you can almost certainly do without during pregnancy. We do not discourage you from buying them, no - here we bring things that will not make you uncomfortable if you don't have them or can be replaced with non-pregnant items (which you most likely already have in your closet).

Warm jumper/turtleneck/longsleeve for pregnant women

As mentioned above, instead of such a thing, you can buy a T-shirt, T-shirt or shirt for pregnant and lactating women and add a non-pregnant jacket or cardigan to it.

Although in fairness, we note that sometimes there are simply amazing jumpers and sweatshirts for pregnant and lactating women, from which you absolutely don’t want to get out! If funds allow, take a closer look at things without assemblies in the tummy area - after giving birth, they sit just super.

Maternity bra

A maternity bra differs from the usual one by the absence of underwire and seams across the nipple, as well as a softer, non-irritating fabric. If you do not have breast hypersensitivity, you can safely get by with your regular bra for the entire period of pregnancy.

For sensitive breasts or if during pregnancy the breasts began to increase very much in size, we recommend the seamless maternity and nursing bras already mentioned here.

Panties for pregnant women

In fact, special panties for pregnant women are either bandage briefs or high-waisted panties (with room for the tummy).

Bandage, of course, is a necessary thing, and if you like a bandage in the form of panties, we will by no means dissuade you from this purchase. As for regular high-waisted panties, most pregnant women find them uncomfortable and even annoying.

If your choice is not made in favor of bandage-panties, then the most convenient option for just panties for the expectant mother is the most ordinary low-waisted cotton panties that are sold on every corner, and you will probably find them in your closet.

Maternity tights

Of course, in autumn, winter and early spring, you can’t do without tights for pregnant women. But if the pregnancy period falls on late spring and summer, or summer and early autumn, you can safely get by with ordinary stockings.

Bathrobe for pregnant women

I really want to look like a candy in a maternity hospital in an elegant set for pregnant and lactating women or a charming dressing gown for expectant mothers, for example, this:

There is a huge variety of sets with a shirt and a dressing gown for pregnant women, as well as separate dressing gowns, and they are necessary in the maternity hospital. However, be aware that most regular non-pregnant gowns will successfully replace your maternity gown. If the goal is to save money, instead of an expensive maternity robe, you can buy almost any of the cheapest non-pregnant robes that wrap without buttons.

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We hope our tips will help you put together your perfect basic wardrobe for little money. Happy shopping and happy pregnancy!