Marketing Dilemma Facing Small Businesses - How Can I reach You????

Back in 2004 I opened Maternity Revolution. 

Advertising back then was simple. Put a few adds in the local papers and "hey presto" customers would come! Whether it was a Grand Opening or and end of season sale, the paper worked.

I remember a store I used to work for before opening Maternity Revolution and we would advertise a sale of everything $20 and under. We would be swamped with customers all week. People would be queuing for changerooms. By today's standards, that would probably equate to a $50 and under sale but the problem is that sales no longer work and the local papers no longer work.

I saw you raise an eyebrow when I said that sales no longer work and I'm sure you don't believe me but take a walk through your local Westfield some time soon. Sales used to be a genuine way that retailers could clear out their end of season or surplus stock but here we are at the beginning of the warmer Season and already you will see Sale sign after Sale sign after Sale sign! Do you ever actually feel a sense of urgency anymore when you see one of those sale signs? I wouldn't mind guessing that most the time you don't see those signs at all. You filter them out because you are so used to seeing them. When was the last time you thought: " Oooh, my favorite store is having a sale that starts today. I must try and get there!"

Retail stores are all so busy out pricing and out selling each other that they have done themselves a disservice. Customers now expect things to be reduced before they are likely to buy them and they are numb to all the sales signs and special offers. So the big retailers have managed to change the playing field forever.

No use whinging and complaining, we just have to adopt the new rules and run with them but there is another problem. How DO WE REACH YOU? No one reads the local paper any more. They don't even deliver to my house anymore.

Let's say I wanted to have a 110% off maternity wear sale (yes I know that's not possible but my point is that it really doesn't matter how good your prices are, you have to be able to get your message out to the people).

My mailing list is my first point of call but if you received an email from me about a 100% off sale, how likely are you to see it in your inbox. Presuming it doesn't go to junk mail it will be lost there in your inbox among every other retailers special offer which probably numbers at least 20 a day. If you happen to see it and you are busy you might intend to go back and read it later but as the steady stream of emails keep coming in, mine gets further and further down the list and in most cases is forgotten about. I think on average you can expect about 1-2% of people to open your special offer email.

Next place to try and advertise is Facebook but again, so much comes through your news feed everyday, if you are not checking Facebook every few hours you will miss things. Facebook make it even harder and they decide what posts you see and don't see, so just because you have liked my page doesn't mean you will see all my posts.

Yes I can pay Facebook to promote my post but again, people are suffering information overload and many paid posts get ignored.

So the majority of the advertising dollar gets spend on Google. We may not be able to find you but we have to make sure that when and if you are looking to buy maternity, that you find us.

You're probably asking yourself: "Why is she telling me all this?"

Well I just want your thoughts on the situation and I would love to know the answer to this question. "If I wanted to tell you about a sale or special offer we were having, how am I most likely to reach you and get your attention. What sort of prices would be enough to get you to act?"

Thanks for listening.

Lisa Hovar
Maternity Revolution

BREASTFEEDING AT WEDDINGS!

So you have a wedding to attend and and you need a dress to be able to breastfeed in! Well you're not alone.

At Maternity Revolution we seem to have just as many requests for feeding formal dresses as we do for formal maternity wear. Guess what? Practically nothing exists!

Nursing Wear has come a long way in the past 5 years and while you are spoiled for choice when it comes to smart casual or basic dresses and tees, the choice of formal feeding dresses is practically non existent.

"Why?" I hear you ask.

While I'm not totally sure, I suspect that is has firstly to do with the best design for a feeding garment. Most of them have one of the following access designs:

• built in bra with drop down clips for access
• Double layer front that you lift up
• Hidden panel under bust that can be unzipped or lifted
• Crossover bodice with modesty band that you pull to the side for access

The built in bra is not great for larger busted ladies or those with arm issues as they usually have thin bra-like straps.

The double layer won't work for a dress unless the layer can be incorporated into just the bodice.

The hidden panel under the bust can be a bit obvious and requires a very stretchy fabric.

The crossover is really the only style that works well in an evening dress.

Fabric is also tricky. If the crossover style is going to work then the fabric has to have a lot of stretch and stretch fabrics are often clingy so the design has to have a fitted bodice with a flowy skirt as there are few women that have just given birth who are looking to wear a fitted, figure hugging dress. 

Stretchy fabrics have a habit of being much like a t-shirt fabric and this really isn't the classiest fabric for a formal dress. 

Satins, etc, have no stretch and one of the biggest draw backs is their tendency to stain. The last thing you want is leaking milk or baby dribble on a satin dress. You can try washing out the stain while at the venue but the water mark is there until you dry clean it. Nothing more embarrassing than a big water mark on your breast!

So that leaves the jersey type fabrics, which do work very well.

Next issue is price. Nursing wear is often more expensive than maternity wear because there is more work in the construction and design, particularly in anything with a built in bra. 

Now there are two maternity dresses that are perfect to wear to a wedding when breastfeeding. They are always popular because they can be worn pregnant or not, have a permanently pleated skirt that hides a post baby belly and a crossover bodice in a stretchy fabric that allows access for feeding. The cocktail length Szabo Sunray Pleat dress is great for the semi formal wedding and the Szabo Formal Pleat Dress is perfect for a formal occasion. The only problem with the cocktail length dress is the fact that the hem is slightly longer at the front because it is designed mainly for maternity, but it's not that noticeable and could be altered. The formal pleat dress has been discontinued so I have no idea what my "go to " formal dress will be once that's gone. 

Over the years I have seen styles come and go for formal feeding wear but not many good ones.

I'm hoping things improve over the coming years but for now, I think you have to look at the 2 styles I mentioned, or wear a skirt and top so that you can easily lift your top in the parents room without completely stripping (as you would have to do with a dress), look for a dress in the normal stores that meets all the criteria mentioned above, or express before you go and take the bottles with you.

Szabo Sunray Pleat Dress

Szabo Formal Pleat Dress

For any of you designers out there...please consider a reasonably priced, well designed breastfeeding dress or two. The breastfeeding ladies of Australia would be very grateful.

Bye for now.

Lisa

Maternity Revolution

Maternity Revolution Morphs Into Discount Revolution

Laila and Spot Feeding Tee $30

Ninth Moon Foldover Suit Pant Reduced to 48.95

Ninth Moon Crossover Work Top Reduced to $45

Ninth Moon Summer Dress with Removable Straps Reduced to $30

Ninth Moon pant or shirt only $9 (not yet on website)

Ninth Moon Rouched Tee $30

Szabo Linen Floral Top Reduced to $69

Szabo Drape Feeding Top Reduced to $69

Szabo Lace Collar Knit Top reduced to $45

It seems everyone wants everything cheap these days! Maternity Revolution has listened and we are changing to meet your demands.

Once upon a time I worked in a maternity store that was all about specials. The owner of the store would buy whatever specials she could get her hands on and admittedly the prices were great but for me it was frustrating. Often the sizes were Small or XL. Getting holding of a medium or large was like gold! This meant that customers would come in and see a garment they liked but we often wouldn't have it in their size and were unable to order it in.

It was this frustration that led me to open my own store. I was determined to stock well priced items but to have full size runs and permanent stock availability on good basics, like work pants. I also wanted to have some beautiful evening wear, even if this was going to be a bit pricier, because every girl likes to dress up.

For the first few years this formula worked. We had so many different maternity work pants, shorts, skirts, 3/4 pants, bras, feeding tops etc As well as the basics we had a good variety of new season fashion items. It was amazing! But unfortunately people's shopping habits have changed and their wallets have shrunken. Now it is all about price and no one really cares about variety, quality, fit, service. Consumers have become price conscious at the expense of being fashion conscious. I swear I could put the most horrible, poorly fitting, unflattering garment on a specials rack and if it's cheap enough, someone will buy it.

Well I'm not about to start stocking crappy, ugly clothes just so I can have cheap stock but I am going to be very price conscious with what I do buy. I'm on the hunt for past season's fashion, discontinued lines, etc. Who really cares if it was last Summer's style if it's cheaper than this Summer's style?

This Summer will feature as much as I can find under $50 and sure we may not be able to offer the service of re-ordering or the range of sizes but it seems that what people want.

Of course we will always stock our good basics and keep full sizes but even these items will be reduced and we are eager to be given the chance to match other people's prices in the unlikely event that you find it cheaper elsewhere. (Having said that, we can't sell one of our top sellers for $20 because someone only has a size 6 left and is clearing it out but you want a size 14 in it. We'd go broke that way!)

Anyway, we are trying our best to please and we welcome any feedback or suggestions!

Oh and by the way. I apologise in advance if the photos aren't that great for new discount stock but often I won't have access to professional images and will have to settle for putting them on a dummy and snapping a shot here in store.

Regards,

Lisa
Maternity Revolution

ONLINE MATERNITY VS REAL MATERNITY STORES

There is a change in the air, I can just feel it.

When I first opened Maternity Revolution 9 years ago, there was a desperate shortage of Maternity Wear stores and so there is little wonder our store was such a hive of activity. Over the past few years things have been changing.

Now I'm not big on change so I've been in denial for a little while now but it seems online shopping is becoming more popular than instore shopping. GASP! I'm at a bit of a loss to understand it because buying clothes online is just so touch and go. Sizes vary greatly and what looks good on the model may look horrible on you. Things get even trickier when you are talking maternity wear, particularly bras etc.

I have a bit of a theory and that is that in the tough economic times of late many maternity stores have disappeared and for many ladies, they don't have the choice. They buy online or not at all. The stores that are around are often small with very little choice. Often they are also expensive. This has given online maternity stores the monopoly.

Whatever the reasons, ladies are choosing more and more to shop online and the stores that are still around are pretty much staying open for a small minority of shoppers. I predict that in the next few years there will be only online maternity wear stores and a few brand specific stores like Ripe and Pea in a Pod.

This may well be the case for normal fashion and many other retail stores as well. It would be interesting to see where places like Westfield stand on this. Surely they must reduce their rents soon to help retailers stay in business or risk having empty shops and reduced revenues anyway.

As for Maternity Revolution, we will move with the times and ramp up our online presence. We certainly won't be disappearing anytime soon as I strongly believe we are the best maternity wear store in Australia. As for our showroom in Brendale, only time will tell but let me just say this to the ladies that like to shop in a real store, with real people....USE IT OR LOSE IT!

Bye for now

Lisa
Maternity Revolution

Suggestions Please!

Well I have blogged on just about everything I can think that anyone in the market for maternity wear might be interested in. So far I have discussed:

-Maternity bras - how and when to buy them. I have given you a run down on all the different styles of maternity bras.

-Maternity jeans and given you a guide to how they should fit and what different waistband styles are available.

-Compression hoisery during pregnancy and various other maternity support garments.

-SRC Recovery shorts and all the other post pregnancy recovery garments that are making their way onto the market.

-Maternity Sizing and how to choose the size best for you.

-Maternity Swimwear- a styles guide and tips to buying the best maternity swimsuit for your needs.

-Nursing Wear and why you need it.

- Why maternity wear is more expensive than normal clothes

-Why you should support your local maternity retailer or risk losing them forever.

-Why maternity wear is so much more than something you wear for only a few weeks, ie eternity wear!

I'm not sure that there is much else I can tell you so if you come up with any ideas or would like me to answer any questions, please speak up!

Bye for now,

Lisa
Maternity Revolution
1/124 South Pine Rd, Brendale, QLD, 4500
07 3205 1818
lisa@maternityrevolution.com.au

SHAPEWEAR VS RECOVERY GARMENTS





SRC Recovery Shorts $189




Body Belt Waist Wrap $69.95 (Only original style available in store)





Cantaloop Re Shape Briefs $43

 



Cantaloop Re Shape Boxers $43

 



Belly Bandit Wrap $89.95

 
So you've just had a baby and you've heard that it's a good idea to wear a girdle of some sort to help you get your pre-pregnancy body back as soon as possible. The big question is "What product do you choose?"

I wish I could answer that for you but I am a bit biased towards the SRC Recovery Shorts because I have had such fantastic feedback about them so I will tell you what I know in the hope that it may help you make your decision.

Many years ago I had ladies coming in to store asking for step-ins that they could wear post pregnancy to help get their tummies back in shape sooner. The idea of step-ins was coming from their Mum's who had used such garments in the 60's and 70's. I had heard of them but knew that there was nothing currently on the market.

It seemed that ladies of European, Indian and Asian descent were quite keen for such a product in Australia as it was seen as the norm back home. I was perplexed. I had given birth and not worn a girdle of any sort. Why would women want such a thing? Perhaps the fact that I now have a permanently pregnant looking belly might be the answer.

One Saturday at the shop I had 3 women ask about the SRC Recovery shorts. I had never heard of them and I was amazed that these women were prepared to pay $189 for a pair of what were best described as bike shorts but I decided there was obviously a demand out there for something like this so I looked into them. 

3 years later I have sold more pairs of SRC Recovery Shorts than I care to remember and never have I had anyone come back and say they regretted the purchase. In fact everyone raves about them! Why? Because they work. Simple as that. There is a lot of science that goes into the manufacture of these shorts and a lot of it goes over my head but I do know they work and I do know that they have been approved by the Therapeutic Goods Association which is no easy feat.

I can tell you roughly why they work. They have compression built into them that helps to clear fluids quickly and is especially good for women with vein problems. The compression also helps that throbbing feeling you get in the nether regions after giving birth.

They support the belly and your caesarian wound if you have one, making you feel more comfortable and helping to heel the wound sooner. The fabric breathes so you won't sweat.

The tummy panel gives compression to help rectify abdominal muscle separation while still giving gentle resistance to the abdominal muscles. In other words, as you move, your muscles move but are supported at the same time which helps your body to heel itself. This is a really important feature because some garments support the belly but don't allow for any muscle movement which means they can do more harm than good.

SRC Recovery shorts are comfortable to wear and you have the added benefit of a streamlined silhouette, much like shapewear. Let's not forget the fact that because they are a medical product you may be able to claim them on your private health insurance and/or claim a tax rebate at the end of the year.

The biggest downside is the price so it's understandable that you may be drawn to cheaper options such as a wrap or body belt but to add to the confusion there are now many other products starting to hit the market known as re-shapewear and they are generally much cheaper than SRC but they claim to do a similar job. Do they work? Honestly, I don't know. I have asked the question of SRC who understandably say that nothing is as good as their product. I have spoken with the re-shapewear companies who assure me that their products are just as good. I personally haven't spoken with many people who have tried these other products so I just don't know the answer. My mother's words ring in my ears saying "You pay for what you get" but I am also conscious of the fact that not everyone can afford SRC and wearing something is surely better than nothing.

We have stocked the Body Belt in the past which a corset looking garment with hook and eyes to fasten it in place. They are around $75 and the people that have bought them in the past seem quite happy with them. We stock the Belly Bandit wrap ($89.95) and the Cantaloop Re-Shape Range ($43) but these are all very new products and as yet I don't have any feedback to offer.

One more word on SRC and that is I like the fact that you can wear them 24/7. Obviously the longer you are able to wear the garment the better the results. They are also great to wear while exercising and are particularly useful while doing pilates.

Hope this helps!

Lisa
Maternity Revolution
Ph: 07 3205 1818
1/124 South Pine Rd, Brendale, QLD, 4500

When to Buy Maternity Clothes

Strangely enough many ladies feel there is a designated time that one should start wearing maternity clothes or maternity bras but there are no rules. Infact I know many people that wear maternity clothes all the time and they're not even pregnant. Even my 15 year old has several pieces of maternity wear in her wardrobe and she looks great in them. Nobody would ever know!

Once upon a time, maternity pants and skirts used to have a huge panel sewn into the belly and it not only made them ugly but it made them hard to wear in early stages of pregnancy. Maternity Tops and dresses used to be full and floaty and would make you look pregnant if you weren't already.

Thankfully those days are long gone and today, maternity pants and skirts have soft knit waistbands that can expand and contract and be worn up over the belly or folded down. They give a much more flattering silhouette and are far comfier than most non maternity waistbands.

Today's maternity tops and dresses are still available in full and floaty but mostly they are quite fitted and the less fitted styles are usually only floaty over the belly rather than from the neck down. Many maternity tops and dresses are even designed with breastfeeding in mind so you get double the value for money.

So my best advice is to wait until your own clothes are feeling a bit snug and then head on  in to your nearest maternity store. Don't ever feel embarrassed about visiting a maternity store too early. No one is going to judge you and as I said earlier, many of my customers aren't even pregnant.

You will hear and read all sorts of advice about how you don't need to buy maternity wear but honestly, all this advice is utter rubbish. Even if you make do with normal tops and dresses you will definitely need maternity pants and skirts. If you try and buy normal pants in a bigger size they are still going to be ill fitting unless you happen to have gone up a size everywhere on your bottom half. Even if you have put on weight and find going a size up works for you, it won't work for long. Eventually your belly will be totally out of proportion to the rest of you and buying pants to fit your belly will result in them being huge everywhere else.

Trying to put off the inevitable by making do with larger sizes in normal clothes seems silly to me. Eventually you will have to bite the bullet and buy maternity wear so instead of buying one pair of good maternity pants and wearing them your entire pregnancy, you end up buying 2 pair of pants (one normal pair and one maternity pair).

What about Belly Belts etc???

Some people buy a Belly Belt or similar and love it. Others hate it but even those that love it will rarely use it for the entire pregnancy. Try wearing your pants done up with a hair elastic and see how comfortable it is and what sort of line it gives you under tops. The only time I can see the point of a Belly Belt is if you are at the end of a season. Perhaps Winter is nearly over and you don't want to have to go and buy a pair of maternity jeans for only a few weeks. In such a case a Belly Belt might be the answer.

I think there are 3 reasons that people are hesitant to buy maternity wear;

1) They think they will only wear it for a short time
2) They feel it is too expensive
3) They have no maternity store close to them and would have to buy online

I have tackled the first to arguments in previous blogs (Think Eternity Wear not Maternity Wear 4/10/12 and Why Can't I find Cheap Maternity Clothes? 20/2/13), so I won't go into too much detail but just briefly:

If you buy your maternity clothes early in the pregnancy you get the most use from them and if you chosse wisely, you can use them for breastfeeding and this could be anywhere from 6 weeks to 2 years plus. Even if you don't feed, your chances of springing back to your original size in less than a few months is unlikely. If this is your first pregnancy then you will also be able to use the clothes for subsequent pregnancies and in the unlikely event that you don;t wear them for long, second hand maternity always fetches good prices on Ebay and at markets.

As for the price, you can't expect to buy a pair of maternity pants that you will wear every second day for the next year or more to last if they only cost you $20. Still I admit that some maternity wear is over the top in price so it is a matter of shopping around. You must remember that many of the designer labels still make most of their range in Australia so of course it is going to be more expensive but the quality is amazing.

At Maternity Revolution we are always on the look out for reasonale prices and good specials but at the end of the day, we still need to eat and to pay our rent.

The final argument of there not being any maternity stores close by is probably the most valid of all 3 arguments.

Let's face it, Target , Big W and  Kmart don't have a very nice maternity range so if there is no specialty maternity store close to you then you may have no choice but to buy online. Just make sure that the store has a returns policy that will allow you get a refund if you don't like the clothes. It's sounds crazy, but not all stores do. Some only offer a credit note. Also a good idea to check how they handle exchanges. At Maternity Revolution we will post exchanges within Australia at no cost to you. We also allow you to hold onto the original purchase until you receive the exchange as sometimes you will want to compare the 2 sizes before deciding which one to keep. It also saves you time and postage on returning the items because you only have to go to the Post Office once. If you are ever unsure what size to buy we are only a phone call away.

Bye for now.

Lisa Hovar
Maternity Revolution
1/124 South Pine Rd, Brendale, QLD, 4500, Australia
Ph: 07 3205 1818
Email: lisa@maternityrevolution.com.au
www.maternityrevolution.com.au