Marquee Brands’ recent revamp of the major maternity brand in its portfolio, Motherhood, reflects the evolution of customer expectations in this niche apparel category.  Among the changes that Marquee has made are shortening the brand’s name from Motherhood Maternity to Motherhood, as well as introducing a sleek, new logo.Additionally, Motherhood has relaunched its collections in select Kohl’s stores and on Kohls.com, marking the brand’s return to physical retail after a five-year absence. “As a leader in the market, it was essential to update our branding to reflect Motherhood’s contemporary direction,” said Rachel Terrace, chief brand officer of Marquee Brands. “As a leader in the market, it was essential to update our branding to reflect Motherhood’s contemporary direction. Our deepened commitment to our customers, along with our partnerships with Topson Downs and Gelmart, will substantially enhance Motherhood’s product offerings. With the launch at select Kohl’s stores nationwide and online, we are excited to provide accessible, flexible shopping options to mothers everywhere.”The growing motherhood market Data collected by market research firm Spherical Insights reveals that the global maternity wear market reached US$19.98 billion in revenue in 2023. The market is expected to grow to US$44.24 billion by 2033, representing a compound annual growth rate of 8.27 per cent during the forecast period. A major growth driver of this market is the increased demand for clothing that reflects customers’ personal style while enabling comfort and effectiveness during pregnancy. There is also increased awareness of the role that maternity wear plays in people’s comfort, confidence and general well-being during pregnancy. The Spherical Insights report noted three major expectations for the global maternity market during the forecast period of 2023 to 2023, including:Clothing typeThe global maternity wear market is divided into three types including outerwear, innerwear, and nightwear, with outerwear expected to represent the largest share during the forecast period. This category includes items such as maternity coats and vests and enables customers to maintain style and comfort during the cooler months.Material typeThe primarily materials used int he global maternity wear market are cotton, polyester, spandex, and model, with cottonexpected to make up the largest share of the market during the forecast period. Retail segmentBased on the distribution channel, the global maternity wear market is divided into store-based retail, convenience stores, hypermarkets/supermarkets, specialty retail stores, and online retail. Among these, the store-based retail segment is expected to have the largest share of the global maternity wear market during the forecast period.Seraphine’s stylish successOne of the leading brands in this market is Seraphine, a London-based maternity fashion label founded by French-born designer Cecile Reinaud in 2002.Seraphine has a global shipping reach of over 127 countries and a physical retail presence with eight stores across the UK, France, and US. Just this April, it launched its third US-based bricks-and-mortar store in Los Angeles, California. A major factor behind Seraphine’s success in the maternity wear market is its approach to design. Whereas maternity wear has traditionally consisted of flowery and flowy blouses and billowy skirts with more “frumpy” design elements, Seraphine provides styles are that more tailored and sleek, keeping in line with non-maternity-related fashion trends. The London-based brand also has a wide range of products, from maternity wedding dresses to nursing and postpartum attire, to suit customers’ needs during pregnancy and in the first few years after birth. The brand also offers a sizable range of maternity innerwear, a market that is experiencing notable growth in the apparel industry.As reported by marketing consulting firm Grand View Research, the global maternity innerwear market size was valued at US$7.41 billion in 2022 and is expected to grow at a compound annual growth rate of 7.2 per cent from 2023 to 2030. The report listed factors such as the increasing number of working women in the world, coupled with the growing inclination for pregnancy fashion, for the industry’s future growth.Growing interest in retail and rentalsKohl’s, which has also been investing in the baby retail market with the extension of Babies ‘R’ Us stores, isn’t the only big-chain retailer that is tapping into the maternity wear market. In 2023, retail giant Walmart entered into an exclusive distribution deal with Marquee Brands to sell a different apparel brand, Destination Maternity, in select stores and online. Additionally, more and more clothing rental platforms, including Nuuly, Rent the Runway, Maternity Rental, and La Belle Bump, have been tapping into the maternity wear market. This makes a lot of sense since many consumers only wear these items for a short time period, and may be looking for ways to reduce the waste associated with that.