How we kept the world’s leading maternity brand on top.

Destination Maternity Summary

Destination Maternity® is the world’s leading designer and retailer of maternity clothes, encompassing multiple brands, including A Pea in the Pod® and Motherhood Maternity®. In addition to more than 600 Destination Maternity stores, its product lines have a presence in over 2,000 retail locations nationwide. However, Destination Maternity’s category leadership was facing increasingly stiff completion from an array of challengers, ranging from big-box megastores like Target to boutique online retailers like Zulily. Destination Maternity turned to SewPilots to help reinforce its position as the category’s most comprehensive and authoritative resource for maternity fashion, accessories, nursing apparel, and skin care.

Here’s how our strategic creative messaging and comprehensive supply chain plan helped keep Destination Maternity the brand of choice across a broad demographic of mothers and moms-to-be.

Challenge

With a sharp increase in competition from all quarters, Destination Maternity found itself being challenged by both new maternity brands as well as established fashion brands launching maternity lines. It needed to defend its leadership position both at retail and online, but in order to succeed, each of its brands would need to see an increase in traffic and awareness. Essentially this meant fighting a three-headed battle, requiring three distinct but unified strategies against a multitude of contenders.

Insights

It’s no secret that pregnancy is an exciting yet anxious time, when expectant mothers turn to a variety of resources to inform their decisions about everything from health to maternity fashion and accessories. With over 15 patents in maternity clothing, an encyclopedic selection of fashions, and thousands of knowledgeable associates, Destination Maternity has the unique credibility to be a trusted resource during a stressful period. It has a track record that new maternity brands can’t match, and its exclusive focus on maternity needs sets it apart from mega-brands looking to enter the field. Maternity apparel and accessories are the only things Destination Maternity does – and it does them better than anyone else.

Because three brands exist under the Destination Maternity umbrella, we developed unique clothing for each that would express the core values, boost awareness, and drive sales via a direct response offer.

Destination Maternity was positioned as a one-stop source for every mother’s pregnancy needs. On the other hand, our creative for Motherhood Maternity showcased an affordable maternity brand that was unexpectedly stylish. Finally, our work for A Pea In The Pod, positioned it as a high-fashion brand for sophisticated moms who refuse to sacrifice style.

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