Price "Bust" For Bra Stretches Maternity Budget

Brookvale, Australia (PressExposure) August 12, 2009 -- Australian consumer confidence in June is up. In fact, it is at a 15-month high, according to the Sensis® Consumer Report. Some confidence could be attributed to the lowering of prices in some retail sectors. For example, clothing prices are dropping, as retailers attempt to woo those shoppers still spending into their stores. One Australian company, Fertile Mind, a manufacturer and wholesaler of maternity clothing, has responded to the trend. “We have dropped prices on many of our items because consumer confidence appears to respond, and we would love more of the pie,” company director and founder Christine Kininmonth said.

“Our maternity sleep bras – the Superbra – were today offered at $39.95, down from $44.95.” Christine says the Superbras already sold well in the market because they stretched to fit large cup sizes. “We know a survey conducted five years ago by a swimwear label and the University of Adelaide found the average woman measured 88 centimetres across the bust. But, pregnancy makes a big difference to bust measurements, so women need one bra that accommodates a range of sizes.”

She said Superbra at $39.95 was cheaper than a lot of wireless maternity bras, but that pregnant women were largely more interested in comfort than price. Christine said breastfeeding clothing had also dropped in price and could be seen on Fertile Mind’s website “We decided to discount our nursing clothes by up to 50%, in part to assist our stockists and customers as they shop for breastfeeding tops and dresses this winter.” She says, “The trend towards clothes designed for breastfeeding has been huge, and we overstocked on some items. Of course, we need the warehouse space for summer stock, so we’ve dropped prices – in some cases, severely.”

Christine says the Fertile Mind breastfeeding clothes and Mothers en Vogue brands were popular because they allowed women to breastfeed discreetly. “The openings for feeding are hidden in the necklines of the breastfeeding tops and nursing dresses,” she says. A drop in price also applies to Fertile Mind’s iconic maternity tummy expander belt Belly Belt.

“We reduced the Belly Belt, which expands regular clothes to fit pregnant women, to $24.95, down from $29.95,” Christine says. “Belly Belt is selling well, as women choose to wear their own clothes while pregnant, giving them more choice in their maternity wardrobe.” She says Belly Belt is a win for the environment too.

“I am a great believer in Refuse, Reuse, Recycle – and Belly Belt is a great piece of sustainable maternity wear for that reason.” The new prices for Superbra, Fertile Mind’s nursing clothes, Mothers en Vogue nursing wear and the Belly Belt are effective immediately. See for details.

About Fertile Mind

Fertile Mind Pty Ltd
12/84 Old Pittwater Rd
Brookvale, NSW (2100)

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Press Release Submitted On: August 12, 2009 at 5:59 am
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