Zappos.com has launched Zappos Maternity, a shopping experience that focuses on clothing for moms-to-be. The site lets shoppers browse styles from 15 brands, including NOM, Cake Maternity and Everly Grey, as well as the Summer Maternity Capsule Closet for seasonal selections.
The products focus on style as well as comfort as part of an effort to redefine the maternity shopping experience. These efforts are supported by a blog that covers topics from prenatal yoga to how to maintain a running routine, giving moms-to-be a single destination for both advice and a wardrobe.
“The inspiration behind the new experience is to make maternity shopping less transactional, while also making it more fun for moms-to-be while they embark on this journey,” said Fatima Quiusky, Project Lead, Zappos Maternity in an interview with Retail Touchpoints. “Maternity shopping is often traditionally plagued with the idea that it’s a chore. The misnomer tends to be that the clothes are unstylish. With Zappos maternity, we’re looking to reimagine the experience and empower moms and moms-to-be to feel good and confident in their wardrobe options.”