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At this point, Neely & Chloe sells handbags, wallets, and footwear loafers and slippers all for under $300 on its own website and กระเป๋า แบรนด์ ของ แท้ in a pop-up store on Bleecker Street. The Burches are targeting the sort of woman in her early 20s to mid-30s who's over buying trendy bags at Zara that break within the month but whose salary doesn't yet accommodate designer purchases. With their focus on clean, restrained design, though, Neely and Chloe Burch hope to grab the eye of women their mother's age as well as teenagers. When my editor looked through the brand's website, she commented, "These are handbags that look like handbags." What she meant is thatthey're the purest distillation of what a bag looks like today. Their shapes and textures are appealingly of-the-moment structurally minimalist, absent of logos, and built in leather with a tasteful amount of gold hardware (not much) but there's also not that much remarkable about them. If you surf over to Everlane, you'll find a nearly identical leather tote and fancy backpack at a slightly higher price point. View gallery . Photo: Neely & Chloe To distinguish their purses, the Burches have cleverly tapped into another trend that retailers have swarmed recently: personalization through monogramming, patchwork, and pins.

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"Why not design pieces just for them that look like the things they would normally buy for themselves? We wanted to create a genuine sense of value and prestige in purchasing pieces designed specifically for maternity." Storq is one of many new brands livening up this once ignored clothing category. New online labels such as Hatch are rapidly growing, while established brands like ASOS and Topshop have successfully branched out into the maternity market. What used to be limited to a few players is now a battleground for multiple competitors reaching out to moms-to-be. Sales at former strongholds, traditional brick-and-mortar maternity stores, are down and expected to further decline. Destination Maternity, which accounts for 20% of the market, will close 25 to 30 stores in 2016. Sales are declining, explained IBISWorld industry analyst Madeline Hurley, because retailers continue to be mass-focused, trying to meet the needs of too many. Meanwhile, online retailers catering to niche tastes are thriving in this market. The average age for first-time mothers is also rising gradually, which means women are more established in their careers by the time they pursue motherhood.

For the original version including any supplementary images or video, visit https://www.fastcompany.com/3063624/startup-report/niche-maternity-retailers-surge-as-millennial-moms-redefine-the-category?partner=rss