The future of maternity wear: Generation Z's expectations of dressing for pregnancy

Abstract

Purpose

The purpose of this paper is to investigate Generation Z's physical expectations of being pregnant and their outlook for maternity wear shopping.

Design/methodology/approach

Females in this cohort (n = 207) participated in an online survey that included questions about perceptions of pregnancy, physical self-concept and forecasted shopping behaviors.

Findings

Results indicated that this group is concerned with physical changes of pregnancy and expect to treat each area of the body in a different way. Women's expected physical concerns of pregnancy predict how much they anticipate accentuating their pregnant body. Gen Z anticipates wearing loose maternity garments and they envision a thoughtful, in-store shopping experience for styles that are equally fashionable and comfortable, such as dresses.

Research limitations/implications

This study should be extended to future generational cohorts like Generation Alpha, along with Gen Z outside of the United States and women in the United States who are non-white. Further studies should take a longitudinal approach to gauge changes in this cohort's expectations as they progress through pregnancy.

Practical implications

This paper provides maternity wear retail brands and designers a foundation for product development and marketing geared toward this large cohort.

Originality/value

The study is the first to inquire about Gen Z's outlook on pregnancy, specifically their envisioned changes to each body area and the role of maternity garments to fulfill needs and concerns.

Citation

Weigle, E.A. and McAndrews, L. (2022), "The future of maternity wear: Generation Z's expectations of dressing for pregnancy", Journal of Fashion Marketing and Management, Vol. 26 No. 3, pp. 534-549. https://doi.org/10.1108/JFMM-11-2020-0244