Demand exists for comfortable, visually appealing maternity wear for women earlier in pregnancies
Fashion retailers have seen an increase in demand for maternity wear in recent years, as sales for maternity clothing have increased while overall women’s apparel sales have declined. Currently, most retailers produce maternity wear using a standardized size chart that begins with women in their seventh month of pregnancy. Retailers produce garments for women who are earlier in their terms by adjusting the sizes smaller proportionally based on the standardized chart. In a recent study, University of Missouri researcher MyungHee Sohn, an assistant professor of textile and apparel management in the MU College of Human Environmental Sciences, has found that retailers should re-produce the industry standardized size chart to size maternity wear for women entering their fifth month of pregnancy.