What is destination maternity

Our custom high-impact units provide meaningful exposure in relevant content areas, with pregnancy keyword targeting driving strong engagement. Among our executions was a mini video series featuring maternity styling tips and a dedicated editorial feature with maternity must-haves.

We leveraged a robust cross-channel media mix to connect with our target audience across all touch points in her customer journey. Using digital, email, print, mobile, social, and in-store events, we ensured that frequency of messaging captured the attention of new and expectant mothers and drove both in-store and online traffic. Our digital media campaign yielded immediate results with a sharp uptick in awareness and impressions soaring into the tens of millions in just a few short months.

The highly targeted content we created led to a spike in click-through rates while slashing costs per click and per view, and helped Destination Maternity remain positioned as the leading resource for new and expectant mothers. Boston, MA All Rights Reserved. Privacy Policy Privacy Settings. With a sharp increase in competition from all quarters, Destination Maternity found itself being challenged by both new maternity brands as well as established fashion brands launching maternity lines. It needed to defend its leadership position both at retail and online, but in order to succeed, each of its brands would need to see an increase in traffic and awareness.

Essentially this meant fighting a three-headed battle, requiring three distinct but unified strategies against a multitude of contenders. With over 15 patents in maternity clothing, an encyclopedic selection of fashions, and thousands of knowledgeable associates, Destination Maternity has the unique credibility to be a trusted resource during a stressful period. Maternity apparel and accessories are the only things Destination Maternity does — and it does them better than anyone else.

Positioning: A Three-Brand Family. The retailer, which employs a little over 1, full-time and 2, part-time employees, owned U. It operates additional stores globally and through franchise deals. If it is unable, it will likely be forced to liquidate, the person said. As the retailer has dealt with deteriorating finances and a heavy debt load, it has been facing fortified competition from larger retailers that have the resources to invest in their online businesses. Subscription retailers like Le Tote and Rent the Runway have pushed into maternity-wear, taking advantage of their existing e-commerce infrastructure.

Meantime, its prime demographic is diminishing. The U. Department of Health and Human Services.