Spotlight CAR SEATS AND ACCESSORIES Image courtesy Maxi-Cosi
Forever
evolving Car seats really are the mother of all invention. With brands continuing to improve and look at safety features, we are now seeing an increased level of innovation and even a nod towards sustainability. Here we find out more.
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ith the car seat category continually evolving and a category where brands lead the way, it can however be a minefield for new parents who are navigating car seats for their first child (and even perhaps into the next stage seat after the infant carrier). Nursery Today asked Axkid’s General Manager, Jayne Caul if she feels that new parents have a better level of understanding of the various Groups and what they need at each stage of growth. “I think it is rather overwhelming for new parents to understand the different categories and tend to purchase their first stage seat with their travel system.” Said Jayne. Although Jayne does feel that perhaps it is the next stage after the infant carrier where consumers seek more information and guidance commenting: “It is the second stage car seat where they are seeking more information and this is when it can become confusing. The consumer must understand car seats are sold on length due to R129, but weight must not be ignored as each seat will have its own weight limit. Understanding when a seat is outgrown and when it is appropriate for a child to move to the next stage car seat is important, but also ensuring that the correct seat is selected at each stage taking into account various factors, i.e. the percentile of the child. I think there is still much work to be done here.” Nursery Today also asked independent retailer Sara Hubbard from Whites Farm Baby Barn for her thoughts. “It can be confusing for them. We think manufacturers play a large part in this as some are still advertising conflicting information. We try and explain the stages and tailor each sale specifically to the individual child and customer requirements.” That said, with easy access for the majority to online information, Cybex’s General Manager Luke Burns does feel that consumers are now more savvy and run online research prior to purchase. “Consumers have had more time to research car seats during lockdown, giving them a better understanding of the legislation and requirements for different groups and ages. They’re able to better understand technical information as there’s so much freely available car seat information online. Many respected platforms offer detailed product reviews, as well as top tips on
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purchasing options.” In-store advice from a specialist car seat retailer can also give valuable information via product demonstrations with Luke adding: “Consumers also have the option of discussing the relevant information with in-store specialists, who can offer advice with regards to the latest on car seat legislation. They can also now benefit from face-to-face demonstrations. These ensure consumers will be up to date with the latest information on car seat stages and how to fit and use them correctly.”
“Safety is a number one priority for parents when it comes to choosing a car seat, after this, parents consider functionality, ease of use and style.” Luke Burns, Cybex As an independent retailer on the front line, we also asked Sara on the type of research her customers are conducting, with her telling us “Our customers do research this category prior to their visit to us, but not necessarily in terms of test scores or safety features.“ Are brands however adding a level of confusion within their own direct to consumer information or are we now as an industry sending out the same message to the consumer on car seat legislation and requirements through the various age/height stages? We asked Cozy N Safe’s Global Sales & Marketing Manager Andrew Nicholas for his thoughts. “Not quite as it differs from brand to brand but however the recent work undertaken by the Baby Products Association to represent the industry must be commended. Their booklet “child car seats ending the confusion” gives clarity for the transition on a variety of topics. In our opinion the industry could work together collectively towards one common message.” Joie’s Product Development Manager Damon Marriot would agree commenting “There
continues to be some mixed messaging around, with various retail partners choosing different methods to illustrate the types/groups of seats within category sectors and this will continue to confuse until R129 is the only standard available, as many still choose to illustrate R129 seats within R44 group categories.” So what is currently driving the car seat sector? We asked Luke for his thoughts. “Safety is a number one priority for parents when it comes to choosing a car seat, after this, parents consider functionality, ease of use and style. Research also suggests that consumers want a car seat that is equipped with enhanced safety features; tested to the latest regulations and awarded for its outstanding performance by credible external organisations.” With sustainability and eco friendly products very much in the mind of the consumer, are car seat brands also now taking a closer look and focussing on this with regard the manufacturing process, fabrics and packaging used? “There is now a huge amount of focus. Leaving the world in a better place than we found it should be a priority for every brand.” Said Andrew. “Cozy N Safe have already made the decision to stop printing full colour on our boxes to make them more eco-friendly, using less internal plastic packaging and our R&D team are working hard to make the transition to more eco-friendly product materials in our car seats.” Nearly all car seat brands are now looking at this area with Luke stating: “We are constantly reviewing our sustainability as a company. Our Karolina Kurkova Collection was an entirely sustainable project, the collection is made with REPREVE certified recycled fibres. The yarn in each product utilizes up to 31 recycled plastic PET bottles creating an eco-conscious offering. Sustainable materials is area we will continue to develop and we are also exploring new sustainable manufacturing options, and how this can be applied to freight, transportation and logistics.” Brands are now also firmly focussed on the upcoming changes with the cessation of R44 car seats in the UK from September 2023 with the new R129 standard in mind. We highlight this further over in our Supplier Snapshot pages.
