Nursery Today September 2021

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focus CARRIERS & SLINGS The baby carrier and sling category has grown in growth with these becoming ever more popular with parents as a travel solution while out and about. Here we speak to those in the know to find out more.

Get carried

away!

Image courtesy Joie

B

aby carriers and slings have big year for new product launches for continued to show a us and we aren’t done yet!” growth, perhaps more With so many varying designs and since the start of the Covid differences between baby carriers, pandemic. However, that said, there wraps and slings and the number of are many benefits to using a baby styles and sizes this is perhaps a carrier, sling or wrap, with a main focus category that can be overwhelming on lifestyle as these give parents the for the consumer. Different slings and freedom of movement with their little carriers will appeal and suit different one when a pushchair or pram may people so it is important to ensure to not be ideal. offer a variety of We asked Ergobaby’s options for your Marketing Manager, Holly customers. Joie’s Head Brewer what she felt is of Product currently driving this Development, Damon growth? “The coronavirus Marriott feels that pandemic and the way it perhaps consumers changed consumers’ who look at this lifestyles contributed to particular product an increase in popularity category, may opt for a in carriers.” She said, carrier first stating: adding “They are now “Slings can be a little more than ever before confusing and considered a must-have daunting to use so the product by parents as baby carrier will be they not only make the particularly appealing practicalities of home life to first time parents easier to manage but also who are perhaps offer parents increased looking for something peace of mind when out that is a little simpler and about. And as the to use.” world starts to open back Damon Marriott, Joie Taking this into up those parents who consideration would it may not have travelled with small be fair to state that new parents are children before are relying on their turning to the internet to carry out carriers to make the experience easier. research and perhaps this is a category Alongside this shift, innovation is where social media or influencers play driving growth across the category a role in driving awareness? Influencer and within Ergobaby too. It’s been a marketing is an effective way to not

“Hip Dysplasia is a really hot topic for parents who will obviously want to make sure that they are getting the best and safest product for their child.”

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only drive awareness of carriers and slings but also to directly convince consumers to purchase as they trust the recommendations of those influencers they follow.” Comments Holly. “We have a robust influencer Ambassador programme which includes working with our retailers to ensure we are supporting them as effectively as possible and to maximise on reach. “For example, we have a current influencer partner whose content will directly drive consumers to those retailers exclusively stocking one of our latest launches so we absolutely encourage retailers to chat to us about influencer marketing and how we can work together in this highly lucrative space.” We also spoke to Tag Togs owner, Amanda Green and asked her if she felt this was a sector that was brand focussed when it came to the use and purchase of a baby sling and how parents are finding information on the correct use of this type of product. “I would say that the larger brands are regarded as the ‘best’ choice and the cost of these don’t seem to matter. However, this is not always the correct assumption – I have seen people go to a sling library for help because they can’t use the sling satisfactorily, or it is uncomfortable. The sling library staff has shown them how to adjust the sling to fit better, sometimes this particular type of sling is just not the right fit for them and baby.”

Damon does feel however that brand names are often associated to products that are trusted by the consumer commenting “A trusted brand will always give consumers more confidence regardless of the category. A huge amount of research was undertaken before we launched into this category so it is hoped that along with the strong Joie brand name, we will quickly earn credibility within this category.” One notable theme that runs through both carriers and slings is that of hip dysplasia. Are consumers more aware and informed about this and perhaps seeking products that have endorsement? Damon says “absolutely” adding “This is a really hot topic for parents who will obviously want to make sure that they are getting the best and safest product for their child. We have gone that extra mile to make sure the savvy is going to provide the best possible support for our consumer and their little ones – it has even been certified as Hip Healthy by the International Hip Dysplasia Institute and we make sure this is clearly displayed on our packaging and website.” The key to success in this product category might be to ensure you have a selection of choice for your customers… we highlight a number of options that are available to order now from some of the leading brands in this product category.


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Nursery Today September 2021 by Lema Publishing - Issuu