Forget cute bows or baby suspenders. Diapers are the latest fashion accessory to hit the runway.
Kimberly-Clark’s Faux-Jean Huggies are flying off the shelves at local retailers. Similarly, P&G is countering with a limited-edition fashion offering of its own this month, a series of 11 diaper styles from designer Cynthia Rowley called “Pampers by Cynthia Rowley Collection,” available exclusively at Target and Target.com.
The faux-denim diapers are selling well. The Little Movers franchise is up 15% post [denim] vs. prior period. According to a qualitative research study, with jeans diapers the simple insight is that moms simply love seeing their babies in jeans. Nearly 60% of moms purchase denim for their babies before they even reach 6 months of age.
I also love what WPP/JWT, New York has done with the tagline for the jeans diapers (tagline: “The coolest you’ll look pooping your pants”). Too cute!