Discover Amy Louise
Brand Story
Amy Louise was designed with the inspiration from the designers mum. Over 20 years she's had 10 pregnancies between the ages of 18 and 42. Throughout the years all high-street clothing brands had aesthetically pleasing maternity clothes, therefore she mainly just brought oversized clothes until it came to nursing. Most brands just feature maternity wear in there stores without thinking about their customers wants and needs. The main issue my mum faces is nursing wear, most of the affordable garment are see through and you can see the layer underneath for extra coverage when feeding. I want my brand to use thicker fabrics and clipper able attachments so the clothes look like normal clothes until you need to breastfeed as my mum said she didn’t want people to know she’s wearing a nursing top when she’s not feeding as it doesn’t look aesthetically pleasing.
Discover Amy Louise
Visions and objectives
Amy Louise was created for mothers to feel comfortable and sexy while pregnant and breastfeeding. The majority of the garments will be for nursing as well as while pregnant to allow women to have the clothes longer than 9 months. The brand is focusing on having hidden or detachable points so they don't have to feel uncomfortable with the many layers that are see through. Amy Louise also creates kids wear for both genders girl and boy, there will be a lot of gender neutral clothes so parents can prepare some clothes before finding out the gender. The brand will have a whole website page trying to get as much feedback from mums and allow mums to be to help with the design process, all garments must fit the wants and needs of every women out there.
As many people may know that mums really struggling shopping with their kids so it stops them from shopping for themselves. Amy Louise is a mum-friendly brand with a small play pen to allow the smaller children to play around to keep them occupied while the mums shop. There will be a specialist babysitter who sits and plays with the kids so the mums can focus on buying what they need. Changing rooms will have a soft comfy chair with a door not a curtain to make sure it stays private to allow mums to breastfeed if they need too so they don’t need to rush out of the store to sort them out.