From Slate Magazine · Maggie Lange · · 1m 40s
Baby Brands Target Parents Who Don't Want to Be Seen as Parents
Luxury baby brands reframe parenthood as self-expression for discerning parents.
In brief
Luxury baby brands reframe parenthood as self-expression for discerning parents. Baby brands like Bugaboo and Artipoppe market products that help parents feel sophisticated rather than defined by their children. Originally reported by Slate Magazine.
My First Diaper Bag
I chose an REI hiking pack from the '90s in emerald green for solo trips through the Tetons and Glacier.
Baby Brands Leave Babies Out
Bugaboo and Artipoppe market products that focus on parents' style rather than babies.
Caraa's Parent-Focused Collection
Caraa's baby collection includes diaper bags, pacifier pods, and stroller accessories with no visible babies.
Artipoppe's Dancerly Parents
Artipoppe's imagery shows parents as sophisticated, with babies as accessories.
Marketing Strategy
Brands target parents who want to be seen as individuals, not parents.
“Parents want so badly, right now, to be seen as people, not parents, especially millennial parents”
Coterie's Golf Ad
Coterie ran a Golf Digest ad with no baby imagery, focusing on golf enthusiasts.
CityMouse's Bags
CityMouse bags are designed for motherhood without showing babies.
Price Premium
These products cost two to six times more than standard brands.
Parent Identity
Parents buy products to feel special, not for their children.
“Is the Artipoppe really better for your kid? That’s not why I’m buying an Artipoppe! I’m buying it because it makes me feel good about walking around with my kid with something that I find beautiful.”
Market Shift
Fewer baby products sold but more expensive ones as birth rates decline.
“a shift from volume to value (fewer items sold, but more expensive ones)”
Self-Expression
Early parenthood is a time when self-expression is stifled.
“It’s a vulnerable time of ego death. It’s a complete rearrangement and you don’t feel like yourself.”
My Child's Bags
My 2-year-old repurposes objects into bags for creative play.
Why This Matters
Luxury baby brands help parents feel like themselves through style.
The Real Story
Parents buy products to feel sophisticated, not for their children.
The one thing
Baby brands like Bugaboo and Artipoppe market products that help parents feel sophisticated rather than defined by their children.
