MAMOON

Hello there! My name is Justine, I became a mum 11 months ago and I am exploring a new concept—a curated pop-up showroom in London where expectant and new mothers can try on premium maternity clothing and products from European and UK brands in person. Your honest answers will shape how (and whether) we bring this to life. All responses are anonymous.

1.Which best describes you?

Currently pregnant

Gave birth in the last 18 months

Planning to conceive

A mother of toddlers or teenagers

None of the above

2. Where do you buy most of your maternity or postpartum clothing today? (Select up to 2)

A

Online (brand websites / marketplaces)

B

High-street stores (e.g. H&M, Zara)

C

Independent boutiques or pop-ups

D

Second-hand (apps, friends, resale sites)

E

I haven’t bought any yet

3. How satisfied are you with the maternity clothing options currently available to you?

Very satisfied

Somewhat satisfied

Neutral

Somewhat dissatisfied

Very dissatisfied

4. When shopping for maternity clothing online, how often do you have issues with fit, fabric, or sizing?

Almost always

Often

Sometimes

Rarely

I don't shop online for maternity clothing

5. If a pop-up showroom let you try on curated maternity products from premium European and UK brands before buying, how likely would you be to visit?

Very likely

Somewhat likely

Neutral

Somewhat unlikely

Very unlikely

6. Which features would matter most to you in a physical maternity showroom? (Select up to 3)

A

Being able to try items on with realistic bump sizing

B

Seeing and feeling fabrics in person

C

Expert styling advice (e.g. dressing for each trimester)

D

A comfortable, child-friendly space

E

Brands I can’t easily find on the high street

F

Easy ordering / delivery from the showroom

7. Roughly how much have you spent (or do you expect to spend) on maternity products in total during one pregnancy?

Under £150

£150–£300

£300–£500

£500–£800

Over £800

8. What is the most you would pay for a single premium maternity dress you really loved?

Up to £50

£50–£100

£100–£175

£175–£250

Over £250

9. Which of these maternity or maternity-friendly brands have you heard of? (Tick all that apply.)

A

Seraphine

B

Isabella Oliver

C

Beyond Nine

D

Tajine Banane

E

Paloma Collection

F

Jolibump

G

Mezamé

H

None of the above

I

Ilouity

10. How important is it to you that maternity brands use sustainable or ethical practices?

Very important — it influences what I buy

Somewhat important — I’d choose it if price and style are equal

Not a major factor in my purchase decisions

11. Which of these East London areas would be most convenient for you to visit on a weekday or weekend?

Shoreditch (e.g. Boxpark / Redchurch Street area)

East Village (Stratford / Queen Elizabeth Olympic Park area)

London Fields (Broadway Market / Hackney area)

12. How far would you be willing to travel to visit a maternity pop-up showroom?

Up to 15 minutes from home

15–30 minutes

30–45 minutes

I’d travel over 45 minutes if the concept appealed to me

13. What would you expect to pay for a 60-minute expert-led workshop at a pop-up like this?

I’d only attend if it were free

£10–£20

£20–£35

£35–£50

Over £50

14. Is there anything else you’d want from a maternity shopping experience that doesn’t exist today?

15. How would you describe your personal style before pregnancy? (Select up to 2)

A

Classic & timeless

B

Modern & minimal

C

Feminine & romantic

D

Cool & relaxed (casual, streetwear-influenced)

E

Bold & statement-making

F

Other

16. How well does your current maternity wardrobe reflect your pre-pregnancy style?

Very well — I’ve found pieces that feel like ‘me’

Somewhat — a few pieces work but most feel like a compromise

Not well — most maternity options feel frumpy or overly basic

Not well — most maternity options feel too casual or young for my taste

17. When you think of French or European small-brand fashion, which words come to mind? (Tick all that apply.)

A

Effortless & chic

B

Modern & current

C

High quality fabrics

D

Flattering cuts

E

Wearable beyond pregnancy

F

Expensive / inaccessible

G

Not sure — I’m not familiar with these brands

18. Which of these style qualities matter most to you in maternity clothing? (Select up to 3)

A

Pieces I can wear during and after pregnancy

B

On-trend designs that don’t look ‘maternity’

C

Flattering silhouettes that celebrate the bump

D

Versatile pieces that work for work and weekends

E

Limited-edition or exclusive styles not on the high street

F

Neutral / understated colour palettes