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Baby Boom | 🛍️ The Rise of Mini Minimalism in Kidswear

Plus: 🎯 The attribution trap costing maternity brands growth

Author

Rafe Houston
July 23, 2025 • Estimated Reading Time: 5 minutes

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Welcome to Baby Boom, the essential newsletter for professionals in maternity eCommerce.

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Sector Spotlight 🎥

MATERNITY FASHION ELEGANCE

Versatile maternity fashion allows expectant mothers to repurpose wardrobe items, offering practical longevity and adaptability. Kim Degiulio exemplifies this by blending maternity-specific clothes with stretchy, non-maternity items. This strategy underscores innovative styling and cost-effectiveness for expectant mothers.

Click On Detroit

PREGNANCY SKINCARE GUIDANCE

Pregnancy causes hormonal changes that affect skin condition, making a tailored skincare routine essential for expecting mothers. Use pregnancy-safe products like Vitamin C, azelaic acid, and mineral SPF to address issues such as acne and hyperpigmentation. Avoid harsh ingredients such as high-dose salicylic acid, benzoyl peroxide, and hydroquinone for safe, effective skincare during pregnancy.

BEAUTY MARKET TRENDS

Comparing pregnancy-safe skincare brands, The Spoiled Mama stands out with OBGYN-approved, clinically-backed formulations designed for pregnancy and breastfeeding. Emphasizing ingredient transparency, effectiveness, and positive testimonials, it provides targeted solutions for skincare challenges associated with motherhood.

The Spoiled Mama

CELEBRITY STYLE MOMENT

Megan Fox and Machine Gun Kelly's announcement of their pregnancy is relevant for the couple's personal brand growth, heavily influencing public perception through strategic visual representations during maternity shoots. This news fuels opportunities for marketers to leverage celebrity-driven narratives, while illustrating the impactful role of social media in personal brand positioning. Smart marketers should monitor such trends, utilizing celebrity endorsements to engage audiences efficiently.

KIDS FASHION TRENDS

SHEIN's new Mini Style collection offers soft, breathable childrenswear, ideal for parents seeking comfort and practicality. The range's neutral tones and versatility make it suitable for everyday life, from daycare to festivities. Emphasizing quality and ease, it aligns with modern parenting's demand for refined, functional clothing.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.

ClickZ is a ClickZ Media publication in the DTC eCommerce division