GB2377618A - Maternity bra - Google Patents

Abstract

The maternity bra has a breast lining made from material that absorbs and locks in the milk from a nursing mother allowing the wearer to stay dry, with a one way top sheet that allows air through to the skin. The lining prevents discomfort and skin irritation for the wearer. The chest and neckline of the maternity bra may be elasticated to prevent the milk from leaking while also providing support for the wearer. The bra is preferably disposable and bra top shaped for comfort.

Description

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Maternity Underwear (Description) This intention relates to maternity underwear (top half) which soaks up and locks in milk leakages.

As a breastfeeding mother, I experienced, especially at night, milk leakages. Towels were put on the bed at night to soak up the milk, but even then when I awoke the towel was soaking. I tried using breast pads and wearing a bra at night, however, this was uncomfortable and I still awoke saturated. During the day this also occurred. Again, I used breast pads, however, often after a few hours they became soaking and moved around.

The front part of the bra top should be made of material, which absorbs and locks the milk inside as well as a one-way top sheet, which is soft and allows air through to the skin. An elasticated band under the chest and an elasticated neckline would prevent leakage as well as provide comfort.

The shape would be a bra top style as seen in the drawings provided. I envisage the underwear being worn at night or during the day. It should be disposable like a nappy or panty pad.

Maternity Underwear (top half) can be used by breastfeeding mothers, mothers who are weaning or mothers who decide to bottle-feed, however, still experience leakage.

As well as the drawings-original and computer generated-I have enclosed information on a preliminary patent search. Originally, we phoned a company called ITE who charged us E485 for a market research report. They carried out this preliminary patent search and some of the information contained in the research has been photocopied and used in this patent application.

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A. DESCRIPTION 1. General Description of the Product

The product being considered, as conceived by Nicola Sneddon, is Maternity zl Underwear. The concept calls for the manufacture and distribution of a specially designed undergarment to be worn by nursing mothers.

ew To accomplish this, Maternity Underwear would be configured as shown in the accompanying illustration (see Chapter Four, Portrayal). The concept is intended to provide

nursing mothers with a brassiere that would provide C > sufficient support for the breasts and which, more significantly, would absorb any milk that leaks from the 0 nipples and prevent discomfort and skin irritation. The device would be fabricated from lightweight, absorbent,

Maternity Underwear : A specially designed I 2n undergarment to be worn by nursing mothers.

yet breathable material such as the disposable paper products used to fabricate nappies and feminine hygiene pads. The absorbent material would hold the milk and would be covered by a thin, soft top sheet that would allow air to flow through to the skin. An elastic band under the chest and an elastic neckline would further help prevent leakages. Elastic straps would provide additional comfort. The elastic would be sufficiently tight to prevent any leaks yet comfortable enough not to bind. The bra would be worn primarily at night but could also be worn during routine daytime activities as well. It would simply be disposed of and replaced with another when it has become saturated.

2. Product Benefits The success of Maternity Underwear will ultimately depend on the benefits it delivers to consumers. To define the potential benefits offered by Maternity Underwear, and hence to determine what will motivate people to buy it, we must first differentiate between"benefits" and "teatures. " -. Features are the more obvious characteristics of products but are not necessarily what actually drive the consumer's purchasing motivation. For example, the television remote control

Typical Consumer Benefits Convenience Saving Time Comfort Security Cost Savings Peace of Mind

device has become one of the more common household items in use today- Typically, a remote control is rectangular in shape, black in colour, has buttons on one side, runs off small zn Ul

I. CHAPTER ONE : PRODUCTION

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of irritation that can result when a tender breast rubs against a damp bra cup. It would also allow the wearer to sleep better by preventing the annoyance of being awakened by the y moisture that can form around the breast area. The confidence benefit speaks of the way in which Maternity Underwear would assure that moisture does not soak through the bra and reach the clothing, thereby leaving the woman with embarrassing stains. The absorbency of the bra would serve to soak up such moisture before it can penetrate the bra or outer garment.

Should the bra begin to reach the saturation point, it could be quickly and easily removed and a new one put in its place, thus continuing the protection and helping the woman using this bra feel relaxed and confident in her appearance.

B. MANUFACTURING INDUSTRY ISSUES Most manufacturing companies are constantly on the alert for new additions to their product line, especially if the proposed product does not require an extensive level of new equipment or the re-tooling of existing machinery. The typical product goes through four progressive phases of the product life cycle-introduction, growth, maturity, and decline. The time required to pass through this cycle varies widely. Some products may take several years to reach the decline phase while others may come and go in only a matter of months. But, regardless of the overall time involved, every company knows that it must always be alert to new product opportunities to bring into the cycle to replace those approaching the decline phase.

MARKET PHASE ATTRIBUTES INTRODUCTION Slow sales, appeals to innovators. negastive profits.

GROWTH Sales begin to rise sharply. purchased by early adopters and early majority, begins to generate profits. competitors begin to enter field.

MATURITY Sales start to level off as target audience approaches saturation, profits start to flatten out, often the point when product improvement are made DECLINE Sales start to drop, some companies leave the field, price becomes major competitive issue.

This need to identify new product opportunities has become even more significant in recent years as more and more consumer product segments reach maturity and become saturated. For example, approximately 96% of households in the US and Western Europe now havé at least one television set. As such, the healthy level of sales enjoyed by manufacturers of

this product during the early days of introduction and growth have given way to a more c c-iven way to a more

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batteries, and contains electronic components that send coded messages to a receiving unit on ic components ZD it on a TV, VCR, or stereo- All of those elements are features which, on their own, would hardly inspire such wide consumer purchase behaviour. What has made this device so popular is the benefit these features deliver-convenience. Can you perform all the functions offered by a remote control-turning the machine on and off, changing stations, raising or lowering the volume, etc.-without the aid of this device? Of course you can. Is it easier with the remote? Yes. Is it faster with the remote? Much.

Therefore, when people look at a remote control device they do not"see"a hard plastic box with several small buttons on it. Rather, they envision themselves sitting comfortably in their favourite chair or stretched out nicely on the couch while commanding their entertainment equipment to perform as they wish simply by pointing this little magic box and pushing the appropriate button.

As we seek to identify the benefits of Maternity Underwear, we must carry out the

same exercise. We must also address the issue of consumer"needs"versus"wants,"a line that

Successful products deliver an identifiable benefit that meets a specific consumer need. is often difficult, if not impossible, to clearly define. In general, needs relate to hard elements pertaining to one's very survival. You need shelter from the weather. You need clothes to wear and food to eat. If you are sick you need

proper treatment and the right medicines. However, you c may want a large, spacious home with a beautiful view through the front bay window and a swimming pool in the back yard. You may want top line designer fashions. You may want to dine out at nice restaurants every night. You may want lots of leisure time to engage in sports or other recreational activities.

When it comes to defining a benefit package that will inspire a significant number of ZD c 1, Cll consumers to purchase your product, both hard needs and wishful wants are equally valid. While we might like to think of ourselves as rational beings who strive to make choices in our best interest, the reality of the market place indicates otherwise. People make purchasing decisions for a wide range of reasons, some logical but many based purely on whim. We must, then, focus in on the most compelling factors that will cause members of thé, tarot audience for Maternity Underwear to take notice of the product and to then make a favourable purchasing decision.

The primary benefits offered by Maternity Underwear would be comfort and confidence. The comfort benefit would be realised by the way in which this specially designed disposable bra would help keep the breast area dry and thus reduce the potential for the type

Claims (6)

1. Claims Maternity Underwear (top half) whereby the breast lining (front part of the underwear) is made from material which absorbs and locks the milk inside as well as a one-way top sheet which is soft and allows air through to the skin. It will have an elasticated band at the chest and an elasticated neckline to prevent leakage as well as to provide comfort and some support for the breasts. (see the accompanying drawing for reference)
2. 2 The absorbent breast lining locks in the milk so that the breasts are not wet.
3. 3 The one-way top sheet will allow the skin to breathe and will be made from soft material for comfort.
4. 4 The elasticated band at the chest and neckline will prevent milk from leaking downwards or upwards. The elastic will also provide comfort and some support for the breasts. The elastic therefore, will not cause discomfort to the skin, yet will prevent leakages.
5. 5 The maternity underwear (top part) will be a bra top style for comfort.
6. 6 The maternity underwear will be disposable.