Designer Diapers Boost Bottom Line

Huggies' summer 2010 denim diapers appear to have sparked a trend.

Just when we thought we'd seen designer everything in Target stores, the retail chain has managed to score what may be its most creative designer tie-in yet. By the middle of this month, Target stores and Target.com will begin selling the first designer diaper from Pampers.

Yes, it's true. Procter & Gamble's diaper brand has collaborated with renowned fashion designer Cynthia Rowley to create a line of designer diapers.

"As a mom, I wanted other moms and dads to have more options in every part of their lives — even diapers," says Rowley, whose Pampers collection comes in eleven pastel color styles, including madras, stripes and printed ruffles. "It's the first piece of clothing your baby will ever wear, and it should be special."

Now why in the world would new parents want a designer diaper? Jodi Allen, VP of North America Baby Care for P&G, says, "sometimes it's the little things — like how a baby is clothed — that can bring added joy to Mom and Dad. While performance always comes first, we know that design is also important to parents."

For its part, Target has reinvented the role of the retailer by offering out-of-the-ordinary and designer products exclusively in its stores, as with its current exclusive Ben & Jerry's ice cream flavors, and its spring pop-up store with Liberty of London.

So designer diapers is just the next logical step, right? You might call this designing a product from the bottom up.