What do the consumers have in common?
Have babies, important to be seen as other than "mainstream"
While there is diversity in all groups, is there a majority in terms of age, gender, location?
Generally parents are age 20-35. Both genders, and predominantly urban locations.
Income level of the consumers?
Low to mid. Often in "creative" jobs which may pay less. Predominantly renters, but also some homeowners.
What are the spending habits of the consumers?
Entertainment, technology, handmade/artistic products, records/CDs
Hobbies and interests of the consumers?
Galleries/museums, live music, tattoos, activist politics
Other important information about the consumers?
Currently, or when younger, parents may have been involved in punk, goth, rockabilly, or indie music scene.
Identify other companies selling to the niche market
babyrockstar.com, fooey.com, jaminga, rockyourbaby, kingsley, lil ruler, bombshell
IMAGES GROUPED BY TREND
Skulls
Kingsley
mamamonkey
rock your baby
baby boulevard
bombshell
lil attitudes
Kingsley
Tattoos
Jaminga
rock your baby
jaminga
bombshell
longoria girls
lucky mule
Boombox/Turntable 
Fooey
Jane Bond
Jaminga
Rock / Band stuff
baby rock star
rock your baby
lil ruler
my punk baby
subculture wear
kingsley
Alternative Pop-Culture
fooey
reckon
kingsley
Layered Images
1girl1boy
Outfit
Jane Bond
kingsley
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