Hugely influenced by the perceived reality of celebrity magazines, today's mums and dads also want to be seen to look good at all times. But it's not all about fashion; function is equally important if going out and about with the family is to be as stress free as possible. Parenting website babycenter.co.uk explains that changing bags need to be: "...spacious, easy to carry and preferably look good, too. It is useful if the bag can hold a simple change of baby clothes, any feeding essentials, as well as wipes, creams and nappies - but remember, if it is too big it will be hard to carry. Plus, keep in mind that a deep bag may hold lots, but it may be hard to find the specific item you want if it gets lost at the bottom."

As a retailer questions like these may seem obvious, but for those shopping for a first baby, considering every eventuality can be a daunting task. Consumers often fail to give the purchase of a changing bag enough consideration and it's usually through trial and error that they realise which type of bag is required. For parents that do receive an appropriate level of help and advice, the practicalities of leaving the house will present far fewer obstacles and customers will come to rely on you for other products that make their lives easier.

Changing bags come in a variety of shapes and sizes and it is a good idea to offer a full range to reflect the age range and life stage of your target market. Backpacks, shoulder bags, holdalls and handbags - a selection of bags that offer style together with full functionality should sell well at all costs.

For parents that do not have use of a car or do a lot of walking, a backpack may be more sensible, while a shoulder bag may feel more lightweight and take up less room when strolling around town. It is also wise to ask whether a detachable changing mat is required, as not all bags come with these. Also, find out how many pockets are needed or whether different compartments are preferable for separating food and changing equipment.

You should encourage the consumer to invest in a changing bag that they feel comfortable with, as wearing it regularly, they will no doubt want it to blend with their usual sense of style. It's important to ascertain whether mum or dad will be sharing the bag, if so a unisex style will be most suitable. Get all these elements right and the sale is, if you will excuse the pun, in the bag!