What is Happening?

Loungewear and sleepwear are not new trends. Retailers were experiencing growth in demand prior to COVID-19.

However, demand in this category has accelerated as consumers are wanting to work from home in comfort.

According to a new study in the UK, the two weeks between March 24th and April 7th 2020 saw a significant increase in online sales of casual clothing.

From data analysis of over 16,000 retailers, loungewear was the most the popular ‘lockdown clothing’ category, seeing a 433% jump in consumer demand compared to the previous year.

What Does it Mean?

Lean into the comfort economy because sleepwear has now become a multi-billion dollar industry.

The last 5 years have seen a boom in the sleepwear and loungewear industry and smart retailers have already shifted focus.

Retailers that didn’t rely on this category before are now heavily promoting it, and even speeding up production on new ranges.

  • According to Glossy, US leisurewear brand Lively has shifted its supply chain to focus on lounge and comfort clothing, at a time when it would usually be focusing on swimwear for summer.
  • In the UK, Ted Baker has launched #StayHomeWithTed – a campaign and product collection focused on loungewear (as well as homeware and personal grooming).

While 70% of all sleep apparel retails on the mass market, only 5% retails in the luxury section. This means there is significant huge potential for new retailers in the luxury sleepwear category 💰 .

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