While consumers once sought out transitional activewear to take them from the gym to the office, many are now counting on sleepwear to take them from the sheets to the daily life.
With the increasingly blurred line between working from home or living at work, or simply staying in more than going out, pajamas are performing double duty, which means brands are looking to cater to new needs, whether through fashion or function — or both. New sleepwear lines are now hitting the market with greater frequency and demand for pajamas is expected to swell in coming months.
Sleepwear spending, according to The NPD Group’s consumer data, is up 2 percent year-to-date through September and gaining a share point thanks to an uptick in women’s sleepwear sales.
What people sleep in has evolved over the years, moving from undergarments worn to bed to sleepwear as a category in its own right. Throughout that time, pajama styles have shifted along the spectrum between formal and casual and fashionable to dowdy.
We’ve always loved a blurring of the line between sleep- and daywear. If you start with a mannish-cut, long sleeved, collared silk pajama shirt or low-slung, wide leg, generously long silk pajama pant and add just the right print and palette it only needs the gentlest encouragement to tip into day…a spot of denim or tailoring and a great pair of shoes usually does the job. With this collection, we were aiming for pieces that would work just as well between the sheets as, with the right styling, in the streets,” Walker said. “If the sleepwear’s nice enough, then it lives way beyond the bedroom.”
For sleepwear brands like Papinelle, there has been a silver lining in the manifold shifts spurred by the pandemic — namely, that consumers want more pajamas.
“The year has been full of challenges but our sales and the response to our sleepwear has been phenomenal. Collections that are designed to last three months have been selling out in two weeks or less,” Papinelle Sleepwear founder Renae James, said. “So many new customers have discovered sleepwear and loungewear as a new category in their wardrobe and I don’t think that will change. Working from home is here to stay and with that comes people wanting more comfortable, relaxing and luxurious loungewear and sleepwear. The collection started out being purely sleepwear specializing in natural, breathable, beautiful fabrics and we have shifted into offering loungewear and casual comfortable pieces that you can wear inside or out.”
At Beyond Yoga, the shift has gone in the opposite direction, with loyal support for its comfort active and loungewear driving a sleepwear launch earlier this month.
“Our customers have been telling me for years that our clothing is so comfortable and soft, they sleep in it…With so many people working from home, the lines are blurring from day to night and truthfully, people just want to be comfortable. Sleepwear seemed like a natural extension for a brand like ours, hence the sleepwear capsule was born. Our newly launched collection is truly the softest sleepwear on the market.
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