During the last few months of restrictions, “loungewear” or what it is normally known as, the trend of wearing comfortable clothes has become a key piece in the wardrobe of those who know about fashion.
It is a fact that the value of pajamas has increased during the last year and their demand has grown by 239 percent compared to the previous year, according to a report by Lyst, the global fashion search engine. high-end that classifies the most outstanding brands and products on the web.
The analysis has shown that the impact of pajamas has been great and it is stated that signature pajamas grew statistically, compared to the previous year, with Derek Rose, Calvin Klein and Dolce & Gabbana, as some of the most important brands. popular, even when it comes to pajamas.
For this reason, a few months ago, Dior launched its line of Chez Moi pajamas, the first collection that was entirely aimed at rest or "loungewear", by María Grazia Chiuri herself during her initial period of confinement and pays tribute to the art of relaxing in stylish house.
With this, we only see the tip of the iceberg of the new pajama trend that has increased its value today and with it has brought new benefits.
The Pandemic and the Value of Pajamas
And it is no secret that since the pandemic began, we began to see the rise of pajamas or simply comfortable clothing for new routines, including working from home. In addition, a recent report also shows that the growth of the pajama trend is not something that will slow down anytime soon, since it is estimated that the pajama industry will be worth three times what it is currently worth, in 2027.
Market research firm NPD Group tells Business Insider that sales of top-of-the-line pajamas, that is, the most expensive ones that cost $50 or more, increased three times the market rate in the last year alone.
Thus, their data has shown that, in 2019, the industry was worth more than 10 million USD, and now, it is projected to project more than 18 million USD in 2027.
Sales Driven by Lockdown
A spokesperson for the shopping app liketoknow.it is quoted by Business Insider and explains that, according to the analysis of their data, consumers have every interest in being comfortable. Therefore, the search results for him have been focused specifically on comfortable clothing, loungewear, matching sets, nightgowns and even bedding for the home. And indeed, all of these search targets were aiming to be at the top since the beginning of last year's lockdown and, during the last three months of 2020, searches for pajamas peaked on the shopping app, with more than 200,000 queries.
Entrepreneurs like Ashley Merril, founder of the Lunya pajama brand, affirm that the market has changed and that it has become clear that, after spending so much time locked up at home, it is important to invest in comfortable clothing. Thus giving much more value to pajamas, or something in which they feel more comfortable at home.
The Importance of e-Commerce
Although from the beginning we were talking about data and sales percentages of large brands or more recognized companies, the fact that pajamas acquired a high value currently also includes is due to the rise and strategies implemented by e-commerce, or better known as virtual stores.
Digital businesses, since the beginning of the pandemic, have worked with slightly more aggressive sales strategies, thus lowering their prices, launching promotions and offering offers.
Of course, online sales must be more attractive due to the amount of active competition there is and must attract attention, therefore, stores found themselves reducing the value of garments by at least 12 percent, on average. Adobe Analytics points out that it is the largest price decrease in a month recorded by themselves.
At the beginning of the confinement, physical stores were forced to close due to quarantine orders. Therefore, sales of pajamas increased and the flow of customers in digital niches grew. It was evident that, in general terms, sales increased by approximately 49 percent in April 2020 alone.
Pajamas are no longer just for sleeping
The pajama trend has definitely reached another level and its use is no longer limited to the room to rest, if at all inside the house. Pajamas have arrived on the catwalks, in art, on the street and even at work. Artists like Sarah Jessica Parker have been found walking on the street in their pajamas and Jodie Foster even brought her pajamas on stage when she received her award on the couch at home.
It should be noted that, when talking about wearing pajamas outside the home, we talk about those designs that go unnoticed, but also those that make a statement. In this regard, wearing this type of clothing to go out involves thinking very carefully about what you want to convey and achieve.
Comfort is indisputable and within this trend, the number of options at hand to create an authentic style that avoids even touching a disheveled appearance is totally possible.
The options are endless. Men can combine good pajamas with sports shoes and achieve a more casual and fresh style, while women can combine them with sandals or high heels to achieve something more stylized and elegant.
Pajamas For Men
In this movement, pajamas for men have become increasingly important to sleep comfortably at night or just to look good.
These textiles must be extremely versatile and while their priority is to ensure comfort, looking good is also essential. Believe it or not, men's pajamas fit any style since there are millions of designs and garments.
They can be obtained with prints, monochrome designs, in brighter or more sober colors that can even be combined with long or short pants to look much better. Here, although it is still a fashionable topic, pleasing personal tastes and feeling good is a thousand times more important, so it is advisable to take your time and browse through the catalogs of options that a store can offer.
It should be noted that there is a belief that it is difficult to get good pajamas for men but the reality is that, within this movement, clothing especially for them has been changing and evolving with a lot of creativity and, with all this of the increase in the value of the pajamas, the rise of online stores and more, there is a range of possibilities where you can find those perfect garments, at good prices, that suit men who know how to take advantage of the versatility of pajamas.
If evaluated from another point of view, confinement has brought positive things such as the new value of pajamas, being aware of the importance of comfort and the evolution that business has brought with it.
For all this, we suggest that you access our website El Búho Nocturno where you will find your ideal pajamas.