During the last months of restrictions, “loungewear,” or what is commonly known as the trend of wearing comfortable clothing, has become a key piece in the wardrobe of those who know fashion.
It is a fact that the value of pajamas has increased over the past year, and their demand has grown by 239 percent compared to the previous year, according to a report by Lyst, the global luxury fashion search engine that ranks the most prominent brands and products on the web.
The analysis has shown that the impact of pajamas has been significant, and it is confirmed that designer pajamas grew statistically compared to the previous year, with Derek Rose, Calvin Klein, and Dolce & Gabbana among the most popular brands, even in the pajama category.
For this reason, Dior launched a few months ago its Chez Moi pajama line, the first collection entirely dedicated to rest or “loungewear,” created by María Grazia Chiuri during the initial lockdown period, paying tribute to the art of relaxing at home in style.
With this, we are only seeing the tip of the iceberg of the new pajama trend, which has increased its value today and brought new benefits along with it.
The Pandemic and The Value of Pajamas
It is no secret that since the pandemic began, the rise of pajamas or simply comfortable clothing for new routines, including working from home, started to be seen. Furthermore, a recent report also shows that the growth of the pajama trend is not something that will slow down soon, as the pajama industry is expected to be worth three times its current value by 2027.
The market research firm NPD Group told Business Insider that sales of premium pajamas, meaning the more expensive ones costing $50 or more, have tripled the market rate in just the last year.
Thus, their data has shown that in 2019, the industry was worth over $10 million, and now it is projected to exceed $18 million by 2027.
Sales Driven by Lockdown
A spokesperson for the shopping app liketoknow.it was quoted by Business Insider explaining that, according to their data analysis, consumers are fully focused on being comfortable. Therefore, their search results have been specifically centered on comfortable clothing for staying at home, matching sets, nightgowns, and even home bedding. Indeed, all these search goals topped the charts from the beginning of last year’s lockdown, and during the last three months of 2020, pajama searches peaked on the shopping app with over 200,000 queries.
Entrepreneurs like Ashley Merril, founder of the pajama brand Lunya, state that the market has changed and it has become clear that after spending so much time confined at home, it is important to invest in comfortable clothing. This gives much more value to pajamas or anything that makes one feel more comfortable at home.
The Importance of e-Commerce
While we initially discussed data and sales percentages from major brands or well-known companies, the fact that pajamas have gained high value today also owes to the rise and strategies implemented by e-commerce, or better known as virtual stores.
Since the start of the pandemic, digital businesses have worked with somewhat more aggressive sales strategies, lowering prices, launching promotions, and offering deals.
Of course, online sales must be more attractive due to the high level of active competition and must catch attention; therefore, stores found themselves reducing garment prices by at least 12 percent on average. Adobe Analytics notes this as the largest monthly price drop they have recorded.
At the beginning of the lockdown, physical stores were forced to close due to quarantine orders. As a result, pajama sales increased, and the flow of customers in digital niches grew. It was evident that, overall, sales rose by approximately 49 percent just in April 2020.
Pajamas Are No Longer Just for Sleeping
The pajama trend has definitely reached another level and is no longer limited to use inside the bedroom for resting, or even just inside the house. Pajamas have made their way to runways, art, the street, and even the workplace. Artists like Sarah Jessica Parker have been spotted walking the streets in pajamas, and Jodie Foster even wore her pajamas on stage when receiving her award on her home sofa.
It is worth noting that when talking about wearing pajamas outside the home, it refers to designs that go unnoticed but also those that make a style statement. In this regard, wearing this type of clothing to go out means carefully considering what you want to convey and achieve.
Comfort is undeniable, and within this trend, the number of options available to create an authentic style that avoids even the slightest shabby look is totally possible.
The options are endless. Men can pair good pajamas with sneakers to achieve a more casual and fresh style, while women can combine them with sandals or heels for a more stylish and elegant look.
Pajamas for Men
In this movement, men’s pajamas have become increasingly important for sleeping comfortably at night or simply for looking good.
These textiles must be extremely versatile, and while their priority is to guarantee comfort, looking good is also fundamental. Believe it or not, men’s pajamas fit any style since there are millions of designs and garments.
You can find them with prints, monochromatic designs, in brighter or more subdued colors that can even be combined with long or short pants to look much better. Here, although it is still a fashion matter, 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 is worth noting that there is a belief that it is difficult to find good men’s pajamas, but the reality is that within this movement, clothing especially for men has been changing and evolving with great creativity. With all this increase in the value of pajamas, the rise of online stores, and more, there is a wide 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.
Looking at it from another perspective, the lockdown has brought positive things such as the new value of pajamas, awareness of the importance of comfort, and the evolution that businesses have undergone.
For all these reasons, we invite you to visit our website El Búho Nocturno where you will find your ideal pajamas.