During the last months of restrictions, "loungewear" or what is commonly known as the trend that bets on wearing comfortable clothing 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 over the past year and its demand has grown by 239 percent compared to the previous year, according to a report by Lyst, the global high-end fashion search engine that ranks the most prominent brands and products on the web.
In the analysis, it has been shown that the impact of pajamas has been significant, and it is reported that designer pajamas statistically grew compared to the previous year, with Derek Rose, Calvin Klein, and Dolce & Gabbana being some of the most popular brands, even in the realm of pajamas.
For this reason, Dior launched a few months ago its Chez Moi pajama line, the first collection entirely dedicated to rest or "loungewear," by the same María Grazia Chiuri during her initial confinement period, and it pays homage to the art of relaxing at home in style.
With this, we only see the tip of the iceberg of the new pajama trend, which has increased in value nowadays and has brought new benefits with it.
The Pandemic and The Value of Pajamas
And it is no secret that since the pandemic began, there has been a rise in pajamas or simply comfortable clothing for new routines, including working from home. Furthermore, a recent report also shows that the growth of the pajama trend is not something that will slow down anytime soon, as it is estimated that the pajama industry will be worth three times what it is currently worth by 2027.
The market research firm NPD Group states to Business Insider that sales of premium pajamas, that is, the most expensive ones costing $50 or more, increased three times the market rate in just the last year.
Thus, their data has shown that, in 2019, the industry was worth more than 10 million USD, and now, it is expected 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 their data analysis, consumers are very interested in being comfortable. Therefore, their search results have been specifically focused on comfortable clothing, loungewear, matching sets, nightgowns, and even bedding for the home. Indeed, all these search objectives have been at the top since the beginning of last year's lockdown, and during the last three months of 2020, searches for pajamas reached their knit in 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 evident 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 anything that makes them feel more comfortable at home.
The Importance of e-Commerce
Although from the beginning we have been talking about data and sales percentages of large brands or more recognized companies, the fact that pajamas have acquired a high value currently is also due to the rise and the strategies implemented by e-commerces, better known as virtual stores.
Digital businesses, since the beginning of the pandemic, have worked with somewhat more aggressive sales strategies, thus lowering their prices, launching promotions, and offering deals.
Of course, online sales must be more attractive due to the amount of active competition that exists and must catch attention; therefore, stores found themselves reducing the value of garments by at least 12 percent, on average. Adobe Analytics indicates that this is the largest price decrease in a month recorded by them.
At the beginning of the lockdown, physical stores were forced to close due to orders to comply with the quarantine. As a result, 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 just in April 2020.
The Pajama is No Longer Just for Sleeping
The trend of the pajamas has definitely reached another level and is no longer limited to use inside the bedroom for resting, if at all, just inside the house. The pajama has made its way to runways, art, the streets, and even the workplace. Artists like Sarah Jessica Parker have been spotted walking down the street in pajamas, and even Jodie Foster brought her pajamas to the stage when she received her award on her sofa at home.
It is worth noting that when talking about the use of pajamas outside the home, it refers to those designs that go unnoticed, but also to those that make a style statement. In this regard, wearing this type of clothing to go out means thinking carefully about what one wants to convey and achieve.
Comfort is undeniable, and within this trend, the number of options available to create an authentic style that avoids even brushing against a disheveled appearance is totally possible.
The options are endless. Men can pair a good pajama with sneakers to achieve a more casual and fresh style, while women can combine them with sandals or high heels to achieve something more sleek and elegant.
Pajamas for Men
In this trend, pajamas for men have become increasingly important for sleeping 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 found 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 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 is worth noting that there is a belief that it is difficult to find good pajamas for men, but the reality is that, within this trend, clothing specifically for them has been changing and evolving with quite a bit of 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 one can find those perfect garments at good prices, which fit men who know how to take advantage of the versatility of pajamas.
If evaluated from another knit 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 businesses have undergone.
For all this, we suggest that you visit our website El Búho Nocturno where you will find your ideal pajamas.