During the last months of restrictions, “loungewear” or what is normally 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 the pajama has increased during the last 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.
The analysis has shown that the impact of the pajama has been significant, and it is assured 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,” by María Grazia Chiuri during her initial confinement period, paying tribute to the art of relaxing at home with style.
With this, we only see the tip of the iceberg of the new pajama trend that has increased its value today and has brought new benefits.
The Pandemic and the Value of the Pajama
And 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 stop soon, as the pajama industry is estimated to be worth three times its current value 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 USD or more, have tripled 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 projected to exceed 18 million USD by 2027.
Sales Driven by Confinement
A spokesperson for the shopping app liketoknow.it is quoted by Business Insider explaining that, according to their data analysis, consumers are fully interested in being comfortable. Therefore, their search results have been specifically focused on comfortable clothing for being at home, matching sets, nightgowns, and even home bedding. Indeed, all these search targets were at the top since the beginning of last year’s confinement, and during the last three months of 2020, pajama searches peaked on the shopping app with more than 200,000 queries.
Entrepreneurs like Ashley Merril, founder of the pajama brand Lunya, affirm that the market has changed and it has been shown that after spending so much time locked at home, it is important to invest in comfortable clothing. Thus, giving much more value to pajamas or something with which they feel more comfortable at home.
The Importance of e-Commerce
Although from the beginning we talked about data and sales percentages of big brands or more recognized companies, the fact that pajamas have acquired high value today also owes to the rise and strategies implemented by e-commerces, better known as virtual stores.
Digital businesses, since the start of the pandemic, have worked with somewhat more aggressive sales strategies, lowering their prices, launching promotions, and offering deals.
Of course, online sales must be more attractive due to the amount of active competition, and they must catch attention; therefore, stores found themselves reducing the value of garments by at least 12 percent on average. Adobe Analytics points out that this is the largest price drop in a month recorded by them.
At the beginning of confinement, physical stores were forced to close due to quarantine orders. As a result, pajama sales increased and so did the flow of customers in digital niches. It was shown that, in general terms, sales increased approximately 49 percent just in April 2020.
The Pajama Is 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, if even inside the house. The pajama has reached runways, art, the street, and even work. Artists like Sarah Jessica Parker have been spotted walking on the street in pajamas, and even Jodie Foster brought her pajama on stage when she received her award on her home sofa.
It is worth noting that when talking about wearing pajamas outside the home, it refers to those designs that go unnoticed but also those that mark style. In this regard, wearing this type of clothing to go out implies 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 sloppy look is totally possible.
The options are endless. Men can combine a good pajama with sneakers and achieve a more casual and fresh style, while women can pair them with sandals or heels to achieve something more stylized and elegant.
Pajamas for Men
In this movement, pajamas for men have taken increasing importance for sleeping comfortably at night or just to look good.
These textiles must be extremely versatile, and although their priority is to guarantee comfort, looking good is also fundamental. Believe it or not, pajamas for men fit any style since there are millions of designs and garments.
You can find them with prints, monochromatic 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 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 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 increase in the value of the pajama, 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 fit men who know how to take advantage of the pajama’s versatility.
If evaluated from another point of view, confinement has brought positive things such as the new value of the pajama, awareness of the importance of comfort, and the evolution that businesses have brought with them.
For all these reasons, we invite you to visit our website El Búho Nocturno where you will find your ideal pajama.