During the last months of restrictions, "loungewear" or what is commonly known as the trend that favors 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.
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 as some of the most popular brands, even in the pajamas 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 herself during her initial confinement period, and it pays tribute 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 its value nowadays and has brought new benefits with it.
The Pandemic and The Value of the Pajamas
And it is no secret that since the pandemic began, the rise of pajamas or simply comfortable clothing for the 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 it is estimated that the pajama industry will be worth three times its current value by 2027.
The market research firm NPD Group states to Business Insider that the sale of premium pajamas, that is, the most expensive ones costing 50 USD 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 projected to exceed 18 million USD by 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 fully interested in being comfortable. Therefore, their search results have been specifically focused on comfortable clothing, for staying at home, matching sets, nightgowns, and even bedding for the home. Indeed, all these search targets aimed to be 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 on the shopping app, with more than 200,000 queries.
Businesswomen 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 confined 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 were talking about data and sales percentages of major brands or more recognized companies, the fact that pajamas have acquired a high value currently is also due to the rise and strategies implemented by e-commerce, or better known as virtual stores.
Since the beginning of the pandemic, digital businesses 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 must catch attention; therefore, stores found themselves reducing the price of garments by at least 12 percent on average. Adobe Analytics indicates that this is the largest price drop in a month recorded by them.
At the beginning of the lockdown, physical stores were forced to close due to orders to comply with quarantine. As a result, pajama sales 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.
Pajamas Are No Longer Just for Sleeping
The trend of pajamas 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 it to the runways, to art, to the streets, and even to work. Artists like Sarah Jessica Parker have been spotted walking on the street in pajamas, and even Jodie Foster brought her pajamas on stage when she received her award on the sofa in her home.
It is worth noting that when talking about wearing 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 implies carefully considering 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 doesn't even come close to looking sloppy is completely possible.
The options are endless. Men can pair a good pajama with sneakers to achieve a more casual and fresh style, while women can pair them with sandals or high heels to achieve something more stylish and elegant.
Men's Pajamas
In this trend, 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 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 matter of fashion, 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 especially for them has been changing and evolving with a lot 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 you can find those perfect garments at good prices, suited to men who know how to take advantage of the versatility of pajamas.
If evaluated from another knit of view, the 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 these reasons, we invite you to visit our website El Búho Nocturno where you will find your ideal pajamas.