Loungewear: Demand For Comfort Rises Amid Uncomfortable Times
Business Of Fashion|September 2020
In the new normal, suits and dresses are taking a back seat and loungewear has graduated into a daily necessity as consumers tentatively embrace their new home-based realities...
Shivam Gautom

While the coronavirus pandemic immobilized the entire world, fashion continued to evolve. In fact, the lockdown and the lull has triggered new trends in fashion. As the world became restricted to their homes, consumers’ started gravitating towards fashion that catered to the new normal -- comfortable and presentable clothes that can easily transition from work from home to work-out, to grocery-run and social-media appearances. And this is where loungewear came in!

Loungewear had gained acceptance much before the pandemic took over, but the demand skyrocketed globally after the lockdowns. Online shopping sales site lovethesale.com has reported that loungewear witnessed a 433% jump in consumer demand as early as April 2020 in the UK alone.

“Loungewear has been the most the popular ‘lockdown clothing’ category. Retailers have witnessed a sudden jump in the consumer demand compared to the previous year. We have observed a growth of around 18 percent in our loungewear segment in last 2 months. Retailers that didn’t rely on this category before the lockdown are now heavily promoting it, and even speeding up production on new styles and colors,” states Siddharth Grover, Director, Groversons Paris Beauty.

Clovia has registered as much as 80 percent increase in demand for their loungewear collection. “The new work from-home culture has definitely led to an increased demand for nightwear and loungewear. A drastic customer demand was noticed for more fashionable and versatile designs in loungewear. Working from home and attending video conferences has initiated a look-good factor without compromising on comfort and that’s exactly what we have to offer -- loungewear styles that is high on both fashion and comfort without burning a hole in the pocket,” says Soumya Kant, Founding Member, Clovia.

Growth Drivers

The lives of consumers have been altered dramatically by the impact of the coronavirus crisis and the shift to apparel that are cosy, comforting and comfortable is highly natural. “The demand for loungewear is increasing to cater to consumers’ new normal. The lives of consumers have been altered dramatically by the impact of the coronavirus crisis, and social distancing and working from home have shifted requirements for categories such as work wear and going-out attire, to items suitable for a life lived in the home. Even before social isolation, increasingly flexible working habits, and the India growing freelance workforce had already led to increased demand in a relaxed, more lounge-focused approach – and several brands have launched in recent years seeking to target this burgeoning market,” says Vishal Jain, Founder and CEO, TAB91.

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