The lives of consumers have been altered dramatically by the impact of the coronavirus crisis and the shift to apparel that is cozy, comforting, and comfortable is highly natural.
While the pandemic disrupted the world, fashion continued to evolve. In fact, the lockdown and the lull have triggered new trends in fashion. As the world became restricted to their homes, and work from home became the norm, 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 a wide acceptance even before the pandemic took over, but the demand skyrocketed globally after the lockdowns. Online shopping sales sites the world over has reported that loungewear witnessed a 433 percent jump in consumer demand as early as April 2020 from US to India and from Russia to the Caribbean.
“Loungewear has been a popular ‘lockdown clothing’ category. Retailers have witnessed a sudden spurt in consumer demand during the lockdown as compared to sales from the previous year.
We have observed a growth of around 18 percent in our loungewear segment in the 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.
Most Online sites like Zivame, Clovia, Lovzme, Myntra have registered as much as an 80 percent increase in demand for their loungewear collection. “The new work-from-home ethic has led to an increased demand for nightwear and loungewear. 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 are high on both fashion and comfort without burning a hole in the pocket,” says Shelia Rai, a retailer from South Delhi.