FEATURE
breakfast. We mostly observe mothers in the age
bracket of 20 – 40 years, spending on their kids
and themselves. Recently, we have seen a lot of
women ordering customised nightwear for their
birthday trips with friends.”
Selling something different
Catering to the mom and the child in the family,
Rashi G Manchanda and Aanchal G Bubna
owners and co – partners of Plum Bum have
introduced newer designs within the sleepwear
category, courtesy their innovative concept. “Our
journey started about three years ago. There were
only a handful of brands focusing on sleepwear
at the time. There has been a gradual sprouting
of more brands in the sleepwear segment. We
feel there is huge potential in this segment.
Additionally, the Men’s sleepwear segment is
still nascent. So that’s another place we hope
to grow into, in the coming years. Sleepwear is
an evolving industry. We now see more women
asking for good quality sleepwear. It has also
become great for gifting personalised nightwear.
In fact, we have specifically seen high demand at
this front,” asserts Rashi G Manchanda.
Talking about consumer awareness, Aanchal G
Bubna says, “People are ordering and reordering
our nightwear. A comfortable night’s sleep in a
quality set of pyjamas is not overrated anymore.
Consumers are specifically ordering twinning
options especially for mums with their children, or
siblings with each other. We have also received
orders in some cases for the full family! We feel
simply wonderful when clients send us their
family twining pictures on a Sunday morning
Getting Trendy
“The sleepwear industry has changed a lot over
the years. In the past decade we have been
noticing a growing trend for people wanting cute,
comfortable and trendy nightwear. Gone are the
days when people would wear old clothes to
bed. Customers these days are very conscious
and want a separate nightwear collection. This is
an untapped market with very little competition.
Therefore, it has huge potential. I am sure that
we will see more brands in the future, catering
to customers wanting good quality trendy
nightwear,” explains Aarti Mittal, Founder and
Creative Director, Bloom & Co.
She further adds, “There is a huge demand for
nightwear. Customers between the age group of
16 and 35 are the ones driving sales.”
At the moment Shop Bloom caters to women
and kids. The brand will soon be launching a
men's collection and a monogrammed collection
too. They offer sizes from XS to 4XL for women.
Their collection caters to children between
newborns and 11 years of age. Explaining
her views on the online and offline sales, Aarti
explains, “I have been in this business for the
past 12 years and am relatively new to the online
industry. However, I feel that the response has
been very positive and has immense potential.
The future is definitely in online sales as it is more
convenient. In this day and age we understand
34 I APPAREL I August 2020