FEATURE
that people have hectic lives and find it difficult
to go to the mall regularly. Social media too has
a huge impact on the younger generation. It also
helps bring more attention and exposure to a
brand thus building the brand image and also
driving sales.”
The Luxe touch
Bringing luxury sleepwear to the modern woman,
The Calm Collective, sets a new benchmark
within the sleepwear industry. Neha Gill, Founder,
The Calm Collective says, “The Industry has
evolved both in terms of market levels and design
in the last five years. Online platforms that enable
young brands like us to go direct to customers
have accelerated this change. In terms of market
levels, there are several long standing high
street brands and hypermarket brands that have
traditionally catered to sleepwear customers.
However, the newer entrants in the marketplace
have added a premium to luxury segments that
cater to a more discerning customer. These
are the ones who are well- travelled and who
understand quality and good fits and are willing to
pay for the same.”
She further adds, “In future, I expect that this
segment of premium to luxury sleepwear will
only continue to grow. Design has also evolved
over the years with different brands developing
individual handwriting to carve out their own
niche for the customers they cater to. The
response has been heartening, and we have
managed to reach pan – India. More customers
are getting comfortable shopping online. Even
Gen X is no longer hesitant while trying a new
brand online. So it`s not just millennials who are
shopping online.”
With The Calm Collective’s new Spring/
Summer 2020 collection Neha will continue to
expand the same signature handwriting in terms
of design aesthetics. They plan to launch brighter
colours as summer dawns. Peach, pink, navy
blue, grey, and green are some of the colours
included in the collection. Nightwear will include
various styles of shorts, pajamas, nightshirts,
kaftans and sleep dresses. Their sizes are cut
across XS TO XL.
Lastly, speaking in favour of the premium
pricing for sleepwear, she says “There is always
a threshold for every product in every market
level beyond which a customer will not convert.
However, that threshold has been pushed
substantially in the last few years and we have
found customers willing to spend more than they
have been known to in the past for a good pair of
pajamas that were well designed and finished.”
This goes to show that the industry is
indeed mapping newer growth contours at
every juncture and that more brands are likely to
enter the segment with trendier offerings in the
days to come.
APPAREL I August 2020 I 35