FASHION BUSINESS
GLOBAL SLEEPWEAR MARKET
An Analyses of the Driving Forces
In the past few years , sleepwear has emerged as a major business opportunity , valuing between US $ 30 billion to US $ 40 billion globally . The category itself cited 18.8 per cent growth in the last year – which perches it among other top categories , such as activewear ( which saw 18.2 per cent growth ) and footwear ( that ’ s recorded a growth of 15.9 per cent ).
As far as assortments go , data collected by Edited , states that 70 per cent of the entire sleep apparel retails on the mass market with only about 5 per cent passing off as luxury . 20.5 per cent of this assortment is sold as a set , with an equal emphasis across pyjama sets , robes and nighties .
Transitional sleepwear – one that doubles as nightwear and
Opportunity area : Bridal nightwear and bachelorette sets | Missguided loungewear , is having its moment at present .
The sleepwear category should be looking at bridging the gap between bed-time and home-time so as to provide consumers with the opportunity to be creative and mix pieces up .
The silhouettes shy away from traditional pyjama styles towards more structured pant style pieces , in cotton , in satin that focus on comfort .
“ I strongly feel that the strappy one-piece nightie is going to be a big hit – we are doing a lot of them in knit which can also be translated as loungewear pieces . The classic shirt and pyjama in satins are also front-runners ,” said Swati Gupta , Founder of Papillon , a nightwear brand based in India .
Another area that is a hot cake for those who are looking to enter this category is bridal sleepwear . Bridal nightwear is growing online , with a market share that boasts a 4 per cent increase in the last two years . The trend encompasses newlyweds , honeymooners and even bachelorette gangs . Silk nighties and nightgowns cater to the brides directly , while personalised bridal party sets , pyjamas and robes serve the bachelorette market .
“ In India , when it comes to bridal , people do spend . I ’ ve customised a few pieces for some clients where I experimented with nice camisole pieces and strappy one-piece nighties in silk , and they did not restrict the budget . For bridal , people want to spend on such pieces ,” Gupta added .
A huge potential for opportunity lies in the domestic market , where the
36 Apparel Online India | AUGUST 16-31 , 2018 | www . apparelresources . com