Global Sleep­wear Mar­ket: An analy­ses of the driv­ing forces

An Analy­ses of the Driv­ing Forces

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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 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

de­mand is swelling ev­ery quar­ter. In­dia is known for its var­ied cli­matic con­di­tions, rang­ing from trop­i­cal in the south to tem­per­ate and alpine in the north, which at the on­set, posed as a chal­lenge for the sleep­wear in­dus­try. A prag­matic ap­proach led to the re­al­i­sa­tion that the fab­ric op­tions avail­able in the mar­ket were not in ac­cor­dance with the In­dian cli­mate, and hence un­suit­able for In­dian skin or a good night’s sleep. It is no sur­prise that the do­mes­tic mar­ket has been fac­ing is­sues re­lated to siz­ing, in the past. A key area that needs re­dres­sal is In­dia spe­cific siz­ing.

Kolkata-based nightwear brand clts (an acro­nym for Cute Lit­tle Things), works on In­dian body shapes and pro­vides sizes that range from XS to XL. Its’ in-house de­sign team and in-house fab­ric depart­ment, al­low it to en­sure 100 per cent qual­ity along with enough legroom to ex­per­i­ment. They have also in­vested in the model of combo’s to pro­vide an edge over other nightwear la­bels avail­able in the coun­try today.

Mitesh Ba­heti of clts said, “We pro­vide a combo of T-shirts, shorts, py­ja­mas and capris which fea­ture as sep­a­rates that can be used for twin­ning and mix-match­ing.”,He fur­ther added, “The idea came up be­cause In­dia is a sea­sonal coun­try, peo­ple are not used to ca­su­ally spend­ing on loungewear as it is still a grow­ing niche within the in­dus­try, some­thing that has started to gain pop­u­lar­ity in the last 2-3 years. The In­dian con­sumer is price- sen­si­tive, so this combo acts as a com­plete set that cov­ers 365 days, where the user is free to style ba­sics any way he/she wants.”

Con­sumers are will­ing to in­vest in sleep­wear, open­ing an en­tire new arena for those ac­tively look­ing to en­ter the mar­ket. Today, sleep­wear is about qual­ity fab­rics matched with con­tem­po­rary styles and prints, of­fer­ing ver­sa­til­ity.

TRAN­SI­TIONAL SLEEP

Sleep is be­com­ing tran­si­tional; ver­sa­tile pieces that trans­late as day-to-night time pieces or those that dou­ble up as loungewear con­tinue to be a big trend. Sleep is expanding and merg­ing into a more dy­namic cat­e­gory that can be worn and styled in mul­ti­ple ways, de­pend­ing upon the var­ied needs and in­ter­ests of the diver­si­fied con­sumer base today. The over­dom­i­nance of dig­i­tal tech­nol­ogy di­rectly im­pacts this cat­e­gory, as more and more con­sumers opt for re­lax­ation and leisure time in­doors, while crav­ing for the free­dom of be­ing able to run er­rands, if re­quired, un­in­ter­rupted by what they are wear­ing. Fur­ther­more, the spike in healt­hand fit­ness-re­lated ac­tiv­i­ties of­fers a bonus for more sil­hou­ettes that serve the yoga and ac­tivewear seg­ment. “Bound­aries be­tween day and night, and in­door and out­door are be­com­ing more fluid. Sleep­wear and loungewear are merg­ing into a new liv­ing­wear cat­e­gory that can be worn and styled in mul­ti­func­tional ways,” Nina Rehmann, PR and Com­mu­ni­ca­tion Man­ager, Hanro con­cluded.

VERY VELOUR

There is a shift to­wards ef­fort­less glam­our – pieces that are lux­u­ri­ous but at the same time, com­fort­able. Vel­vet con­tin­ues to be a pop­u­lar trend for the up­com­ing sea­son, ow­ing to its luxe and op­u­lent char­ac­ter­is­tics.

Vel­vet two-pieces or velour tracks in jewel tones, and also mil­len­nial pink will add an el­e­ment of in­ter­est to clas­sic sil­hou­ettes. Ow­ing to their op­u­lent qual­ity, vel­vet pieces also dou­ble up as chic loungewear pieces, trans­lat­ing as per­fect day-to-night items.

LACE LIFT

Pieces that ex­plore the sen­su­al­ity and trans­parency of lace em­broi­dered over sleek silks, soft tulles and sheer sur­faces are mak­ing a come­back.

Mod­ern, tex­tured mo­tifs rep­re­sent­ing flo­rals are trans­lated over fine laces in a dreamy pal­ette of pas­tel shades and clas­sic blacks and whites that ac­cen­tu­ate the del­i­cacy of the fe­male form.

“De­pend­ing on the styles, I usu­ally use lace to ac­cen­tu­ate the col­lars, the en­tire but­ton line and the pock­ets… Like on satin, I put it

over pleats and also in­cor­po­rate it over some of the py­ja­mas.

With satins, laces are more ex­per­i­men­tal and go with a lot of things but with cot­tons, they’re a bit re­stricted,” Gupta stated.

ROBE REIGN

Ori­en­tal in­flu­ences are a rage this sea­son, both on the men’s run­ways as well as on the women’s – so it’s no sur­prise that the trend con­tin­ues to fil­ter into the sleep seg­ment as well.

Though robes have been a main­stay in the sleep cat­e­gory, this sea­son sees the use of luxe fab­rics such as op­u­lent silks, slinky satins and comfy cot­tons tak­ing the lead. The lengths are above the knee and the colours are mood­ier.

NAT­U­RAL FAB­RICS

There is a col­lec­tive in­cli­na­tion to­wards nat­u­ral fab­rics for com­fort and over­all well­ness.

In the past few sea­sons, con­sumers have started to be­come in­creas­ingly aware of the ill-ef­fects of mass pro­duc­tion, and the lin­ger­ing haz­ardous threats posed by fast fash­ion. This has led to a spike in de­mand for more sus­tain­able, or­ganic and trans-sea­sonal fab­rics which will stand the test of time. Peo­ple are be­com­ing more mind­ful of their pur­chases, there­fore, in­ter­est­ing de­tail play would be key in this cat­e­gory.

GAR­DEN PARTY

The big­ger, the bet­ter – that’s the memo for the fu­ture of sleep­wear.

Bold, prom­i­nent flo­rals or land­scape in­spired prints are re­flected in the print and pat­tern choices for Spring/ Sum­mer 2019. Vivid and jewel tones that ref­er­ence the beauty of na­ture come alive on clas­sic sil­hou­ettes.

A heavy dose of print pat­tern mixes, which also align with the run­way re­ports for Spring /Sum­mer 2019, are ex­pected to be ma­jor per­form­ers with print-on-print gain­ing main­stream pop­u­lar­ity.

“We be­lieve this trend will con­tinue, see­ing an in­crease in the use of bold, luxe colours and max­i­mal­ist, large-scale prints, as well as strong, state­ment pat­tern/print mixes,” said

He­len Polling­ton, Co-Founder and Cre­ative Di­rec­tor, Vi­o­let & Wren.

“Styles such as sleep­dresses – col­lared long T-shirts and long polo t-shirts, and front open night­dresses are all in de­mand for the up­com­ing sea­son.”

“Clas­sics won’t go out – solid colours in cot­ton and satin are the classi­est. Those nice deep colours such as deep blues or deep reds, will never go out of fash­ion.”

“Sleep-shirts, eye masks and lin­gerie bags are a hit in Tier-1 cities, whilst py­jama sets are per­form­ing well in Tier-2 and Tier-3 cities.”

Op­por­tu­nity area: Bridal nightwear and bach­e­lorette sets | Miss­guided

Tran­si­tional sleep: Ver­sa­tile loungewear pieces that work for both day and night | Oysho, clts, Oysho

Very Velour: Op­u­lent ma­te­ri­als such as vel­vet are big ow­ing to their luxe qual­i­ties

Lace lift: Oysho, Papil­lon, Bwitch

Robe reign: Lau­rence Tav­ernier, Bwitch, Oysho

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