Loungewear has become increasingly popular as consumers prioritize comfort and versatility, with brands like JulyWear transitioning from nightwear to loungewear and industry experts predicting the market will be worth multimillion USD by 2031.
Loungewear has been steadily gaining traction as a wardrobe staple, particularly since the onset of the COVID-19 pandemic.
Consumers increasingly value comfort and versatility, particularly when spending more time at home.
As a testament to this trend, Dunelm, a popular homeware store, has recently offered discounted loungewear sets at half price, with shoppers finding deals as low as £3.75. These sets are available both online and in-store.
Customers have lauded these sets for their comfort and suitability for lounging at home, as evidenced by the positive feedback on Facebook posts showcasing the deals.
In recognition of this growing trend, JulyWear has transitioned from being a nightwear brand to focusing on loungewear.
Founder Neha Bajaj has expressed her intention to make the brand a go-to choice for leisurewear in girls' and women’s wardrobes.
Offering kaftans, pyjama sets, linen wear, and nighties, JulyWear plans to expand its product range further to include resort wear and a wider selection of loungewear options.
Established in 2018, the women-led brand has become increasingly successful by capitalizing on the growing leisurewear market in India.
By 2020, loungewear and home wear were recognized as promising sectors, and JulyWear's products are now sold in over 150 retail stores and exported to more than 15 countries, with franchise and marketplace opportunities being explored.
July began its strategic repositioning from a nightwear brand to a prominent loungewear brand in 2021. Partnering with Mentopreneur, the company aimed to revitalize its branding, website, communication, and positioning.
July's ambition is to expand its direct-to-consumer business through strategic partnerships and collaborations.
This includes using CRM tools to enhance the shopping experience and engaging in talks with renowned influencers and celebrities for endorsements.
The largest global manufacturers of sleepwear and loungewear include Ralph Lauren Corp., Wacoal Holdings Corp., American Eagle Outfitters Inc., Hanesbrands Inc., PVH Corp., MASH Holdings Co. Ltd., Chantelle Group, H&M Hennes and Mauritz AB, L Brands Inc., and Authentic Brands Group LLC.
The market's growth is primarily driven by the rising demand for sleepwear and loungewear for both women and men, with North America and Europe being key regions.
This growth is further influenced by global trends, estimated demand for various product types, and recent industry developments.
Whether working from home or relaxing on the weekends, loungewear's popularity is poised to persist as an essential component of modern wardrobes.
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