Driven by changing consumer preferences during the pandemic, the loungewear trend is here to stay, reveals latest research by Naia from Eastman, a global specialty materials company. Interviewing over 2,000 women aged 18 to 60 in the US, Germany, Spain and the UK in December 2021 and January 2022, the survey concluded, 78 per cent women prefer loungewear due to its comfort. Around 74 per cent said they prefer to dress more casually at home while 66 per cent reported dressing casually outside homes too.
Loungewear trend to persist
As per a Spin Off report, consumers plan to continue buying loungewear in future too. However, they expect more comfortable fabrics and versatility in loungewear. Around 61 per cent women said, they are more buying casual clothes while 44 per cent have reduced the amount of formal clothing in their wardrobes. Consumers also prefer to buy loungewear made from more sustainable fabrics and expect brands to offer more such options.
The study also highlighted the dissatisfaction amongst consumers looking for better comfort, fit, quality, drape and durability in their loungewear. The survey revealed, consumers expect their items to keep looking new, are easy-care, breathable, bacteria- and odor-resistant and made with sustainable materials.
Focus on comfort and sustainability
To enhance customers’ experience of buying loungewear, Naia from Eastman aims to collaborate with new brands, says Ruth Farrell, Marketing Director-Textiles, Eastman. The firm aims to help brands understand consumers’ view of comfort and sustainability in loungewear. It also looks to help value-chain partners create comfortable, quality and sustainable loungewear for all its customers.
Inherently soft, the Naia Renew cellulosic fiber has quick drying and reduced pilling properties. It is available as both a filament yarn and a staple fiber and can be blended with other materials like modal and recycled polyesters. The fiber is a mix of 60 per cent sustainably sourced wood pulp and 40 per cent hard-to-recycle waste materials. It has a low carbon footprint and can be easily recycled.
