2020 has been the year of loungewear as the category continues to shape pandemic dressing. So what’s next?
In this article, we’re helping future-proof your assortment by investigating how loungewear performed for SS20, as well as outlining your new core lines and essential buys to win spring.
Get in touch to see EDITED help demystify this category by taking the guesswork out of planning, pricing and phasing assortments.
Spring/Summer 2020 lessons
Nightwear had the most sell outs in the US, while hoodies were favored in the UK as the top stocked category.
In the US, customers sought out Nasty Gal for sleepwear, with this retailer contributing the majority of the sales – pastel and neutral colors were most popular with both short and pant sets desired. Hoodies and sweatpants experienced strong movement in the US, however, the sell out percentage of hoodies was 13% higher in the UK compared to the US.
All-in-ones and sets had a stronger presence and sell out rate in the UK.
Sets made up 7% of arrivals in the UK, due to top stockist PrettyLittleThing, compared to only 1% in the US. All-in-ones had double the offering in the UK with greys, blacks and neutrals dominating – 28% of the all-in-ones were patterned with conversational, stripes and graphics most popular.
Your new core loungewear
Since April, the number of oversized shirts arriving has increased month-on-month, up 23% from July to August 26th. With the rise of boyfriend dressing and the staying power of bathleisure, oversized shirts transformed loungewear to smart casual. Also, consider wide-leg and elasticized waistbands for trousers and silk PJs for a refined alternative.
Hill House Home’s “Ellie” Nap Dress went viral, offering an alternative to sweatsuits and sleepwear. This often loose-fitting, longline dress style gained momentum due to a consumer shift towards more dressed-up yet comfortable outfits. Learn why the house dress will live on post-lockdown, and the urgency to buy in now.
Retailers are promoting seamless loungewear via email, highlighting bodysuits to lounge sets and joggers. The importance of seamless apparel has grown, with newness up 22% YoY. Retailers have been responding to this increase by promoting it across apparel and not just for activewear.
What should be in your current assortment
Whether your customer is dressing up to be reunited with family this holiday season or going out on the town, design into heavier fabrics for coordinated sets to ensure comfort and style. Consider mock necks, oversized turtlenecks, midi-length skirts and black.
Update loungewear sets this fall with sporty designs like color blocking, water-resistant fabrics and drawstrings. Use branding and graphics as placement prints or apply all-over. Pops of color are also welcomed for this style.
Essential buys for SS21
Mid-length shorts started to trend this spring, bike shorts and denim being most popular. With inspiration from the Pre-Spring 2021 collections, this short will evolve into the Bermuda jogger for next spring. Think calf-length, drawstrings, pockets and knit fabrics.
Present in streetwear during Copenhagen Spring 2021 Fashion Week as well as within Pre-Spring 2021’s collections, looser silhouettes were found across suiting – most specifically in blazers. With more relaxed wear-to-work wardrobes, and many people anticipating going back to the office in 2021, deconstruct classic tailored looks for a more laid-back aesthetic.
To complete your assortment, log in to read the Womenswear: Future of Loungewear report.
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