WGSN INstock data reveals why active inspired pyjamas are a hit for retailers. WGSN Senior Editor Carlene Thomas-Bailey reports
A quick scroll of Instagram right now reveals one thing: the trend for althleisure is firmly here to stay.
Sports-inspired apparel, from yoga pants to track tops and luxury sweats have become a firm part of consumer’s everyday wardrobe, and now retail offerings of this trend are extending to nightwear as well.
A roundup of what retailers dropped in October using WGSN INstock reveals that the industry is focusing on sleepwear, particularly if the designs have an active feel.
Inspired by sporty influences from the catwalks: fun slogans tees, zip-up running tops and silk lounge pants – these designs have trickled down to the high street and are making a big impact in stores and online.
Want proof? Athleisure-influenced designs pushed sleepwear new-ins up 261% YOY.
We can go deeper into what’s working with retail in this category, as October’s INstock data also revealed…
1.Sleepwear held 3.5% of new styles in stores in October, which is up 0.9 percentage points from September. With key high-street retailers paying more attention to sleepwear and growing their ranges this year.
2.But the greatest gains were these new active-inspired styles, with 14% more of them appearing in store.
Going forward, the style and the design matter; retailers are encouraged to keep blurring the lines between sleepwear and athlesiure. Looking to influences from the A/W 15/16 catwalk, Jo Lynch WGSN Lingerie Editor says: “novelty will remain, and sporty jogger styles will pair with lace-detailed camisoles for a feminine look.”
NEED DATA? If you’re a buyer, planner or just a fashion geek who wants to know exactly what’s trending at retail in every category – WGSN INstock is going to make you ridiculously happy. Find out more here.