Apr 07, 2021 | By WGSN Insider
Big data meets consumer insights, Experience WGSN.
Mar 31, 2021
By Carla Buzasi
About midway through last year, probably just ahead of the UK’s second lockdown, my husband looked me up and down and said: “Are you going to live in black leggings forever? On the one-year anniversary of our first lockdown, I’m not ashamed to admit that I sit here writing this to you wearing the same black leggings, same ribbed tee, same cosy slippers. I was asked that very question by a journalist this week in Copenhagen and thought it was worth sharing my answer with you all as well.
Namely, that every aspect of our research tells us that comfortwear is here to stay, driven by the lifestyle shifts we’ve seen over the past 12 months that will outlast the pandemic, such as working from and exercising at home. However, that doesn’t mean we won’t want to dress up at all and the actual volumes of this kind of clothing will decrease versus 2020, stabilising somewhere between the levels of 2019 and 2020.
There are also a couple of key elements of the look which are evolving, including the rise in ‘two-mile wear’ and ‘at-home lounge’, which are subtly different to athleisure. Essentially though, the overriding consumer demand will be for comfort, whatever we might be doing.
Don’t just take my word for it – you can hear some of the WGSN Fashion experts discussing this in our latest podcast.
Of course, it’s not just our wardrobes that have adapted to this change in lifestyle, so have our homes – witness the rise of ‘cosy living’, and an uptick in softer fabrics and cocooning furnishings.
The WGSN Beauty team are also identifying the skin and bodycare products that fit within this trend, including the projected rise in leave-on treatments, which you can also read more about in the report below.
With all this writing about comfortwear, I’m off to put in an order for another hoodie and probably a few more faux fur throws as well…
Managing Director, WGSN
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