The global pandemic has driven consumer preference for comfortable loungewear, and the latest research conducted by Naia from Eastman*, a global specialty materials company, proves it is a trend with staying power.
When surveyed, 78% of women involved selected comfort as their top priority when selecting loungewear. Other findings show 74% of respondents dressed more casually at home and 66% are also choosing to dress more casually outside the home.
Consumers also want more comfortable fabrics and more versatile loungewear, and will likely purchase more loungewear items in the future. This is what the survey has highlighted, as 61% of women are investing in more casual clothing, with 44% reducing the amount of formal clothing in their wardrobes. They also prefer more sustainable loungewear with new and different fibres and would like brands to offer more of those options.
The study also highlighted a satisfaction gap among consumers who wanted better loungewear comfort, fit, quality, drape and durability.
Among the characteristics the respondents considered important when choosing their loungewear was that items keep their ‘new’ appearance, are easy-care and breathable, have a low impact on the environment and resist odour/bacteria. There was also a high desire for garments that can help reduce landfill waste and/or made of plant-based or recycled materials.
At the light of these results, Naia from Eastman aims to collaborate with brands and further help the consumer enhance their shopping journey.
“Loungewear has become the must-have item in every woman’s closet,” said Ruth Farrell, marketing director of textiles for Eastman. “Our insights aim to help brands understand how today’s consumers define comfort and sustainability in regard to loungewear. With two-thirds of consumers wanting more sustainable options in their loungewear fibres, Naia is perfectly positioned to help our value-chain partners create comfortable, quality, sustainable loungewear that is accessible to all.”
Naia Renew cellulosic fibre is inherently soft, is quick drying, has reduced pilling properties and is available as both a filament yarn and a staple fibre. It can be blended well with other eco-friendly materials, such as modal and recycled polyesters, in order to produce sustainable fabrics for everyday garments — including tops, dresses, jumpsuits, twinsets, t-shirts, comfy pants and sweaters.
Naia Renew is produced from 60% sustainably sourced wood pulp and 40% hard-to-recycle waste materials, which would otherwise be destined for landfills or incinerators, with a low carbon footprint in a closed-loopprocess where solvents are safely recycled back into the system for reuse.
*Research conducted in December 2021 and January 2022 across 2,060 women aged 18-60 in Germany, Spain, UK and USA
