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Loungewear and casualwear are key lockdown buys says Epsilon-Conversant data

Published
May 14, 2020
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As if you didn’t know already, loungewear has turned out to be the standout fashion category during the lockdown, both in the UK and abroad.


Retailers are pushing relaxed pieces as a solution to the lockdown and an alternative to loungewear - Cos



And on Thursday, new UK data confirmed this. Global marketing and digital media company Epsilon-Conversant said “demand for loungewear and casualwear has surged during lockdown, as consumers look for the perfect ‘work-from-home’ outfits”.
 
Purchases for these items have risen 49% year-on-year “and those brands that pivot their offerings to jump on this trend could reap the rewards – the likes of Boohoo, which has done just that, has reported a 44% rise in revenue,” the company said.

And homewares made up the second big purchase category winner, seeing a 41% rise in March and April. But formalwear has been off the agenda for many, falling 25%.

The study used data from 11 retailers across the UK, all with a variety of categories for sale. Tops and T-shirts saw an increase in demand of 13%, with demand for kidswear rising by 11%. However, despite many ‘keep fit’ initiatives driven by personalities such as Joe Wicks, demand for sports/swimwear and accessories has dropped by 2%, with footwear seeing a slightly larger (3%) drop.

“Many retailers have pivoted their online operations to promote their lockdown-appropriate goods,” said Elliott Clayton, SVP Epsilon-Conversant. “We’ve seen brands like Boohoo.com and Marks &Spencer showcase their more comfortable or interior-focused ranges, and they’ve reaped the rewards. This data highlights just how much more demand there is for stay-at-home products.”

But despite the formalwear plunge, the category is still being bought. Clayton added: “Some consumers are clearly still purchasing across all categories. With videoconferencing commonplace, there is certainly still a need to look and feel smart – but I’d predict that retailers which have pivoted to promote their loungewear and casualwear will be the clear winners for some time.”

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