Article by Rimma Kats
Source: www.emarketer.com, July 2020
As consumers now spend much of their days at home, some have taken to wearing comfortable attire full-time. One in five US adults said they purchased clothing that is considered loungewear or leisurewear since the pandemic began, according to a June 2020 survey from CivicScience.
Another 15% of respondents said they hadn’t made such purchases but planned to do so in the near future—while a majority (65%) said they had no interest. When looking at younger consumers, however, figures for adoption and interest skewed higher.
Nearly 30% of 18- to 24-year-olds said they purchased leisurewear amid the pandemic, and 20% said they planned to purchase but hadn’t yet. The figures were similar for 25- to 54-year-olds.
Conversely, those 55 and older proved less likely to join the bandwagon. Just 12% said they purchased leisurewear since the pandemic hit; 11% were planning to buy, and 78% said they weren’t interested. The oldest cohort lead the other groups in its rejection of leisurewear by an average of 22%.