Materials manufacturer Eastman conducted a study on textile consumption. Since the beginning of the pandemic, consumers have shown a strong preference for loungewear, a trend that is expected to last.
The effects of the corona pandemic on the consumption habits of textiles were considerable. Influenced by the general uncertainty, consumers were looking for comfort through their choice of clothes. This is proven by a recent study on loungewear by Eastman. The study, commissioned by Harris Insights & Analytics, a US market research company, and conducted with 2,060 women in the US and Europe (Germany, Spain and Great Britain) shows that 78 percent of consumers when choosing so-called loungewear are primarily value convenience.
convenience and durability
It’s easy to think that choosing clothes when staying at home should be comfortable, but the study also shows that this trend is continuing outside of the home. 66 percent of the women surveyed have already acquired a casual piece of clothing for going out and 61 percent spend a larger part of their budget on loungewear. In view of this trend towards ‘casual fashion’, Eastman emphasizes that the offer must correspond to consumer preferences. In addition to comfort, this also applies to sustainability: the study shows that two-thirds of consumers want a wider choice of materials, especially sustainable fibers.
To accommodate consumers, Eastman has developed the cellulose fiber Naia Renew, which is obtained through a circular manufacturing process. The fiber consists of 60 percent wood pulp from sustainable resources, with the remaining 40 percent of the fiber being obtained from waste. The fiber offers comfort and a soft feel while having a lower carbon footprint – this is how the loungewear trend can survive the pandemic stop out.
Read more about the loungewear trend here:
- Comfort is in: how a year of loungewear is shaping trouser trends
This translated post previously appeared on FashionUnited.fr. Translation and editing: Karenita Haalck