Amidst the resurgence of lockdown measures in England due to the ongoing pandemic, there has been a notable shift in consumer behavior. LovetheSales.com, a sales aggregator, reveals that a key trend emerging during this lockdown is the preference for comfortable and cozy clothing that can be enjoyed at home. This shift has led to a staggering 122% increase in loungewear sales compared to the previous year. Popular brands like Ugg, Calvin Klein, and Nike have seen sales surge by 52%, 42%, and 25% respectively in this category.
Hoodies, joggers, sweatshirts, tie-dye clothing, and slippers are among the specific items experiencing a surge in demand. Interestingly, the increase in sales of exercise equipment such as yoga mats, exercise bikes, and activity trackers suggests that consumers are not only prioritizing comfort but also fitness while spending more time at home.
Conversely, traditional fashion categories like office wear and party clothing have experienced a decline in demand. The decrease in social gatherings has led to a plummet in sales of party dresses, footwear like heels, trainers, and boots, as well as office attire such as suits, belts, shirts, and trousers.
To adapt to this changing landscape, many retailers are boosting their online discounts to attract shoppers who are increasingly turning to online shopping. Brands like Reiss, Calvin Klein, and Mango have already begun offering early Black Friday deals to entice customers. Interestingly, there has been a rise in online demand for premium brands, while luxury and high street brands are facing a decrease in demand.
Consumers now seem to be focusing on making quality purchases rather than splurging on luxury items that may not see much use in the current climate. The shift in consumer behavior is evident in the shopping trends seen during this latest lockdown. Loungewear is undoubtedly the reigning category, while party looks and office wear are struggling to maintain their relevance in times of uncertainty.
For more information on the latest fashion trends and deals, check out the latest updates from LovetheSales.com here. Additionally, to explore a wide range of comfortable and stylish loungewear options, visit the collections from Ugg, Calvin Klein, and Nike here.
