Pajamas Products Market Analysis: Pajamas Sales Increase, Category Potential Huge

The market for sleep products is growing and it is estimated that the market value is between 30 billion and 40 billion dollars.

Among them, pajamas increased by 18.8% last year, higher than 18.2% of popular sports apparel and 15.9% of footwear.

Pajamas also have seasonal characteristics.

To observe the number of new pajamas sold in the past two years, it is obvious that pajamas are seasonal.

As can be seen from the above chart, new products will increase significantly at the beginning of the first quarter and the beginning of the third quarter due to seasonal changes. New products will usually last for two months, and the number of new products will decline in the next few months.

By the autumn of 2017, the new listing period was extended to 3 months.

Classification of pajamas

Pajamas are also classified as high-end products and public products. 70% of pajamas are sold in the mass market, while only 5% are luxury goods.

Below is the classification of male and female pajamas. Pajamas, gowns and nightgowns are most popular.

Among them, pajamas suit accounted for 20.5%, the average price was $57.71.

It is also clear from the table that the hot pyjamas in 2015 and 2016 are no longer popular, and now only occupy 0.5% of the total category.

The price of the gowns is relatively high, the average price is $102.82, and the price of the gowns over 17% is over 100 dollars.

Shorts and vests are popular, but most of the products are below $30.

It is worth thinking about the pition from pajamas to "home clothes". Data show that the number of home clothing brands increased by 73%, while pajamas increased by 63% on the homepage.

There are more home clothes in pajamas, household clothing accounts for 15.4% of pajamas and 5% of total pajamas.

Pajamas prices fell in the fourth quarter

At present, 45% of the pajamas will be discounted, and the average price will be reduced by 31.6%.

In the retail market, 49% of the products will be cut by 35%.

Actually, the categories with lower discount rates are swimsuits and underwear.

Below is the weekly discount rate of products. It can be seen that the discount rate is relatively large from 43 weeks to 52 weeks, mostly because of black five. People often buy products and gifts for families.

Trends in pajamas

fast

Don't pay much attention to pajamas.

ASOS has more than 700 women's sleep products, showing * * *, while H&M has less than 80, and Zara has none.

As a result, pajamas are not driven by the trend. These retailers are putting pressure on the pajamas Market to promote market innovation.

Some sellers have discovered this field.

European retailer Oysho stands out with avant-garde pyjamas.

In the spring of 2018, it introduced tropical printed high waist skirts and ruffled white cotton pajamas, and people could even wear these pajamas and sports shoes to go out.

Just like consumers can wear sportswear both inside and outside the gym, pajamas should be able to wear at home and before going to bed.

People are used to wearing more comfortable and casual.

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Pajamas can do this. Here are some of the Oysho's hot selling products and replenishment products:

Other opportunities:

Bridal pajamas: the pajamas for brides on the market are increasing, and bridal pajamas are not just for brides.

For example, Instagram creates a "satisfying moment" for the whole wedding party, not only brides, but also single women.

Airport casual wear: Boohoo recently launched an airport matching collection on the home page, and brands like ADAY seized the opportunity.

They not only meet the needs of consumers, but also create new demands for consumers, making airports.

Become a choice.

Restorative pajamas: andama launched a series of pajamas to help athletes recover their physical strength.

Bioceramic printing technology is used inside pajamas to adjust the temperature and help consumers get better sleep quality.

This best-selling product has opened up the idea that clothes can change sleep.

Now the fragrance is becoming more and more popular. Sellers can also consider the combination of pajamas and sleeping beauty.

People will pay more and more attention to pajamas.

The timeliness of social media and live "stories" makes personal space smaller and smaller.

Consumers are also cautious when buying household products, whether they are kitchenware, ceramics or indoor plants, and their purchase requirements are higher and higher.

These can be part of consumers' creation and self display, and self is also the focus of consumers nowadays.