The global pandemic has driven consumer preference for comfortable loungewear, and the latest research proves it is a trend with staying power. Harris Insights & Analytics LLC, Chicago, IL/USA, surveyed 2,060 women online for Eastman in December 2021/January 2022. The subjects own and purchase loungewear and were between the ages of 18–60 in the USA, Germany, Spain and the UK.
When surveyed, 78% of women in the USA and Europe selected comfort as their top priority when selecting loungewear. Other findings show 74% of respondents dressed more casually at home and 66% are also choosing to dress more casually outside of the home. Consumers also want more comfortable fabrics and more versatile loungewear and will likely purchase more loungewear items in the future. The study also highlighted a satisfaction gap among consumers who wanted better loungewear comfort, fit, quality, drape and durability.
Eastman Chemical Co., Kingsport, TN/USA, aims to collaborate with brands to fill this gap. Available as both a filament yarn and a staple fiber, the company’s Naia Renew cellulosic fiber is inherently soft, is quick drying and has reduced pilling properties. It blends well with other eco-friendly materials, such as modal and recycled polyesters, to produce sustainable fabrics for everyday garments. Naia Renew is produced from 60% sustainably sourced wood pulp and 40% hard-to-recycle waste materials, which would otherwise be destined for landfills or incinerators, with a low carbon footprint in a closed-loop process where solvents are safely recycled back into the system for reuse.
»Loungewear has become the must-have item in every woman’s closet. Our insights aim to help brands understand how today’s consumers define comfort and sustainability with regards to loungewear.«
Ruth Farrell, Marketing Director of Textiles, Eastman