Driven by the pandemic, consumers’ preference for comfortable loungewear is likely to sustain in future, reveals a research conducted by Naia™ from Eastman. As per a Textile World report, around 78 per cent women in the US and Europe opt for comfort as top priority when selecting loungewear. Around 74 per cent respondents said, they preferred to dress casually at home while 66 per cent said they are now choosing to dress more casually outside home.

Consumers are also looking for more comfortable fabrics and versatile loungewear, the report states. Around 61 per cent women said, they preferred investing in more casual clothing, with 44 per cent reducing the amount of formal clothing in their wardrobes. They also prefer more sustainable loungewear with new and different fibers and would like brands to offer more options.

The study also highlighted a gap in satisfaction amongst consumers who wanted better loungewear comfort, fit, quality, drape and durability. Eastman aims to fill this gap by collaborating with brands t and help them enhance the consumer shopping journey.