Abstract
The nightwear market is dominated by retailers with private label offerings. Price erosion is occurring, and this decline in average nightwear prices has limited growth and product innovation. To a certain extent, ultra-low prices, such as those offered by supermarkets and Primark, have acted to devalue and commoditise the nightwear sector.
The market needs to create more of a fashion-led impulsive desire, as per the lingerie market, to grow. A third of women buy nightwear to replace old or worn out items - in the fashion market this is unheard of - only buying a garment when the other is worn out!
Main report themes:
- Why has nightwear been positioned as a price-driven commodity, with little advertising and brand differentiation?
- Is product differentiation and innovation the answer to driving nightwear sales?
- How can nightwear offer something more fashionable and suiting to the new demands of the consumer, to take advantage of the new gap in the market?
- The market can be reinvigorated by adding value and following the focus of fashion; environmentally-friendly and ethical products at a premium, brand styling and increased quality, and educating the consumer to the differences.
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