HBL Analysis: Luxury lounging

Friday, 26 August 2011

Cashmere bed socks by the White Company
Luxury loungewear is a market that has been steadily growing since 2009. Harder economic times in the West have changed social habits, meaning people are more likely to enjoy dinner and a movie at home than a frivolous night out on the town. Spending more time in the home calls for a new type of wardrobe that is both stylish and comfortable.

In stores, loungewear is often grouped not with clothing, but with soft home accessories. With this in mind, WGSN-homebuildlife analyses the growing popularity of luxury loungewear and its influence on the homeware sector.

Cashmere hot water bottle by Plum & Ivory
At the recent Christmas 2011 press days, high street retailers commented that sales of loungewear such as bathrobes, soft footwear, cushions, throws and home accessories have been particularly strong and are selling extremely well in their seasonal gifting collections.

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