Abstract
This report provides an in-depth analysis of the women' s sleepwear market.
Sales of sleepwear were relatively stagnant for the early part of this decade before spiking in 2004. The reasons for this sudden growth are examined in detail, along with the emergence of important new distribution channels and their concomitant marketing efforts. The evolution of sleepwear from a utilitarian product to a fashion item is also analyzed, as well as the latest trends informing new designs.
According to Mintel' s custom research, comfort is the most important criterion for respondents in the selection of sleepwear. Income, age, and martial status also affect the type of sleepwear respondents purchase and wear.
In this report, Mintel clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by segment.
Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market, and provides information about the major companies and brands. Using the SPSS forecasting package, Mintel creates a five-year forecast of U.S. retail sales, revealing potential opportunities for growth and product development.
The types of sleepwear discussed in this report include:
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The women' s sleepwear market is back on the rise
- The celebrity factor = increased sales
- Pajamas are "in"
- But they still have a utilitarian appeal
- Consolidations are the rule
- Specialty retailers get into the action
- Celebrities, fashion shows, and other eye-catching initiatives
- What the consumer wears and wants
- On the horizon
- Forecast--more growth
- Market Drivers
- The celebrity factor
- Sleepwear becomes a fashion item
- Top specialty retailers launch sleepwear chains
- Sleepwear and the changing face of America
- Figure 1: Female population, by age, 2002-12
- Sleepwear for holidays and special occasions
- Seasons and the weather drive sales
- Market Size and Trends
- Figure 2: Total U.S. retail sales of women' s sleepwear, at current and
constant prices, 2001-06
- Market Segmentation
- Overview
- Figure 3: Sales of women' s sleepwear, segmented by product type, 2004
and 2006
- Pajamas and nightgowns
- Figure 4: Sales of pajamas and gowns, at current and constant prices,
2001-06
- Robes
- Figure 5: Sales of robes, at current and constant prices, 2001-06
- Supply Structure
- Foreign trade
- Figure 6: U.S. imports of women' s and girl' s sleepwear and other
underwear items, 2004-05
- Figure 7: U.S. exports of women' s and girl' s sleepwear and other
underwear items, 2004-05
- Manufacturer overview
- Company and brand profiles
- HanesBrands
- VF Corporation
- Limited Brands
- Warnaco Inc.
- Kellwood Company
- Charles Komar & Sons, Inc.
- Movie Star, Inc.
- KN Ltd.
- Natori Company
- Russell-Newman Ltd.
- Advertising and Promotion
- HanesBrands successfully leverages celebrities
- Pink and Ashlee Simpson strike a chord
- Charles Komar & Sons, Inc. gets a makeover
- aerie at American Eagle goes pop
- JLO hits the runway
- Retailer use of promotions
- Figure 8: PajamaGram spot
- Outreach initiatives
- Retail Distribution
- Overview
- Figure 9: Sales of women' s sleepwear by retail channel, 2004 and 2006
- Specialty retailers
- Introduction
- aerie at American Eagle
- Chico' s/Soma
- The Gap and Old Navy
- Victoria' s Secret and Pink
- Mass merchandisers
- Introduction
- Wal-Mart
- Target
- Department Stores
- Introduction
- Bloomingdale' s
- JCPenney
- Sears
- The Consumer
- Introduction
- The women' s sleepwear consumer--an overview
- Women' s sleepwear purchases
- Adult incidence of purchase, in past 12 months
- Figure 10: Nightgowns/pajamas/lingerie purchased in past 12 months, by
gender, May 2005-June 2006
- Figure 11: Nightgowns/pajamas/lingerie purchased in past 12 months, by
age, May 2005-June 2006
- Adult frequency of purchase, in past 12 months
- Figure 12: Number of nightgowns/pajamas purchased in past 12 months, by
age, May 2005-June 2006
- Figure 13: Number of other lingerie purchased in past 12 months, by age,
May 2005-June 2006
- Teen incidence of purchase, in past 12 months
- Figure 14: Nightgowns/pajamas/lingerie purchased in past 12 months among
teens, May 2005-June 2006
- Teen frequency of purchase, in past 12 months
- Figure 15: Number of nightwear purchased in past 12 months among teens,
May 2005-June 2006
- Figure 16: Number of other lingerie purchased in past 12 months among
teens, May 2005-June 2006
- What women wear
- Figure 17: Sleepwear items slept in most often, by age, November 2006
- Figure 18: Sleepwear items slept in most often, by household income,
November 2006
- Figure 19: Sleepwear items slept in most often, by race/ethnic origin,
November 2006
- Figure 20: Sleepwear items slept in most often, by marital status,
November 2006
- Figure 21: Sleepwear items slept in most often, by number of children in
household, November 2006
- Fabrics slept in most often
- Figure 22: Fabric of sleepwear worn most often, by age November 2006
- Sleepwear spending patterns
- Figure 23: Amount spent on sleepwear for oneself in past 12 months, by
age, November 2006
- Figure 24: Amount spent on sleepwear for oneself in past 12 months, by
household income, November 2006
- Reasons for purchasing
- Figure 25: Reasons for purchasing sleepwear in past 12 months, by age,
November 2006
- Figure 26: Reasons for purchasing sleepwear in past 12 months, by
geographic region, November 2006
- Sleepwear shopping companions
- Figure 27: Shopping companions of women shopping for sleepwear by age,
November 2006
- Where women shop
- Figure 28: Where sleepwear is purchased, by age, November 2006
- Figure 29: Where sleepwear is purchased, by household income, November
2006
- Figure 30: Where sleepwear is purchased, by household size, November 2006
- Figure 31: Where sleepwear is purchased, by education, November 2006
- Attitudes towards sleepwear
- Figure 32: Attitudes towards sleepwear, by age, November 2006
- Figure 33: Attitudes towards sleepwear, by household income, November
2006
- Wearing habits
- Figure 34: Sleepwear wearing habits, by age, November 2006
- Figure 35: Sleepwear wearing habits, by race and Hispanic origin,
November 2006
- Figure 36: Sleepwear wearing habits, by marital status, November 2006
- Figure 37: Sleepwear wearing habits, by number of children in household,
November 2006
- Future and Forecast
- Future trends
- Specialty retailers will gain ground
- Consolidations and acquisitions
- Celebrities may be passé and licensed characters may be in
- Sleepwear goes ultra high-end
- Innovative materials
- Nutriceuticals in pajamas
- Rising cost of energy
- Marketing to plus-sized women
- Market forecast
- Women' s sleepwear
- Figure 38: Forecast of total U.S. retail sales of women' s sleepwear, at
current and constant prices, 2006-11
- Figure 39: Forecast of women' s sleepwear sales, at current and constant
prices, 2006-11
- Pajamas and nightgowns
- Figure 40: Forecast of U.S. sales of pajamas and nightgowns, at current
and constant prices, 2006-11
- Robes
- Figure 41: Forecast of U.S. sales of robes, at current and constant
prices, 2006-11
- Appendix: Trade Associations
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