Trend: The return of pyjamas...

I came across an interesting article the other day, mentioning a trend which has been picked up across the globe over the last 18 months. The article started by saying how many clothing retailers have had a torrid time of late, thanks to the economic crisis, but there seems to be one department which is bucking the trend: sleepwear.

Apparently, sales of sleepwear have seen a marked increase over the last couple of seasons – up to as much as 30% in some cases. The most interesting part about it was that it’s not your slinky nightie and boxers brigade which is doing so well. It’s the old, full-length flannel and cotton type!

Now, this does actually make a lot of sense to me, for a couple of reasons. Firstly, as the economic crunch started to bite, one of the first areas that people started to cut down on was entertainment. This means that there are less people out at pubs, clubs and restaurants in the evenings, and more having a quiet night at home. And if you’re at home vegetating in front of the TV, are you doing it in designer clothes? No, you’re slouching around in your PJ’s!

Secondly, these long, comfortable pyjamas are also a lot warmer than your average night-slip or T-shirt and boxers. So, for those looking at saving a bit on their heating bills, this option also makes a lot more sense. Instead of the pumping the thermostat, you settle in for a movie on the couch with your warm pyjamas, a blanket, and maybe a hot water bottle!

The third reason is a bit more psychological. In uncertain times like these – with people losing their jobs, seeing their investments decline, feeling their relationships strained – they turn to those things that make them feel safe and more secure. People cast their minds back to better times, and re-connect with people or items that transport them there. And honestly, what could bring you back to those happy times of childhood and your youth more than climbing into a pair of big fluffy pyjamas?

Just some food for thought… Sleep tight!