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Pajama sets are the new 2-piece suit

2021/5/3

There are two types of people in the world: those who wear old T-shirts to bed, and those who don't.

Desmond & Dempsey, which sells pajama sets for about $150, saw sales skyrocket during the pandemic. It sits in a privileged position at the intersection of two multi-billion-dollar industries. First, the $10 billion self care industry. Second, high-end sleepwear, or as Brandi Neal wrote for Bustle the "fancy pajamas you usually only see in movies." This category also encompasses nightgowns, robes, and slippers, and market researcher Technavio expects the market to grow by $19.5 billion between 2020 and 2024.
The brand was in the right place, at the right time

It's hard to pinpoint how many people actually sleep in pajamas.

A 2017 survey in the UK found about 40% of people sleep in pajamas, while another one found 90% of people wear them to lounge around the house. 
In the United States, meanwhile, a 2018 report stated nearly 69% of people sleep partially clothed, while 31% sleep fully clothed. Then there are those, of course, who sleep naked. What is known, however, is that luxury sleep and loungewear are associated with comfort. And the idea of comfort (including meditation apps, organic diets, and face masks) is especially popular among millennials.

Last March and April, Desmond & Dempsey saw a 400% increase in sales. Its best-selling items were the two-piece pajama set. The company was able to deal with an increase in consumer demand because it decided to still place the orders that wholesalers canceled, restocking its top items and then selling direct-to-consumer.
 

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