Comfortwear — warm and cuddly sleepwear, softly brushed robes, at-homewear separates in feel-good fabrics and fluffy spa-related items — has become one of the fastest-growing categories at retail since the threat to personal security came...
Comfortwear — warm and cuddly sleepwear, softly brushed robes, at-homewear separates in feel-good fabrics and fluffy spa-related items — has become one of the fastest-growing categories at retail since the threat to personal security came to the forefront following the terrorist attacks and anthrax incidents in 2001.The potential for comfortwear, particularly with the continuing casualization of America, offers opportunities to broaden the category into other areas, including activewear, bodywear and casual sportswear, according to innerwear and retail executives. In some cases at major department and specialty stores, the category has significantly beefed up traditionally stagnant sleepwear sales by 50 percent or more against a year ago."Consumers just can’t get enough comfortwear items. If it feels good, they’re buying it," said Donna Wolff, vice president and divisional merchandise manager of intimate apparel and hosiery at Bloomingdale’s.Wolff said the department store chain has had "phenomenal success" marketing and promoting comfortwear for several months with a tagline that reads, "Comfort Zone." She noted that many of the comfortwear items are yoga-inspired, adding that best-selling brands include Calvin Klein Underwear, DKNY Underwear and Sara Lee’s Champion Jogbra.At Saks Fifth Avenue, a big draw this fall was the launch of the Donna Karan Spa Collection, which highlighted seamless microfibers, said Anne Caetano, divisional merchandise manager of intimate apparel and hosiery.Marshall Cohen, president of NPDFashionworld, a consumer marketing firm, said: "Comfort is in big time. Before it was about style, but comfort has become part of the style. It’s also an issue of people wanting to feel warm, comfortable and safe. People are looking to cozy up right now, rather than slinking down in rayons and silks."Cohen said in the first six months of 2002, sleepwear sales at all channels of distribution increased 9 percent over the same year-ago period, totaling $2.8 billion.
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
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The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim
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3 years ago, fans of the late singer Aaliyah started calling for a collaboration with @maccosmetics. With the strength of social media — including mock ups of products — 25,000 people signed a Change.org petition for a limited-edition collection, and MAC couldn’t ignore the buzz. Tomorrow, MAC will unveil MAC x Aaliyah, a tribute to the singer who passed away nearly 17 years ago. Head to our stories to preview the new collection, which was worked on by Aaliyah’s family and inspired directly by her makeup bag. #wwdbeauty
Artistic director @clarewaightkeller will be dedicating @givenchyofficial’s fall 2018 couture show in Paris on July 1 to house founder Hubert de Givenchy, who passed away in March at age 91. Givenchy said the collection would be “an homage to his iconic creations, technique, and personal lexicon” and a “celebration of his timeless elegance and grace.” Head to WWD.com to read more. #wwdfashion (📷: Delphine Achard)