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.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)