The nightwear market is dominated by retailers with private label offerings. Price erosion is occurring, and this decline in average nightwear prices has limited growth and product innovation. To a certain extent, ultra-low prices, such as those offered by supermarkets and Primark, have acted to devalue and commoditise the nightwear sector.

The market needs to create more of a fashion-led impulsive desire, as per the lingerie market, to grow. A third of women buy nightwear to replace old or worn out items – in the fashion market this is unheard of – only buying a garment when the other is worn out!

The nightwear market is dominated by retailers with private label offerings. Price erosion is occurring, and this decline in average nightwear prices has limited growth and product innovation. To a certain extent, ultra-low prices, such as those offered by supermarkets and Primark, have acted to devalue and commoditise the nightwear sector.

The market needs to create more of a fashion-led impulsive desire, as per the lingerie market, to grow. A third of women buy nightwear to replace old or worn out items – in the fashion market this is unheard of – only buying a garment when the other is worn out!

Main report themes:

Why has nightwear been positioned as a price-driven commodity, with little advertising and brand differentiation?

Is product differentiation and innovation the answer to driving nightwear sales?

How can nightwear offer something more fashionable and suiting to the new demands of the consumer, to take advantage of the new gap in the market?

The market can be reinvigorated by adding value and following the focus of fashion; environmentally-friendly and ethical products at a premium, brand styling and increased quality, and educating the consumer to the differences.