Loungewear and casual fashion sales explode during UK lockdown

Demand for loungewear and casual fashion has skyrocketed by 49 per cent, according to new data from Epsilon-Conversant. According to year-on-year comparisons, homeware purchasing has also increased by 41 per cent during March and April as consumers prioritise home improvements.

The digital media specialist says the retailers highlighting their most lockdown-friendly stock are reaping the rewards. “Many retailers have pivoted their online operations to promote their lockdown-appropriate goods,” says SVP Elliott Clayton. “We’ve seen brands like Boohoo.com and Marks and Spencer showcase their more comfortable or interior-focused ranges. This new data highlights just how much more demand there is for stay-at-home products.”

The study enlists data from 11 UK retailers selling a variety of categories. Elsewhere, demand for tops and t-shirts has increased by 13 per cent. Meanwhile, demand for kidswear has risen by 11 per cent year on year. However, despite many ‘keep fit’ initiatives driven by personalities such as Joe Wicks, demand for sports/swimwear and accessories has dropped by 2 per cent, with footwear seeing a similar (3 per cent) drop.

“It’s understandable that our shopping patterns have changed during lockdown,” adds Clayton. “Although some areas have seen a significant drop. For example, formalwear sales have plummeted 25 per cent, and some consumers are clearly still purchasing across all categories. With videoconferencing commonplace, there is certainly still a need to look and feel smart. But I’d predict that retailers pivoting promotions to loungewear and casual fashion will be the clear winners for some time.”