UK relaxes into new way of working – and loungewear emerges as winner with 49% increase in shopper demand

Demand for loungewear and casualwear has skyrocketed by 49% according to new data from Epsilon-Conversant, showing that retailers which highlight their most lockdown-friendly stock can reap the rewards. According to the year-on-year comparison, homeware purchasing has also risen by 41% during March and April as consumers turn their eyes to home improvements.

“Many retailers have pivoted their online operations to promote their lockdown-appropriate goods,” commented Elliott Clayton, SVP Epsilon-Conversant. “We’ve seen brands like and Marks and Spencer showcase their more comfortable or interior-focused ranges, and this data highlights just how much more demand there is for stay-at-home products.”

The study used data from eleven retailers across the UK, all with a variety of categories for sale. Tops and t-shirts saw an increase in demand of 13%, with demand for kidswear rising by 11% 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%, with footwear seeing a similar (3%) drop.

“It’s understandable that our shopping patterns have changed during lockdown,” concluded Clayton. “Although some areas have seen a significant drop – for example, formalwear sales have plummeted 25%, 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 which have pivoted to promote their loungewear and casualwear will be the clear winners for some time.”