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Women's Sleepwear - US - December 2011

The women’s sleepwear market decreased by nearly 9% in 2011 as the market suffered from the many women who tend to hold on to their existing sleepwear for many years and only purchase when replenishment is absolutely necessary and when sleepwear items are on sale. Furthermore, coming out of recessionary times, consumers are less likely to spend their discretionary income on non-essential items and sleepwear falls into this category.

The number of women in the U.S. is expected to increase by just under 5% from 2010- 2015, which is going to create little additional demand for sleepwear over the next five years. Additionally, there is a fine line between many types of sleepwear items and loungewear items. Many American women wear certain items for multiple purposes – both for sleeping and other activities they engage in both inside and outside of their homes. This is further exacerbated by the notion of life in general becoming more casual – more workplaces don’t require formal attire and many who are employed work from home frequently, thus eliminating the need to be dressed in business attire and an inclination to wear sleepwear and loungewear during the day. This report closely examines a variety of factors impacting the women’s sleepwear market.

Some of the key issues covered in this report include:

  • How the increasing female population will drive demand and sales for this category
  • Changes in consumer confidence and its link to women’s sleepwear purchases
  • How women’s lifestage impacts the type of sleepwear they desire
  • How the rise of telecommuting may impact the women’s sleepwear market
  • Innovations in women’s sleepwear including functional sleepwear to treat various conditions and alleviate ailments
  • Social media efforts and other marketing activity among sleepwear manufacturers and retailers
  • The most common type and fabric of sleepwear worn by women
  • The amount spent on women’s sleepwear
  • Reasons for purchasing women’s sleepwear
  • Retailers shopped for women’s sleepwear
  • Attitudes toward women’s sleepwear and attitudes toward shopping for women’s sleepwear
  • The relationship between sleepwear and quality of sleep
  • How race and Hispanic origin impact shopping behavior and attitudes toward women's sleepwear

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Fan Chart of total U.S. retail sales and expected forecast of women’s sleepwear, with best and worst cases, 2006-16
                        • Market factors
                          • Female population continues to grow
                            • Figure 2: Female population, by age, 2005-15
                          • Fluctuating consumer confidence may hinder sales
                            • Figure 3: University of Michigan’s index of consumer sentiment, January 2007-July 2011
                          • More women telecommute
                            • Figure 4: Percent of employed persons and percent working at home by full and part time status and gender, 2010 annual averages
                          • Lifestage changes create different sleepwear needs
                            • Retail channels
                              • Many choices for women’s sleepwear
                                • The consumer
                                  • Reasons for purchasing
                                    • Figure 5: Reasons for purchasing women's sleepwear, September 2011
                                  • Attitudes toward sleepwear
                                    • Figure 6: Attitudes toward women's sleepwear, September 2011
                                  • Attitudes toward shopping for women’s sleepwear
                                    • Figure 7: Attitudes toward women's sleepwear, September 2011
                                • Insights and Opportunities

                                  • Many opportunities for functional sleepwear
                                    • Don’t let the bed bugs bite
                                      • Create differentiation between sleepwear and casual wear
                                      • Inspire Insights

                                          • Inspire Trend: Life – An Informal Affair
                                            • Inspire Trend: Perfecting the Details
                                              • Inspire Trend: Switch off
                                              • Market Drivers

                                                • Key points
                                                  • Female population continues to grow
                                                    • Figure 8: Female population, by age, 2005-15
                                                  • Consumer confidence is fluctuating
                                                    • Figure 9: University of Michigan’s index of consumer sentiment, January 2007-November 2011
                                                  • Nearly one quarter of Americans work from home offices
                                                    • Figure 10: Employed persons working at home by full and part time status and gender, 2010 annual averages
                                                  • Lifestage changes create demand for different sleepwear products
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sleepwear sales decline, will remain lower than pre-recessionary levels
                                                        • Sales and forecast of women’s sleepwear
                                                          • Figure 11: Total U.S. retail sales and forecast of women’s sleepwear, at current prices, 2006-16
                                                          • Figure 12: Total U.S. retail sales and forecast of women’s sleepwear, at inflation-adjusted prices, 2006-16
                                                        • Fan chart forecast
                                                            • Figure 13: Fan Chart forecast of total U.S. retail sales and expected forecast of women’s sleepwear, with best and worst cases, 2006-16
                                                        • Foreign Trade

                                                            • Imports
                                                              • Figure 14: U.S. imports of women’s and girl’s sleepwear*, 2009-10
                                                            • Exports
                                                              • Figure 15: U.S. exports of women’s sleepwear*, 2009-10
                                                          • Companies and Brands

                                                            • Company and brand profiles
                                                              • HanesBrands
                                                                • Vanity Fair Brands
                                                                  • Limited Brands
                                                                    • Warnaco Inc.
                                                                      • Natori company
                                                                        • Charles Komar & Sons Inc.
                                                                          • Maidenform Brands Inc.
                                                                            • Russell Newman Brands
                                                                            • Retailer Overview

                                                                                • Key points
                                                                                  • Retailer profiles
                                                                                    • Specialty retailers
                                                                                      • Bare Necessities
                                                                                        • aerie by American Eagle
                                                                                          • Victoria’s Secret and PINK
                                                                                            • Soma
                                                                                              • Gap and Old Navy
                                                                                                • Pajama Heaven
                                                                                                  • Mass merchandisers
                                                                                                    • Target
                                                                                                      • Walmart
                                                                                                        • Department stores
                                                                                                          • Macy’s Inc.
                                                                                                            • Nordstrom
                                                                                                              • JCPenney
                                                                                                                • Kohl’s
                                                                                                                • Marketing Strategies

                                                                                                                  • Key points
                                                                                                                    • TV advertising
                                                                                                                      • Kohl’s
                                                                                                                        • Figure 16: Kohl’s Valentine’s day sale TV ad, February 2011
                                                                                                                        • Figure 17: Kohl’s mother’s day sale TV ad, May 2011
                                                                                                                      • Macy’s
                                                                                                                        • Figure 18: Macy’s find your magic at Macy’s TV ad, April 2011
                                                                                                                      • Victoria’s Secret
                                                                                                                        • Figure 19: Victoria’s secret semi-annual sale TV ad, June 2011
                                                                                                                      • Online initiatives
                                                                                                                        • Victoria’s Secret and PINK
                                                                                                                          • Email advertising
                                                                                                                            • Figure 20: Nordstrom email ad, November 2011
                                                                                                                          • Social media
                                                                                                                            • Figure 21: Profiled companies retail stores and social media reach, Nov. 14, 2011
                                                                                                                          • Other marketing activity
                                                                                                                          • Innovations and Innovators

                                                                                                                            • Sleepwear for post-surgery breast cancer patients
                                                                                                                              • Designer collaborations bring excitement to the sleepwear category
                                                                                                                                • Figure 22: Natori for target, November 2011
                                                                                                                              • Pajama Jeans turn sleepwear into daywear
                                                                                                                                • Sleepwear to monitor sleep patterns
                                                                                                                                  • Recovery sleepwear uses technology designed for athletes to help women with chronic conditions
                                                                                                                                  • Type of Sleepwear Worn

                                                                                                                                    • Key points
                                                                                                                                      • Older women more likely to wear nightgowns, younger women prefer tops and bottoms
                                                                                                                                        • Figure 23: Type of sleepwear worn, by age, September 2011
                                                                                                                                      • Women with higher incomes prefer pajama sets, lower-income women mix and match
                                                                                                                                        • Figure 24: Type of sleepwear worn, by household income, September 2011
                                                                                                                                      • Marital status sleepwear preference corresponds with age
                                                                                                                                        • Figure 25: Type of sleepwear worn, by marital/relationship status, September 2011
                                                                                                                                      • Sleepwear worn affects quality of sleep
                                                                                                                                        • Figure 26: Type of sleepwear worn by incidence of regularly having trouble falling or staying asleep, September 2011
                                                                                                                                    • Fabric of Sleepwear Worn

                                                                                                                                      • Key points
                                                                                                                                        • All women prefer cotton sleepwear, decreases slightly with age
                                                                                                                                          • Figure 27: Fabric of sleepwear worn, by age, September 2011
                                                                                                                                        • Household income does not impact fabric preferences
                                                                                                                                          • Figure 28: Fabric of sleepwear worn, by household income, September 2011
                                                                                                                                        • Across all marital/relationship status groups, cotton is preferred by women
                                                                                                                                          • Figure 29: Fabric of sleepwear worn, by marital/relationship status, September 2011
                                                                                                                                      • Amount Spent on Sleepwear

                                                                                                                                        • Key points
                                                                                                                                          • Average amount spent on women’s sleepwear just less than $40
                                                                                                                                            • Figure 30: Amount spent on women's sleepwear, by age, September 2011
                                                                                                                                          • Sleepwear spend correlates with household income
                                                                                                                                            • Figure 31: Amount spent on women's sleepwear by household income, September 2011
                                                                                                                                          • Women living with a partner spend the most on sleepwear
                                                                                                                                            • Figure 32: Amount spent on women's sleepwear, by marital/relationship status, September 2011
                                                                                                                                        • Reasons for Purchasing Women's Sleepwear

                                                                                                                                          • Key points
                                                                                                                                            • Replenishment, sale prices drive sleepwear sales
                                                                                                                                              • Figure 33: Reasons for purchasing women's sleepwear, by age, September 2011
                                                                                                                                            • Similar motivations across household income groups when shopping for sleepwear
                                                                                                                                              • Figure 34: Reasons for purchasing women's sleepwear, by household income, September 2011
                                                                                                                                            • Unmarried women more likely to treat themselves, buy on impulse
                                                                                                                                              • Figure 35: Reasons for purchasing women's sleepwear, by marital status, September 2011
                                                                                                                                          • Retailers Shopped for Women's Sleepwear

                                                                                                                                            • Key points
                                                                                                                                              • Mass merchandisers, value-priced department stores preferred destinations for sleepwear
                                                                                                                                                • Figure 36: Retailers where women's sleepwear is purchased in-store or online, September 2011
                                                                                                                                              • Older shoppers steer clear of specialist retailers, younger women embrace them
                                                                                                                                                • Figure 37: Retailers where women's sleepwear is purchased in-store by age, September 2011
                                                                                                                                              • Mass merchandisers top destination for sleepwear, regardless of household income
                                                                                                                                                • Figure 38: Retailers where women's sleepwear is purchased in-store by household income, September 2011
                                                                                                                                              • Women living in larger households prefer mass merchandisers, specialty stores
                                                                                                                                                • Figure 39: Retailers where women's sleepwear is purchased in-store by household size, September 2011
                                                                                                                                              • Rural shoppers less likely to shop at mid-priced department stores
                                                                                                                                                • Figure 40: Retailers where women's sleepwear is purchased in-store, by urban area, September 2011
                                                                                                                                            • Attitudes toward Women's Sleepwear

                                                                                                                                              • Key points
                                                                                                                                                • Women seek comfortable, functional sleepwear
                                                                                                                                                  • Figure 41: Attitudes toward women's sleepwear, September 2011
                                                                                                                                                • Younger women tend to wear sleepwear/loungewear during the day
                                                                                                                                                  • Figure 42: Attitudes toward women's sleepwear, by age, September 2011
                                                                                                                                                • Household income has little impact on attitudes toward sleepwear
                                                                                                                                                  • Figure 43: Attitudes toward women's sleepwear, by household income, September 2011
                                                                                                                                              • Attitudes toward Shopping for Women’s Sleepwear

                                                                                                                                                • Key points
                                                                                                                                                  • Women multitask, look for sales when shopping for sleepwear
                                                                                                                                                    • Figure 44: Attitudes toward shopping for women's sleepwear, September 2011
                                                                                                                                                  • Younger women likely to wear different types of sleepwear
                                                                                                                                                    • Figure 45: Attitudes toward shopping for women's sleepwear, by age, September 2011
                                                                                                                                                  • Women with lower household incomes, most price sensitive
                                                                                                                                                    • Figure 46: Attitudes toward shopping for women's sleepwear, by household income, September 2011
                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                  • Key points
                                                                                                                                                    • White and black women wear nightgowns, Hispanic women prefer separates
                                                                                                                                                      • Figure 47: Type of sleepwear worn, by race/Hispanic origin, September 2011
                                                                                                                                                    • Cotton is fabric of choice among women in all race/ethnic groups
                                                                                                                                                      • Figure 48: Fabric of sleepwear worn, by race/Hispanic origin, September 2011
                                                                                                                                                    • Women of “other race” spend most on sleepwear
                                                                                                                                                      • Figure 49: Amount spent on women's sleepwear, by race/Hispanic origin, September 2011
                                                                                                                                                    • Replenishment primary motivator in purchasing sleepwear
                                                                                                                                                      • Figure 50: Reasons for purchasing women's sleepwear, by race/Hispanic origin, September 2011
                                                                                                                                                    • Mass merchandisers destination of choice among all race/ethnic groups
                                                                                                                                                      • Figure 51: Retailers where women's sleepwear is purchased in-store, by race/Hispanic origin, September 2011
                                                                                                                                                    • Women seek comfortable, functional sleepwear
                                                                                                                                                      • Figure 52: Attitudes toward women's sleepwear, by race/Hispanic origin, September 2011
                                                                                                                                                    • Women are price sensitive, multitasking when shopping for sleepwear
                                                                                                                                                      • Figure 53: Attitudes toward shopping for women's sleepwear, by race/Hispanic origin, September 2011
                                                                                                                                                  • Appendix—Other Useful Tables

                                                                                                                                                      • Type of sleepwear worn
                                                                                                                                                        • Figure 54: Type of sleepwear worn, by employment status, September 2011
                                                                                                                                                        • Figure 55: Type of sleepwear worn, by region, September 2011
                                                                                                                                                      • Fabric of sleepwear worn
                                                                                                                                                        • Figure 56: Fabric of sleepwear worn, by marital/relationship status, September 2011
                                                                                                                                                      • Amount spent on sleepwear
                                                                                                                                                        • Figure 57: Amount spent on women's sleepwear, by employment status, September 2011
                                                                                                                                                      • Reasons for purchasing women's sleepwear
                                                                                                                                                        • Figure 58: Reasons for purchasing women's sleepwear, by employment status, September 2011
                                                                                                                                                      • Retailers shopped for women's sleepwear
                                                                                                                                                        • Figure 59: Retailers where women's sleepwear is purchased in-store, by marital status, September 2011
                                                                                                                                                        • Figure 60: Retailers where women's sleepwear is purchased in-store, by presence of children in household, September 2011
                                                                                                                                                        • Figure 61: Retailers where women's sleepwear is purchased in-store, by employment status, September 2011
                                                                                                                                                      • Attitudes toward shopping for women's sleepwear
                                                                                                                                                        • Figure 62: Attitudes toward shopping for women's sleepwear, by marital status, September 2011
                                                                                                                                                        • Figure 63: Attitudes toward shopping for women's sleepwear, by household size, September 2011
                                                                                                                                                        • Figure 64: Attitudes toward shopping for women's sleepwear, by presence of children in household, September 2011
                                                                                                                                                        • Figure 65: Attitudes toward shopping for women's sleepwear, by employment status, September 2011
                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • Amazon North America
                                                                                                                                                      • American Apparel & Footwear Association (AAFA)
                                                                                                                                                      • American Cancer Society (ACS)
                                                                                                                                                      • American Eagle Outfitters Inc
                                                                                                                                                      • American Eagle stores
                                                                                                                                                      • American Heart Association, Inc.
                                                                                                                                                      • Banana Republic
                                                                                                                                                      • Bath & Body Works
                                                                                                                                                      • Bed Bath & Beyond Inc
                                                                                                                                                      • Bloomingdale's
                                                                                                                                                      • Burberry (USA)
                                                                                                                                                      • Calvin Klein, Inc.
                                                                                                                                                      • Chico's FAS, Inc.
                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                      • Council of Fashion Designers of America
                                                                                                                                                      • Dillard's, Inc
                                                                                                                                                      • Donna Karan International Inc.
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • Gap (USA)
                                                                                                                                                      • Hanesbrands Inc.
                                                                                                                                                      • Henri Bendel
                                                                                                                                                      • International Trade Commission (ITC)
                                                                                                                                                      • J. Crew Group, Inc
                                                                                                                                                      • JCPenney (department stores and catalog)
                                                                                                                                                      • Juicy Couture, Inc.
                                                                                                                                                      • Kmart Corporation
                                                                                                                                                      • Kohl's Corporation
                                                                                                                                                      • Komar, Charles & Sons Inc.
                                                                                                                                                      • La Senza Ltd
                                                                                                                                                      • Laura Ashley Group
                                                                                                                                                      • Limited Brands Inc
                                                                                                                                                      • Macy's, Inc.
                                                                                                                                                      • Maidenform
                                                                                                                                                      • Mango Group
                                                                                                                                                      • Meijer
                                                                                                                                                      • Missoni S.p.A
                                                                                                                                                      • National Retail Federation (NRF)
                                                                                                                                                      • National Textile Association
                                                                                                                                                      • Natori Company Inc.
                                                                                                                                                      • Neiman Marcus (retail stores)
                                                                                                                                                      • New Look Group Plc
                                                                                                                                                      • Nordstrom
                                                                                                                                                      • Old Navy
                                                                                                                                                      • Paul Frank Industries, Inc.
                                                                                                                                                      • Playtex Apparel Inc
                                                                                                                                                      • Ralph Lauren Ltd
                                                                                                                                                      • Retail Industry Leaders Association (RILA)
                                                                                                                                                      • Rite Aid Corporation
                                                                                                                                                      • Russell-Newman
                                                                                                                                                      • Saks Incorporated
                                                                                                                                                      • SAM's Club
                                                                                                                                                      • Sears Holdings Corporation
                                                                                                                                                      • Sephora
                                                                                                                                                      • ShopKo Stores, Inc
                                                                                                                                                      • Spanx Inc [Spanx by Sara Blakeley]
                                                                                                                                                      • Speedo International Ltd
                                                                                                                                                      • Target Corporation
                                                                                                                                                      • Tommy Hilfiger Corporation
                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                      • Under Armour, Inc.
                                                                                                                                                      • University of Michigan, The
                                                                                                                                                      • US Department of Commerce
                                                                                                                                                      • Vera Wang
                                                                                                                                                      • VF Corporation
                                                                                                                                                      • Victoria's Secret
                                                                                                                                                      • Walgreen Co
                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                      • Warnaco Group Inc., The

                                                                                                                                                      Women's Sleepwear - US - December 2011

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