Nearly a quarter of British adults do not own any items of nightwear, according to a sizeable Europe-wide survey by Cotton USA. The Global Lifestyle Monitor study, conducted by pollsters Ipsos, questioned 5,000 people from 15 to 54 last month about their shopping habits. The British view of what to wear between the sheets is in sharp contrast to the Italians, who are twice as likely to dress for bed in a pair of pajamas. Only in Germany has the decline in pajama-wearing approached Britain’s, although bedtimes in Berlin are still more likely to feature nightwear than in London. According to experts, the credit crunch saw a brief resurgence in pajama-buying as people were forced to spend more evenings in at home, economising by lounging around the house in nightclothes. Stephanie Thiers-Ratcliffe, International Marketing Manager of Cotton USA, said: “The GLM report always provides an interesting insight into changing trends, giving lots to talk about when it comes to the different clothing habits of European countries. Since 2012 we have seen a rise in the number of people who do not own any pajamas – one reason for this could be the growing popularity of loungewear, including onesies, which means that people have a wider choice of comfortable clothes to relax in, beyond traditional pajamas.”
Any comments on sleepwear trends in the USA?