Clothing market on the mend as 61% of U.S. consumers say they need a new wardrobe, NPD reports
Replenishment, sizing changes and reintegration into society are the main reasons consumers need a new wardrobe
PORT WASHINGTON, NY, September 23, 2021 / PRNewswire-PRWeb / – As we move forward on recovery, the US apparel industry is on track to surpass pre-pandemic levels this year, bringing $ 13.3 million more income in the first eight months of 2021 compared to the same period two years ago, according to The NPD group Consumer tracking service. Apparel revenues have grown 10% so far in 2021, compared to the pre-pandemic 2019 period – in large part because most U.S. consumers are looking for a new wardrobe, according to the results of a recent NPD omnibus survey.
The top reasons 61% of consumers say they need a wardrobe overhaul is because their current clothes are old and worn out, have changed sizes, and are coming out more – in that order. Matching these needs, the fastest growing clothing categories today are a mix of sleepwear, underwear, socks, underwear and other basic necessities.
Sales of sleepwear have intensified throughout the pandemic, with consumers switching to comfortable clothes for relaxing and working from home, making it the fastest growing clothing category so far. This year. According to a recent NPD / CivicScience poll, the definition of “sleepwear” continues to evolve. In fact, 70% of women reported wearing pajamas and slippers for activities other than sleep.
As vaccination rates increased between January and August 2021, and as more and more people ventured out of their homes, intimate products increased their income by 25%, compared to the same period in 2019. This increase was also fueled by consumers switching between clothing size, as well as by the emphasis on comfort and Versatility. As consumers began updating their back-to-school wardrobes, sales of straightening and underwired bras increased by 46% and 41% respectively, while sales of underwired bras increased. by 9%. The best-selling products in shapewear have changed, with consumers swapping waist cinchers and coveralls for more comfortable and versatile options, like tank tops and thongs.
In the men’s corner, replenishment is the big story behind the surge in sales of underwear and undershirts. Sales of underwear bottoms and tops increased 21% this year. Men who buy single-wear undershirts are increasing at a faster rate, up 47%, compared to those worn in the more traditional sense, under a shirt or top, which are up 13%.
No basics list is complete without socks – and men and women have refreshed their sock drawers this year. Sales of men’s and women’s socks increased 27% between January and August compared to 2019. Sales of all sock lengths increased, with crew-neck socks fueling the growth in the men’s market and low-cut socks leading the women’s market.
“Consumers are getting back to basics because they are coming back to life in ways we once knew,” said Kristen Classi-Zummo, director of apparel market analysis at NPD. “From bras and shapewear to socks and pajamas, consumers favor adaptable clothing that offers benefits for everyday occasions – accommodating the work-from-home lifestyle, while making us feel comfortable,” confident and refined when we leave. . Brands that are nimble and innovate based on the updated consumer wardrobe will lead to the growth of the apparel industry as we move forward. “
About the NPD Group, Inc.
NPD offers data, industry expertise and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2,000 businesses around the world trust us to help them measure, forecast and improve performance across all channels, including physical commerce, e-commerce and B2B. We have services in 19 countries around the world, with operations covering the Americas, Europe, and APAC. Practice areas include Apparel, Home Appliances, Automotive, Beauty, Books, B2B Technology, Consumer Technology, E-commerce, Fashion Accessories, Food Consumption, Catering, Footwear, home, home improvement, children’s products, multimedia entertainment, mobile, office supplies, retail, sports, toys and video games. For more information, visit npd.com. Follow us on Twitter: @npdgroup.
Marissa Guyduy, Le Groupe NPD, 5166252203, [email protected]
SOURCE The NPD Group