Economic and social forces driving change:

Post-Pandemic Boom: The work-from-home era boosted loungewear sales by 240% since 2021, with “Zoom-ready” sets (e.g., satin-blend button-ups) becoming staples.

Gender-Neutral Expansion: Unisex designs now account for 35% of sales, featuring boxy cuts and neutral palettes, per NPD Group reports.

Subscription Models: Monthly pajama clubs like Lunya’s “Rest Rewards” offer personalized selections based on sleep-tracking app data.

Emerging Markets: Southeast Asia’s sleepwear sector grows at 12% CAGR, fueled by rising middle-class demand for moisture-wicking rayon blends.

Influencer Impact: TikTok’s #SleepwearStyle challenge generated 2.8B views, pushing cottagecore-inspired nightdresses to viral status.