Home / Knowledge / News / Apparel/Garments / Debenhams tracks women's sleepwear trends in UK
Debenhams tracks women's sleepwear trends in UK
20
Feb '13
There is a significant pattern in what women wear to bed and where they live, with Debenhams sales figures showing the further south you go the skimpier the night attire.

It seems that ladies in the capital are the least covered up, with 73% of women opting to don underwear or simply go to bed in the nude. Whereas those in the north are completely covered up in long sleeved tops and matching pyjama bottoms.

Surprisingly, babydolls - a short, thin strapped, loose fitting nightgown - and scantily clad sleepwear are the most popular choice in south west regions, particularly in Devon - which has the second highest concentration of over 50’s in England and is stereotypically seen as a pensioner’s paradise.

With a little more modesty in the midlands 90% of females favour short and vest combos, while imitations of men's shirts remain popular in Wales, worn by 77% of those asked. Perhaps a fondness for wearing rugby shirts has rubbed off into the bedroom.

Northern lasses have the reputation for being the ultimate party girls but when it comes to bed time it seems they are more than happy to swap tiny tight dresses for baggy pyjama bottoms and switch stilettos for slippers.

For 87% of women in the north of the country, perfect sleepwear is a comfy set of flannel pyjamas - ordinary and practical PJs - and some soft slippers; possibly due to colder climates.

If you venture to Ireland you can find the majority of women sporting classic knee length nighties in the bedroom. Long sweeping nightdresses commonly seen in all of the black and white Hollywood movies from the 1950s teamed with dressing gowns prove to be popular in Scotland.

Says Sharon Webb, head of lingerie buying and design at Debenhams. “From barely there sleepwear to bananas in pyjamas attire there is a strong connection between what you wear to bed and where you live.

“Sleepwear is likely to be bought on impulse, but buying behaviour suggests that the further south you go, less is worn to bed. Pyjama parties in the south may be a little bit more revealing than those in the north, with the sauciest sleepers living in the South West.”

Nightwear is an intimate outfit, it is the thing we show to the fewest number of people, it’s only really the people we sleep with that can expect to get a peek. With this in mind, willingly or not, by selecting different styles we make statements.

Following the results Debenhams enlisted the help of Professor Karen Pine a psychologist from the University of Hertfordshire to analyse womens sleepwear choices.

Says Professor Pine: “Our clothes are a means of self-expression, and this extends to our sleepwear too. What you wear to bed can say a lot about your lifestyle, your relationship and your personality.

“Paying attention to what you wear to bed is just as important as carefully choosing your day wardrobe. The right sleepwear not only tells others a lot about you, it can also boost your feelings of self-esteem, sensuality and security.”

Debenhams


Must ReadView All

Uzbekistan, S Korea to launch textile techno park in Sept

Textiles | On 19th Feb 2018

Uzbekistan, S Korea to launch textile techno park in Sept

Uzbekistan and South Korea plan to launch a modern textile techno...

3 African nations may face AGOA sanctions if Mitumba banned

Apparel/Garments | On 19th Feb 2018

3 African nations may face AGOA sanctions if Mitumba banned

Rwanda, Tanzania and Uganda will face US trade penalties, including...

India’s Uttar Pradesh woos Tiruppur knitwear industrialists

Apparel/Garments | On 19th Feb 2018

India’s Uttar Pradesh woos Tiruppur knitwear industrialists

Two top Uttar Pradesh government officials visited Tamil Nadu’s...

Interviews View All

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Smarth Bansal
Colorjet India Limited

We would like to venture more companies into the Indian market

Evelyne Cholet
UCMTF

‘France had a reputation of being big in new ideas, but poor in marketing...

Riddhi Jain

Conceived in Europe and curated in New Delhi, NeceSera is a...

Tejas N Patel, Navin D Patel

Founded in 1999 by Navin Patel in the name of Tejas Fabrics with 100...

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Anisha Chaudhari
Threads & Shirts

Threads & Shirts is a freshly-tailored concept providing men/women a...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

February 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
70.6%
No
12.7%
Skip
16.7%

Total Votes: 102

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.7%
No
29.4%
Skip
6.9%

Total Votes: 102

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
88.2%
No
8.8%
Skip
2.9%

Total Votes: 102

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
83.3%
No
7.8%
Skip
8.8%

Total Votes: 102


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search