Leisurewear was the fashion trend on everyone’s tongue last year. But has the trend withstood the test of time?
The short answer is: yes. Since our last report, there has been a major rise in the percentage of the adult population who say they’re wearing more leisurewear. As it stands, 35% of U.S. adults–up from 26% last year–are wearing more leisurewear in 2021.
A quick look at the last year shows that leisurewear favorability really took off in Q3 2020 and has been on a steady incline ever since.
Perhaps unsurprisingly, purchasing leisurewear has been rapidly increasing since March of last year.
COVID Impact on Leisurewear
Possibly the most obvious appeal of leisurewear is how comfortable it is to wear while working from home. As the data show, those who like leisurewear more now are also more likely than people who are wearing it the same or less to be maintaining a work-from-home lifestyle. In addition, among leisurewear fans, those wearing more of it since the pandemic also appear to be more stressed out.
In our first report, adults ages 18 to 24 were wearing more leisurewear than any other age group. While this is still true, this group also has the largest percentage of respondents who are wearing leisurewear less, suggesting a stronger split as the pandemic has continued.
As for those who have already purchased leisurewear, the largest group comes from the 35-to-54 crowd.
Target recently made a name for itself in the realm of athletics and leisurewear with its increasingly popular brand All in Motion. CivicScience data reveal 42% of Target’s fan base has purchased comfy clothing since the start of the pandemic. Compared to popular athleisure apparel and accessories brand Lululemon (whose fan base added to its leisurewear wardrobe at a 61% rate) that might not seem like a significant number.
But what’s interesting is the fact that Target fans report liking and wearing leisure apparel more during the pandemic than Lululemon fans. Not to mention their intent to purchase some is higher than Lululemon’s.
After experiencing dramatic growth in 2020, time will tell whether Americans will continue to expand their love of leisurewear in the future. However, given factors such as the work-from-home lifestyle and ongoing stress that has brought many into the world of leisurewear, it seems clear that this trend is not going away any time soon.