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With <keyword id="123591" type="PERSON" weightage="20" keywordseo="Work-from-home">Work from Home</keyword> as the new norm, we all have happily given up on our formal wear and lounge wear has emerged as the absolute favourite. The good old pyjama has graduated from nightwear to comfy day wear. Women's pyjama sets have undergone a stylish makeover with flowy patiala pants, cool capris and breezy palazzos. Nevertheless, the classic relaxed pyjamas still rule the lounge wear segment. With the humble pyjama sets making a comeback, we list the styles you can choose from. <bulletContentEmbed name="B07S9SDCMT" columns="1"><bulletContentHeading name="B07S9SDCMT_head"> <div type="image" title="Premium" msid="78866944" hostid="261"></div></columnHeadThumb>B07S9SDCMT</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07S9SDCMT_body"><bulletContentRow name="B07S9SDCMT_2575030482277698"><bulletContentRowHeading><bulletContentRowHead col="1">Amazon Brand - Eden &amp; Ivy Women's T-Shirt &amp; Pyjama Set Pyjama</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">If you’re looking to notch up your loungewear style, here’s an amazing option. A solid, loose fit t-shirt, comes with an all over printed pyjamas in black &amp; pink colour combination. The set has a soft cotton fabric which can be machine washed easily.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07S9SDCMT_0478045484129059"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">100% cotton black &amp; pink pyjama set.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07GWRJV8Z" columns="1"><bulletContentHeading name="B07GWRJV8Z_head"> <div type="image" title="Budget Friendly" msid="78867083" hostid="261"></div></columnHeadThumb>B07GWRJV8Z</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07GWRJV8Z_body"><bulletContentRow name="B07GWRJV8Z_9111314030940144"><bulletContentRowHeading><bulletContentRowHead col="1">Peach Blossom Women's Cotton Printed Pajama</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">A 100% cotton pyjama by Peach Blossom. Comes in a printed pattern with an elastic closure for better comfort. It is made up of good quality and has a soft cotton fabric to provide utmost ease at home.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07GWRJV8Z_1554390743033945"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It is navy blue in colour.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B0765TZ1FM" columns="1"><bulletContentHeading name="B0765TZ1FM_head"> <div type="image" title="Premium pick" msid="78867273" hostid="261"></div></columnHeadThumb>B0765TZ1FM</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0765TZ1FM_body"><bulletContentRow name="B0765TZ1FM_1855296391183324"><bulletContentRowHeading><bulletContentRowHead col="1">Fruit of the Loom Women's Pyjama Bottom</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Full of comfort, this pyjama by Fruit of the Loom is a combination of 92% cotton and 8% elastane fabric which provides extra stretch and comfort at home. It is an ankle length, straight fit pyjama which comes with a fabric covered waist band with an adjustable drawstring to give you a perfect fit.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0765TZ1FM_2483133004342172"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Side slit at bottom for ease of movement.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07KS1NBSG" columns="1"><bulletContentHeading name="B07KS1NBSG_head"> <div type="image" title="Top Pick" msid="79319642" hostid="261"></div></columnHeadThumb>B07KS1NBSG</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07KS1NBSG_body"><bulletContentRow name="B07KS1NBSG_7743400182264531"><bulletContentRowHeading><bulletContentRowHead col="1">Peach Blossom Women's Cotton Pajama (Pack of 3)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Peach Blossom Pyjamas are perfect for a routine day wear or sleepwear. These pyjamas are made up of 100% super soft, pre-shrunk cotton fabric and are supported by an elasticated waistband that fits perfectly. They also have a single pocket on the right side to keep your things safe.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07KS1NBSG_5963777955017492"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available in plus sizes as well.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Best cotton pyjamas for women in India

<ul><li>For many, the shift from the comfort and flexibility of working from home to the structured routine of office life can seem challenging to deal with initially. </li><li>Going to the office lets you meet and interact with people, which has social utility.</li><li>A few days before joining the office, one should start their morning routine as will be needed. </li></ul>Bangalore-based Anirabn Chatterjee, working for an <keyword id="6377640" type="General" weightage="20" keywordseo="it-firm" source="Orion">IT firm</keyword> has recently been asked to go back to the office five days a week. Since last November, he has been going to the office two or three days a week, a hybrid mode of work, which he rather enjoyed, but that is over now. Recently large IT companies like <keyword id="6357150" type="General" weightage="20" keywordseo="tcs" source="Orion">TCS</keyword>, Wipro and others have asked employees to start going to the office five days a week. The culture of <keyword id="123591" type="General" weightage="20" keywordseo="work-from-home" source="Orion">work from home</keyword>, or <keyword id="10310934" type="General" weightage="20" keywordseo="hybrid-work" source="Orion">hybrid work</keyword> where one had to go to the office 2-3 times a week is now coming wrapping up. These work cultures were born out of necessity during the COVID-19 pandemic and many workplaces kept on with them after the lockdown restrictions were lifted.d Many employees have been reluctant to go back to the office five days a week and companies have been going slow on calling them back. “The concept of work from home (WFH) or remote work has only gained momentum since the pandemic. However, major corporations are now urging their workforce to report to the office physically and more regularly,” says Anjali Raghuvanshi, Chief People Officer, Randstad India, an HR services firm. <cmsannotation type="cmsannotation" annotationid="The challenges of going back to office" comment="Subhead" text="The challenges of going back to office">The challenges of going back to office</cmsannotation> “Some may welcome change, craving for the social interaction and the structured routine of the office environment,” says Vandana Ahuja, Organisational HR Adviser &amp; ICF Coach. However, for many, the shift from the comfort and flexibility of working from home to the structured routine of office life can seem challenging to deal with initially, as it mandates a shift in daily routines, work habits, and work-life dynamics. Here are some issues people are likely to face. <cmsannotation type="cmsannotation" annotationid="Commute agony" comment="subhead" text="Commute agony">Commute agony</cmsannotation>: In any metro city, commuting can take up to three hours or more daily, and this is certainly not good news for those who need to go back to the office. It means getting up earlier, starting from home early and also evenings spent stuck in traffic. For Chatterjee, the daily commute is about two hours and he does not fancy doing it five days a week. <cmsannotation type="cmsannotation" annotationid="Social anxiety" comment="Subhead" text="Social anxiety">Social anxiety</cmsannotation>: Following an extended period of remote work, many individuals are finding it challenging to readjust to a structured work environment. “There could be a level of social anxiety. Especially for the newer workforce who have had the perks of working remotely from the beginning of their careers, it might be a tad more difficult to accommodate themselves into a more disciplined office routine,” says Ahuja. Feelings of irritability during interactions with colleagues, a sense of lethargy, diminished concentration, and difficulties in socialising have become prevalent issues. “Social anxiety has a negative impact on people’s performance and in serious situations can even lead to quitting. In some other people, body image-related problems also arise, where people start finding their body less attractive, due to which problems like low self-esteem, depression and eating disorders can be seen,” says Arvind Otta, senior psychologist and mental health activist. <cmsannotation type="cmsannotation" annotationid="Lower work flexibility" comment="Subhead" text="Lower work flexibility"><keyword id="19091574" type="General" weightage="20" keywordseo="lower-work-flexibility" source="Orion">Lower work flexibility</keyword></cmsannotation>: For many, work from the office can also affect their productivity or at least they think that it does. “For many, remote work offered increased autonomy, and the ability to tailor their work environment to their preferences,” says Raghuvanshi. The impact is more on parents with kids and especially women, to whom work from home was a blessing in disguise as they could spend more time with their kids or do tasks like dropping or picking them up from school more easily. However, working from the office is the new normal, something that one cannot wish away. It might take some of us a bit of time to get adjusted, but adapting to the new way of life should be pretty easy. Here are a few ways to make the transition smoother <cmsannotation type="cmsannotation" annotationid="Look at the bright side" comment="subhead" text="Look at the bright side">Look at the bright side</cmsannotation>: Going back to the office again might seem cumbersome, but one needs to look at the bright side. Going to the office lets you meet people, lets you interact with your colleagues and your boss and also lets you showcase your work much better to your immediate boss. Overall, it is a great thing, careerwise. <cmsannotation type="cmsannotation" annotationid="Get into a routine" comment="subhead" text="Get into a routine">Get into a routine</cmsannotation>: Going back to the office is just a matter of habit . “Individually, a person should repeatedly tell himself a few days in advance that from the particular day onwards he will have to work in the office only, due to which the idea of working from the office will also be included in his thought process,” says Otta. He suggests that a few days before joining the office, one should wake up at a fixed time and start settling into the daily routine. Three things should be specifically followed a few weeks before joining the office: sleeping at a fixed time, eating breakfast and exercising or yoga. <cmsannotation type="cmsannotation" annotationid="Make the commute more productive" comment="Subhead" text="Make the commute more productive">Make the commute more productive</cmsannotation>: Since the commute takes up a lot of time, one should look to make the commute more productive. Shabbir Merchant, Chief Value Creator, Valulead Consulting, a leadership development consulting firm, suggests that one catches up on reading and especially listens to audio audiobooks when one is travelling by public transport or driving. One can also listen to music or catch up on breathing exercises that can be done from anywhere. However, social media is to be avoided as much as possible. <cmsannotation type="cmsannotation" annotationid="Flaunt your office wardrobe" comment="Subhead" text="Flaunt your office wardrobe">Flaunt your office wardrobe</cmsannotation>: During the pandemic many of us have complained that we seldom got a chance to wear some of the clothes that we have bought. “Flaunt your office wardrobe and feel good about the clothes that you have,’ says Merchant. Looking and feeling good can do wonders to your mood. The tiring commute notwithstanding, after months of zoom calls in pyjamas, going back to the office can be a great thing. From meeting colleagues, to brainstorming together over cups of coffee, the new normal can be an adventure to look forward.

Going back to office 5-days a week challenging for some – Here’s how to ease into to the new normal

<ul><li>Top cosmetics, clothing and jewellery brands of India have witnessed an increase in sales as work-from-office gains pace. </li><li>Online retail brand <keyword id="319719" type="General" weightage="80" keywordseo="myntra" source="Orion">Myntra</keyword> said the most popular work wear for Indians include kurtas and formal shirts. </li><li>There was an increase in blings and cosmetic products post-pandemic, leading retail brands revealed. </li></ul>Crisp white shirts, blazers and even kurtas are selling like hotcakes as Indians are back to office and don’t intend to recycle their last-season wardrobe of formals. <keyword id="2834772" type="General" weightage="50" keywordseo="aditya-birla-fashion" source="Orion">Aditya Birla Fashion</keyword> has been gaining from the trend as formal work wear contributed to over 45% of its total sales in the first quarter of this year, according to a Motilal Oswal report. Even as the festive theme takes over most purchases in the next few months, the company expects growth in formal wear to continue, the report says. Apparel retailer Myntra too told Business Insider India that it has seen an uptick in formal shirts and pants, shift dresses, ties, blazers and even shoes in the last few months. The first half of the year saw a 10-fold growth in the segment since the first half of 2018, it said. “Some of the popular brands on the platform for workwear include Allen Solly, Mango, Louis Phillipe, H&amp;M, Dressberry, Arrow and <keyword id="126601" type="General" weightage="50" keywordseo="van-heusen" source="Orion">Van Heusen</keyword>,” said Sharon Pais, chief business officer at Myntra. Lipstick with my kurta To go with these clothes, office goers are buying more make-up. The government’s relaxation of norms that mandated people wear masks at all places has aided the trend. <keyword id="12188628" type="General" weightage="80" keywordseo="good-glamm-group" source="Orion">Good Glamm Group</keyword>’s online cosmetic retail brand <keyword id="3030142" type="General" weightage="80" keywordseo="myglamm" source="Orion">MyGlamm</keyword> has seen its sales across segments go up by seven times this year. The product that’s among its fastest selling is its ‘long-lasting’ LIT Liquid Matte Lipstick, perfect for office goers. “Customers are seeking multi-functional, high efficacy, budget-friendly and sustainable products. Our luxury range, Manish Malhotra Beauty by MyGlamm has also seen a hike in sales by 4x,” said Sukhleen Aneja, CEO, Good Brands Co, The Good <keyword id="12357310" type="General" weightage="80" keywordseo="glamm-group" source="Orion">Glamm Group</keyword>. Luxury &amp; bling Myntra also said that its customers are now spending on luxury beauty products as they are keen on looking their best as they step out of their homes. “The luxury beauty segment was popular among the beauty buyers with brands like MAC, <keyword id="1607389" type="General" weightage="50" keywordseo="dyson" source="Orion">Dyson</keyword>, Armani Beauty, GK Hair, Benefit Cosmetics, CK and Laneige leading the way with a staggering five-fold growth in demand for the segment,” said Myntra’s Pais. Good Glamm Group’s Aneja said that the buying trends were erratic all across the pandemic, but lipstick sales were high even when people were masking up religiously. “Although we anticipated that lipstick sales would decline during the pandemic, they were unaffected. We saw a rise in eye makeup products. While cosmetics and skincare are in high demand post pandemic,” added Aneja. The need to shine as they step out is also aiding the growth of jewellery sales. “Wrist wears have gained prominence and there is traction in higher price-point rings and bracelets. Earrings have also emerged as a viable option apart from studs, which is being preferred largely by the younger generation,” said Avnish Anand, co-founder and COO of CaratLane, an online and offline jewellery retailer. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/sequoia-capital-offloads-2-of-its-stake-in-zomato/articleshow/93802868.cms">Sequoia Capital offloads 2% of its stake in Zomato</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/ibc-cases-still-below-fy20-levels-report-says-this-shows-india-inc-is-comfortably-placed/articleshow/93793663.cms">IBC cases still below FY20 levels – report says this shows India Inc is ‘comfortably placed’</a>

Pyjamas out, power suits in: apparel and cosmetic sellers gain as Indians go back to office

<ul><li><keyword id="648840" type="PERSON" weightage="20" keywordseo="Biba">BIBA</keyword>’s latest collection includes kaftans, two-piece sets, sleepwear robes, gowns as a part of lockdown fashion. </li><li>The country’s major fashion brands have resorted to making masks as the retail industry came to a complete halt with the coronavirus lockdown. </li><li>From <keyword id="26688" type="COMPANY" weightage="20" keywordseo="Masaba">Masaba</keyword> to Shivan and Narresh to Anita Dongre and FabIndia have all started their fashionable masks. </li></ul>A popular Indian ethnic wear brand known for its kurtas and lehengas is now selling sleepwear and loungewear as people <keyword id="123591" type="PERSON" weightage="20" keywordseo="Work-from-home">work from home</keyword>. “While people continue to stay at home, all they prefer now is comfortable clothing over fashionable &amp; classy dresses/business suits,” said the company. However, the cotton robes and pyjamas offered by the brand don’t come cheap. BIBA, which reopened over 150 stores across the country on June 8, has its collection, which comprises kaftans, two-piece sets, sleepwear robes, gowns, starting at ₹1,699 and goes up to ₹3,299. Lockdown fashion has become the latest trend to take over India. The country’s major fashion brands have resorted to making masks as the retail industry came to a complete halt with the coronavirus lockdown. From Masaba to Shivan and Narresh to Anita Dongre and FabIndia have all started their fashionable masks. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> The demand for apparel is slowly rising but most of it continues to be restricted to comfortable fashion and continues to be a part of online shopping. Snapdeal, one of India’s leading e-commerce platforms, said that it has witnessed fast growth in the apparel category in May. “Last month, the sale in the apparel category was all about catching up with overdue functional needs like nightwear, undergarments, and track pants etc. With children at home and more people continuing to work from home and summer in full swing, users are now making smart, casual additions to their wardrobes”, said Snapdeal spokesperson. SEE ALSO: <a href="https://www.businessinsider.in/business/news/akash-ambani-was-the-one-to-choose-facebook-the-next-big-investments-for-reliance-jio-and-the-ideas-sold-to-investors/articleshow/76316650.cms">EXCLUSIVE: Inside the Reliance Jio deals – Akash Ambani was the one to choose Facebook, the next big investments and the ideas sold to investors</a> <a href="https://www.businessinsider.in/business/telecom/news/vodafone-idea-shares-plunge-over-6-after-supreme-court-asks-for-an-undertaking-to-cough-up-53000-crore/articleshow/76317790.cms">Vodafone Idea shares plunge over 6% after Supreme Court asks for an undertaking to cough up ₹53,000 crore</a>

BIBA, the Indian ethnic wear brand, is now selling sleepwear as people work from home – but they don’t come cheap

<ul class="summary-list"><li>Tammie Ash, 28, quit the <keyword id="11964299" type="UNKNOWN" weightage="60" keywordseo="engineering" source="Orion">engineering</keyword> job she'd never liked in February 2020.</li><li>She left just as the first COVID-19 lockdown began, moving back home and applying for jobs.</li></ul>This story is part of <a href="https://www.businessinsider.com/category/how-the-pandemic-changed-my-career?r=US&amp;IR=T">"How the Pandemic Changed My Career,"</a> an Insider series documenting the moves and moments that shaped people's <keyword id="11894132" type="UNKNOWN" weightage="100" keywordseo="careers" source="Orion">careers</keyword> over the last two years.When I gave my one-month notice in February 2020, I'd taken a huge leap of faith. I'd just quit a job I was deeply unhappy in. I was moving from London back home to Yorkshire and had no job lined up. I studied civil engineering at university and had worked at the global engineering consultancy Mott MacDonald for just under two years. <div type="image" title="A woman in red high-visibility garments and helmets smiles for the camera posing in an underground tunnel" height="902" width="1200" msid="89975653" hostid="261"></div>I was designing bridges for HS2, the UK's biggest rail project. We'd follow the proposed route area by area and decide whether to build new bridges or strengthen existing ones. I never enjoyed it. <h2>I'd spent a long time mustering up the courage to quit. Little did I realize I would leave the same week that the country shut down.</h2>But there was absolutely nothing I could do about it. I'd arrogantly thrown a stable, £31,000-a-year job away.I pulled my hair out every single day for five months, watching all my friends being cushioned by furlough or enjoying daily walks in between Zoom meetings — and still being paid.<h2>I thought I'd made the worst decision of my life. It turns out, I made the best one.</h2>By the third week of August, I was fed up with job rejection emails. I'd applied for everything from sales jobs to the civil service, but I still couldn't bring myself to revisit engineering. When my parents left the house for their daily walk, I sat on my bed and screamed into my pillow. I'd never felt so frustrated, trapped, and powerless.On one of those frustrating days, a talent manager for a <keyword id="11894119" type="UNKNOWN" weightage="60" keywordseo="media" source="Orion">media</keyword> company, <a href="https://all3media.com/">All3Media</a>, phoned. I'd met her a year before, when I was working in London and trying to widen my professional network beyond engineers. I was trying to find a way into film and <keyword id="11898468" type="UNKNOWN" weightage="60" keywordseo="tv" source="Orion">TV</keyword> — where I'd dreamt of working but didn't know how to get into.I'd reached out to her during lockdown in the hope that she might need an employee. By chance, she had some remote admin work in All3Media's music department for two weeks.The two weeks eventually turned into two months. They'd trusted a total newcomer to the industry to complete the work remotely from home — something I'd begged to do as an <keyword id="12759231" type="UNKNOWN" weightage="60" keywordseo="engineer" source="Orion">engineer</keyword> but had been refused. Not being from London — where Britain's media industry is still overwhelmingly based — this was a role that I'd never have been chosen for pre-pandemic. <h2>After this first taste, I applied to work on the reality show <a href="https://www.channel4.com/programmes/celebs-go-dating">'Celebs Go Dating'</a></h2>This was winter 2020, when the COVID-19 rules in England allowed people to "bubble" with certain conditions.For five weeks, I was "bubbled" in a Holiday Inn, masked up and running around after a group of demanding reality stars.I'd be on my feet 12 hours at a time, squeezing the odd five-minute break in here and there in the presence of ever-judging eyes, all for minimum wage.It was mentally challenging and so physically demanding, I lost a significant amount of weight. I was suddenly very aware of how spoilt I'd been in my engineering job.<h2>I never wanted to be a runner again</h2>I took a risk and applied for an eight-week development traineeship at Studio Lambert, a TV company that made the global hit <a href="https://www.channel4.com/programmes/gogglebox">"Gogglebox."</a> I thought I wasn't qualified and would never get it. I did.As well as working to develop real shows, I had structured training sessions where I learned how to think of and pitch ideas for new ones. Two of the existing ideas I worked on got commissioned and will be filmed this year. The traineeship was extended to six months and I was asked to stay and continue to work on new ideas, where I really had the chance to refine my pitching and writing skills.<h2>Before, I'd had no creative education beyond the English Language A-Level I finished at 18, and my career had no real direction</h2>I thought I was a logical, practical engineer, not a free-thinking creative with crazy ideas. My Studio Lambert bosses built my confidence from the ground up.Next, I landed a job as a researcher at BBC Studios in its science unit, where I now work full time. I work on science documentaries and research content, script episodes, and interview professors. <div type="image" title="A woman stands behind a camera on a tripod while giving a thumbs up and wearing a mask" height="1705" width="2268" msid="89975655" hostid="261"></div>I make sure the complicated science can be translated onscreen and made interesting for the general public.My engineering background has equipped me well for getting my head around some of the most confusing physics theories.<h2>The pandemic was a bridge, ironically, to a new career</h2>It forced me to seek opportunities outside of my comfort zone. I jumped ship from a job where I couldn't wear jeans or trainers to a job where I could've gotten away with wearing my pyjamas.Pre-pandemic, I took my time for granted. Post-pandemic, I'll be utilizing my time and choosing meaningful projects to work on while building up my creative network. But that's not to say I won't be seeing my engineer friends for a drink every so often.

I quit my job &mdash; then a pandemic happened. I thought I'd made the worst decision of my life, but it led to my dream career.

<ul class="summary-list"><li>The husband-wife duo behind the pajama brand <a href="https://desmondanddempsey.com/collections/women?gclid=CjwKCAjwgOGCBhAlEiwA7FUXklwdZM4TGz5RngrBEcsBIZHKRVcn9aka91RySJUNggIMAB08PxnbhBoCNt4QAvD_BwE">Desmond &amp; Dempsey</a> saw increasing sales last year.</li><li>The sleepwear market is expected to grow substantially, <a href="https://www.businesswire.com/news/home/20201119005989/en/Sleepwear-And-Loungewear-Market-to-grow-by-19.5-bn-during-2020-2024-Industry-Analysis-Market-Trends-Market-Growth-Opportunities-and-Forecast-2024-Technavio">even after the pandemic subsides.</a></li><li>The founders discuss rising in the industry and managing the brand through the pandemic. </li></ul>There are two types of people in the world: those who wear old T-shirts to bed, and those who don't.Joel Jeffery, 33, and Molly Goddard, 29, the millennial duo behind the London-based luxury pajama brand <a href="https://desmondanddempsey.com">Desmond &amp; Dempsey</a>, don't mind if you're part of the former. Eventually, Jeffery said, people come around. Some of the investors they first pitched claimed to not wear two-piece pajamas, forcing the duo to revise their presentation, calling pajamas "something you wear to the breakfast table." Goddard's old boss also wasn't a believer. Then, they gave him a pair. "Now he's on our VIP customer list," she said. Desmond &amp; Dempsey, which sells pajama sets for about $150, saw sales skyrocket during the pandemic. It sits in a privileged position at the intersection of two multi-billion-dollar industries. First, the <a href="https://www.latimes.com/health/la-he-business-of-self-care-20190508-story.html">$10 billion self care industry</a>. Second, high-end sleepwear, or as Brandi Neal wrote for Bustle the "<a href="https://www.bustle.com/p/how-many-people-sleep-naked-a-survey-found-that-two-thirds-of-millennials-dont-sleep-in-pajamas-11848114">fancy pajamas you usually only see in movies</a>." This category also encompasses nightgowns, robes, and slippers, and market researcher Technavio expects the market to<a href="https://www.businesswire.com/news/home/20201119005989/en/Sleepwear-And-Loungewear-Market-to-grow-by-19.5-bn-during-2020-2024-Industry-Analysis-Market-Trends-Market-Growth-Opportunities-and-Forecast-2024-Technavio"> grow by $19.5 billion</a> between 2020 and 2024. And Jeffrey doesn't expect the momentum to stop anytime soon. <h2>The brand was in the right place, at the right time</h2>It's hard to pinpoint how many people actually sleep in pajamas.A 2017 survey in the <keyword id="6354868" type="COUNTRY" weightage="60" keywordseo="UK">UK</keyword> <a href="https://www.theguardian.com/lifeandstyle/2017/oct/09/is-it-healthier-to-sleep-naked-rather-than-in-pyjamas-fertility">found about 40%</a> of people sleep in pajamas, while <a href="https://www.independent.co.uk/life-style/fashion/how-much-we-wear-pyjamas-daywear-not-sleeping-study-liberty-a8012461.html">another one found</a> 90% of people wear them to lounge around the house. In the United States, meanwhile, a 2018 report stated <a href="https://www.bustle.com/p/how-many-people-sleep-naked-a-survey-found-that-two-thirds-of-millennials-dont-sleep-in-pajamas-11848114">nearly 69% of people sleep partially clothed</a>, while 31% sleep fully clothed. Then there are those, of course, who sleep naked. What is known, however, is that luxury sleep and loungewear are associated with comfort. And the idea of comfort (including meditation apps, organic diets, and face masks) is <a href="https://www.businessinsider.com/how-sakara-life-meal-delivery-service-became-millennial-diet-2021-2">especially popular among millennials.</a><div type="image" title="Desmond &amp; Dempsey" height="1196" width="956" msid="81657135" hostid="261"></div>It's this comfort, Jeffrey says, that people sought during the pandemic as the world fell into precariousness. Last year, the Washington Post, citing the Adobe Digital Economy Index, reported <a href="https://www.washingtonpost.com/technology/2020/05/14/online-comfort-shopping-pandemic/">pajama sales increased</a> over 140% in April 2020, compared to the month prior.Last March and April, Desmond &amp; Dempsey saw <a href="https://www.ft.com/content/1ef3cbb6-439b-4835-a2c7-8c3577d70c30">a 400% increase in sales</a>. Its best-selling items were the two-piece pajama set. The company was able to deal with an increase in consumer demand because it decided to still place the orders that wholesalers canceled, restocking its top items and then selling direct-to-consumer.Launched in 2014, the brand was named after Jeffery's and Goddard's grandparents, respectively. In its early days, Goddard used to personally email each customer asking for feedback, then send a code that would give them free monogramming if they told their friends about the company. That referral program helped generate interest in the company at the start, and a similar <keyword id="6363690" type="UNKNOWN" weightage="60" keywordseo="Strategy">strategy</keyword> helped it get through the pandemic. It started an initiative that allowed people to nominate a friend to receive a pair of Desmond &amp; Dempsey pajamas. All the person had to do was explain why their friend deserved it. "People needed comfort and that's what those pajamas provided," Goddard said. "People were vulnerable and really suffering, and it gave them something to make them feel a little more creative." <h2>The market is expected to grow, Desmond &amp; Dempsey is ready </h2>The pandemic, in a sense, has helped accelerate the normalization of self-care and comfort.Andreas Lenzhofer, cofounder of the Zurich-based sleepwear company <a href="https://dagsmejan.com/">Dagsmejan</a>, told Insider he expects interest in the category to rise, and the focuses on personal health, wellness, and comfort are here to stay.<div type="image" title="Desmond &amp; Dempsey" height="1200" width="800" msid="81657136" hostid="261"></div>Adobe Analytics found that November pajama sales were <a href="https://www.washingtonpost.com/lifestyle/style/pajamas-sleepwear-christmas-winter/2020/12/04/1d1580ae-331f-11eb-b59c-adb7153d10c2_story.html">up 200%</a> compared to the year prior. <a href="https://www.npd.com/wps/portal/npd/us/home/">NPD Group </a>told Insider last year's sales for pajamas costing $50 or more increased 3 times faster than average-priced pajamas, accounting for 17% of the pajama market. Meanwhile, social media is helping these niche brands build an audience. Desmond &amp; Dempsey has over 80,000 followers on Instagram alone. Other luxury sleepwear brands such as<a href="https://www.businessinsider.com/reviews/out?u=https%3A%2F%2Fwww.lunya.co"> Lunya</a> (whose sleep set goes for $232) and<a href="https://us.oliviavonhalle.com/?gclid=CjwKCAjwgOGCBhAlEiwA7FUXkokp5u4vEDKwgFoLfbgclcWlMwmS0IUGWL4NerHkmVFKAbTzZscp_hoC27kQAvD_BwE"> Olivia Von Halle</a> (whose pajamas can cost nearly $600) have over<a href="https://www.instagram.com/lunya/?hl=en"> 233,000</a> and<a href="https://www.instagram.com/oliviavonhalle/?hl=en"> 102,000</a> followers on the platform, respectively.Dagsmejan told Insider it also ended 2020 with massive sales growth, seeing over three-times what it saw in 2019. "People realized there was life to have," he said. "[They] readjusted their spending patterns, and focused on where they could make a positive impact on their personal wellbeing." Now, with an influx of customers, Desmond &amp; Dempsey's next mission is now fighting out how to make the consumer demand stay, Goddard said.But that might not be too hard. As the <a href="https://www.businessinsider.com/how-to-make-company-work-remotely-permanently">remote work trend continues</a>, rumors have been swirling that <a href="https://www.businessinsider.com/coronavirus-pandemic-wont-kill-office-but-it-will-change-forever-2020-4">office life will never be the same.</a> Even designer Misha Nonoo previously told Insider she was preparing to make <a href="https://www.businessinsider.com/misha-nonoo-talks-collection-sustainability-oil-heiress-meghan-markle-2021-1">comfort dressing the new power dressing</a>, as Zoom meetings slowly becoming part of everyday life. Already, Desmond &amp; Dempsey has collaborated with H&amp;M and has expanded into slippers, nightgowns, robes, eye masks, and even diapers. To date, it has partnered with over 30 wholesale retailers, including Bergdorf Goodman, Selfridges, and online retailer FarFetched, and in October it will officially launch a kids collection.Jeffrey and Goddard even want to open a store one day, and further expand their presence into the United States. The market might be crowded but if anything, but they are ready. "We just have to change the spelling of pyjamas," Goddard said.

Pajama sets are the new 2-piece suit. A millennial brand explains the wild pandemic year when sales spiked 400% .

New Delhi, June 11 (IANSlife) With the mercury climbing fast, summer apparel sales have shown a quick growth in e-commerce sales. In May, nearly 40 per cent of all products sold at online marketplace Snapdeal itself, were summer clothes. Apparel, is a traditionally a high selling category on the platform, and it has registered increased sales after the relaxation of selling non-essential products online. According to the platform, the demand for apparels has picked up again and is close to the level of pre-COVID sales. A Snapdeal survey conducted in May 2020 with users across India revealed that while families traditionally enjoyed shopping at the mall, are now looking for safer options to shop. 95 per cent of the respondents preferred online shopping for apparels over retail outlets. Comfort and value were the top two considerations for consumers as they made apparel purchases. The perceived brand value was not an equally important factor as consumers preferred seller brands with attractive prices. What's selling? Kids summer wear is leading in terms of demand. In the survey, buyers said they prioritised kids needs over other needs and that garments for children are a more immediate need because of frequent size changes. T-Shirts, tracks and pyjamas, jumpsuits, shorts, infant wear, and sandals make for popular kidswear on the site. In the men's fashion category, cotton T-shirts in plain colors and prints, Bermuda shorts, and cargo shorts are a hit. Round neck, henley neck and sleeveless t-shirts are in vogue. Open sandals and flip flops priced are another popular pick with buyers. Amongst women shoppers, comfy leggings, loose fit and regular shorts, round neck t-shirts, tops in bright colors, dresses, and kaftan summer dresses were popular choices. The popular price range for casual fashion was Rs 500-800, said Snapdeal. 75 per cent of the shoppers on Snapdeal opted for seller-branded value apparel mostly served by sellers from Ludhiana, Bengaluru, Delhi, Tirupur and Jaipur. "Last month, the sale in the apparel category was all about catching up with overdue functional needs like nightwear, undergarments, and track pants etc. With children at home and more people continuing to work from home and summer in full swing, users are now making smart, casual additions to their wardrobes", said a Snapdeal spokesperson.(Siddhi Jain can be contacted at siddhi.j@ians.in) --IANS sj/tb/sdr/

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