Americans turn to loungewear in face of coronavirus lockdown
Apr 27, 2020
With the Covid-19 pandemic meaning that many Americans are temporarily working from home, a recent survey from Nordstrom Trunk Club suggests that lounge and activewear have become the top lockdown trends.
Collecting the responses of 2,000 U.S.-based adults currently working at home, the survey found that 77% of respondents believed that their personal style has changed since the start of the crisis, with a notable 56% saying that they were incorporating more loungewear, as well as other more comfortable clothing, into their day-to-day wardrobe.
Furthermore, while 59% of those surveyed claimed to dress up every day or most days prior to the pandemic, only 25% said that they have maintained the habit under lockdown.
Indeed, close to one in five said that they are now prioritizing comfort over style, with 54% of women who said that they had a “go-to item for quarantine” highlighting leggings as their top pick.
Not everyone has completely abandoned office wear, though. 76% of survey respondents who have work video calls “at least occasionally” said that they make an effort to dress up for them, with “work appropriate top but casual bottoms” proving to be the most popular style choice.
Others are dressing up on a more regular basis, with 52% of those surveyed saying that they make an effort to do so during the week. Four out of five of these respondents claimed that dressing up made them more productive, while among those who said that they dress up at least once or twice a week, 95% said that doing so put them in a positive mood and 55% stated that they just want to feel good.
More than half of those making an effort to dress up during the week are getting dressed first thing in the morning, as if they were leaving the house for work.
Looking to the future, 77% of survey respondents believe that lockdown will lead to style changes in their workplaces when they reopen. However, personal post-pandemic fashion plans differ: while two out of five people said that they are looking forward to getting back into their office wear, more than one in three are hoping to return to work in more comfortable clothing.
In any case, 32% of those surveyed said that they have made online purchases to suit their new stay-at-home style needs, a move which has not gone unnoticed by Nordstrom Trunk Club.
“During this unprecedented time, we remain focused on serving our customers by meeting their style needs,” said Megan Bernstein, VP of marketing for Nordstrom Trunk Club, in a release. “To adapt to their changing needs, we’re sending more active and loungewear to our customers who want to be comfortable while working from home and are helping others choose and style around clothes from their closet to look their best and feel great on video calls.”
The survey data presented by Nordstrom Trunk Club was collected via online survey platform Pollfish and compiled by DKC Analytics.
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