For Lounging Lizzies

Fashion accessories continue to grow and diversify as a gift market category. And while handbags and jewelry make up the majority of personal accessories merchandise at gift shows, other boutique fashions are coming into the mix. One of the largest growth areas is loungewear, including pajamas and related nightwear, robes, slippers, and flip-flops.

Intimate apparel may seem unusual in a gift store, but it's a natural fit for retailers focusing on merchandising trends that address personal lifestyles. PJs, robes, and slippers can be cross-merchandised with bedding and linens, as well as bath and body care — not to mention travel accessories.

One growth driver in fashion loungewear is that it's considered part of the “luxury” market — not necessarily high-priced, but merchandise of better quality that makes one feel good. It's a personal indulgence.

“Every gift store in some way has adapted to include luxury items,” says Joanne Grazzini of Los Angeles-based fashion pajama manufacturer BedHead. “The same kind of customer who spends $300 on high thread-count sheets buys our pajamas because they want the feel of fine fabric next to their skin.”

Another factor is the blend of style and casual comfort that appeals to today's customer. These days, whether working or at leisure, women are spending more time in the home, and they want to look smart even while relaxing. Rather than throwing on sweats or an old t-shirt, many are taking to their pajamas and slippers.

Today's fashion PJs are the kind of item that “looks cute on all sizes,” according to Grazzini. “We now have many more choices. With beautiful fabrics and great designs, fashion pajamas are not trendy anymore — they're a staple.”

This carries into at-home footwear as well. After all, if you're dressing up your “dressing down,” a worn pair of bunny slippers is not going to make the right statement. Slippers in fine fabrics, and colorfully decorated flip-flops and slides provide comfort and style to match fashion loungewear. And many styles adapt well to streetwear, beachwear, and even spa-wear, reinforcing the concept of luxury.

'There's a lot going on in the PJ world,” says manufacturers' rep Jessica Lee of LA Productions, Los Angeles. “My sense is that the higher end merchandise is slowing down. It's not easy to justify spending $100-plus on one pair of pajamas.”

But that's not to say that high end business is bad. In fact, it's still very strong, according to Joanne Grazzini. “There are many BedHead customers who own five or six pairs,” she says.

Still, it's the mid-range price-points — around $50 for PJs and $30 for slippers — that are hot right now. “Make it look luxury, but price it moderate is our philosophy,” says Jerry Seltzer of Bonjour Fleurette, Novato, California. And with more quality selections to choose from, luxury style in both moderate and higher price-points will increase the opportunity for sell-through at retail.

The gift store is the ideal environment for fashion loungewear, in part because customers can try on much of the merchandise without requiring dressing rooms, notes Jerry Seltzer, “Slippers and other spa leisure wear only require a mirror.”

“The gift store makes a more comfortable shopping experience for many customers,” says Grazzini. For one thing, it encourages male gift shoppers who might feel awkward visiting a Victoria's Secret, confronted with racks of frilly things on hangers.

Many lines are also offered in a range of sizing and packaging that makes them ideal for specialty stores. They don't require excessive floor space, and the packaging is perfect for pick-up-and-go sales. “Gift retailers can feel safe bringing this type of merchandise into their stores, because it will make money,” says Grazzini.

So take a good look at your store to see how you can creatively bring this comfortable fashion gift into your merchandise mix, and watch your sales “rise and shine.”