Britain's sleeping beauties bring glamour to the boudoir

November 30, 2004

Latest research from MINTEL shows that the British are finally injecting some true style into their choice of bedroom attire. Today just one in three (32%) adults claim that ” comfort and fit is more important than style ” and it also seems that money is no object when it comes to fashion in the bedroom, as just 7% say that ” price is more important to me than fashion and style when buying nightwear ” . Indeed, just one in ten (11%) only buy nightwear in the sales or at discount. ” These days the British are really starting to bring some style and glamour into the bedroom, with many now going for the more fashionable and exciting nightwear ranges. But nightwear is still a ‘Cinderella’ department for many retailers at present, as it trails in the wake of lingerie or accessories. This market often receives very little PR or advertising, with its best exposure in recent years coming from TV programmes, such as Sex and the City. As has been done with the lingerie market, efforts should be made to build the image of nightwear as a desirable treat and more women should be encouraged to buy special nightwear for themselves, ” comments Maria Elustondo, Senior Market Analyst at MINTEL.

More from Mintel
  • Mintel Store
    Mintel Store
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View reports
  • Global Outlook on Sustainability: A Consumer Study 2024-25
    Global Outlook on Sustainability: A Consumer Study 2024-25
    Get the latest sustainability data, with insights on consumers, products and markets to inform your innovation strategy and build your sustainability strategy....
    Find out more
Subscribe to Press Releases
Contact Press Office
Latest insights
March 25, 2022
From preventing embarrassing leaks to saving the plant, period pants are turning into the underwear saviour for Britain’s savvy women, as latest research from Mintel reveals around one fifth (19%)…

Download the Latest Market Intelligence