WORK FROM HOME ESSENTIALS: BRANDS & RETAILERS REVEAL COMFORT & UTILITY ARE ON TOP OF CONSUMERS' MINDS

A detailed look at why categories like casual wear, loungewear, athleisure, nightwear, etc., have witnessed unprecedented demand since the pandemic forced people to work from home.

The work from home culture has radically altered fashion preferences across the world. Over the last few months, as people were stuck inside their homes, the preference for comfortable apparel snowballed. Consumers’ preferences started gravitating towards apparel that were comfortable to work in yet presentable enough for virtual meetings and social-media appearances.

“Work from home has removed all boundaries of formal/semi-formal attire. The office has moved from a chair to a couch to a bean bag and thus the shift to comfort clothing. However, the erratic work timings and team call with cameras on having ensured at least the essence of an attire which is a must-have. This has given a boost to the consumption of a newer category of clothing termed as Home Wear. Home wear encapsulates attire which is not just comfortable in nature but is all-purpose, presentable, and categorized decent for an official showcase,” states Nishant Poddar, Chief Marketing Officer, Universal Sportsbiz Pvt. Ltd. (USPL) whose brand portfolio includes Wrogn, Imara, and Ms.Taken.