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1、IntroductiontotheNightwearMarket睡衣市场的介绍睡衣市场的介绍AlexandraSuhnerAgenda日程1.NightwearMarket睡衣市场睡衣市场2.TheConsumer消费者消费者3.KeyBrands主要品牌主要品牌4.Bestsellers热卖产品热卖产品5.MarketingandPromotion市场营销与推市场营销与推广广6.Trends趋势趋势Pleasenotethattheimagesandfactsinthislecturearecopyrightprotectedandcannotbeusedforanycommercialpu
2、rposesordistribution.请注意：此次讲座所含图片和文字均受版请注意：此次讲座所含图片和文字均受版权保护，不可用作任何商业目的和转发。权保护，不可用作任何商业目的和转发。NightwearMarket睡衣市场睡衣市场Thenightwearmarketisdominatedbyretailerswithprivatelabelofferings.睡衣市场基本由拥有独立品牌的睡衣市场基本由拥有独立品牌的零售商所占据零售商所占据Toacertainextent,ultra-lowprices,suchasthoseofferedbysupermarketsandPrimark,ha
3、veactedtodevalueandcommoditizethenightwearsector.超低价位，比如超市或者超低价位，比如超市或者PrimarkPrimark提供的超低价位的产品，影响了提供的超低价位的产品，影响了睡衣市场的增值睡衣市场的增值FigleavesNightwearMarket睡衣市场Themarketneedstocreatemoreofafashion-ledimpulsivedesire,asperthelingeriemarket,togrow.Athirdofwomenbuynightweartoreplaceoldorwornoutitemsinthefas
4、hionmarketthisisunheardof!市场需要借鉴女性内衣市场去创市场需要借鉴女性内衣市场去创造更时尚，更具消费引导力的产造更时尚，更具消费引导力的产品。三分之一的女人等到穿破穿品。三分之一的女人等到穿破穿旧才会购买睡衣，而在其余时装旧才会购买睡衣，而在其余时装市场，这是闻所未闻的。市场，这是闻所未闻的。Nightwear Market Growth睡衣市场成长睡衣市场成长Theoverallnightwearmarketgrewsteadilyinvolumeandvalueoverthepastfiveyears,byatenth,to461million.整个睡衣市场过去五
5、年在质与量上都保持平稳增长，幅度整个睡衣市场过去五年在质与量上都保持平稳增长，幅度将近一成，达到将近一成，达到4.614.61亿英镑亿英镑Womensnightwearisfuellingthegrowth,accountingforfour-fifthsofthemarketat361million.女性睡衣促进增长，占有整个睡衣市场的五分之四，达到女性睡衣促进增长，占有整个睡衣市场的五分之四，达到3.613.61亿英镑亿英镑Nightwear Market Growth睡衣市场成长睡衣市场成长Growthhasbeenhelpedinpartby:睡衣市场的成长主要由以下因素贡献：睡衣市场
6、的成长主要由以下因素贡献：Theincreaseinthepresenceofsupermarketsinthemarket超市的存在促进增长超市的存在促进增长TheincreaseinvalueEPP(entrypricepoint)linesanddiscounterssuchasMatalanandPrimark合算的进货价格，催生了像合算的进货价格，催生了像MatalanMatalan和和PrimarkPrimark一样的廉价店的涌现一样的廉价店的涌现Therisingfocusonandpopularityofnightwearbythemedia,egTVcharacterswea
7、ringnightwearinseriessuchasSexintheCityandDesperateHousewives.媒体对于睡衣的持续关注，比如媒体对于睡衣的持续关注，比如“欲望都市欲望都市”和和“绝望主妇绝望主妇”里的主里的主人公穿着睡衣人公穿着睡衣Theincreaseinbrandsinthemarketplaceabletochargeapremiumfortheirbrandvalues.品牌数的增加，品牌价值在价格里的体现也随之增长品牌数的增加，品牌价值在价格里的体现也随之增长Nightwear Market Growth睡衣市场成长睡衣市场成长Nightwearisama
8、turemarketwithhighpenetration.Four-fifthsofconsumerswearsomeformofnightwear,yetthenightwearsectoraccountsforonlyaminutefractionoftotalexpenditureonclothing,standingataround0.01%!睡衣是一个成熟的市场，有着较高睡衣是一个成熟的市场，有着较高的渗透性。五分之四的消费者拥有的渗透性。五分之四的消费者拥有睡衣，而睡衣行业在整个服装消费睡衣，而睡衣行业在整个服装消费领域占有的份额微乎其微，大约只领域占有的份额微乎其微，大约只有有
9、0.01%0.01%PapinelleTheConsumer消费者消费者Mostconsumerswearsomesortofnightweartobed.大多消费者穿着睡衣入睡大多消费者穿着睡衣入睡Pyjamasarewornthemost;wornbynearlyhalfofallconsumers.睡衣裤套装最为常见，大约有一半消费者使用睡衣裤套装最为常见，大约有一半消费者使用Womensfirstchoiceinbedispyjamasandnightdresses.睡衣裤或者睡袍是女性睡觉时的首选睡衣裤或者睡袍是女性睡觉时的首选Menprefertowearpyjamasandsho
10、rtswithT-shirts.男人更喜欢穿睡衣裤，或者短裤加男人更喜欢穿睡衣裤，或者短裤加T T恤恤The15-24sgoforlingerieandunderwearasnightwear.15-2415-24岁阶段的年轻人以内衣代替睡衣岁阶段的年轻人以内衣代替睡衣FigleavesWhattheywearinbed,bygender,ageandsocio-economicgroup,May2008Base:972adultsaged15+他们睡觉穿什么，按性别，年龄及经济收入划分，他们睡觉穿什么，按性别，年龄及经济收入划分，数据基于数据基于20082008年年5 5月对月对972972
11、个个1515岁以上的成年人的调查岁以上的成年人的调查KeyBrands主要品牌主要品牌Marks&Spenceristhemarketleaderwithathirdofthemarket.玛莎占据三分之一的英国的市场，是市场领导玛莎占据三分之一的英国的市场，是市场领导者者Own-labelaccountedforoverfour-fifthsofthesectorin2007.20072007年，本土品牌占据五分之四市场份额年，本土品牌占据五分之四市场份额Own-labelsuccessisfromwiderdistribution,competitivenessandin-housebra
12、nds.品牌的成功来自于广泛的分销，自身竞争力以品牌的成功来自于广泛的分销，自身竞争力以及其品牌及其品牌Brandedgoodsaccountforonlyafifth.知名品牌商品只占五分之一知名品牌商品只占五分之一Newbrandsaregrowingbutdistributionholdingthemback.新品牌在成长，但是分销是个瓶颈新品牌在成长，但是分销是个瓶颈MarksandSpencersslippersBrandsharesintheUKretailnightwearmarket,byvalue,2005and2007英国睡衣零售市场的品牌份额英国睡衣零售市场的品牌份额La
13、SenzaLaSenzahasgrownby:AnexpansioninthenumberofstoresincludingtakingoverContessasstores.娜圣莎的成长得益于利用大量商店进行扩张，娜圣莎的成长得益于利用大量商店进行扩张，其中包括接手其中包括接手ContessaContessa的店铺的店铺Astronganddiverseproductoffering,fromgirlycottonshortsandcamistosexyandglamoroussilknegligees.产品丰富多样，从少女棉质短裤与背心到性产品丰富多样，从少女棉质短裤与背心到性感的丝绸晨衣
14、，应有尽有购物氛围理想感的丝绸晨衣，应有尽有购物氛围理想LaSenzaofferswomenauniqueshoppingexperiencewithoutstandinglingerieandnightwearpresentationinabeautifulandintimatefemaleenvironment.Theshoppingexperiencecreatesthedesireandgivesahigherpropensityforimpulsepurchase.娜圣莎娜圣莎Marks&SpencerMarks&Spencerhasstretcheditsofferingtocov
15、erawideconsumerbase,fromvaluelinesasEPP(entrylevelpricepoints)offeringsandin-housebrandsAutographatthetopend.Ithasextendeditssub-brandedclothingandlingerierangesintonightwear.玛莎扩展了货品种类以便覆盖玛莎扩展了货品种类以便覆盖更广大消费者，从价格定位将更广大消费者，从价格定位将服装副牌和内衣品牌带入睡衣服装副牌和内衣品牌带入睡衣领域领域玛莎玛莎Marks&SpencerTrulyYou,CerisoandAdoredli
16、ngeriesub-brandshavebeenstretchedintonightwearandhavemerchandisedthesewiththeunderweartocreateavisualstory.Truly You, Truly You, CerisoCeriso and Adored and Adored的内衣副牌已拓展睡衣市场，并的内衣副牌已拓展睡衣市场，并且已经用内衣的营销手法去营造且已经用内衣的营销手法去营造一个口碑。一个口碑。Marks&Spencermaintainsitsfocusonnewproductdevelopment,bringinginnovatio
17、ntothemarket;SecretSupporttechnologyusedinwomenspyjamatopsgivesincreasedcomfortandfit玛莎重视对新产品的开发家，将玛莎重视对新产品的开发家，将创新理念带入市场，女士睡衣裤创新理念带入市场，女士睡衣裤上身使用了隐形支撑技术，增加上身使用了隐形支撑技术，增加了舒适度和贴身感了舒适度和贴身感玛莎莎DesignersatDebenhamsDebenhamshavebeenwinnersastheyexpandtheirstorenumbersandintroducemorenewnessandinterestintot
18、heirown-brandranges.Theirgrowthhasbeenfromexclusivedesignerrangestargetingbothmenandwomen.DebenhamsDebenhams在扩展店铺数量，引进新在扩展店铺数量，引进新元素方面是成功者。他们的成功来元素方面是成功者。他们的成功来自于独到的设计，他们的增长来源自于独到的设计，他们的增长来源设计师系列，目标是男士和女士内设计师系列，目标是男士和女士内衣。衣。CyberjammiesCyberjammies have successfully launched as a brand into the mark
19、et with a strong range consisting of a winning combination of directional style and comfort. Their range uses ultra soft cottons that are bio washed: treated with enzyme washes to enhance softness. CyberjammiesCyberjammies品牌成功进入市场，是以一系列品牌成功进入市场，是以一系列结合了时尚方向和舒适性的产品。其系列产品结合了时尚方向和舒适性的产品。其系列产品运用超柔棉，经过生物
20、与酶洗处理以提升其柔运用超柔棉，经过生物与酶洗处理以提升其柔软度。软度。Originally an e-tailer, Cyberjammies is building on the successes of past seasons and is expanding its distribution. The brand is currently nationally available in John Lewis and Figleaves.CyberjammiesCyberjammies原本是网上零售商，通过过去几原本是网上零售商，通过过去几季的成功和分销的拓展，现在全国的季的成功和分销
21、的拓展，现在全国的John John Lewis Lewis 和和FigleavesFigleaves店有售。店有售。PrimarkPrimarkPrimark,theUKssecondlargestclothingretailer,nowtradingfrom179storeswith5.2millionsquarefeetofsellingspacePrimarkPrimark是英国第二大服装零售是英国第二大服装零售商，拥有商，拥有179179家店铺，销售面积家店铺，销售面积达达520520万平方英尺万平方英尺Primarkhavemens,womensandchildrensnightw
22、earranges,centeredaroundaffordablefashion.PrimarkPrimark有男式，女式和儿童睡有男式，女式和儿童睡衣系列，价廉物美衣系列，价廉物美Bestsellers热卖品热卖品Pyjamas, the biggest sector is still growing in popularity.睡衣裤是最主要的睡衣组成部分，睡衣裤是最主要的睡衣组成部分，其风头依然强劲。其风头依然强劲。Nightdresses are polarized between boring and boudoir.睡衣居于睡衣居于“无趣的无趣的”，“过于居家过于居家”之间之间D
23、ressing gowns have been neglected but need has led to some growth.睡袍虽被忽略，但仍有需求。睡袍虽被忽略，但仍有需求。The mens market needs to wake up需要唤起男士市场需要唤起男士市场LaSenzaBestsellers热卖品热卖品Bestsellers热卖品Althoughnightdressesarethemostpopularformofnightattireforwomen,theyaccountforlessofthemarketsharethanpyjamas.尽管睡袍是女性晚上最喜欢穿
24、着的，尽管睡袍是女性晚上最喜欢穿着的，但是它们的市场份额要比睡衣裤小但是它们的市场份额要比睡衣裤小WhilstPJsandshortsandvestsarefrequentlyseeninthemedia,nightdressesstillhavethemisrepresentativefuddy-duddyimageofwinceyettenightdressesthatneedstobeaddressedbythemarketgivingthemmoreofafunimage,suchasBetseyJohnson.睡衣裤，短裤和背心在媒体里经常看睡衣裤，短裤和背心在媒体里经常看到，而睡袍
25、就给人以老土的形象，睡到，而睡袍就给人以老土的形象，睡袍需要改善形象，就像袍需要改善形象，就像Betsey Betsey JohnsonJohnson做的那样，增加一些有趣的做的那样，增加一些有趣的图案。图案。BodasBestsellers热卖品热卖品Nightdressesarepolarizedbetweenthesensual,moreboudoirstyleofsilk,satinandlacefrombrandssuchasElleMacphersonIntimates,whichgivenowarmthandcomfortandthetraditionalstyleofcotto
26、nnightdresses,ledbyMarks&Spencer,whichareallaboutcomfort.Therearecurrentlyveryfewoptionsbetweentheglamourandcomfortendsofthemarket.睡袍目前在处于两极化，一方面是性睡袍目前在处于两极化，一方面是性感的丝绸，锦缎与蕾丝营造的居家风感的丝绸，锦缎与蕾丝营造的居家风格，另一方面则是像格，另一方面则是像Elle Macpherson Elle Macpherson IntimatesIntimates代表的那样，不求温暖与舒代表的那样，不求温暖与舒适。由玛莎领衔的传统棉质睡
27、袍则非适。由玛莎领衔的传统棉质睡袍则非常舒适。不过现在光彩夺目与舒适合常舒适。不过现在光彩夺目与舒适合身还鲜有兼得之作。身还鲜有兼得之作。ElleMacphersonIntimatesBestsellers热卖品热卖品Thepopularityofmatchingsetsofjerseyvests/camisolesandshorts/longpantshasonlypartlytranslatedintosalesgrowthasthesectorisveryprice-sensitiveandsuchstylesarewidelyavailableinvalueretailersandsu
28、permarkets.Theyareoftenpackagedinhang-sellpacksandthereforecanbeboughtforgiftsaswellasoneself.在低价零售商和超市里紧身套衫或背心与长短裤的搭配销售日益增长，因在低价零售商和超市里紧身套衫或背心与长短裤的搭配销售日益增长，因为他们通常被打包当成礼品悬挂销售。为他们通常被打包当成礼品悬挂销售。FigleavesBestsellers热卖品品Forwomen,therehasalsobeenincreasedinterestinbabydollsetsandchemisesthelatteralsocanb
29、ewornasaslipunderouterwear.So,overall,thenightwearmarkethasbecomealotmoreversatile.带罩杯的睡裙和宽松连衣裙带罩杯的睡裙和宽松连衣裙持续获得女性关注，后者还持续获得女性关注，后者还能当作衬裙。睡衣市场变得能当作衬裙。睡衣市场变得越来越多样化。越来越多样化。PourMoiBestsellers热卖品热卖品Someretailersreportthatinthecurrentrecession,“stayinginisthenewgoingoutandsaythatloungewearwillcontinuetobe
30、popular,especiallyasdesignerslikeDolce&Gabbanaareputtingpyjamasonthecatwalk.”一些零售商报告说，时值经济一些零售商报告说，时值经济萧条，萧条，“保持老土就是新的时保持老土就是新的时髦髦”；家居服将继续火爆，；家居服将继续火爆，“尤其是像尤其是像D&GD&G这样的大牌将睡衣这样的大牌将睡衣裤搬上裤搬上T T台台”MarketingandPromotion市市场营销与推广与推广Nightwearadspendislowandconcentratedonpress.睡衣广告投放水平较低，主要集中睡衣广告投放水平较低，主要集中
31、在平面媒体在平面媒体Retailersusehaloadvertisingofthetotalbrandandthusneglectnightwear.商家使用广告光环效应来包装整个商家使用广告光环效应来包装整个品牌，而往往忽视了睡衣本身品牌，而往往忽视了睡衣本身Presscampaignsareutilizedtoextendcurrentbrandsintothemarket.各品牌用平面媒体广告来开拓市场各品牌用平面媒体广告来开拓市场Celebrity-designednightwearcampaignMarketingandPromotion市场营销与推广市场营销与推广Nightwea
32、r,ingeneral,isnotadvertisedasaseparateitem.Retailersusuallypromoteanentirebrand,suchasMarks&Spencer,andnotindividualitems,orevenlinesofitems.睡衣一般来说不是作为单独产品来睡衣一般来说不是作为单独产品来投放广告。商家通常是宣传整个品投放广告。商家通常是宣传整个品牌，而不是某类单一产品或系列牌，而不是某类单一产品或系列ThemainretailspendersoverthereviewperiodareJDWilliams(mailorder)andBhs.
33、Marks&Spenceradcampaign,nonefeaturenightwearMarketingandPromotion市场营销与推广市场营销与推广Advertisinginthissectorisnotfundamentallyusedtomaintain/growbrandshare,buttendstobeusedtoinformtheconsumerofbrandlaunchesorinformconsumersofacurrentbrandextensionintothenightwearmarket.在睡衣上投放广告基本上目在睡衣上投放广告基本上目的不是用来保持或提高品牌
34、的不是用来保持或提高品牌份额，而是想告诉消费者他份额，而是想告诉消费者他们已经进军睡衣市场了。们已经进军睡衣市场了。MarketingandPromotion市市场营销与推广与推广Celebrityendorsement-Consumerswanttoemulatecelebritylives,andnightwearisafairlyaffordablewaythattheconsumercanownthesamethingthatacelebrityhas.Forexample,AngelinaJoliewasfeaturedwithhernewbabytwinsonthecoverofP
35、eopleMagazinewearingEileenWestsLaStellanightie.名人宣传效应名人宣传效应消费者总想媲消费者总想媲美名流的生活，睡衣是一个经济美名流的生活，睡衣是一个经济的方式。例如安吉丽娜茱莉带着的方式。例如安吉丽娜茱莉带着她的两个双胞胎孩子登上她的两个双胞胎孩子登上peoplepeople杂志封面时，身着的就是杂志封面时，身着的就是Eileen Eileen WestWest设计的设计的La StellaLa Stella睡衣。睡衣。Celebrity-designednightwearcampaign明星设计睡衣活动MarketingandPromotion市
36、场营销与推广市场营销与推广Websitesarebecomingincreasinglyinteractive,inordertobuildstrongerrelationshipswithconsumersanddriveloyalty.Inadditiontotheusualmagazinetypecontent,some,likeFigleavesandBravissimohaveanoptiontoreviewtheproductwhilstothersallowyoutoemailafriendtheproductinformation.Figleavesalsohasalinked
37、sitecalledBlogleavesforcustomerblogsandfeedback.网站日益变得互动，以求与消费者建立密切联系，促进忠诚度。网站都网站日益变得互动，以求与消费者建立密切联系，促进忠诚度。网站都可以浏览产品，像可以浏览产品，像FigleavesFigleaves and and BravissimoBravissimo这两个网站有一个选项可这两个网站有一个选项可以回顾浏览过的产品，还可以邮件告知朋友，顾客可以写博客与反馈等。以回顾浏览过的产品，还可以邮件告知朋友，顾客可以写博客与反馈等。NightwearTrends睡衣趋势睡衣趋势Pastels粉笔色粉笔色Inter
38、msofcolours,itistheclassicpastelcoloursthatcontinuetodowell,althoughthismaybemoretodowithproductofferinglimitedchoiceoutsidethispaletteratherthanconsumerdemandIntimissimi,VictoriasSecret,TedBaker谈及颜色，经典的粉笔色还会做的更好，尽管这种色的选择比较有限谈及颜色，经典的粉笔色还会做的更好，尽管这种色的选择比较有限。Topshop,Topshop,LaSenzaNightwearTrends睡衣趋势睡衣
39、趋势PastelsBothVictoriaSecret维多利亚的秘密维多利亚的秘密NightwearTrends睡衣趋势睡衣趋势PrintsStripes-Classicstripesfornightwearandloungewear-Abercrombie,CyberJammies,M&S印花印花条纹用于睡衣和家居服条纹用于睡衣和家居服Topshop,Abercrombie,CyberjammiesNightwearTrends睡衣趋势PrintsSpots/polkadots-Next,M&S,LaSenza印花印花点，波尔卡圆点点，波尔卡圆点JackWills,LaSenza,M&S,T
40、opshopNightwearTrends睡衣趋势睡衣趋势MixandMatchPyjamas混搭睡衣裤：任意搭配混搭睡衣裤：任意搭配CombineanybottomswithanytopsinarangeofcoloursandprintsNext,M&S,CalvinKleinNightwearTrends睡衣趋势睡衣趋势Fun趣味趣味Slogans;Grumpybutgorgeous-LaSenza标语：标语：“脾气火爆但美丽非常脾气火爆但美丽非常”NightwearTrends睡衣趋势睡衣趋势Fun趣味趣味Characters;MickeyMouse,SupermanetcTopsho
41、p,LaSenza角色：米老鼠，超人等角色：米老鼠，超人等Topshop,Topshop,NextNightwearTrends睡衣趋势睡衣趋势Sexy性感性感Black,silks,laceLaSenza,AnnSummers黑色丝绸蕾丝黑色丝绸蕾丝LaSenza,LaSenza,ElleMacpherson,NextNightwearTrends睡衣趋势睡衣趋势Florals花朵花朵Softfloralpatternsareakeynightweartrend柔软的花朵款式是睡衣的一个主要趋势柔软的花朵款式是睡衣的一个主要趋势M&S,LaSenza,ElleMacpherson,NextN
42、ightwearTrends睡衣趋势睡衣趋势Florals花朵花朵IntimissimiNightwearTrends睡衣趋势睡衣趋势Layering分层分层Trendlooksgoingforwardarelayeringoneretailerexplains:“YouwearaT-shirtandlongsleevedtopandthenasweatshirttopandajerseypantaroundthehouse,andthenpeelofftwoofthelayersandgotobedwithwhatyouhavegotlefton.Layering分层分层时尚向机动元素化发展
43、，一个零售商说：时尚向机动元素化发展，一个零售商说：: : “你今天穿你今天穿T T恤和长袖衫，或汗衫和牛恤和长袖衫，或汗衫和牛仔裤。脱下两件，穿上剩下的就睡了仔裤。脱下两件，穿上剩下的就睡了。NightwearTrends睡衣趋势睡衣趋势TrendsinProductDesign产品设计趋势产品设计趋势Pyjamas,thebiggestsectorisstillgrowinginpopularity.睡衣裤，是最大的产业，仍然处于增长中睡衣裤，是最大的产业，仍然处于增长中NightwearTrends睡衣趋势睡衣趋势TrendsinProductDesign产品设计趋势产品设计趋势Cami
44、sandshorts/girlboxersverypopular开米衫和短裤，女孩拳击裤开米衫和短裤，女孩拳击裤非常流行非常流行KittyKatNightwearTrends睡衣趋势睡衣趋势TrendsinProductDesign产品设计趋势产品设计趋势Loungewearnightwearbeingacceptabletobeworninpublic家居服家居服在公开场在公开场合穿睡衣已被接受合穿睡衣已被接受Figleaves,LaSenzaNightwearTrends睡衣趋势睡衣趋势TrendsinProductDesign产品设计趋势产品设计趋势Nightdressesthatare
45、comfortableandnotsosexy/silkyoroldfashioned睡袍讲究舒适，而不追求性睡袍讲究舒适，而不追求性感，丝绸般光滑或老款感，丝绸般光滑或老款DebenhamsNightwearTrends睡衣趋势睡衣趋势TrendsinProductDesign产品设计趋势产品设计趋势DetailandembellishmentsTedBaker细节与修饰细节与修饰Babydolls;cutecolourfuldesignsandglam带罩杯的睡衣：可爱多彩剪带罩杯的睡衣：可爱多彩剪裁裁TedBakerNightwearTrends睡衣趋势睡衣趋势FutureNightwe
46、arTrends未来睡衣趋势未来睡衣趋势Nightwearthatinducessleep促进睡眠的睡衣促进睡眠的睡衣Aromatherapynightwear芳香疗法睡衣芳香疗法睡衣NightwearTrends睡衣趋势睡衣趋势FutureNightwearTrends未来睡衣趋势未来睡衣趋势Nightwearwithabuilt-inholderforthelatestgadget带内嵌口袋的内衣带内嵌口袋的内衣Favouritemusicbandonpyjamas睡睡衣裤上最喜欢的乐队衣裤上最喜欢的乐队NightwearTrends睡衣趋势FutureNightwearTrends未来睡
47、衣趋势未来睡衣趋势SexandtheCitynightwear欲望都市睡衣欲望都市睡衣Womenwearingtheirpartnerstops女人穿她们伙伴的上衣女人穿她们伙伴的上衣CarrieBradshaw,maincharacterfromSexandtheCityNightwearTrends睡衣趋势睡衣趋势FutureNightwearTrends未来睡衣趋势未来睡衣趋势Couplespyjamassets夫妻的睡衣裤套装夫妻的睡衣裤套装Couplesgiftset夫妻礼品套装夫妻礼品套装RetailTrends零售趋势零售趋势ManufacturemovestotheFarEas
48、t.生产转移到远东地区生产转移到远东地区Loungewearisfuelledbyinternetsocializing,sleep-oversandGlamping.网络交际，聚会促进了家居服网络交际，聚会促进了家居服的增长的增长Brandingisrelativelyinsignificant;itistheretailerswhodrivethemarket.品牌相对不重要，是零售商推品牌相对不重要，是零售商推动市场发展动市场发展RetailTrendsLuxuryNightwear零售趋势零售趋势奢侈睡衣奢侈睡衣Forthefashionconscious,nightwearisnow
49、alsoafashionitem,withfashionbrandsDKNYandTedBakerfirmlyinthemarket;collectionshavebeenblurringthelinesbetweensleepwear,lingerie,andclothing.睡衣属于时尚产品，睡衣，内衣和服睡衣属于时尚产品，睡衣，内衣和服装的界限正在模糊化装的界限正在模糊化HighdemandforluxurynightwearfrombrandssuchasJuliannewiththetrendtomatchingnightweartolingerieisemerging,asseen
50、withElleMacphersonIntimates.奢侈品牌推动了奢侈睡衣的高需求奢侈品牌推动了奢侈睡衣的高需求DKNYNightwearRetailTrendsLuxuryNightwear零售趋势零售趋势奢侈睡衣奢侈睡衣Nightweargoesultrahigh-end,withofferingsfrompremiumfashionbrandsincludingBoss,RalphLaurenandVeraWang.TraditionalheritagebrandssuchasDerekRosehavemaintainedtheirhigh-endstatus.睡衣走向高端，传统品牌
51、睡衣走向高端，传统品牌保持了高端地位保持了高端地位VeraWangRetailTrends-EcoFriendly零售趋势零售趋势环保环保Anincreasedawarenessofecoissuespublicisedbythemedia,hasimpactedtheclothingindustryoverallincludingnightwear,e.g.Noiroffersluxury,highfashionfair-traded,organicproductandisavailableinHarveyNichols.媒体对于环保的宣传影响了媒体对于环保的宣传影响了睡衣产业。奢侈，有机产
52、品。睡衣产业。奢侈，有机产品。ImagehereAphotoofNoirIlluminatiII,anecofashionbrandbasedinDenmark.RetailTrends-EcoFriendly零售趋势零售趋势环保环保Theincreaseduseoforganiccotton,bastfibers,suchashempandramie,andothergreenfabrics,suchassoyfiberandbamboo,areevidentintheclothingmarket,andhavefilteredthroughtonightwear.有机棉，树皮纤维，如大麻有
53、机棉，树皮纤维，如大麻和苎麻，以及其他绿色面料，和苎麻，以及其他绿色面料，如大豆纤维和竹子如大豆纤维和竹子.这些材这些材料已经渗透进睡衣行业料已经渗透进睡衣行业RetailTrends-EcoFriendly零售趋势零售趋势环保环保Thesectorwillbegettingmorepublicityandbenefitfromraisedawarenessfromtheactivitiesofvariouscompanies.Forinstance,FigleaveshaslaunchedaspecialsectiononitswebsitecalledGreenleaves,whereitshowcasesbrandsusingeco-friendlyfabrics.环保理念随着各大公司的持续关注，将会越来越为人追捧。环保理念随着各大公司的持续关注，将会越来越为人追捧。Thankyou
