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The Low-Down on Loungewear

If you haven't received orders for loungewear embellishment yet, you will be soon. The growing popularity of loungewear in recent years is skyrocketing due in part to more sophisticated styling that enables many loungewear pieces to be worn as regular clothing. The sudden growth is related to trends in retail that are slowly making their way to the promotional product industry, in addition to a broader range of loungewear options, including pants, tanks, hoodies, hot shorts and yoga sets.

"I think the popularity of loungewear had grown partly because the category has grown," says Kirwei Lo. "The line between loungewear and activewear is blurring, making the application of loungewear more widespread." With more people wearing loungewear in a variety of situations, the value of logoed lounge apparel has increased dramatically, making their use as promotional products more appropriate. "Loungewear isn't something you just work out in anymore," says Erin Talbot. "It's much more acceptable and the styles are more conducive for wear outside the gym."  

Decorating on loungewear can offer fun and unique decorating opportunities that are not available on other types of apparel items. Embroidery and imprinting on the waistband and drawstring of pants, down the pant leg, across the back and down the arm of jackets, plus traditional left-chest logos are all examples of current trends. Read on to discover hot markets for loungewear sales.

Luxury service providers. Resorts, spas, salons and fitness centers are all prime markets for loungewear. "Resorts like to decorate loungewear apparel with left-chest embroidered logos or imprints across the backside of pants," Talbot says.

High schools and colleges. School sports teams revel in matching loungewear pieces that capture school spirit, especially on long rides home from away games. "We're seeing a lot of sports teams wearing logoed apparel after competitions," says Cynthia Ng.

Entertainment. Think night club openings, award show packages and concerts. "Boxers are a smaller item and they are easy to imprint, which makes them great giveaways," Ng says. Loungewear is a fun promotional item for young consumers.

Corporate retreats. A great way to break into the corporate market is to take advantage of the more sophisticated styling now available in loungewear. Elegantly embroidered PJs are a great gift to leave in the hotel rooms of retreat or conference attendees.


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