Men’s and women’s apparel are divided into two categories on the majority of retail sites and websites. Several high-end labels have introduced apparel lines that defy the conventional binary classification, referring to them as unisex, gender-neutral, or gender-free. These words all have their roots in social movements that aim to undermine gender norms. Retailers use them to characterize goods intended for a wider customer base, irrespective of how they identify themselves.
Increased visibility and inclusive representation
Instagram and TikTok are two sites that gender-fluid and non-binary influencers utilize to display their trends, which include gender-fluid sleepwear. This visibility normalizes different gender expressions. It inspires adherents to use fashion to explore their identities. Influencers who wear and promote gender-fluid sleepwear do so in defiance of conventional gender conventions. Their audiences are therefore encouraged to wear sleepwear that defies simple classification as a result. A more welcoming atmosphere is fostered within the fashion business by the inclusivity.
Establishing trends that appeal to young people
Influencers frequently establish trends that appeal to younger audiences. Gen Z tends to buy apparel that blurs the lines between gender roles, therefore this is popular. They become major actors in the industry when their endorsements raise demand in particular styles or brands. Smaller influencers frequently build genuine relationships with their followers and have extremely engaged audiences. Their suggestions for gender-neutral sleepwear have a big impact on customer interest and behavior.
In 2020, ASOS and a number of non-binary micro-influencers worked together. The purpose of this project was to use the genuine relationships that these smaller influencers have with their interested audiences to promote ASOS’s gender-neutral clothing range, which includes sleepwear. The influencers were successful in raising awareness and enthusiasm for gender-fluid choices. They shared images of commonplace settings and familiar fashions on social media sites like TikTok and Instagram.
Feeling of affiliation and community
Social media fosters a feeling of camaraderie among people who challenge gender stereotypes. Users can safely discuss their experiences, look for guidance, and find assistance on online networks. People are more likely to purchase goods and services from companies that align with their identities and beliefs when they feel like they belong. A study by WGSN indicated that 63% of Gen Z shoppers are more motivated to support firms that engage with real communities on social media. Because customers relate to the values the company stands for, this engagement increases sales and brand loyalty.
Influencers’ Power to Shape Consumer Preferences
Influencer marketing is now a key component of many firms’ social media strategies, including those in the sleepwear industry. Influencers have the power to expose new items to millions of potential clients by sharing details about their lives, preferences, and recommendations with their big followings. An influencer can connect with their audience by sharing a comfortable sleepwear set in a relatable article. Sales and brand recognition both experience notable increases as a result. In a survey conducted by Influencer Marketing Hub, 90% of marketers said they thought influencer marketing was a successful tactic.
The work of P.J. Salvage, Savannah Miller, and Halsey in tackling the gender binary
P.J. Salvage introduced a line of gender-neutral sleepwear in 2023, and the brand showcased the collection through social media influencers. Working with multiple influencers, the brand saw a 30% rise in sales in the first half of the year. With the gender-neutral sleepwear, these influencers produced relatable material that the audience could relate to. In 2021, Savannah Miller and Boohoo teamed. It unveiled a collection and made it more visible on numerous social media platforms. The ad emphasized inclusivity and encouraged a feeling of community. This effectively reached a large audience and brought in a sizable sum of money. In 2022, Halsey and Nasty Gal also embraced gender fluidity in their product lines, which included unisex sleepwear. Their marketing strategy was centered on social media. Through interesting posts that embraced individuality, they advertised the products.
Mary Rivard’s 2024 research, “Consumer Trend Research: Sleepwear, Loungewear and Intimates,” emphasizes the “ambiguous style” macrotrend, which effectively blurs traditional gender distinctions by fusing feminine fabrics with masculine shapes. It noted that the sleepwear and loungewear businesses have embraced diversity and inclusivity with a range of body types, sizes, and cultural backgrounds. A larger range of customers are drawn to collections with gender-neutral themes, flexible designs, and inclusive sizes. The growing global market for sleepwear has been facilitated by this shift in perception and increased acceptance. By 2027, the industry is projected to generate $18,694.8 million.
The main
In the sleepwear market, social media has played a significant role in establishing consumer preferences and creating communities around products. Nowadays, consumers value sustainability, inclusion, and authenticity. To obtain a competitive advantage, businesses are responding by adjusting to these expectations as well. The relationship between social media and consumer behavior and the sector’s growth is expected to drive this shift.