Britain's sleeping beauties bring glamour to the boudoirTuesday, 5 February 2008 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" comments Maria Elustondo, Senior Market Analyst at MINTEL."The trend for more glamorous nightwear in silky and shiny materials mirrors the current trend for sexier styles of women's underwear. Although at the moment few women are wearing negligées, they are experiencing a bit of a comeback. This also fits in with the outerwear styles and more glamorous garments that hark back to the styling of the 1920s, 30s and 40s. Women seem to be bringing a bit of glamour to the bedroom and there is a real desire to wear seductive and luxurious styles," comments Maria Elustondo.The rest of Britain opts for pyjamas Interestingly, women spend more than twice as much on pyjamas as men and women's pyjamas now account for half (50%) of the women's nightwear market which equates to some 16 million pairs of women's pyjamas. "Trends in women's pyjamas have moved towards outerwear fashions with strappy vest tops, T-shirts and other leisure-inspired styling. It seems that designers have taken on board that more women now regularly wear loungewear around the house and pyjama styles now fit in with this trend. Indeed some women may have even started to develop a 'style wardrobe' of nightwear with a choice of things for different occasions," explains Maria Elustondo.
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