What Asian women are buying online to make themselves feel better
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What Asian women are ownership online to make themselves experience better
As the region bunkers downward amid the pandemic, sales of comfy clothing, workout attire and lingerie have surged, according to luxury e-commerce sites.
Co-ordinate to luxury e-commerce sites, consumers take turned to online portals in droves to stock up on snug loungewear, self-care products and other fauna comforts. (Photos: Net-a-Porter/Art: Chern Ling)
12 Apr 2022 06:30AM (Updated: 09 Jul 2022 06:35AM)
With countries across the Asia-Pacific (APAC) in full lockdown or under restricted movement orders, and citizens encouraged to work from home and stay indoors, consumers accept turned to online portals in droves to stock up on snug loungewear, cocky-care products and other creature comforts to line their wardrobes and plume their nests.
Sites like Cyberspace-a-Porter take witnessed a surge in sales of track pants, sweatshirts, lingerie and homeware, according to statistics from the week of March 16. "As the world contends with the new social norm of staying in and working from dwelling house, it is only natural that women's preferences have evolved to reflect this change," said the company in a statement.
"A lot of people accept been adapting the way that they clothes now that they are working from dwelling – seeking comfort is becoming a mutual theme, which nicely aligns with current trends such as the resurgence of the classic tracksuit, and the new ambition for loftier-quality essentials," said Celenie Seidel, Senior Womenswear Editor at Farfetch.
Farfetch did not reveal figures; while other luxury e-commerce sites that CNA Luxury reached out to, such equally Matches Mode and Mytheresa, declined to comment. Figures from Net-a-Porter, however, echoed this sentiment.
Sales of track pants rose xxx per cent over last yr, while sweatshirts increased past 46 per cent, driven largely by brands like James Perse, Les Tien and Nili Lotan. Long-sleeved printed pyjama sets from Olivia Von Halle, Desmond & Dempsey and Eberjey besides did well. As it's however spring (or fall, in the case of Australia and New Zealand), it's no surprise that many APAC consumers opted for cosier, relaxed-fit items loungewear and sleepwear.
Despite the preference for comfortable loungewear, women in APAC still felt the demand to express their attractiveness and sexuality. Net-a-Porter'due south entire lingerie category witnessed an 84 per cent surge, year-on-year. Strong sales were reported for both underwired- and soft cup bras, with Agent Provocateur, Coco De Mer and La Perla existence the top-selling brands for underwires. Meanwhile, brief and thong sets jumped 146 per cent.
To keep in shape from an increased sedentary lifestyle, Net-a-Porter's APAC shoppers as well furnished their wardrobes with activewear, in tandem with the preponderance of domicile workout videos that have sprouted on YouTube, IGTV and other platforms. The study mentioned that "Yoga wear has been successful over the past couple of weeks in particular, with Alo Yoga, Varley and Ernest Leoty existence fundamental become-to brands."
Internet-a-Porter'south Homeware category, a wide department spanning beauty and wellness, jumped 95 per cent over 2019. With more time spent at dwelling, APAC consumers were devoting time to laundry care and keeping house – the biggest growth in this category came from laundry/home cleaning product make The Laundress, which leapt 519 per cent over last year.
To entertain themselves and keep their spirits upward, products such as wireless speakers, headphones, scented candles and travel books besides proved popular among Net-a-Porter's shoppers.
"Typically during times of doubtfulness, people will also expect for a means of escapism. For some, this may exist through buying something fun for themselves that can bring them a bit of joy in their 24-hour interval to day life," offered Farfetch'southward Seidel.
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Source: https://cnalifestyle.channelnewsasia.com/obsessions/online-shopping-patterns-coronavirus-250916
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