Men’s and women’s apparel are divided into two categories on the majority of retail sites and websites. Several high-end labels have created clothes lines that defy the standard binary classification, referring to them as unisex, gender-neutral, or gender-free. All of these terms have their origins in social movements that challenge gender expectations. Retailers utilize them to describe products meant for a larger group of consumers, regardless of how they identify.
Inclusive representation and increased visibility
Instagram and TikTok are two sites that gender-fluid and non-binary influencers utilize to display their trends, which include gender-fluid sleepwear. The visibility of these gender expressions normalizes them. 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.
Setting trends that resonate with youngsters
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.
In 2020, ASOS worked with a number of non-binary micro-influencers. 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 of and enthusiasm for gender-fluid choices.
Sense of community and belonging
Social media encourages a sense of community among individuals who defy gender norms. Online platforms provide a safe space for users to share their experiences, seek advice, and find support. This sense of belonging significantly impacts purchasing decisions, as individuals are more inclined to buy from brands that resonate with their identities and values. A study by WGSN revealed that 63% of Gen Z shoppers are more inclined to support brands that engage with communities authentically on social media.
Power of Influencers on consumer preferences
Influencer marketing has become a major aspect of social media strategy for many brands, including those in the sleepwear sector. Influencers—individuals with large followings who share their lives, preferences, and recommendations—have the ability to introduce new products to millions of potential customers. For example, when an influencer shares a cozy sleepwear set in a relatable post, it resonates with their audience. This results in significant spikes in brand awareness and sales. According to a survey by Influencer Marketing Hub, 90% of marketers believe that influencer marketing is an effective strategy.
P.J Salvage, Savannah Miller, and Halsey’s contribution to addressing the gender binary
In 2023, P.J. Salvage launched a gender-neutral sleepwear line that utilized social media influencers to display the collection. The brand experienced a 30% increase in sales within the first six months, collaborating with numerous influencers. These influencers created relatable content with the gender-fluid sleepwear that the consumers connected with. Savannah Miller partnered with Boohoo in 2021. It introduced a collection and increased its visibility through various social media channels. The campaign focused on inclusiveness and promoted a sense of belonging. This reached a wide audience successfully generating substantial revenue.
A 2024 report named ‘Consumer Trend Research: Sleepwear, Loungewear and Intimates’ by Mary Rivard highlights the “ambiguous style” macro trend, which blends feminine fabrics with masculine silhouettes, effectively blurring traditional gender lines. It added that the sleepwear and loungewear industries have embraced diversity and inclusivity with a range of body shapes, sizes, and cultural backgrounds. Gender-neutral collections, adaptive designs, and inclusive sizes appeal to a wider consumer base.
The crux
Social media has contributed largely to determining consumer preferences and building communities around brands in the sleepwear industry. Shoppers currently prioritize authenticity, inclusivity, and sustainability. In response, companies are also adapting to these expectations to gain a competitive edge. With the growth of the sector, social media and consumer behavior’s connection is anticipated to fuel the transformation.
