Journal of Student Research 2013

128

Journal of Student Research

See Figures 6 and 7. The likelihood of wearing loungewear as sleepwear could also explain why sleepwear is not being purchased as often. Consumers are purchasing loungewear instead of sleepwear because it is versatile and comfortable enough to be worn to bed; therefore they could be trying to save money by purchasing one category over the other. Respondents were asked which retailer they purchase the most loungewear from, and once again, Target was the top answer chosen by 28% of the respondents, with Victoria’s Secret falling closely behind. See Figure 8 Figure 6

Figure 6 . How likely are you to wear your loungewear apparel outside of the home?

Figure 7

Figure 7 . How likely are you to wear your loungewear apparel to bed?