Seeing The Light Of Day
Comfort and sleepwear lose the homebody rep for a taste of the great outdoors
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But the growing business opportunity is less about strategy than times (and generations) that are a-changing. Not only is the junior market a particular area of opportunity for comfortwear, but they also can be considered the opinion leaders, said Byron Reed, director of marketing at MV Sport/Weatherproof, Bay Shore, N.Y. “They wear it everywhere. … If it’s good quality and fun, they’re going to actually use it, so you get your brand around a lot more,” he maintained. Reed went on to identify high schools, cheerleading camps, universities, and fraternities and sororities as institutions especially interested in comfort and sleep styles.
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