I saw a story in the Daily Telegraph which mentioned your GLM results and explained that people in the UK own less pyjamas than other European countries. Considering we have one of the coldest climates, why do you think this is the case?
The GLM report always provides an interesting insight into changing trends, and since 2012 we have seen a rise in the number of people in the UK who do not own any pyjamas. One reason for this could be the growing popularity of loungewear with British consumers, and this includes the very popular trend of owning a onesie. This therefore means that people have a wider choice of comfortable clothes to relax in, beyond traditional pyjamas, and are therefore choosing to expand their wardrobes in a different way.
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