Retailers are banking on kitsch jumpers to take on the mantle from the onesie as this year’s Christmas must-have item.
Last year the onesie was one of the most talked about Christmas pieces, with Debenhams, Asda and
Primark among those to sell out. Marks & Spencer, New Look and John Lewis also saw 2012 onesie sales skyrocket compared with the year before.
This year, high street retailers including John Lewis and Debenhams told Drapers they are backing the trend for Christmas jumpers with large motifs of animals or kitsch patterns.
John Lewis head of womenswear Jo Hooper said she was still expecting good things from onesies, but this year anticipated kitsch jumpers would be more in demand.
“[The trend] has developed quite a lot from last year, so we are seeing lots of jumpers with snowflakes or little hearts, animals such as robins and reindeers. It was around last year but we are revving it up this year and giving it a bit more of that kitschy sense of humour.”
Debenhams group trading director Suzanne Harlow agreed: “This year it is all about anything with animals, but all big print.” The department store’s chief executive Michael Sharp added that while the onesie was “still there”, novelty jumpers were taking over as the “daytime version of the onesie”.
Sainsbury’s head of Tu James Brown said the supermarket was backing Christmas jumpers that have been designed by staff in a company competition.
“Going into Christmas we have a lot of novelty coming through and Christmas jumpers are big for us, particularly as our colleagues will be able to wear them in store,” he said.