A quantitative study conducted in March 2023 by iSense Solutions for Sofiaman, a Romanian home and sleepwear brand with a long tradition, shows that 65% of Romanians wear outdated street clothes at home, which they no longer use in public, or clothes that are discolored, stained and with small flaws.

Sofiaman set out to find out what importance Romanians attach to the clothes they wear around the house or the clothes they sleep in, and also to highlight new consumer habits or behavioral trends, including in the post-pandemic context.

Ask what clothes they wear around the house,

• 65% of Romanians opt at home for old street clothes they no longer wear in public

• 47% of survey participants wear clothes with small defects, torn, discolored or stained

• 44% prefer to wear sports clothes

• 35% of those surveyed said they wear pyjamas, mainly Gen-Z and millennials, i.e. young Romanians aged between 18 and 29.

Concerning the types of clothing items purchased most often by Romanians, several times a year,

• 70% of respondents said they most often buy clothes for sport and leisure

• 38% office clothes

• 18% buy clothes for events with the same frequency.

When it comes to sleep:

• 73% of Romanians prefer to sleep in pyjamas, especially women

• 18% choose to sleep in their underwear, mostly men, but also young people compared to other age groups

• 36% of Gen-Zs and millennials under 29 prefer to sleep in their own clothes

• 3% of Romanians say they sleep naked.

Asked when they last bought pyjamas, 33% of respondents said their last pyjama purchase was more than a year ago.

As for why they don’t buy pyjamas,

• Romanians say they don’t consider sleepwear necessary

• Prefer to spend their budget on other categories of clothes

• Others don’t invest in pyjamas because “nobody sees them in the house” anyway.

On the basis of this study, Sofiaman wants to initiate an educational approach on the quality of clothes worn beyond the “closed” doors of our homes.

Florin Cucu, Managing Director Sofiaman: “Through this study, we wanted to find out and explore how Romanians relate to their home and sleepwear. This initiative also has an educational basis, as the choice of fibers from which our home or sleepwear is made directly contributes to our ability to regenerate after the stress of the day. This choice plays a determining role in the quality of rest or sleep and has a direct impact on our health, aspects often neglected by many of us. Whether it’s our home clothes or our sleepwear, they act as a signal to the brain and can help us to find ourselves, to connect to the source, to return to our wellspring of vitality, to the tranquility of our home and our intimate space.“

In order to understand and explore the emotional side of consumers, Sofiaman used data and qualitative aspects. The habit of sleeping in pyjamas is a childhood ritual that induces a state of ‘calm’. With working from home, Romanians have spent more time in their pyjamas, identifying the need to buy more different home clothes.

The qualitative analysis shows that pajamas are associated with “relaxation and comfort”. When they want to have a carefree day, Romanians “don’t get out of their pyjamas”; and when they have to sleep in their day clothes, they find themselves “in a state of alertness”.

For more details about the survey data you can access home.sofiaman.ro

The Omnibus quantitative survey was conducted by iSense Solutions at national level, between March 24-28 this year, on a sample of 1190 people, consisting of urban men and women, aged between 18 and 65.

As for the qualitative study, the information was obtained by Sofiaman using data provided by Strategis RBC. The qualitative survey in April 2021 was conducted through focus groups of urban women and men aged 30-55.

Sofiaman is a long-established Romanian brand known for its quality home and sleepwear. Sofiaman products are made from botanical fibers such as cotton, flax, bamboo, eucalyptus and beech (modal), natural materials with international certifications, chosen for their unique properties and attributes. Sofiaman’s story began with a simple cotton pajama, produced more than 25 years ago in a tailor’s workshop in the village of Șoimănești, Neamț County. Sofiaman currently has a nationwide network of 19 stores and over 300 local distributors, as well as its own production facility. Based on the brand positioning “Home deserves the best”, the comfort and rest that every person should feel when wearing home or sleepwear are at the heart of every Sofiaman collection. From the way they are created, to the tailoring technique and the mood they create when worn, Sofiaman products are designed to enhance the quality of your sleep and moments at home.