Popular Kids Clothing Store Now Wants Adults To Wear Its Apparel?
The Children's Place is launching a line of adult loungewear called PJ Place specifically designed to appeal to Millenials and Gen-Zers.
Since the growing popularity of working from home in America and worldwide, certain companies have shifted their demographics to accommodate this change. The Children’s Place, a well-known kids’ clothing company, intends to release an adult-focused line tailored to older folks who’ve been demanding more loungewear. On Wednesday, the company announced its new comfortable clothing line geared toward Millenials and Gen-Zers.
PJ Place is the new line from The Children’s Place that will focus on adults’ loungewear needs. Ranging from $10.95 to $69.95, the brand will feature pajama sets, robes, thermal sets, graphic tees, slippers, and socks for humans of all ages. The recent products are already receiving attention from wealthy celebrities like Khloe Kardashian and her “momager” Kris Jenner.
PJ Place will sell exclusively on PJPlace.com, a separate retailer from the children’s wear website. Though The Children’s Place is finally selling garments tailored towards older folks, this isn’t the first time the company has tried marketing towards different demographics. This venture, though, is the first time the company is releasing an adult-focused line independently under its corporate umbrella.
Source: PJ Place
According to CNN, Jane Elfers, the CEO of The Children’s Place, released a statement about the upcoming adult line and what it means for the brand moving forward. Over the past few years, the company noticed a peaked interest in adult loungewear, which allowed the brand to expand to a separate demographic. Before the expansion, The Children’s Place only offered “matching family looks” for adults and children.
With the release of PJ Place, the clothing brand is looking to offer standalone loungewear and pajamas for Gen-Zers and Millenials. Though the company is marketing towards older populations, Elfers wanted to let the public know that the line won’t eliminate the brand’s sense of “whimsy.” Though the venture focuses on meeting adult demands, the clothing will still feature the brand’s iconic colors, fabrics, and design.
The Children’s Place also wants to expand from its holiday-themed pajama sets. Before the adult-focused line, the company sold matching pajamas for special celebrations like Christmas, Halloween, and Easter. The retailer noticed how in-demand the matching sets were, which galvanized the decision to make more clothing directed toward older folks who still want to wear comfortable, vibrant loungewear.
Though The Children’s Place is looking to attract a different demographic, the move is also strategic for its long-term finances. Elfers explained that the adult-focused clothing line could draw in folks long before they have kids, but initiating customer loyalty could have them returning for children’s clothing when they eventually start a family. Integrating its young adult demographic now could be financially advantageous for the company years down the line.
The retail industry has been hit hard by growing inflation rates and supply chain disruptions, but the market has shown an increase in adult loungewear over the last few years. Both men’s and women’s sleepwear doubled in sales from 2021 to 2022. Many look to remote working and its popularity during COVID for the escalating sleepwear demand, with many more adults needing comfortable wear for their at-home offices. It seems like The Children’s Place took notice at the most opportune time.
