Shambhavi Pathak, Post Graduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.
Dr. Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.
Abstract
The Indian nightwear segment is undergoing rapid evolution, driven by the expansion of e-commerce, shifting consumer tastes, and intensified competition across digital and physical retail spaces. This research undertakes a detailed competitive gap analysis of ETC, part of Myntra’s House of Brands, against prominent competitors from three key segments: Myntra’s in-house brands (Zeyo, Masha, Sweet Dreams, and Sanskruti Homes), established offline retailers (Zudio and Westside), and international brands (Marks & Spencer and H&M). Analyzing factors such as product range, pricing models, consumer preferences, and design sensibilities, the study identifies prevailing trends and untapped opportunities within the market. Insights derived from customer feedback and qualitative research highlight evolving demands in the nightwear category. The findings lead to targeted strategic recommendations aimed at strengthening ETC’s market presence and enabling the brand to capitalize on distinct gaps in the competitive landscape.
Introduction
Sleepwear or nightwear is no longer just about what we wear to bed. It has developed into a vital component of our everyday attire, combining wellness, style, and comfort. This industry is expanding quickly both internationally and in India because of changes in how people live, shop, and express themselves. The future of sleepwear is being shaped by several factors, including evolving fashion preferences, new fabric technologies, and the growth of online shopping. Across the world, the sleepwear market was worth about $12.2 billion in 2022, and it is expected to nearly double to $23.1 billion by 2032, a growth rate of over 9% annually. The reasons attributed are people in developing countries are earning more and spending more on comfort and lifestyle products. More women are joining the workforce, which increases demand for stylish yet comfortable home wear. Sleepwear is now designed to look good enough for lounging or even casual outings. The new materials like sustainable fabrics, moisture-wicking textiles, and smart fabrics are making nightwear more comfortable and eco-friendlier. The lines are blurring between nightwear, loungewear, and even daywear- people now want clothes they can wear throughout the day at home or when stepping out casually. To meet these needs, brands are focusing on attractive online marketing, celebrity collaborations, and eco-friendly collections. Plus, they are offering a wide variety of fits, styles, and materials to cater to different body types, seasons, and style preferences.
The India’s sleepwear market is growing even faster than the global one, with a projected growth rate of 12.8% per year from 2025 to 2034. The reasons are faster Urbanisation, nuclear family, usage of nightwear fashionable and functional – outfits by millennials and Gen Z. The growing demand for inclusivity is also reflected in the increasing availability of plus-size and adaptive nightwear. Furthermore, awareness about the importance of comfortable sleepwear for better hygiene, sleep quality, and overall well-being is on the rise, particularly in Tier 1 and Tier 2 cities.
Online shopping is a major reason for the rising popularity of sleepwear in India. The country’s e-commerce sector is expected to hit ₹24.9 lakh crore (or $300 billion) by 2030, and fashion is a major contributor. Online stores are now just as important as physical stores – sometimes even more – offering convenience, variety, and doorstep delivery.
Objectives of the Research
- Identify gaps in the market where ETC can differentiate itself and gain a competitive edge
- Analyse the customer preference for Nightwear Category
Literature Review
Celcar & Bole (2024) conducted a detailed study of Slovenian consumers’ perceptions and purchasing behaviours regarding sleepwear, addressing an often-overlooked aspect of clothing consumption. Their research identified that “the majority of Slovenian consumers wear sleepwear during both summer and winter, but they do not use the same type of clothing for each season,” highlighting seasonal variability in consumer needs.
Khushi G & Nimish G (2024) mentioned Consumer behaviour profoundly impacts every stage of fashion product development and marketing, with varying factors influencing different age groups. Knowledge, interest, and confidence levels play pivotal roles in shaping consumer behaviour. Fashion consumption can be viewed as the collective actions of individuals or groups responding to a myriad of factors, including the selection, purchase, use, or disposal of products, services, ideas, or experiences.
Dr. Gopi., et al., (2023) discussed in their study that retailer satisfaction is a certain kind of customer satisfaction in business-to-business marketing. According to the study, comfort is considered a valued attribute of all three categories of merchandise. The way products are sold is just as important as how they are designed. Quality was important consideration and a motivating factor when making decisions to purchase fashion clothing brands and social media platforms are the influencing factor of purchasing. Need for uniqueness, self-concept, brand image, word of mouth and perceived quality are the clothing interest in generation Y consumers.
lutfi zulkarnain (2021) highlighted business competition, companies need to recognize the strengths and weaknesses of the company itself. This will greatly assist the company in recognizing itself, as well as taking advantage of every opportunity that exists and avoiding or minimizing threats. A company can develop a competitive strategy by finding a match between the company’s internal strengths and the company’s external strengths. The development of this competitive strategy aims so that companies can objectively see internal and external conditions so that they can anticipate environmental changes where it is very important to gain competitive advantage and have products that suit consumers’ wishes with optimal support from existing resources.
Temu (2013) The consumer purchase decision-making process is complex and varies significantly across demographics, cultures, and purchasing environments. Models such as the Buyer Decision Process it illustrates that consumers undergo stages that include need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Factors influencing each stage can include personal preferences, social influences, and perceived risks associated with online shopping, such as security concerns and product quality. Mary Rivard (2013) revealed in her study that comfort is the most valued attribute for both sleepwear and loungewear, while fit is paramount for intimate apparel. Trendiness and brand name were found to be less important to this demographic. Also, Target emerged as the preferred retailer for sleepwear and loungewear, while Victoria’s Secret was most popular for intimates. This suggests that consumers seek value and accessibility for loungewear and sleepwear, but are willing to invest more in intimate apparel.
Jin young Hwang (2025) noted in E-commerce and Consumer Behaviour that the shift to online purchasing has led to a great diversity of opportunities and limitations, which makes the study on consumer behavior an interesting but necessary mission for all businesses alongside scholars. In the first place, because it directly impacts their sales and profitability corporate entities must have a good understanding of what drives consumers to make online purchasing decisions. E-commerce consumer behavior is a critical and pulsating field that the ‘heartbeat’ of e-businesses. The importance of knowing what motivates consumers to make certain decisions as well as how organizations can influence consumer choices cannot be overemphasized at a time when online selling is common.
Research Methodology
This research aims to identify market gaps and propose strategic recommendations for the ETC brand within the nightwear segment. The goal is to discover potential areas where ETC can stand out and gain a competitive advantage over its rivals. To achieve a well-rounded perspective of the market, a combination of qualitative and quantitative research methods was utilized.
For the qualitative research, in-person visits were conducted to competitor stores to observe their product variety, visual merchandising, pricing approaches, and fabric quality. Additional information was obtained through secondary sources such as Google search results and customer reviews available online. Simultaneously, quantitative research was gathered through a structured survey shared with 54 female respondents. The survey was designed to explore consumer preferences, price sensitivity, and brand perception related to nightwear products. The responses, collected via Google Forms, provided structured insights for further analysis.
Research Design
This research follows a mixed-method approach, combining both primary and secondary data collection to provide a well-rounded analysis. Primary data were gathered through a structured survey shared via Google Forms, with participation from 54 female respondents. The survey discovered consumer behavior, brand preferences, and price sensitivity within the nightwear category. To support this, qualitative data was collected through physical visits to retail outlets, focusing on in-store competitors such as Zudio and Westside. Furthermore, a competitive benchmarking study was conducted to evaluate different brands based on factors like product assortment, fabric quality, pricing tactics, and customer interaction. These data were used to assess brand positioning and uncover strategic growth opportunities for the ETC brand.
Data Interpretation
- Benchmark Analysis of Myntra Portal Brands
| Brands | Categories | Fabrics | Distribution Channel | Trends | Price Range | USP |
| ETC | Nightdresses, Lounge shorts, Lounge T-shirts | Cotton, Satin, Viscose | Primarily online (Myntra) | Floral, Solid, Ethnic motifs, Conversational | ₹356-₹2499 | Affordable nightwear with trendy designs |
| SANSKRUTI HOMES | Night suits, Nightdresses, Bathrobes, Lounge Pants | Cotton, Satin, Velvet | Brand website, E-commerce (Myntra, Flipkart) | Floral, Ethnic motifs, Solid | ₹999 – ₹1,999 | High-quality cotton with ethnic designs |
| ZEYO | Night suits, Nightdress, Lounge Pants, Lounge T-shirts | Cotton and Satin | Available on Zeyo official website, E-commerce (Myntra, Amazon, Flipkart), Zepto | Conversational, Typography, Floral, Graphic | ₹749 and ₹1,485 | Stylish and Comfortable |
| SWEETDREAMS | Night Dresses, Night Gowns, Pyjamas | Cotton, Satin, Velvet | Available on Sweet Dreams’ official website, E-commerce (Myntra, Nykaa Fashion), Zepto | Solid, Geometrical, Floral, Graphic | 1,049 – 1,749 | Coordinated stylish sets for modern women. |
| MASHA | Night suits, Nightdress | Pure Cotton, Cotton, Satin, Velvet | Available on Masha official website, E-commerce (Myntra, Amazon), and Zepto | Conversational, Floral, Solid, Abstract | ₹744 and ₹2,499 | Offering comfortable Night suits and Night Dresses |
- Analysis on AISP of Myntra portal Brands
| Category | Price Range | ETC | Sanskruti Homes | Zeyo | Sweet Dream | Masha | Status of ETC |
| Night Suits | 0-599 (Entry) | 40 | NA | NA | NA | NA | Strong Leader |
| 600-999 (Mass) | 551 | 155 | 90 | 74 | 20 | Strong | |
| 1000-1799 (Mass Premium) | 78 | 479 | 349 | 480 | 35 | Opportunity | |
| 1800-2999 (Premium+) | 24 | 6 | NA | 292 | 9 | Underrepresented | |
| Night Dresses | 0-299 (Entry) | 1 | NA | NA | NA | NA | |
| 300-599 (Mass) | 70 | NA | 5 | 43 | 29 | Strong Position | |
| 600-1199 (Mass Premium) | 151 | 22 | 110 | 717 | NA | Opportunity | |
| 1200-1999 (Premium) | 53 | 16 | NA | 252 | NA | Moderate |
- Night suits Fabric Breakdown (Knits vs. Woven)
No. of options live (as on April’25)
| Category | Fabric | ETC | Sanskruti Homes | Zeyo | Sweet Dreams | Masha |
| Night Suits | Knits | 262 | 0 | 311 | 683 | 34 |
| Woven | 474 | 626 | 43 | 105 | 23 |
- Night Dresses Fabric Breakdown (Knits vs. Woven)
No. of options live (as on April’25)
| Category | Fabric | ETC | Sanskruti Homes | Zeyo | Sweet Dreams | Masha |
| Night Dresses | Knits | 80 | 0 | 79 | 656 | 22 |
| Woven | 186 | 34 | 34 | 281 | 9 |
- What attributes do you look for in a nightwear product?
Interpretation: The above bar graph shows the key attributes that consumers consider important when choosing nightwear. 96.3% of consumers prioritize comfort, followed by fabric quality (63%), and Price (40.7%). Design (37%) and price (7.4%) are considered less important in comparison. This indicates that consumers mainly focus on functionality and comfort over aesthetic and cost factors when selecting nightwear.
- What type of night wear do you prefer the most?
Interpretation: The above bar graph shows that most people (64.8%) like to wear shorts and T-shirt sets as nightwear. The next popular choice is short-sleeve pyjama sets (57.4%). Fewer people prefer night dresses (20.4%), and full-sleeve pyjama sets are the least preferred (18.5%).
- Which fabric do you prefer for nightwear?
Interpretation: The pie chart shows the fabric preferences for nightwear among consumers. A large majority, 70.4%, prefer cotton, followed by satin (11.1%), cotton blend (11.1%), and rayon (7.4%).
- What price range do you usually prefer for nightwear?
Interpretation: The Pie chart highlights most respondents prefer nightwear in the ₹499–₹1199 range, with 44.4% choosing ₹800–₹1199 and 42.6% opting for ₹499–₹799. Only 11.1% prefer ₹1200–₹1499, and 1.9% go for ₹1500–₹1999, showing limited interest in premium pricing.
- How often do you purchase nightwear?
Interpretation: The pie chart shows that most respondents (42.6%) purchase nightwear every 4-6 months, followed by 24.1% buying it every 2-3 months. A smaller group (18.5%) buys nightwear monthly, and 7.4% purchase it only once a year, indicating that nightwear is typically bought every few months rather than more frequently or annually.
- Where do you usually buy nightwear?
Interpretation: Most respondents (53.7%) buy nightwear online, 42.6% prefer offline stores, and 3.7% shop both online and offline
- Have you heard of the brand ETC?
Interpretation: The pie chart shows that 66.7% of respondents are familiar with the brand ETC, while 33.3% have not heard of it.
- If yes, where did you first come across ETC?
Interpretation: Most respondents (55.6%) first came across the brand ETC on Myntra, followed by 20.4% who discovered it through friends or family. Social media was the source for 18.5% of respondents, while a smaller group (5.6%) encountered ETC through advertisements.
- How do you rate the price of ETC nightwear compared to competitors?
Interpretation: The bar graph shows majority of respondents (50%) rated the price of ETC nightwear as neutral compared to competitors, indicating that most consumers find it neither too expensive nor too affordable. A combined 31.5% (14.8% rated 1 and 16.7% rated 2) perceive ETC nightwear as affordable, while 18.6% (16.7% rated 4 and 1.9% rated 5) consider it expensive. This suggests that overall, consumers view ETC’s pricing as reasonable and competitive.
- How do you rate ETC nightwear compared to other brands in terms of quality?
Interpretation: The above bar graph represents that the most respondents (46.3%) rated ETC nightwear quality as average, while 38.9% gave it a positive rating, showing many views it as good to excellent. Only 14.9% rated it poorly, indicating few negative views on its quality.
- What improvements would you like to see in nightwear brands?
Interpretation: Most respondents (59.3%) highlighted the need for improved comfort and styling in nightwear, while 44.4% expressed a desire for more affordable options and 42.6% showed interest in trendier designs. Additionally, 33.3% wanted softer, more comfortable fabrics, and 16.7% suggested offering a wider range of sizes.
- If ETC meets all the above-mentioned criteria, would you consider switching to ETC for your nightwear purchases?
Interpretation: The above graph shows a large majority of respondents (92.6%) indicated they would consider switching to ETC for nightwear purchases if it meets all the above-mentioned criteria in graph 15, while only 7.4% said they would not.
Findings and Suggestions
ETC’s nightwear assortment on Myntra is underrepresented in high-demand categories, with only 4% share in Night Suits (759/18,708 styles) and 1.8% in Night Dresses (256/14,131 styles). Lounge Pants and Lounge Shorts also show limited presence, with 112 and 43 styles respectively, indicating significant scope for expansion, particularly with diverse fabrics and fashion-forward designs.
The nightwear collection misses trending styles like braless pajama sets, drop-shoulder silhouettes, and scalloped hems. Design features such as yoke embellishments, which add value and aesthetic appeal, are also notably absent in Night Suits and Night Dresses.
Its nightwear lacks in-demand features, including satin night dresses popular among Gen-Z consumers. Trendy trims and prints like lace inserts, ric rac edges, and specific patterns are also notably absent, impacting the assortment’s relevance.
Competitors like Zeyo, Sweet Dreams, and Masha outperform ETC with broader selections in knit fabrics and trend-driven styles. In the mass-premium space, brands like Sweet Dreams, Sanskruti Homes, and Zeyo lead with strong category presence and bundled products.
Its assortment misses out on trending Korean-inspired loungewear with oversized silhouettes and minimalistic aesthetics. Plaid patterns, a staple in Lounge Pants, are also noticeably absent, indicating a gap in ETC’s offerings. They currently do not offer multi-pack options in Lounge Pants or Lounge Shorts. Introducing affordable 2- or 3-piece bundles could significantly increase perceived value and encourage higher purchase frequency, particularly among value-driven Gen-Z shoppers.
To enhance its market presence, ETC should expand Night Dresses, Lounge Pants, and Lounge Shorts offerings to cater to Gen-Z and millennials. They should introduce value-oriented multi-packs and curated combinations for price-sensitive consumers. They can incorporate breathable, high-quality cotton materials for comfort and brand trust. It is advised to adopt Korean-style loungewear trends with relaxed fits and soft pastel tones. They can establish a cohesive digital presence with youth-centric content and influencer partnerships. ETC can differentiate itself with unique, in-house designs and coordinated sets featuring original prints and seasonal themes.
Conclusion
ETC’s nightwear assortment on Myntra faces significant challenges, including underrepresentation in high-demand categories, absence of trending styles and fabrics, and limited competitive presence. To revitalize its market position, ETC must prioritize assortment expansion, trend-driven designs, and value-oriented offerings. By embracing emerging trends, enhancing digital presence, and focusing on unique designs, ETC can improve customer satisfaction, build brand trust, and ultimately drive growth in the competitive nightwear market.
References
Gurnani, K., & Gupta, N. (2024). Factors Affecting Consumer Behaviour in Indian Fashion Retail Industry: A Study of Recent Trends and Preferences. International Journal of Research Publication and Reviews, 6(2), March-April 2024.
Gopi, S., Kenny Raj, I., & Thivyavarshini, A.G. (2023). A Study on Retailers Satisfaction Towards Nightwear in Coimbatore and Tirupur District. International Journal of Research Publication and Reviews, 4(11), 2063-2067.
Zulkarnain, L. (2021). Analysis of Competitive Strategy on Fashion Products: Case Study CV Racun Cinta. LITERATUS, 3(2), 191–208. https://doi.org/10.37010/lit.v3i2.403
Rivard, M. (2013). Consumer Trend Research: Sleepwear, Loungewear and Intimates. Journal of Student Research.
Hwang, J. Y. (2025). E-commerce and Consumer Behavior. World Journal of Advanced Research and Reviews, 25(01), 1132-1143. https://doi.org/10.30574/wjarr.2025.25.1.0194
Digital Consumer Behavior in E-commerce: A Study of Amazon and Temu’s Customer Purchase Decision-Making Processes in the UK and the USA. (2024). SSRN.
Celcar, D., & Bole, V.G. (2024). The role of consumer perception and purchasing behaviour in the process of designing sleepwear. Tekstilna industrija.
