Stores are gearing themselves up for the Christmas jumper trend which is set to out sell onesies this Christmas.
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Onesies became a fashion hit in recent years with celebrities such as Harry Styles, Jessie J and Brad Pitt all sporting the all-in-one outfits, these were particularly popular at Christmas, however there’s a new champion in town, so make way Onesies for the Christmas jumper.
That’s right, the jumpers with a Christmas tree on the front, rudolph’s face with a bright red nose will be the number one clothing item for the festive period.
Sainbury’s, which sold a Christmas jumper every 22 seconds last year, have said that this year is all about items from bobble hats shaped like Christmas trees to pudding-tipped mittens and we for one can’t wait to add to our ever expanding Christmas clothing range.
The buyers at Sainbury’s have put in orders for five times as many as they stocked last year with adults being offered a similar array.
But it means the onesie is likely to be consigned to fashion history, as James Brown, Sainsbury’s non-food trading director, said: “We don’t really see growth this year in onesies.”
He believes adults will be switching from the outsized babygrows to what could be termed the twosie – festive-themed outfits that sit somewhere between pyjamas and a tracksuit. “It will be more about the two-piece and outfits that match head to toe,” he said. “Last year we had a Christmas pudding hat which sold out in a week. This year we’ll be selling socks, headbands, handbags and hats with bells on.”
Asda said it was also favouring novelty accessories over the onesie. “I think the onesie has probably had its day,” said a spokeswoman. The supermarket has slightly reduced its range but, by contrast, is increasing its range of jumpers by 62%. “We are going after Christmas jumpers for all the family: Mum, Dad, the kids and the dog,” the spokeswoman said.
Clare Varga, head of youth, active and kidswear at trends agency WGSN, said: “I think the onesie is past its peak but a lot of the originators of the trend are looking for an evolution.” Like Brown, she is expecting sport-influenced two-pieces with a more clever interpretation of kitsch to be popular with teenagers.
She added: “The whole novelty thing hasn’t gone away. It has become standard and the more outrageous these items are the better. That’s become part and parcel of the high street’s seasonal offering.”
The soaring popularity of festive outfits has not only been driven by celebrities, from Harry Styles to Phillip Schofield, but also in charity as the annual Save The Children Christmas Jumper Day 2014 approaches.
“Christmas novelty is becoming an event in the same way as Halloween,” said John Carolan, Sainsbury’s kidswear boss. “So many children now have Christmas jumper day or ‘dress as you like’ day ahead of Christmas that the most important thing is what they are looking for. There’s also a really fun thing happening where people are dressing up in outfits to take pictures for their Christmas cards.”
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