In the strange world between day and night, asleep and awake, and battle is underway, from underwear to outerwear, for the hearts and minds, for the pennies and the pounds, that make up the slumbering giant that is loungewear.
The beast goes by different names from the familiar lounge wear, through home wear, day wear to the lofty Liberty heights of resort wear. Whatever the name, the game is on, with the potential beneficiaries and protagonists swelling from the ranks of lingerie specialists, fashion chains, home accessories retailers, health and beauty brands and some of the biggest names around, with Primark taking its place at the headboard of the home-wear bed.
