The Aesthetic Factors Shaping Chinese Millennial Consumers' Purchase Intentions of Luxury Pyjamas: Implications for Future Design

The luxury fashion market is rapidly expanding worldwide, and the demand for designer pyjamas is on the rise. Pyjamas originated in South Asia as loose, lightweight trousers or two-piece suits for sleeping and lounging, and evolved into swishy palazzo-like pants and jumpsuit styles popular in Europe. Over time, pyjamas have undergone multiple functional and aesthetic changes while the luxury fashion goods purchasing power of Chinese millennials who were born in a rapidly evolving digital world has increased fast. However, limited academic research on luxury pyjamas and scarce information on this specific consumer group are available. This study examines the main aesthetic factors that influence Chinese millennial consumers' purchase intention of luxury pyjamas and specifically evaluates the importance of design elements such as artistry, colour, texture, fit, silhouette, innovation, and craftsmanship. An online survey was conducted with 124 Chinese participants via the Chinese social media platform WeChat to determine their aesthetic preferences for luxury pyjamas. The findings reveal that Chinese millennial consumers regard pyjamas as functional items and mainly wear them at home. Aesthetic considerations are the main purchase driver of sleepwear, with the visual texture of pyjamas as the most important aesthetic factor for Chinese millennial consumers, emphasizing the need for product developers to choose exquisite and appealing fabrics. Colour and artistic elements, such as colour collocation and pattern print, also have a significant impact on their purchase intention. This study provides valuable insights for luxury sleepwear developers seeking to enhance the aesthetic design aspects of their products to meet the needs and preferences of Chinese millennial luxury consumers.