Sleepwear is a growing market, especially after COVID-19, people around the globe started seeking clothes that are comfortable to be in all day, allowing them to work from the comfort of their own. Of course, sleepwear already existed before COVID-19, but the sudden growth in the past 5-6 years has been commendable. And thus, many new brands and existing brands started experimenting with sleepwear and loungewear.

As the number of brands and consumer demand increased, it became essential for clothing brands to create a signature style that set their brand apart. There are many ways to create a signature style that you could be known for among your customers.

From choosing a signature style to making a unique collection, sample development to manufacturing services for your first collection, we'd spill all the secrets, ins and outs, as we have the experience of working with brands all around the globe, helping them with end to end solutions from designing, sourcing, manufacturing to packaging, all under one roof, and that is what we will be discussing here in this blog:

1. Understand Your Brand’s Core Values

Before developing a signature style, it’s crucial to establish the core values of your brand. What is the message you want your sleepwear to convey? What type of Sleepwear Brand do you want to be known for?

5 major points that can be your key differentiator and what you need to focus on:

1. Luxury Sleepwear: Your style should communicate elegance through premium materials and timeless designs. Use premium materials like silk satins, and linens for your sleepwear designs.

2. Sustainability Sleepwear: Use natural fabrics such as cotton, partner with an ethical manufacturer, and use deadstocks, low-impact fabrics.

3. Affordable Sleepwear: Use regular most used fabrics and simple designs to keep your manufacturing cost and thus the retail price at a low point.

4. Innovative Sleepwear: Focus on the technical details of the patterns and functional details of the fabrics to make your garments stand apart.

5. Signature Printed Sleepwear: If you want to work in prints, develop prints, or collaborate with textile/graphic artists to create unique prints for your brands.

Understanding your brand’s purpose will guide your design direction and help you align with the right audience.

2. Identify Your Target Audience

Your signature style should resonate with the people you want to wear your sleepwear.

Who is your ideal customer?

Are they young professionals, busy moms, or eco-conscious millennials?

Defining your target demographic will help you understand their preferences, desires, and lifestyles.

Research what motivates them to purchase sleepwear.

Are they looking for practicality, trendiness, or indulgence?

Tailor your design to meet their needs, whether that’s extra comfort, versatility, or style.

3. Choose Fabrics that Reflect Your Identity

Fabrics are a major factor in establishing your brand’s signature style. Materials like silk, organic cotton, and bamboo each evoke different vibes.

For example, silk is synonymous with luxury and elegance, while cotton represents comfort and simplicity.

If you want to stand out, consider experimenting with fabric blends that offer both comfort and innovation, such as Tencel or Modal for their softness and sustainability.

The fabric you chose should not only look good but feel good against the skin, enhancing the experience of your sleepwear.

4. Develop a Unique Color Palette

Colors can instantly evoke certain emotions and associations, making them a powerful tool in defining your brand.

A signature color palette will help your brand stand out visually and make it easily recognizable.

If your brand focuses on relaxation and tranquility, soft pastels or muted tones may be ideal and are a great option for luxury sleepwear brands.

Earthy colors are great for sustainable sleepwear and monochromatic designs make your sleepwear apart as modern and edgy.

Remember, consistency in your color choices across collections and marketing materials will solidify your brand’s visual identity.

5. Incorporate Distinctive Design Elements

Think about the design details that will define your brand’s style.

This could be unique cuts, embroidery, prints, or trims that make your sleepwear recognizable.

For example, a specific type of lace trim, a signature button style, or a particular sleeve shape can become part of your brand's identity.

Patterns can also play a role in creating a signature look.

Whether you favor florals, geometric shapes, or minimalistic lines, having a consistent design theme will make your sleepwear collections cohesive and distinctive.

6. Prioritize Comfort and Functionality

While aesthetics are essential, your sleepwear must deliver on comfort and functionality. After all, sleepwear is primarily worn for rest and relaxation.

Pay close attention to how your garments feel when worn, ensuring they provide freedom of movement and breathability.

Features like adjustable waistbands, relaxed silhouettes, and moisture-wicking fabrics can enhance comfort and increase the practical appeal of your brand. Balancing these functional elements with your style ensures your sleepwear isn’t just visually appealing but also enjoyable to wear.

7. Tell Your Story Through Branding

A brand’s signature style goes beyond design — it’s also about the story you tell. Consumers today are drawn to brands with a compelling narrative.

Share the inspiration behind your collections, your design process, and your brand’s mission.

This storytelling can be reflected in everything from your website and social media to your packaging.

Whether you’re celebrating the craftsmanship of your pieces, promoting sustainability, or focusing on the personal comfort of your customers, your story will help deepen the connection between your brand and your audience.

8. Evolve While Staying True to Your Core

While your signature style helps you stand out, it’s important to remain flexible and evolve with the market trends and consumer preferences.

Your signature style should be consistent, but that doesn’t mean it can’t grow.

Seasonal trends or fabric innovations can be incorporated into your collections as long as they align with your core values and identity.

By maintaining your brand's essence while adapting to changing trends, your sleepwear can remain fresh and appealing without losing its unique style.

By focusing on your brand's values, choosing the right materials, and telling a compelling story, you can carve out a unique place in the sleepwear market that resonates with your customers and keeps them coming back for more.

So that is how you start a sleepwear brand, in the most basic form, but of course, there are so many things that go into making a brand beyond these 8 steps, and starting a clothing brand could be a challenging endeavor, if you're passionate about starting your clothing brand then Zeddwork Studio provides varies services in one platform from designing your unique collection, sourcing the perfect materials that align with your core brand values, manufacturing solutions in low minimums and packaging + shipping to your country in a hassle-free and seamless process.

If you're interested in working with us, please drop an email to info@zeddworkstudio.com