The Children’s Place is now selling PJs aimed at Millennials and Gen Z.

The Children’s Place is now selling PJs aimed at Millennials and Gen Z. While 13-39-year-olds don’t exactly fall in The Children’s Place’s domain, their matching family PJ sets have been increasingly popular, so they decided to see how these pajamas would do on their own. Because Millennials and Gen Z have become even bigger fans of loungewear since the pandemic, the market is open for anyone who can give them something comfy to wear. They’ve even tapped Millennial influencers like @ColorMeCourtney and @ErikaxPriscilla to advertise the collection. But, PJ Place is hoping to become more than a one-time purchase: “The move is also designed to draw in young Millennials and Gen Z shoppers with the children’s side of the business long before they become parents themselves.” According to YPulse’s Brand Loyalty report, roughly one quarter of Millennial parents say one of the top reasons they buy from a brand over and over is because they’ve always used it—so creating a brand relationship with potential parents could make them loyal to the brand when (or if) they have kids. (CNN)