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Unilever Confronts The ‘Chairdrobe’ As Consumers Rethink Laundry

Published on Sep 5 2018 1:35 PM in Features tagged: Unilever / Procter & Gamble / Millenials / Paywall / laundry / lifestyle

Unilever Confronts The ‘Chairdrobe’ As Consumers Rethink Laundry

On any given day, the chair in Raven Rose's Ewing, New Jersey, bedroom might be draped with shirts, pants or pyjamas.

"It depends on how exhausted from work I am and if I plan to wear them again," said the 35-year-old retail clerk.

Marketers at consumer goods giant Unilever are calling it the "chairdrobe" - the heap of lightly worn clothes that often ends up crumpling one's go-to garments.

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