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Quarantine couture: Sweatpants and stretch clothing rise among Amazon's best-sellers

1 week ago by Julia Gray in Markets

It’s the umpteenth day of the COVID-19 quarantine and we’re starting to get used to the unchanging view, the commute from bedroom to couch. The fly on the wall is now a house guest and he doesn’t keep track of how often you shower. The dress code is extremely casual and strictly enforced.

The average sales rank for sweatpants on Amazon ($NASDAQ:AMZN) hit 50 last week and has since jumped to 32 as people stock up on work-from-home uniforms. Sweatpants’ ranking sat at 23 earlier this month when quarantine was just starting to set in, up 77% from January.

The average sales rank for “stretch” clothing shot up to 9 over the weekend, up 81% from last week. It’s now back to 47.

Facebook ($NASDAQ:FB) mentions of American Eagle’s ($NYSE:AEO) lingerie and loungewear sub-brand Aerie has gone up 42%, from 1,840 to 6,060.

Yesterday, the Aerie Facebook page posted a picture of a girl playing a ukulele in bed, wearing one of the brand’s signature comfy bras: “How are you staying busy at home? Share your tips for adding feel-good to your routine below.”

Anthropologie ($NASDAQ:URBN) is now offering 40% all tees, loungewear, hair accessories, and office supplies and decor. The retailer is dubbing the sale "The Work-From-Home Edit." In a little over a week, Anthro's Facebook mentions have increased a whopping 151% from 6,680 to 16,800.

With everyone cooped up inside for the foreseeable future, companies that already boast an “au naturel” image have the opportunity to double down on that sentiment.

About the Data:

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales. 

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Julia Gray

Julia is Thinknum's Innovation Editor. She also writes about music, art, and culture for the Washington Post, Playboy, Stereogum, Uproxx, and Paper Magazine.

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