Overall online apparel sales in April increased 34% from March, according to Adobe Analytics.
Sales of pajamas online surged 143% in April compared with March, according to data from Adobe Analytics.Many apparel companies have been trying to play up the comfort-cozy trend online during the coronavirus crisis.Online sales of pajamas surged 143% in April from March, while purchases of pants fell 13% and bra sales declined 12%, according to data from Adobe Analytics, which tracks transactions from 80 of the top 100 U.S. retailers.
Consumers look to be gearing up for warmer weather, too — with many likely eager to get outdoors and soak up some sunshine. Sales of shorts on the internet shot up 67% in April, and T-shirt sales jumped 47%, Adobe found.The surge might not come as a surprise, given apparel retailers across the country had to shut their doors for most, if not all, of last month to help curb the spread of Covid-19.
Ever since consumers started hunkering down at home, apparel companies have been trying to play up the comfort-cozy trend. A recentpromotional email reads: "Cute shoes to wear at home or around the block." Athletic apparel company Bandier has been marketing outfits: "Cook in your sweats." J.Crew has a "Staying-In" shop on its website.
"True fashion players that don't have athleisure could take a hit," NPD Group fashion analyst Beth Goldstein said about casual-wear going mainstream. "The results of this [pandemic] could end up becoming a little bit more of the norm.
U.S. e-commerce sales have been up a average of about 49% daily, according to Adobe, from April 1 to April 23 compared with a baseline period of March 1 to March 11.
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