Those of us in quarantine have adopted a new dress code. We’ve replaced pantsuits with sweatpants. Loungewear sales are on the rise as more people eschew clothing with...structure. Pandemic or not, if your “lounging around the house” outfit includes a pair of jeans you need to go straight to jail. But our data shows that denim has been especially unpopular during the pandemic.
The average ranking for jeans among Amazon’s ($AMZN) best selling products has plummeted over 500% since the beginning of March. Items labeled “jeans” averaged at a ranking of 8 last month, meaning jeans were among the eighth most popular products on Amazon. Now, jeans sit at number 61. (A higher data point represents a lower ranking on the below chart.)
Meanwhile, stretch clothing has been climbing the ranks on Amazon. The average sales rank for stretch clothing has risen 85% from earlier this month, now at number 8 in the clothing category.
Levi’s ($LEVI) Instagram following had been growing since the start of 2020, but the follower count reached a plateau at the end of March.
With fewer people buying jeans, fewer people are talking about jeans. In just a month, the denim brand’s Facebook mentions have dropped 44%.
True Religion’s ($PRIVATE:TRUERELIGION) Facebook mentions have fallen 27% from late March.
Buying new jeans during quarantine is probably more hassle than it’s worth, especially without having the ability to try them on in-store. There’s nothing like a good pair of denim but now’s just not the time. Zoom ($ZM) only shows your top half, anyway.
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.
- Without festival season, fast fashion sales are down but social media engagement is on the rise
- Quarantine couture: Sweatpants and stretch clothing rise among Amazon's best-sellers
- Fast fashion companies adjust their marketing as workers continue to struggle