Brands have been pushing the at-home lifestyle for years—and then Coronavirus happened. For Millennial homebodies, staying in was a choice they were already making often—and DTC companies like Brooklinen and Lou & Gray were trying their best to target the comfort-seeking consumers. However, the landscape looks different now that choice has been removed and most people are forced to stay home. Now, almost all brands are pivoting to “cozy” messaging, at the same time consumers are feeling new guilt and fear around spending. Still, many are using “quarantine homebody sales” to give themselves a little self-care and during this time, and the athleisure and loungewear industry is just one getting a boost right now. (Vox)
