New Norm, New Business Opportunity?
Covid has changed many things in our daily life. Society is forced to follow new normal practices for everyone’s safety. This has brought a huge change to almost all industries as well. Specifically, in the fashion industry, many brands have faced challenges from the new normal. However, as we are biologically the most adaptive species on earth, businesses in the fashion industry have figured out a way to adapt. They capitalised and leveraged the new normal of mask-wearing to launch new products in the constant cycle of innovation and emulation.
A mere 10 months ago, masks were only common in the medical industry or in countries that have terrible air pollution. Now, wearing masks has become mandatory for all. At first, some refused to wear masks because they were not yet used to it. In some countries, there was insufficient single-use masks in the market. Social influencers took action to urge people to wear washable and reusable cloth masks available in a wide variety of styles and designs. This has encouraged people to wear masks because it is cost-effective and fashionable, that allows them to match their outfits.
Just like sunglasses, hats and umbrellas, that were initially for sun protection, masks have evolved into fashion items with countless alternative styles and designs to choose. Face masks are now the world’s new and latest must-have fashion accessory. Brands and even small businesses in the fashion industry have taken this opportunity to profit by creating fashionable masks that people would desire to wear. They also used this chance to build a positive brand image and reputation by supporting a good cause. Moreover, they utilised masks as a walking billboard by inserting their logos and signatures on the masks to market their brand.
High-street fashion brand, Alice and Olivia created stylish and colourful washable cloth masks. These masks sold out in two weeks just right after it is put up online and received rave reviews from consumers. Alice and Olivia will be donating one mask for every mask purchased to communities in need. Meanwhile, luxury brands such as Burberry also released their signature check designed masks, and 20% of all mask sales will be donated to its foundation's Covid relief fund. Moreover, a small fashion business on Instagram, Ursa is selling stylish washable cotton masks and one will be donated for every mask sold.
New norms created from a crisis may have unforeseeable risks as it is new to everyone, but it also evolves trends that could create business opportunities. Therefore, new norms involve both risk and benefit to business industries. It depends whether the business had identified the trends correctly in the constantly changing world. Identifying the trend correctly would benefit the business and some might be even lucky to hit the jackpot. However, brands must always consider the initial purpose of the certain product or service along the way. Otherwise, it may cause backlash as it is not functioning to its original purpose.
Explore further on how masks have evolved as a trend and how social influencers are adapting to it by reading ‘Coronavirus: How Face Mask Are Becoming Fashionable’.
Also, read ’48 Face Masks to Buy From Brands That Are Giving Back’ if you would like to find out and discover fashion brands that have been selling masks for a very good cause.
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Coronavirus: How Face Masks Are Becoming Fashionable
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House Speaker Nancy Pelosi has been matching her masks to her outfits this month |
Face masks have become a necessity during the coronavirus outbreak and now the fashion world is ensuring that they become trendy.
And with masks advised for the foreseeable future, people are finding ways to incorporate them into their outfits.
“Everyone is on it right now including designers. It is a necessary fashion statement right now,” says Angel Obasi who runs the Instagram account Styleconnaisseur.
Ms Obasi posted images of a matching mask and suit outfit she wore to a Zoom wedding when the pandemic began. More than 100,000 people liked the images of her outfit on Twitter.
She told the BBC that she has worn the mask several times as it is "best for my style and obviously for keeping safe".
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Ms Obasi isn't the only person ensuring she remains safe and fashionable. High-profile figures have also started to match their masks to their outfits.
Speaker of the House of Representatives, Nancy Pelosi, was dubbed "Leader of the House Majority, and of mask-to-pantsuit colour coordination" by Hillary Clinton on Thursday.
Ms Pelosi has sported a number of matching ensembles over the past month.
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| Slovakia’s President Zuzana Caputova (centre) has worn masks that match her outfits when out in public. |
One designer in Italy hit the headlines this month when she created the trikini - a matching bikini and face mask set.
Tiziana Scaramuzzo, owner of Elexia Beachwear, said she created the trikini as a joke but after she posted images of the set to social media, she was inundated with orders.
Room Shop Vintage in the US started selling matching mask and top sets when their head of manufacturing sent over images of a sample.
"Seeing the samples really sparked something in me and that is when we went forward with the idea," Shelly Horst co-founder of Room Shop Vintage told the BBC.
"The reception to our matching top/mask set has been really great. Our customers love a matching look. Having a mask that matches their top makes the mask more fun and whimsical to wear, something that is important in such as serious, scary time."
She said she expected the trend to continue.
"Going forward people will need multiple masks in rotation especially as things begin to open back up. Having a mask that matches exactly is a fun fashion move, but matching through colour stories will start to happen as well. Considering what mask to wear will become a part of planning an outfit."
It's not just matching sets that are becoming popular. Other designers are making masks as glamorous as possible, rhinestones and all.
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| Sefiya Sjejomaoh makes colourful masks to match her personality |
Sefiya Sjejomaoh told Reuters news agency that the pandemic should not get in the way of her sense of style.
"When you come out in a stylish mask or with an accessory such as this, it doesn't seem as though we're fighting a war.
"It seems more fun," she said.
Article Link:
https://www.bbc.com/news/world-52691164
Read the article below to explore brands that are currently producing masks to help society.
48 Face Masks to Buy From Brands That Are Giving Back
https://www.whowhatwear.com/face-masks
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