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The fashion industry’s sudden stampede to make face masks has garnered praise and enthusiastic headlines across the world.
But what’s less examined is the very compelling business case behind the pivot. http://read.medium.com/Dlz3fNm
But what’s less examined is the very compelling business case behind the pivot. http://read.medium.com/Dlz3fNm
The CDC’s COVID-19 guidelines recently suggested that people wear “simple cloth face coverings” to cover their nose and mouth.
N95 masks are no longer supposed to be worn by the general public, as priority shifts to frontline workers.
N95 masks are no longer supposed to be worn by the general public, as priority shifts to frontline workers.
Amid this drought, it seems there’s hardly a fashion or apparel brand that hasn’t stepped up to retool its production lines to help — pumping out face masks, both medical- and consumer-grade. http://read.medium.com/Dlz3fNm
This includes:
• couture big shots like Prada and Chanel
• mall brands such as Gap and Zara
• niche designers Johnny Was, American Giant, and Lilly Pulitzer
• tiny indie brands like Youphoria Festivalwear and Lesley Evers
• DIY vendors on Etsy http://read.medium.com/Dlz3fNm
• couture big shots like Prada and Chanel
• mall brands such as Gap and Zara
• niche designers Johnny Was, American Giant, and Lilly Pulitzer
• tiny indie brands like Youphoria Festivalwear and Lesley Evers
• DIY vendors on Etsy http://read.medium.com/Dlz3fNm
The free PR has been helpful, especially for the small, struggling brands who are facing near apocalyptic conditions.
It’s also quite possible that many of these companies, feeling powerless, have pivoted all their resources to masks to help conquer a health crisis.
It’s also quite possible that many of these companies, feeling powerless, have pivoted all their resources to masks to help conquer a health crisis.
The bottom line, though? Selling masks allows these companies to continue operating.
Indeed, for some fashion brands, pivoting to making masks may be the only way they can possibly weather this crisis. http://read.medium.com/Dlz3fNm
Indeed, for some fashion brands, pivoting to making masks may be the only way they can possibly weather this crisis. http://read.medium.com/Dlz3fNm
Manufacturing face masks allows companies to be viewed as essential businesses.
Indeed, many of the brands and the factories that produce them are getting granted “essential” status and having their applications fast tracked. http://read.medium.com/Dlz3fNm
Indeed, many of the brands and the factories that produce them are getting granted “essential” status and having their applications fast tracked. http://read.medium.com/Dlz3fNm
