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Protective gears are non-essentials for apparel brands, not a big moneymaker

Not just restricted to frontline workers, masks are mandatory for every individual exposed to external interaction. Recognising the opportunity, several brands jumped onto this bandwagon. They also generated some revenue during the lockdown. But with consumers back to shopping, the category may take a back seat.
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shaboridas
26 Jun 2020 12 Mins Read 3 comments
A sales shelf with the heads of mannequins with face masks stands in front of a shop in Saxony, Leipzig. Getty Images
A sales shelf with the heads of mannequins with face masks stands in front of a shop in Saxony, Leipzig.
The pandemic has divided the world into two -- essentials and non-essentials. All consumer needs were categorised as per this bifurcation and businesses were allowed to operate accordingly. As a result, non-essential businesses came to a halt, especially the fashion and apparel manufacturers and brands which are currently facing troubled times. Most of these manufacturers are sitting
strain. In China and countries affected by SARS and MERS, the consumers use masks as part of their lifestyle. Even the kids wear masks to schools. In India, it wasn’t the case. But this pandemic has changed that. And we believe we can bring this patient-care product into the lifestyle space,” concludes Dublish. ( Graphics by Abdul Shafiq)
The pandemic has divided the world into two -- essentials and non-essentials. All consumer needs were categorised as per this bifurcation and businesses were allowed to operate accordingly. As a result, non-essential businesses came to a halt, especially the fashion and apparel manufacturers and brands which are currently facing troubled times. Most of these manufacturers are sitting strain. In China and countries affected by SARS and MERS, the consumers use masks as part of their lifestyle. Even the kids wear masks to schools. In India, it wasn’t the case. But this pandemic has changed that. And we believe we can bring this patient-care product into the lifestyle space,” concludes Dublish. ( Graphics by Abdul Shafiq)

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