The outbreak of COVID-19 in 2020 that made masks mandatory for general public has now emerged as a new fashion category with brands launching own designs.
Masks across all price ranges available in the market
As per a Euromonitor International research report spanning 46 global markets, Vietnam produced maximum affordable masks priced $0.60 per unit in 2020. This was followed by Egypt and Indonesia. On the other hand, Sweden, Saudi Arabia and Hong Kong, China lead the countries producing most expensive fashion face masks by average unit price. Consumers in these countries have higher disposable income that allows them to purchase branded fashion items.
Most of these consumers opt for luxury and premium masks launched by high-end brands like Burberry and Dolce & Gabanna. These brands launched masks in the range of $89 to $122. The high popularity of these masks led to several online retailers selling fake versions for as low as $10. Masks in the mid-price range are also available in the market. Most of these are produced by sports brands like Under Armour which launched Iso-Chill fabric feel mask priced at $30. Nike also launched Pro Hyperwarm full-face mask range.
Future demand to remain robust
Several people avoided wearing face masks at the beginning of the pandemic. However, government legislations making mask compulsory, increased usage amongst general public. Nowadays, people wear masks on a regular basis as besides protecting against the virus, they also reduce exposure to air pollution, especially within great urban areas. Masks are also effective against allergies caused by pollen. Consumers are therefore, adding them to their accessories portfolio.
These factors will continue to boost future demand for fashion face masks. However, the volume and value of demand will contract as market stabilization will lead to consumers opting for higher quality items.
Efficiencies, limitations of fashion masks
Imposition of government rules increased usage of fashion masks across the globe. The US and France imposed restrictions on surgical face masks limiting its consumption to medical staff only. This gave extra boost to this product category driving up prices as demand overwhelmingly exceeded supply. However, some restrictions impacted the category negatively. For instance, the rules introduced by Germany in 2021, allowing people to use only N95/KN95/FFP2 masks. negatively impacted sale of fashion masks category.
Hence, fashion players need to have a better understanding of the efficiency of masks and restrictions on types of face masks allowed in public spaces. They need to seek certifications for their products in order to allow wider usage. Future evolution of face masks as a fashion category will depend on the pandemic’s evolution and laws introduced by governments. Brands that are able to offer innovative designs and features will dominate the category in long term.
Courtesy : Fashionating World