Why brands from both the apparel and non-clothing industries are entering the facemask market
The new, pandemic-induced reality has forced a drastic change in how we go about our daily business and has imposed new expectations on everyone. One of the most crucial of them is donning a mask.
Masks as a category have proliferated from a strictly medical item to a necessity and lifesaving tool for everyone.
Due to the crisis, masks are now a common item of clothing and are in high demand on the market.
Marketers see a huge possibility in the sale of face masks as something that might eventually become a fashion statement as government regulations require masks for anyone leaving their houses.
Several high-end, upscale clothing and non-clothing firms have entered the face mask market. Vero Moda, Only, and Bestseller Clothing—a mother brand of J&J—have all introduced both designer and affordable masks in this market.
Did we ever think that alcohol-related companies would appear in clothing? Well, only last month did AB Inbev and Bira introduce their line of masks.
Designer masks are being experimented with by homegrown companies including Anita Dongre, Nitya Bajaj, Shivan and Narresh, Masaba, and Manish Tripathi.
Five of Louis Vuitton's French manufacturing facilities were transformed in April to produce masks for front-line medical personnel.
"We wanted to make sure that our customers had a wide range of choices when selecting a mask for their purposes while adhering to their individual aesthetic.
Masks are unquestionably necessary in the present day, not just for the well-being of the wearer but also for those around them, according to Alexander Lambrecht, VP Marketing, South Asia, AB InBev.
Budweiser Streetwear Co. and Myntra introduced their line of face masks for consumers after realising the need in light of the pandemic's concerns.
Brands are entering the mask sector, according to Pragya Upadhyay, VP-Growth at Peesafe, in an effort to stay afloat. This is not a complete business plan for non-textile firms; rather, it is an opportunity for them to maintain their presence.
"Even before the epidemic, we were in the mask category. According to Upadhyay, when we originally introduced our masks in October 2019, we focused more on marketing them as anti-pollution masks. The company added washable masks, microfiber masks, and many other products to the category.
Marketers anticipate a shift toward patterns on various types of masks. Soon, the new catch will be functional fashion.
"Our team at Madame is always developing new facemask designs, according to executive director Akhil Jain.
Krsnaa Mehta, the founder and executive director of India Circus, a Godrej Venture, commented on the expansion of the mask category by saying, "With a variety of masks being offered every day, the increase will remain steady. This will make up a very little portion of our sales."
Children's masks, according to Mehta, are a crucial component of the business. With the launch of new designs and product categories, the brand anticipates monthly sales to double. Through both our online and retail partners, we have sold thousands of them in India, according to Mehta.
Non-clothing companies have evaluated the market's enormous potential and the present spike in demand. Masks can be created and sold with little upfront cost and while sustaining economies of scale, according to Agarwal.
Masks are an addition to our present product line, therefore they will increase the value of our mainline sale of fabrics and clothing, according to Agarwal.
The possibility to enter this category for a non-clothing brand like us is modest but lucrative. According to Krishna Tamalia Vora, founder of Mom's Therapy, little money-making ideas give start-ups or entrepreneurs like us a psychological boost to persevere.
This "new normal" of putting security and safety first in consumer purchases is inescapably going to last for a while due to a total shift in consumer attitude. Masks with useful features and the ability to be cleaned and reused will be in high demand from consumers.
According to Agarwal, as consumers become more cautious, the market will rise slowly but gradually by 10-15% over the next two years.
Over the next two years, the Indian mask market as a whole will experience exponential expansion. According to Upadhyay, the market is fresh and expanding.
The "Raho safe" brand of Peesafe's mask sector will each contribute 20–25% increase.
Peesafe will use digital media to advertise its mask sales. Good sales figures are coming from our platforms for the brand.
With the introduction of Budweiser Streetwear Co., Budweiser chose a digital-first strategy, debuted the collection on Myntra, and subsequently drove end-to-end brand communication on the internet. The methods used by Myntra guarantee that the products are delivered to customers in a very safe and secure manner.
"The collection was previously scheduled to debut in the first quarter. But as the pandemic spread, we refocused all of our efforts on ensuring the security of our associates, allies, and communities. We will look into other options as we progressively transition to a new normal phase in order to better serve and reach our customers, "Lambrecht said.
Madame will introduce a coordinated line of sweatshirts and facemasks for lounging around the house. On Facebook and Instagram, the company has been marketing its facemask capsule line.
For the products sold under the Raho Safe brand, Peesafe focuses on tier II markets.
Keeping Up With The Competition
The demand has always been in the areas of function, comfort, and fashion, according to marketers who claim to be keeping track of insights into customer behaviour.
According to Vikash Pacheriwal, co-founder of Raisin, the company has expanded its product line from hand-woven cotton masks to include a wide range of masks in various materials, designs, and colours.
Quality, according to Upadhyay, will play a big part, and mask innovation will be required. "Brands need to be a product facilitator rather than merely speaking from the perspective of sales, and brands need to be more and more aware of the masks."
"We believe that if facemasks are affordable and of high quality, consumers won't even consider not buying them. Facemask is a requirement that will be on the market long after the pandemic is finished "Jain remarked.
According to Agarwal of Donear, the company invests in R&D to provide the greatest products for clients. Customers are more mindful of the decisions they make today, especially under current conditions, and they are looking for quality and confidence from brands on their purchases.
When local masks are affordable and practical, why pay more for branded ones?
Branded products require commitments, which is why customers have always been drawn to them.
While there has been a change in consumer behaviour as a result of the global economic downturn, Mehta asserts that this change has merely been an evolution.
According to Mehta, because customers are seeking convenience, local and homemade masks may currently be the top choice. A brand will need to overcome this by expanding its economic reach while continuing to follow its commitment path.
