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NEWS > BUSINESS > TOP DESIGNERS RUSHING LUXURY SURGICAL MASKS TO MARKET
TOP DESIGNERS RUSHING LUXURY SURGICAL MASKS TO MARKET
April 29 2009
New York, NY – With the threat level increasing and the infection rate starting to soar, the spread of the H1N1 ‘Swine’ Flu is truly starting to take the world by storm. With news of the first death outside Mexico and media attention becoming more and more focused on the spread of the disease it’s no longer just health, government, and news officials taking notice. Now the business world is starting to see the possibilities brought forth by the pandemic with the fashion industry leading the way.
Top designers including Tommy Hilfiger and Donna Karan are reportedly rushing designer surgical masks to market in hopes of catching the wave of the disease just as it begins to crest. Though still in the very early stages, it is expected that both designers will ring the new masks to market within a few days in order to capitalize on the fever that is sweeping the world.
“It’s an extremely rare occurrence to have an event that grips people all across the world in such a profound way so it’s only natural that business and creative people want to get on board. In this case the product they are creating is practical as well as sure to be fashionable and that will go
a long way to ensuring healthy sales,” said Scrape TV Business analyst Ken Green. “The tricky part is going to be price point. Surgical masks are very inexpensive and it would be very easy to get carried away with design and price it out of most people’s range. The world is still going through a financial crisis and many are going to be wary of spending too much on what will likely be a short lived investment. If they can keep it within a reasonable price range and make it appealing enough, there could be a real strong opportunity here.”
Reportedly DKNY is in the process of developing multiple lines of masks including a bejewelled design for the extremely wealthy. There is no official word on the Hilfiger design as yet but it is expected to come in at a reasonable price.
“The interesting thing will be ho prevalent the knock offs become. Sure Wal-Mart and
other discount retailers are going to begin carrying masks, but will we see street vendors with versions of the designer brands? This is the type of thing where we really need to be attentive to the quality of the product. Stepping on copyrights and trademarks are one thing, but flimsy products just aren’t a good thing at all,” continued Green. “If companies play this right though there will be a whole lot of money to go around. The swine flu has already done great things for the economy and something like this could really light a fire. Remember too that even after this current crisis goes away, come the fall and winter the flu is likely to make a comeback which will open up a whole new line of revenue for everyone.”
Fashion experts are also predicting that surgical masks could become a sensation even if the disease itself fizzles out. Though the spring and summer lines have already been introduced, the expectation that fall and winter designs will integrate masks in some form or another.
“I can see this becoming the next big thing. Initially of course it will be exciting but if too many people get on board it will be common and fade out in popularity very quickly. The real threat is that regular people will be wearing these masks and that tends to turn off a lot of people in the industry, but I think the zeitgeist this is creating will be too large to completely ignore,” said Scrape TV Fashion analyst Fiona Dollak. “Have no doubt that we will be seeing surgical masks on runways across the world, I just hope we don’t go too far. Personally I can’t wait to see the new masks. I just hope we have a variety to choose from because I wouldn’t be caught dead wearing mask that clashes with whatever else I’m wearing.”
DKNY is also reportedly working on full body viral suits but is holding off large scale production until the disease reaches the level of epidemic.
William Ashford, Business Correspondent
NEWS > BUSINESS > TOP DESIGNERS RUSHING LUXURY SURGICAL MASKS TO MARKET
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