Before this pandemic, you didn’t think twice before going out and only had three essential items on you: phone, keys, and wallet. But now, because of the unfortunate events of 2020, we have all gained one more essential item, something you don’t want to have on you, but the law requires it: a maskNowadays, we need something to cover the surface of our faces from our nose to our chins when we must be in a public settingThese masks keep you and others safe. Though they may seem small, they are a monumental community effort to end these unfortunate events.

However, just as much as we acknowledge the physical health value of face masks, what about their monetary value? Masks are an item that many companies can produce and/or distribute. These companies have an opportunity to shift their product focus in an attempt to increase an area of their business, whether it be revenue or community relations. Luckily, plenty of national and local organizations have realized this opportunity. They have taken action to help out their communities, and it has given these entities a bridge linking them to their communities and associates a positive connotation with their name. All they pay for is the production cost of what they’re providing, and they must come up with ways tdifferentiate their products amongst others that are following the same notion.

Differentiation can mean different things. Differentiate what? They’re just masks. Well, there are several types of masks. There is an effective mask that has the main purpose to limit the intake and release of bacteria, thus increasing overall safety. Then there is the stylish mask that gets the job done in terms of effectiveness, but customers might pay an extra penny to make a fashion statement while they promote safety and that sense of community.  

According to NS Medical Devices, the World Health Organization (WHO) called on various industries and governments in early March to increase the manufacturing of personal protective equipment (PPE) by 40%. Approximately 89 million medical masks, 76 million examination gloves, and 1.6 million goggles are required on a per month basis. That means more masks from everyone for everyone. The main participants are still healthcare equipment manufacturers, but top fashion designers have gotten involved, shifting their product focus away from their newest fashion collections for the season. which has dipped 50% in sales in the last three months.

For example, the revenue source of a friend’s employer depends upon the popularity of the live event businessNow, because of the total disappearance of live events, their sales dropped to $0 and the company was at risk. However, the founder made product and target market shifts and found a new supplier that manufactures the necessary masks and gear for use by both federal and commercial organizations as well as everyday consumers. According to my friend, their yearly quota was nearly doubled in terms of revenue by the time the first quarter was concluded. By now, most larger organizations have access to a PPE distributor, so it shouldn’t stay that high for my friend’s company, but it goes to show the financial impact that the business side of these masks can have. And that was just a 7-person company in New York City!

On the other hand, companies who already provide a clothing-based product line have just found another product to offer and are adding their own signature look and brand to it. They can also work to increase exposure for their brand and link themselves to a community effort through donations of masks. Many companies will give a mask to someone in need for every mask purchased or will donate a portion of their sales to COVID-19 relief. This is a way to develop a connection with the world through donations and selflessness, strengthening the relationship that organizations have with their consumers, all because of this mask.

The evolution of the mask is remarkable. Not only is it a preexisting product, but it is now a new necessity, and I believe that there will be a multitude of breakthroughs because of it.

Whether it be a change to its purpose, effectiveness, look, or comfort, there will be a mask for any and every occasion. Companies will be sure to use this as an opportunity to capitalize on either their community relations or their revenues, so be on the lookout!

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About the Author

Adam Tamny

Adam is our Marketing Coordinator & Floorplan Guru, handling all things floorplans while getting involved in any other area he's needed. This year, he's dialed in on focusing on his golf game, drive for show putt for dough!

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