Tag Archives: fashion

The Era of the Fashionable Face Mask

So far the year 2020 has drastically altered lives around the world in every way possible. Think about it – since this past March, there has been a significant shift in consumer spending patterns. Globally, consumers have changed what they buy and where they buy it. Stores and restaurants closed. Online shopping boomed. And more.

Just consider what happened during the toilet paper shortage of 2020 to see how consumer behavior changed. And it’s not just toilet paper or flour; the global coronavirus pandemic has made changes not only in our households, work, education, transportation, social groups, but also in fashion. Fashion? Yes, fashion.

As recently as March (only five months ago!) it was doubtful that the average U.S. household had a supply of face masks. Think about it. Did your household stock any face masks prior to 2020? Now compare that with the number of face masks you have today in your home, car, briefcase, purse, bike bag, and office. It’s quite a big change and has created an entirely new product category for fashionable face masks.

There is a lot of variety and of course price variations. Some companies are giving away face masks branded with their logo. Other companies are creating new patterns and designs that let people express their personalities. They can be as inexpensive as cloth masks for a dollar or two, all the way up to a $1.5 million jeweled mask!b

Stay safe – and fashionable.

Group Activities and Discussion Questions:

  1. Poll students: What industries do they think are affected by the coronavirus? (Did any list fashion?)
  2. Discuss the impacts of the coronavirus on companies.
  3. Poll students: How many face masks did they have at the beginning of the year? How many do they have now?
  4. Show video of world’s most expensive mask: https://www.impomag.com/home/video/21160288/the-worlds-most-expensive-mask?lt.usr=71617211&utm_source=IMPO+Insider_08142020&utm_medium=email&utm_campaign=115163&utm_term=600946
  5. In groups or individually, have students do an Internet search for masks. Suggest they try their favorite brands, Amazon, Etsy, and more.
  6. Have students examine the different brands and determine the target market for that mask.
  7. Select several target market segments: have student develop a mask for the market segment considering the four Ps.

Source:  Associated Press; CNET; IMPO; other news sources

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Why Buy Clothes? Rent Them Instead!

Do you have a tough time keeping up the latest fashions? Or, an even tougher time paying for the new designer clothes you covet? Despair no more. Instead of buying, try renting your clothes!

Renting clothes is a new way to spruce up wardrobes without breaking the bank. While there are a number of subscription-based services such as Rent the Runway, traditional retailers are also entering the new market, including options to rent clothes from Bloomingdales’, Banana Republic, Urban Outfitters, and more. Consumers are not limited to just renting clothing – some retailers rent shoes, jewelry, and handbags, too. And, lest you think this is just for women, a number of companies rent clothing and accessories to men as well.

The clothing rental industry, while still relatively new, is also quite large and still growing. According to research firm GlobalData, the clothing rental industry is roughly $1 billion today, and is projected to grow to $2.5 billion by 2023. Not too shabby (chic).

The sharing economy industry is still establishing itself for consumers who are not interested in owning, but still want access to new brands and services. After all, consumers already rent apartments, homes, cars, bikes, and furniture. Now we can add clothing to the list.

What will you wear?

Group Activities and Discussion Questions:

  1. Discuss the sharing economy. What is it; what drives it; what should we watch?
  2. Show a video overview of clothing rental: https://youtu.be/7OKLqBZoOYY

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Target Launches New Athleisure Clothing Line

It’s a new year and a new time to set some resolutions, right? Target thinks so and has come up with a set of resolutions about the joy of movement, being inclusive and accessible. These resolutions are a lead-in to a new Target brand of athleisure apparel.

Athleisure apparel sales in the U.S. have grown 140% in the last decade and is expected to reach $83 billion. Athleisure is a crowded market however, with loyal followers of brands such as Lululemon and Athleta. What will Target need to do to create value for customers of its new “All in Motion” line of active wear and sporting goods?

The company did extensive research for the new line. Target gathered data from more than 15,000 men, women, and kids, from all areas of the country, to gain insights into what customers want from their sporting apparel. The result is a new brand of sports apparel that was developed for the entire family, at all stages of fitness, and in diverse sizes.

All in Motion also uses sustainably-sourced materials, and includes features such as water-resistant, UPF50+ sun protection. Designs include secure zippered pockets, thumbholes in sleeves, and is a broad range of sizes. But the best part is that prices will be mostly under $40.

Ready to move?

Group Activities and Discussion Questions:

  1. Discuss the components of a situation analysis: company, general industry, trends, key competitors, technology, legal, etc.
  2. Review Target’s new line of athleisure clothing: https://www.target.com/b/all-in-motion/-/N-4apdi?lnk=Madeforeverymov
  3. Ask students what data they would need in order to make a marketing decision to start this product line.
  4. Divide students into teams. Have each team do secondary research to answer the questions such as industry overview, size, growth, competitors, social trends, new technologies, environmental impact, etc.
  5. Debrief the exercise by compiling information on the white board. Does this give a good picture of how Target arrived at its decision?

Source:  Ad Week; Minneapolis Star Tribune; other news sources

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