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Make masks more fashionable? US clothing industry takes over the market of non-medical masks

via:CnBeta     time:2020/5/25 4:00:31     readed:80

American clothing retailers are scrambling to provide essential items —— non-medical masks during the outbreak to deepen brand recognition and stimulate sales, according to Taiwan's United News Network.Seattle-based northstrong department store (Nordstrom) said it would sell six sets of four-dollar masks each. All of the company's outlets were shut down during a home-based shelter, and a few weeks ago 16 outlets were declared permanently closed.

Due to the growing demand for masks, a number of clothing brands have joined the ranks of selling masks. Northstrong is the latest one. Gap and its brands, among others, opened early in May.

Despite the flood of new brands offering masks, sales are good. The northstrong mask group sold out in two days, and orders for many of the top masks will not be delivered until mid-june. In addition, American celebrity Kim Kardashian's self-branded mask opened on May 16 and sold out in hours.

According to Forrester retail analyst Kodaly, it's not all because of increased demand. There are other factors. The popularity of masks actually reflects the general uncertainty in the retail industry: there is no previous example for the industry to estimate the quantity of supply, nor how long the market demand can last.

"There's no data," she said. No one knows what kind of products to expect, they have never faced this dilemma before. " Kodak also pointed out that retailers also face the problem of supply chain disruption, because many factories are overseas. This, on the other hand, gives smaller, more flexible companies a chance.

For the company that is selling masks now, especially the large-scale retailers mentioned above, sales performance has little impact on profits, just to prove that the company can maintain flexibility in the face of unexpected conditions. "If you're a retailer and you don't have a mask to sell, it's probably a big problem in your supply chain," Kodali said

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