‘Anti-Viral-Leisure’ Could Be a $20 Billion Opportunity for ailing Fashion Industry

Fashion businesses have taken significant financial hits due to the ongoing Covid-19 pandemic. As these companies look for ways to get through it, a new category is emerging: protective apparel and accessories — or “Anti-Viral-Leisure,” as WWD has coined it.

Marshal Cohen of NPD, one of the top American market research companies, told WWD, “Fashion is probably the most challenged of all industries right now, and it’s going to be put to task to create innovation to drive any kind of activity and growth. Innovation will come by catering to how we live in this new anti-viral society….So you are going to see the birth of all these other categories and industries — what’s an acceptable face shield to wear that doesn’t make you look like a welder, workout apparel and socks that will manage germs…gloves that will breathe yet repel. And wait until we get to winter — cowl-necks may come back.”

Hm, 80’s cowel-necks don’t sound so bad.

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