Opportunities Abound for Adaptable Companies During the Pandemic

The global pandemic has moved people – literally – in significantly new and unexpected directions. People locked out of their regular exercise facilities have created gyms and studios in their homes using anything from a yoga mat in the kitchen to elaborate fitness systems and virtual coaches. Many more people have taken to the outdoors, relying on Mother Nature to provide the workout equipment and inspiration. In addition, as the pandemic drags on, people are embracing physical activity as a drug-free remedy for loneliness, boredom, and stress, especially outdoors where fresh air and new scenery are available in abundance.

Functional textiles, too, have changed along with this new physical activity movement. Once reserved for highly technical, performance apparel and gear used only by the most serious athletes and outdoor specialists, the pandemic has pushed functional textiles into the mainstream at accelerated rates. Consumers have a new appreciation for the many benefits that functional fabrics can contribute because we have changed how, and where, we are active. For example, odor control is ever so much more important when the home gym is in the dining room and waterproof breathable benefits make a meaningful difference now that short strolls have turned into long hikes and bike rides.   

Our clients in the textile and apparel market have adapted and pivoted to successfully take advantage of these emerging opportunities. We have seen high-end shirting fabric quickly turned into a variety of comfortable, form-fitting, protective masks with added antimicrobial properties. Extremely technical filtration manufacturers have converted their products into comfortably lightweight, waterproof breathable fabrics. Manufacturers of gorgeous intimate apparel and legwear have transitioned some of their seamless capacity to produce gaiters and headgear worn for cycling and other outdoor sports. Nimble executives have restructured their operations to make broader assortments and new products that appeal to an evolving audience of active/outdoor consumers.

We find that, as markets dynamically shift, our most successful clients are those untethered to “the way we’ve always done it.” By identifying the best market prospects, developing robust plans to take advantage of emerging opportunities, then putting in place the infrastructure and personnel to execute, our clients have enjoyed short-term returns on their investment while building resilient, long-term market positions that will last well after the pandemic is over.