A Fashionable Mask: Branded Value Proposition during the Coronavirus Pandemic

The coronavirus pandemic has changed not only the social, economic, political spheres of nations, but also fashion industry, having to cancel shows. Fashion brands started offering value proposition under new conditions give their customers with changing needs. A lot follow sustainable business strategy help medical staff masks, gowns, and sanitizers for free, donate organizations, research in Universities’ laboratories that increases EVA. mask takes mostly two functions – utilitarian emotional, i.e. technological fashionable part production/consumption. There are creative ideas making by like a self-cleaning mask, collaborations high-tech companies industry representatives hijab-wearing masks Arab female staff, creating using double cutting from vintage clothes donating proceeds, popculture branded themes, cloth made latest trends, artists unique artisan techniques, mix face-recognition politicians setting up trends Slovakia president have matching look color or Japanese Chief Cabinet Secretary promote indigenous print on mask. brand analysis shows is based increase EVA during pandemic, because they understand necessity sustainabile gain longer-term customer loyalty.