The UV-protective clothing market grows as more consumers become aware of the causes of and how to prevent skin cancer.
Image source: Ana_J, Pixabay
Increased consumer awareness of the dangers of excessive exposure to the sun and the rising threat of skin cancer are the main factors driving the growth of the UV-protective clothing market, a recent report from business information firm Textile Intelligence revealed.
According to the study entitled "UV Protective Clothing: A Practical Approach to Sun Care," expansion in the market has been aided by enhancements in the functionality and appearance of the clothing.
Many high-end UV-protective garments, for instance, boast anti-bacterial and moisture-wicking, and improved stretch for increased comfort.
In terms of appearance, vivid colors and prints have replaced the plain and dark versions prevalent in the early 2000s. The majority of the latest releases also come in styles that suit different social gatherings and sports activities.
These developments have prompted several prominent clothing brands to incorporate UV-protective technologies in their selections. The situation has resulted in a larger consumer base that spends more time outdoors, providing more opportunities for sales growth.
The market is particularly strong in Australia where, due to its geographical location, the risk of skin cancer is high. The country is also among the leaders UV-protective fabric innovation, where application has expanded to include visibility vests, law enforcement apparel and even school uniforms.
The report also suggests that broader awareness campaigns about the risks of overexposure to the sun's rays and the benefits of UV-protective clothing should be done by brands and manufacturers to expand the market beyond an audience that is already well-aware.
Strategies include working closely with dermatologists, and skin cancer specialists and foundations in spreading information about protecting against UV rays and marketing tools such as using hang tags that explain the importance of UV-protective clothing in layman's terms.