Global Awning Industry Now Led By Energy Efficient Awnings In Both Private And Government Sectors

Its been more than three years since the official end to the US Great Recession in June 2009

, but both the US and global economy remain on unsettled footing. The uncertainty and risk-averse behavior has affected every industry including the awning industry. But the green and energy saving benefits of commercial awnings have led to the awning industry rising and growing fast across major economies.

When you thought of installing an awning in your storefront or on the patio of your restaurant, you were told that apart from improving aesthetic appeal, the awning would help reduce energy costs as well. And this energy efficiency feature of awnings and canopies has made them prominent in the new business arena with a focus on energy saving business operations and modules. Some manufacturers, as reported in an article in the February 2012 issue of Specialty Fabrics Review, have enjoyed double-digit percentage growth as demand has ticked upward. Also, another proxy indictor of industry-wide improvement comes in the form of capacity utilization data for US specialty fabric mills. In 2011, for the first time since 2007, US capacity utilization reached 73.4%, beating 2007 by three-tenths of a percent. And while canopy and awning growth rates were flat the US managed a 52% market specialty fabric market share in China alone, a major US importer of specialty fabrics.

But before we talk about how awnings are being incorporated and being used by industrial and commercial entities and by the governments around the world, lets delve in to a bit of awning history and its prominence in the US.

In the United States, awning popularity goes back to the 19th century. In a world with no air conditioning and growing literacy rates, awnings served a dual purpose of providing shade and protection from the elements, but also were prime marketing tools where large, bright logos and simple language attracted patrons from all social strata. Just think of the iconic red, white and blue striped rotating barbershop poles. Recognizable from feet away, the pole was an instant giveaway of a persons trade. Thus, the same held true with awnings.

Following World War II, however, their popularity declined, largely as a result of mass air conditioning, the growth of modern suburbia and the fully enclosed shopping mall buildings which were thought to not require an awnings display. But the awning and canopy industry made essential changes in its fabric quality, designs and improved their components as a whole, reducing weight and installation costs. Most importantly, renewed interest came as demographers and statisticians saw a reversing trend when it came to suburbia and the return of higher income brackets to urban cores. The resulting inner city revitalization occurring in many cities has seen pedestrian traffic increase and business vacancy rates fall in once decrepit and run down neighborhoods.

Today, theres an added benefit in the form of energy efficiency a fact largely underappreciated by earlier generations. The construction industry has now fully understood the huge impact of awnings in regulating the sun and air inside a building. Thats why in places like the European Union (EU), the European Solar Shading Organization reports that by 2020 all new buildings will be nearly zero energy and that energy efficient innovative design includes awnings to provide added shade. Whats more, in EU member states, older builders are being renovated to include awnings (and other natural energy efficient components) at a rate of 1 to 1.5% annually.

Renewed interest also comes down to energy pragmatism. Fossil fuel energy costs continue to rise (with crude oil trading at $92.10 as of this articles writing, which is a 21% change from one year ago) and global warming concerns continue to take center stage across most mainstream media outlets. An impressive 83% in a recent poll believed the Earth to be warming.

This is the reason why some governments and governing bodies around the world are running awareness drives among business owners and even construction companies about the energy benefits of awnings and this has further led to increased sales.

For instance, in Japan awnings are being promoted on a huge scale by the Japanese Awning Association. They have taken up several awareness projects including the one run by Japans Ministry of the Environment. The Environment Ministry sponsors the Ecology House Model and the Japan Awning Association has included awnings in this project to make more people aware of their benefits and also receive economic incentives by turning to use awnings.

In Canada, the government is said to be working on including awnings and other shade structures in the construction law. Their focus is on homes as well as businesses, who can use shade structures to lower their cooling or heating costs so that the total energy consumption of the residential as well as commercial sectors goes down.

In the US, the Professional Awning Manufacturers Association is charged with the task of promoting awnings to prospective customers. The Association has moved state & federal representatives about the energy saving benefits of awnings and canopies and has also sent out information regarding the same to all energy-related divisions in the U.S.

The future of commercial awnings & canopies looks bright with sales continuing to improve, recession or no recession, as people realize its energy benefits and appreciate the choice of modern graphical designs.

by: Michael Richman

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