Retailers who proudly declare they’re “made in the USA” have serious challenges brimming beneath their patriotic polish. The fashion industry has become far removed from America: 97 percent of the world’s clothing manufacturing happens abroad. American shopping habits have changed as a result: In 1965, 95 percent of the clothing Americans purchased was made in the U.S. Today, it’s 2 percent.
Modern brands who tout themselves as all-American are playing into a particular emotional hook that hopes to attract customers who want to know where their garments were made. If clothing is made in America, customers can rest assured that they weren’t made in a factory that flouts ethical and environmental guidelines.
To read the rest of this story, please visit Glossy.
More in Marketing
Digiday+ Research: Marketers’ AI use rises, but tech skills stall
Marketers’ adoption of AI technology has risen significantly in recent years, but training employees on using these tools lags behind overall adoption.
Possible expands to Lisbon in 2027, keeping its focus on marketing, tech, culture and creativity
Digiday caught up with Carolina Cespedes of GoGo Squeez, Remy Stiles of agency Kepler and Oz Etzioni of Clinch, as well as Possible’s co-founder and owner.
How Ace Hardware built its employee AI assistant
Ace Hardware executives took a careful approach in designing and implementing its new AI assistant to work throughout the chain.