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
Consumer sentiment heading into the holidays is low, but that could mislead marketers
Consumer sentiment’s low going into the holiday season, but marketers shouldn’t take it as a sign to retreat from the fray.
When CMOs pay for agents not agencies: S4 Capital’s AI gambit
S4 Capital execs say the quiet part out loud: AI is eating the ad industry.
Ferrero’s Danielle Sporkin breaks down the reality behind retail media’s full-funnel promise
The brand exec shared how Ferrero is rethinking retail media as a full-funnel tool — but challenges remain — at the Retail Media Advertising Strategies event in New York City.