American-made brands are dealing with domestic dead ends

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.

https://digiday.com/?p=208112

More in Marketing

Manchester City uses Fortnite to expand its global audience

As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds.

How Chipotle’s fighting-game-focused esports strategy is paying off at Evo 2024

In 2024, Chipotle’s choice to court the relatively niche fighting game community appears to have paid off. According to a joint study by YouGov and the agency rEvolution, which helped develop Chipotle’s gaming strategy, U.S. esports fans between the ages of 18 and 44 reported a nearly 100% increase in their intent to purchase Chipotle following the brand’s esports campaign last year.

How Revolut’s creator strategy is benefitting from YouTube’s long-form swing

The challenger bank is prioritizing YouTube creators in bid to reach consumers.