Even as there is almost no chance of returning to its old glory, when US apparel manufacturing peaked in 1973, employing around 1.5 million people, being the largest employer in the manufacturing sector, fashion experts in the US have confirmed that a growing number of American consumers are opting for domestically made clothing. As per the reports of a recent Cotton Incorporated Lifestyle Monitor™ Survey, around 55% people in US have agreed that it is ‘very or somewhat important’ to buy apparel made locally and consumers aged 35 to 70 are significantly more likely to feel that way. Around 87% people have confirmed that the interest in the trend is because they prefer to support the US economy. The figures represent that this steady interest in goods that are made in USA is not a passing trend and is definitely here to stay…
Over the past few decades many US companies, including textile industries, moved their production overseas, where the labour and manufacturing costs were lower. None were taken by surprise when they saw the labels indicating that the finished products were made outside US, but, the trend appears to be changing with time.
There are many reasons, perceptions and myths behind the recent shift. First, the consumers are trying to support their economy, as they are pinning their hopes on the fact that buying domestically made products will not only help putting Americans back to work, but also bring more money to the country. Americans are also indulging more in US made apparel, in part because of the perception that some foreign nations engage in poor labour or trade practices. In addition to this, many retailers believe that by making products domestically, it makes doing business easier and more convenient, as it reduces compromises in quality, a slow supply rate and lack of communication. Problems like, the rising costs of labour and raw materials have also eroded some of the advantages of offshore manufacturing. While the amount of manufacturing in US is still a small 5%, many believe with the ongoing scenario, the percentage will eventually grow with time. The textile and apparel exports of the US have already grown from US $ 16.6 billion in 2009 to US $ 22.4 billion in 2011.
[bleft]While the amount of manufacturing in US is still a small 5%, many believe with the ongoing scenario, the percentage will eventually grow with time. The textile and apparel exports of the US have already grown from US $ 16.6 billion in 2009 to US $ 22.4 billion in 2011. [/bleft]
Also, retail analysts have pointed out that fast fashion pioneers like H&M, Zara, Mexx and Mango have redefined the terms of fashion retailing, making their US rivals leaving no choice but to adapt, by changing their own plans. Considering the competitive advantage these European chains get over them by quickly bringing in new designs into their stores cheaply, by manufacturing a percentage of their inventories in their home country, the US designers and retailers are catching on.
Following the footsteps of the niche high-end labels like Marchesa, Oscar de la Renta and The Row, to name a few, that creates a significant proportion of their collections in and around New York City and the contemporary market that has brought the real change in the sector, mass market retailers such as JCPenney and LL Bean have been publicly weighing up purchasing more products from US factories recently. For other retailers such as Nordstrom, Abercrombie & Fitch and Target, sourcing domestic is a quietly growing strategy. Whereas Abercrombie is pursuing more US and Central American sourcing as a means to help reverse sagging sales, Walmart stores are working on to promote the ‘Made in America’ theme, a part of which includes apparel. Brand Club Monaco that recently joined the force and has been offering menswear bearing the ‘Made in USA’ labels since 2011, though still a small percentage of the overall collection, the brand is growing its domestic sourcing. Others getting a part of their production done in USA also include popular brand names such as Forever 21 and Bebe.
[bleft]Reasons for the rise in ‘Made in USA’ movement…
- The consumers in the US are trying to support their economy.
- Americans are also indulging more in the ‘US made’ apparels, because of the perception that some foreign nations engage in poor labour or trade practices.
- Retailers believe that making products domestically makes business easier and convenient, as it reduces and compromises in quality, a slow supply rate and lack of communication.
- The rising costs of labour and raw materials have also eroded the advantages of offshore manufacturing.[/bleft]
While some major brands are moving towards the ‘Made in USA’ label, there are some brands working on the very ethics of manufacturing their products within the borders of US. At the same time, a long list of local manufacturers in the US, like American Apparel, Band of Outsiders, Brooks Brothers, Taylor Stitch, Levis Strauss and J brand have not only created a place for themselves in the wardrobes of many national and international consumers, they have performed extremely well with their collections.
Adding to this all American experience, local retailers and brands working with US made products are highlighting the trend with pop-up markets as well. Using the old concept of pop-up stores, these events have not only managed to take the ‘made in US movement’ to new heights, but are also raising awareness of how manufacturing within the borders is beneficial for both their market and economy. Joining the force, menswear retailer Ball and Buck, is hosting a free event for pop up markets with brands such as Sterlingwear and Fall River’s Frank Clegg Leatherworks as vendors over the next few months.
According to estimates by the American Apparel Manufacturers Association (AAMA), the trend will prove to be an increasing movement as apparel consumption is expected to increase in value and not in unit volume. With consumers being increasingly conscious of how and where to spend money, they are expected to demand more quality in apparel than styles. Whilst many retailers are moving their production to their homeland, a lot of US retailers have argued that the markups on inexpensive imports are not nearly large enough to deny the US consumers, the benefits of low-cost imported apparel. Due to the same, a lot of retailers now are eager to shift more production to countries like Honduras, Guatemala, Costa Rica and El Salvador, or nations that belong to Central American Free Trade Agreement for cheaper production.
