Mystery of ‘Made-in’ in Fashion

The Importance Of The Origin Of Products And How They Are Marketed

Consumers have always been driven by the place associated with a brand, as this signifies the quality of the products. Certain regions have been noted for their superior quality resources, and some others for their high skilled craftsmanship. Thanks to the legal requirement of having the source of origin of products on all items, consumers always have access to this information.

But, how many consumers are driven by this vital characteristic of the product while making their purchase decision? In an age where consumers are constantly offered cheaper products, latest fashion and a promise of get the most value for their money, the real story behind the product is lost in translation. When the most important factor influencing consumers’ brand preference is the price tag, and not the quality, fast fashion brands have been trying their best to continuously offer the lowest possible prices.

Although, in the recent years, many consumers are starting to question this process. Where and how their clothes are made is important to them. They are not settling with the knowledge of buying from a brand that markets contrasting regional associations for their products. Consumers want quality products, and many of these regions where low cost products come from have a negative impression.

At the same time, there are those customers who have always given priority to the quality and source of products. But here too many brands get away with marketing tactfully, by using phrases such as ‘designed in’ and ‘made in’ for products that are not entirely produced in the country specified.

This report puts together the regional dominance in terms of raw materials and production in the world, as well as the reality of where many products today are being made.

Content

  1. Introduction
  2. Raw Material Sources
  3. Regional Superiority in Raw Materials
  4. Regional Superiority in Manufacturing
  5. The Reality of 'Made-In'
    1. Fast Fashion
    2. Bridge and Premium Brands
    3. Luxury Fashion
  6. Transparency in Production and Communication
 
Related Marketing Research