After years of looking for the best prices on everything from autos to footwear, are consumers now ready to consider other factors when making their purchases? One new trend in marketing, especially in the past few years, has been to emphasize that products are made in America. The patriotic push appeals to consumers who believe they are keeping jobs on U.S. soil when they buy these products. In addition, more marketers are now promoting the higher quality that comes with the Made-In-America label.
New research shows that the Made-In-America message is selling particularly well to affluent consumers. In the past 2 years, the number of well-to-do consumers who are buying products manufactured in America factories rose 5%. In addition, the data (from American Express Publishing and the Harrison Group) shows that 65% of affluent consumers consistently look for U.S. made merchandise.
Often, the American-made products come with a hefty price tag. In exchange for paying more, consumers are assured of quality. They are also tapping into the idea that, historically, the U.S. was built by hard-working people who generated their own wealth. Affluent consumers may like the idea of continuing that trend.
Signs of domestic pride are popping up everywhere. For example, Brooks Brothers shirts made domestically command a 70% premium over those sewn offshore. And Tiffany, with a brand name that equates to quality, continues to produce 60% of what it sells in the U.S.
Pam Danziger, President of Unity Marketing, thinks the past 4 years have been a wake-up call for many U.S. consumers. Shoppers are “voting with their money not just for U.S. jobs, but for a way of life.”
Look for more marketers to use the Made-In-America angle in their marketing pitches. As long as the quality is there to back up the higher prices, they should have good luck appealing to the new patriotism being displayed by U.S. consumers.[Source: Timberlake, cotton. Olsen Twins Use Made-in-America Hook to Lure Wealthy Shoppers. Bloomberg.com. 26 May 2011. Web. 14 Jun. 2011]