Fashion brand provenance and “made in” tags.
The story of who you are and where you come from is one of the most important aspects when meeting new people. The same applies to brands and their own stories (also known as brand provenance). Currently brand origin, locality, authenticity and originality are strong assets, which should not be ignored (Sounio 2010, 48).
Country of origin effect (COO or COOE) may affect the consumer’s purchasing choice. It used to be considered, that products made in China are lower quality than the ones made in Europe, but nowadays most of the fashion labels, even luxury ones, make their products in China, as the production technology has increased rapidly within several years.
There are still some perceptions about particular goods and their production from certain countries. Such as Italian leather, French lace, Scottish cashmere and so on.
Other association might be through the most popular type of design in the country: Scandinavian design is associated with Nordic countries and high fashion, luxury and couture with France and Italy.
What ever will say on your “made in” tag, will be up to you, as long as it adds up to your brand identity and story. (Posner 2015, 124).
But in addition to your “made in” tag, your brand can be associated with country, city or origin; Pepe Jeans London, Donna Karan New York (DKNY) , American Apparel, Tiger of Sweden. Associating your brand with provenance has been a successful role for many fashion labels. It signals something about the country/place and its positivity and values, what could otherwise lack from your brand (Nijher 2016). Even though the brand doesn’t necessarily has to be from that location, the name can help us identify style, culture and attitude.
“Customers are willing to pay a premium when brand provenance is done right. ‘Made in’, ‘made by’, and ‘made since’ are all shorthand for things that people genuinely care about such as quality, components, environment, health, personality and identity”
Sounio, Lisa 2010. Brändikäs
Posner, Harriet 2015. Marketing Fashion, second edition. Strategy, Branding and Promotion.
Nijher, Simi 2016. Does ‘Made in…’ matter? The value of brand provenance after Brexit. The Drum [online]