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Brief Published: 4 May 2016

Price vs Provenance

American consumers prefer affordability to ‘Made In America’ provenance

US consumers prefer affordability to ‘Made in America’ provenance, according to an Associated Press-GfK poll released last month.

When asked what they would do if given the option to purchase $50 trousers made overseas or an $85 pair made in the US, 67% of consumers surveyed said they would choose the cheaper of the two. Only 9% said they would buy US-made goods, even if they cost more or were more difficult to find than imports.  

However, although practicality about price ultimately wins in purchasing influence, nearly 75% of global consumers list a brand’s country of origin as a key purchase driver, according an April report from global market research firm Nielsen.

“In a crowded retail environment, brand origin can be an important differentiator between brands, but, ultimately, the brands that deliver on a strong value proposition and connect personally to consumers’ needs will have the advantage in any given market,” said Patrick Dodd, group president of Nielsen Growth Markets.

Savvy brands can help to dispel negative perceptions of foreign production by investing in the production process, or homing in on concepts that include localised product edits or store designs.

For more on the growing consumer desire to support both affordable production and the notion of local community, read The Value of ‘Made In’