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WASHINGTON The Made in America label has undergone a deluxe makeover. Everyone from Brooks Brothers to the Olsen twins is using it to hawk luxury goods, a tactic made popular by blue collar brands such as Levi Strauss and Chrysler.
Menswear maker Joseph Abboud has a in USA banner on his website with a link to footage of the Massachusetts factory that crafts his suits. Brooks Brothers has factories from New York to North Carolina, and The Row, the luxury fashion line from Mary Kate and Ashley Olsen, manufactures most of its clothes in America biggest cities.
is a customer that appreciates that the product is made in the United States and is willing to pay for the difference, Brooks Brothers Chief Executive Officer Claudio Del Vecchio said in an interview. 10 years ago, today a percentage is American made, he said. reputation for quality is benefiting upscale labels as more Americans question where their goods come from, and how their buying affects the economy, said Pam Danziger, president of Unity Marketing Inc.
in America feeds into the values proposition, she said. jobs, but for a way of life. In 2007, they were on a spending jag they weren thinking about things like this. Global spending on luxury apparel, accessories, watches, jewelry, perfume and other products may climb to about $260 billion in 2011 from $245 billion last year, excluding currency moves, Bain Co. said May 3 in a report.
More than three quarters of affluent consumers surveyed this year by American Express Publishing and the Harrison Group,
a luxury research firm, said they like brands made in America, up 5 percentage points from 2008. products whenever possible, a 3 point gain. ranked highest on an index measuring the quality of its luxury goods manufacturing, scoring 267 compared with an average of 100, the Stevens, Pa. based firm said. That topped Italy and France, home to Salvatore Ferragamo Italia and Hermes International, respectively. consumers. Denim makers such as Levi Strauss have harked back to Wild West origins, while Chrysler, which has used the slogan from Detroit, created TV ads urging prospective buyers to remember their American roots.
The self made nature of much of America wealth may be one of the reasons the pitch is so appealing, says Andrew Sacks, head of of New York luxury ad firm Agency Sacks.
is a built in inherent interest among those successful people to do whatever they can do to help, Sacks said. Recent increases in labor costs in China, a sagging greenback and stalling economic growth probably will lead to more American manufacturing, he said.
The Olsens women label, New York based The Row, uses factories in its home city and Los Angeles to make fashions such as its $250 white T shirts and $2,350 short dresses. The brand has found favor with the likes of First Lady Michelle Obama and actress Julianne Moore,
as well as with critics: The former House child stars got a nomination this year for a new talent award by the Council of Fashion Designers of America.