Surveys by Publications:
Footwear InsightTextile InsightOutdoor InsightSports InsightSportstyle
Consumer Survey
Q&A: Made In America
Q&A: Eco Concerns
Consumer curiosity on where and how products are manufactured is ushering in new purchasing habits based on heightened social awareness combined with a desire to practice a more sustainable lifestyle. Evidence of this trend is reflected clearly in the relevancy of shopping locally. When asked, “Has ‘buy local’ become more important than ‘buy Made in USA?’” 65 percent of respondents answered “Yes.” Similarly, the phrase “Made Responsibly” now resonates strongly with consumers. Whether purchasing apparel or footwear, “Made Responsibly” ranked at the top with survey participants. Another indicator of today’s conscious consumerism is that 90 percent of respondents confirmed that they are buying fewer, but better quality items, highlighting how consumers are shopping smarter and are increasingly interested in how their values align with the products they purchase. The survey, conducted by MESH01, included 111 respondents, men and women, with an average age of 35 years old.
Made In America: 2018 VS. 2019
Has your interest in knowing where a product is made increased in the past year?
Yes

“Areas with low labor rates and poor working conditions should be avoided by quality companies.” Male / 34

“Yes and no. I prefer Made in the USA, but sometimes price point changes this.” Female / 31

No

“As long as it is high quality and fairly priced I do not care where a product is made.” Male / 2

How important is a “Made In America” product label in your decision making process?
Would you pay more for a product that is Made In America?
Has “buy local” become more important than “buy Made in the USA”?
Are you familiar with the slogan “Who Made Your Clothes”?
How recently have you looked for and purchased any apparel with the Made In USA label?
How recently have you looked for and purchased any footwear with the Made In USA label?
How important is a “Made In America” product label in your decision making process?
Eco Consciousness
Ranking of Importance when purchasing apparel.
1. Made Responsibly
2. Made Locally
3. Made in America
4. Made Animal Free
Ranking of Importance when purchasing footwear.
1. Made Responsibly
2. Made in America
3. Made Locally
4. Made Animal Free
Where do you learn about production policies of specific brands?
Are you buying fewer,
but better quality items?
Do you relate the concern about plastics to your wardrobe products made with polyester?
Quotes

How important is a “Made In America” product label in your decision making process?

SOMEWHAT IMPORTANT / 63%

“I prefer to buy American but knowing that many products are sourced elsewhere and only assembled in the US has decreased my interest in shopping this way.” Male / 30

“Love to support local companies, but not a decisive factor in my decision-making.” Male / 28

“If it is comparably priced to a product that isn’t made in USA, I’ll pick the one made in USA.”
Female / 36

“While Made in America is nice to know, price is also important.” Female / 37

“More importantly would be what state it is made in. Made in America feels quite general.” Male / 27

“It is more important when purchasing items online. If I can determine quality (and fit) for a product in a brick-and-mortar store, where it is made does not matter.” Female / 45

“The assumption is a USA made product will be quality but that does not always hold true.” Male / 28

“As long as the company treats their employees fair, it doesn’t matter what country it comes from.” Female / 30

“I generally do not think about where a product is made before grabbing it, but if I happen to notice two products side-by-side and one clearly states that it’s made in the USA, I’ll get that one, depending on the price difference.” Male / 27

VERY IMPORTANT / 22%

“I prefer Made in America to help our own economy grow and because I believe our quality is second to none.” Male / 31

“It will be the decider between two similar items.” Male / 18

Because we make a good quality products Female / 39

“I enjoy most when a product is made here in the U.S. We have all the resources and talent.” Male / 38

“Giving back to American is very important to me.” Female / 38

NOT IMPORTANT AT ALL / 22%

“There is no clear benefit to ‘Made in America’where product quality is concerned, and price is usually higher regardless.” Male / 32

“I’m more concerned about the brand than where it’s made.” Female / 37

“Things made in America are usually more expensive and not always better quality.” Female / 29

“Great quality products are made [all over] the world. I would love to keep the money in the American economy because I live here but it would not affect my decision to purchase a product.” Male / 31

Quotes

Do you relate the concern about plastics to your wardrobe products made with polyester?

YES / 34%

“I recently washed a sweater then dried it by mistake. The way it feels and ‘sounds’ makes me wonder what it really is!” Female / 49

“Natural items sound better.” Female / 56

“I do know this is a bi-product, but its synthetic nature outweighs the plastic concern.” Male / 38

“I worry about toxins in all areas of the environment, including my clothes!” Female / 48

“I try and limit plastics both in my housewares and my clothing (like polyester) as they can harm sea-life.” Male / 31

NO / 66%

“I’ve never thought of this before. I think I should.” Female / 41

“I had not considered that before, but it’s a good point that probably gets overlooked due to water bottles and grocery bags getting most of the press.” Male / 30

“I hadn’t thought about clothing being part of the growing plastic accumulation on our planet.” Male / 41

“I haven’t yet, however after reading this question I will be.” Female / 38

“I never really thought about plastic being in polyester. That’s a really great question.” Male / 29

“I’ve never really thought about that to be honest since polyester is so ingrained in the outdoor community.  This is something I’m going to have to research more.” Male / 42