6 Ways to Make “Made in America” Part of Your Brand
It’s important for Printful to remain competitive while also supporting the economy and ensuring fair wages for fair labour. That’s why we print everything at our headquarters in California and offer a wide selection of products, many of which are also made in the USA.
We’re proud of our lineup and think you should be, too, especially when you choose products that are both manufactured and printed here at home. You’re creating American jobs, and ensuring that your products are made ethically and with quality. And it’s good for your business.
Why Choose “Made in America”?
Selling products that are made in America will never be the cheapest option, but consider it a smart investment. Consumer preference for buying products that are made in America has been steadily increasing. According to a Gallup survey, 64% of Americans would be willing to spend more for a product made in the USA.
There are many reasons for this shift. People believe that when they buy products made in the USA, they’re paying for better quality. Now that the economy is recovering from the recession, more people are OK with dishing out the extra cash.
Buying products that are made in America creates jobs and boosts the economy. A study conducted in 2007 found that if consumers in the Bay Area shifted 10% of their spending from big box to local stores, it would result in $192 million in increased economic activity and create 1300 new jobs. The recession plays a role here too – people took notice of high unemployment rates and want to shop at home to create jobs.
Manufacturing products in the USA is also important from an ethical standpoint. Items made overseas are often produced in sweatshops, in unsafe conditions with unfair pay. The fatal fire in a Bangladesh factory drew attention to the dangers and lack of regulations in sweatshops. Products made in American factories must comply to US labour standards, which are more strict and better regulated. With clothing made in the USA, you know it’s ethically manufactured.
How to Promote Your American Made Products
People want to buy things that are made stateside, so promote the fact that everything in your store is made and printed in the USA. Make it a central part of your brand, online and offline. It’ll encourage customers to stay loyal if they know that by supporting your business, they’re also supporting the economy and ethical manufacturing. And it makes you stand out from your competition.
Here are 6 ways to make “Made in America” a key part of your brand:
1. Your store’s “about” page or mission statement
The “about” section of your website is where you get to share your company’s history, personality, and values. It’s an organic way to write about the choices you make for your brand, including making and printing your products in the USA.
Take Chasers – their brand is built on made in the USA. Their “about” page describes the brand’s origins, their goals (restoring American jobs while creating high-quality products), and their values. “Made in America” is entwined in everything they do and every product they offer.
You don’t have to be as extreme as these guys. If you want to go further than your “about” page, though, you can write a mission statement to elaborate more on your corporate values, or outline the history of your brand. The Frye boot company does this creatively, telling the story of their brand throughout the years starting with their founding in the 1800s.
2. Visuals on your website
Make “Made in America” visible on your store’s home page. Think of American Apparel retail store – when you walk in, you see “Made in LA” posters everywhere. You can’t not get the message that their clothing is made in America. Make it apparent on your website as well, like Pendleton does in the image below.
3. Product tags
A product tag is a great way to draw attention to your American made clothing offline. There are specific details that need to be mentioned on product tags – the material, size, and origin. So, when your products originate in the U.S., it’ll always show up on the tag.
Every American Apparel shirt we offer at Printful is made in LA, and its origin is disclosed on every tag.
4. Your email marketing
Adding a simple footer is subtle way to draw attention to your American made products in every email you send, without directly mentioning it. Even if you’re emailing about something unrelated – new product updates or your latest blog post, that footer will still be there. Take a look at Printful’s email footer for some inspiration.
5. Social media
There are so many ways to promote “Made in America” on social media. Post photos of your products to Twitter, Facebook and Instagram, and add a #MadeInTheUSA hashtag along with a product description. Or, post behind-the-scenes photos of you and your store, so your customers see for themselves that operations take place here. We do this a lot on Printful’s Instagram – we love sharing photos of our customers’ products and employee shenanigans.
Take a look at Shinola’s Twitter, Facebook, and Instagram pages for a great example of what to do on social media. They manufacture their beautiful watches in Detroit while expanding to other locations in the U.S., and that’s a central part of their branding. Their social media bios highlight the fact that they’re based in Detroit and are dedicated to creating quality products with an American workforce. They regularly post behind-the-scenes photos of Detroit, their products, and their manufacturing process.
6. Product descriptions
You provide photos and info about the fabric and fit, why not include the fact that it’s made in the USA? Your customer is already looking at your products and making the decision about whether or not to buy.
This is also an opportunity to explain the higher cost. American made products are are never the cheapest options on the market, but with the extra price, you can guarantee quality. LL Bean is known for products made in the USA. Their boots especially are durable, classic, and hand-crafted by their stitchers in Maine. They’re expensive and time-consuming to make, but they’re still wildly popular. LL Bean explains this on their product page:
We do this on Printful’s product catalog as well – there’s a little American flag on the bottom-right corner of everything that’s made in the USA.
The Made in America Brand
Ultimately products made in the USA will always be more expensive, but know that they are good quality. The key is to make it a central part of your brand and messaging, both online and offline. Chances are your customers won’t mind spending more – they’ll be glad to know they’re boosting the economy while buying a high-quality product.
You can browse Printful’s product lineup here and see for yourself which options are made in America.