Consumers Rate U.S. Clothes Higher than Imports

Positive quality impressions can be a selling point for US-made apparel as it competes with import garments. Quality must be a top priority for domestic producers and results from consumer groups receptive to a domestic appeal. Results from a national survey of 1,350 consumers indicate that only 5%...

Full description

Saved in:
Bibliographic Details
Published in:Marketing news 1986-11, Vol.20 (23), p.30
Main Author: Dickerson, Kitty G
Format: Article
Language:English
Subjects:
Clothing industry
Consumer attitudes
Consumers
Quality
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Positive quality impressions can be a selling point for US-made apparel as it competes with import garments. Quality must be a top priority for domestic producers and results from consumer groups receptive to a domestic appeal. Results from a national survey of 1,350 consumers indicate that only 5% of them said imports were better than domestic apparel, while 47.3% said imports were not as good as US garments. Furthermore, the results indicated that women were better prospects for a ''Buy American'' appeal. Young consumers are less likely to favor the quality of US-made apparel, while older consumers are more likely to respond to such an appeal. Also, results suggest that a special appeal should perhaps be directed to younger population segments for a Buy American campaign. The findings mean that US apparel manufacturers have an advantage to use in the competition with imports. Quality will be the key to survival of the apparel industry. Illustrations.
ISSN:0025-3790