-- Gifts & Decorative Accessories, 3/14/2008 7:59:00 AM

With news of widespread product recalls and tainted products fresh in consumers' minds, the Made in America label is increasingly seen as a mark of safe, high-quality products that support local artisans and local economies. Gifts and Decorative Accessories is pleased to provide this opportunity to get to know some of our Made in America manufacturers 

Home Grown

Is it time we started paying more attention to products made in the States?

By Bessie Nestoras -- Gifts & Decorative Accessories, 4/1/2008

Whether at the trade shows or the markets, we're hearing more buyers ask the question, "Where was this made?" Following last year's wave of (mostly Chinese-made) product recalls, consumers are increasingly paying attention to the source of the items they want to purchase. And when consumers pay attention, retailers need to be twice as attentive — and maybe even rethink their sourcing practices, considering some of the other concerns on consumers' minds.

"There's an anti-China, anti-loss-of-jobs-overseas feeling, and the backlash is causing people to look for product that's made here," says Tim Seitz, senior vice president, Peggy Karr Glass, Randolph, NJ.

With such feelings in the air, it would seem that American-made product should be on every shelf. But we haven't gotten there just yet. "There's still a contingent of people who don't care," says Erik Jacobson, marketing product manager for Danielson Designs, Trinidad, CO. "But [the issue] has been heightened with the number of products being imported from China and the illegal harvesting of wood."

Now, many manufacturers that produce in the U.S. are getting more inquiries. "The younger generation is questioning a lot, and that's a good thing. The trend is going in that direction," says Ann Morhauser, artist for Annieglass, Watsonville, CA.

STANDING OUT

With more customers paying attention to the source of their purchases, there's a heightened awareness of American products. "The more products on the market that say 'Made in China,' the more your product stands out," notes Jacobson.

Yet it's always a little bit of a surprise to hear that something is made here. "Buyers are always pleased and surprised [when we tell them the product is made here] because everything in the U.S. is imported. They're shocked," notes Marsha Yessick, owner and designer, Yessica's Collection, Chattanooga, TN.

Paty Murillo, designer of Luxe Baby, Los Angeles, noted that February's New York International Gift Fair was the first time she saw buyers looking specifically for product made in America. "It's important now, especially with what's happened with China. People were very impressed when we told them the product was made here, and that we use American-grown cotton," she says.

"As people become more aware of sustainability, Made in America will become more important. Customers will think about what the conditions are at that factory in China. With the Greening of America, more people are aware of where things are being made," notes Morhauser.

QUALITY CONTROL

Unfortunately, the number of companies that manufacture in America has been dwindling for years. "Lenox isn't even made here, and their dishes go into the White House," Morhauser points out.

Peggy Karr, designer and founder of Peggy Karr Glass, had the opportunity to take her company to China, but declined. "I started as a craftsperson; it's the heritage of the company," she says. By keeping her manufacturing domestic, Karr believes she is doing her part to slow the tide of manufacturing jobs going overseas, where labor is cheaper.

Meanwhile, Danielson Designs was born out of a mission to provide employment at a time when much of the population in Trinidad, CO, was on government assistance. The company now employs 100 people in a town of less than 10,000. "They've found a way to combat jobs being outsourced," says Jacobson.

Marsha Yessick thinks that keeping jobs here is important for two reasons: "We need to keep Americans employed in the manufacturing process. Also, we can oversee the quality; we know there's no lead paint [being used]," she says.

For most of the manufacturers Gifts & Dec spoke to, the ability to oversee product creation and design is an important factor in American manufacturing. "Imports get duplicated very quickly," explains Yessick. "By producing our samples in the country, we can keep the design very original."

Buying merchandise that is American-made also gives consumers a sense of security and pride. "People have an awareness of not only buying out of pride, but that it's a better and safer product. [Other countries] don't have the regulations we have," explains Jacobsen.

Retailers need to make sure their staff knows how to go about selling American-made. Highlight the company's unique qualities. After all, customers want originality. "The craft cannot be done somewhere else. We control what it looks like, we control the quality," adds Morhauser. 

THE PRICE ISSUE

Of course price remains the main issue in sourcing. Because production costs are so much lower overseas, outsourced products are less expensive than products made domestically. This is a challenge that sellers of American-made products face.

"The struggle is always going to be price," says Peggy Karr. "People start out wanting to buy American, but they pick up one thing that's $50 and see another that's $20 — they're going to buy the $20 item."

The best way to overcome this obstacle — even in a difficult economic climate — is to educate consumers. "Retailers should be selling American by educating customers as well as their staff. Those who don't promote it don't do well. Those that do promote it do well," Karr adds.

The best way to combat the price issue is by offering new, innovative product. Paty Murillo finds that people are willing to pay a bit more for quality. "Because we're local, we can offer something others can't —custom made product. We offer that as a service, and it makes the product even more unique."

In this area, specialty retailers have the upper hand because most of the merchandise sold at big box and national chains is imported. For consumers looking to buy quality items, an independent retailer is right up their alley. Show them how you stand out from the crowd with unique products made in their own back yard.

As Murillo says, "Retailers should not compromise on quality, they should offer the best."

And the best is made right here.  

There's No Place Like Home

When you think, Made in America, you think "too expensive" — right? Wrong, says Janet Elliott, marketing manager for Winston-Salem, NC-based The Salem Collection, a company that manufactures most of its decorative, seasonal and holiday accessories at its own factory in North Carolina. Elliot says people are surprised when they discover that Salem's unique, high quality, competitively priced products are American made. Often, they're less expensive than imported knockoffs.

"Our processes are very efficient, and these days raw materials are expensive all over the globe. Our factory is competitive with overseas factories," says Elliott. She also notes recent problems on the import side of the business, including labor shortages and quality issues.

The advantages of manufacturing in the U.S. are significant. For one, there's better quality control. "Nothing beats a company president strolling through the plant to spot-check process," she quips. "And we know exactly what materials are being used. We also have the ability to innovate on the spot."

Another advantage is easier collaboration between designers and production teams. "Our designers work hands-on with our production team to ensure that their vision is coming to fruition."

And then there's the flexibility factor. "Because we make our products here, we can quickly supply large, unexpected orders. We don't have to rely on booking orders months in advance and hope we ordered the right amount."

The pros of manufacturing in the U.S. definitely outweigh the cons, at least where The Salem Collection is concerned: "Our USA made products are growing by leaps and bounds compared to the import side of our business," Elliott says. "That's pretty much the opposite of trends these days. Isn't it?" — Maria Weiskott 

Watch for the Label 

According to Consumer Reports, buyers need to be wary of that "Made in America" label. When something says "Made in America" it usually means that "'all or virtually all' significant parts and processing are of U.S. origin." But other labels, such as "designed in" or "packaged in" makes the connection to the U.S., but those claims are usually followed by "assembled in" or "made in" letting you know exactly where it was manufactured. So, while it may sound like it's made here, it really isn't.