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ASTRIDA NATURALS


Anita Mahaffey is CEO/founder of Cool-jams, Inc., maker of specialty sleepwear—some made in the U.S., and some imported. “I would say that we get several requests a month from customers asking where are products are made,” says Mahaffey. But, she notes, the price has to be right. “We’ve discovered if the imported product is 25 percent or more, less expensive than the Made in America product, nine times out of 10 the consumer wants the less expensive imported product.” If the Made in America products are well made, unique and only about 10-15 percent more, she says, some consumers are apt to buy at that slightly higher price point. While Boomershine agrees that


price certainly has an impact, she notes that, “if you’re the type of person who thinks it’s important to buy American- made products, you’re willing to spend more for those products. “There is, unfortunately, still a large percentage of our population that is just going to buy the cheapest stuff out there,” she acknowledges. Still, there are opportunities for manufacturers and retailers of these products to appeal to consumers and, as Lucas notes, the wide range of available products and price points offers ample opportunity. “I think


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there is a perception that Made in America is more expensive,” says Lucas, who adds that she also thinks it’s important for manufacturers and retailers to emphasize that products can be found in many price ranges. “On our site, there are some very expensive items, as there are everywhere, but there are also some incredibly affordable items,” she says. “It’s important for retailers to make sure they have some items in all price ranges so people understand that Made in America is well within reach.”


Selling American-made A key to effectively selling Made in America products is ensuring that consumers know the products are made in America. Retailers need to come up with ways to clearly and creatively convey this message. The “back story” is key, says Boomershine. “We’re competing against a lot of other great lines of fabulous bags, she says. “I think our Made in America story and the fact that I started in a guest bedroom and


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it’s grown to what it is now is really important—people really rally around that.


Boomershine encourages retailers


to use point-of-purchase marketing materials, signage and informed salespeople to clearly convey the existence and value of the Made in America products they carry, and says she works with retailers to help them tell the story. In addition, she notes: “We put our Made in America fl ags on everything,” she says. “If you see that fl ag, you know.”


Lin Grensing-Pophal is a freelance business journalist in Chippewa Falls, WI. She writes about marketing and business management issues for national and trade publications and is the author of Marketing With the End in Mind (IABC, 2005).


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